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Lecturer(s)
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Strýčková Jana, Mgr.
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Sedláková Renáta, doc. Ph.D.
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Matela Pavel, MgA. Ph.D.
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Müllerová Veronika, Mgr. Ph.D.
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Vetešková Michaela, Mgr.
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Pustějovská Ivana, Mgr.
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Hrudníková Eva, Mgr.
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Krásová Kateřina, Mgr. et Mgr.
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Course content
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This module focuses on the analysis of media content, that is, on practising empirical research in the field of media studies. Details of the content of each lesson are set out in the current syllabus available on the LMS e-learning platform. Seminars are delivered using various teaching methods, such as seminar workshops, panel discussions, focus groups, and the preparation and presentation of specific topics in traditional seminar-style sessions, etc. Selected seminars will also be led by the course coordinator or guest lecturers. 1. Teaching methods in the theoretical-seminar section Theory: Defining a research problem; formulating main and specific research questions and hypotheses. Differences between the quantitative (deductive) and qualitative (inductive) paradigms. Defining the population and sample, and sample selection procedures. Practical exercises: Searching for literature in databases, selecting a topic and submitting the term project proposal (approx. 300 words). 2. Quantitative content analysis in practice Theory: Methodology of quantitative document analysis. Defining coding units, creating a coding sheet and a coding book. Testing the reliability of coding and cleaning the data matrix. Practical exercises: Practical training in coding media content and collecting data for one's own term research. 3. Public opinion surveys and data interpretation Theory: Principles of critically assessing the validity and limitations of public opinion surveys prior to their publication. Correct interpretation of sociological data in the media and distinguishing between statistical terms (the difference between a percentage and a percentage point). Practical exercises: Critical analysis of real news reports presenting surveys, based on the methodology of '20 questions a journalist should ask'. 4. Qualitative and Discourse Analysis Theory: Methods of qualitative research - critical discourse analysis (CDA), semiotic, narrative and structural analysis. Media constructions of reality, framing of issues, etc. Practical exercises: Studying, critically evaluating and presenting a real academic study or media analysis. 5. History of the media, legislation and academic writing Theory: Czech and global media in a historical context. Public service media codes, professional ethics and legislation. Principles of academic style and argumentation. Practical exercises: Academic writing workshop, stylistic proofreading and work on the theoretical section of the term paper. 6. Practical Production, Peer Review and Defences - Practical exercises: Submission of a selected practical media output. - Peer assessment: Preparation of a critical analysis of the communication and content of a project by a randomly assigned fellow student. - Conclusion: Submission of the final term project (theoretical section of approximately 8,000 words structured as an academic article) and its oral presentation with defence in class (approximately 15 minutes). Practical Session Topics - As part of the course, students will individually explore a selected topic from the issues discussed, using a chosen medium (text, audio, multimedia, website, blog, graphic presentation, video, etc.); - They will submit their work as a mini-project, including a thematic and communicative analysis and a list of sources used; - At the same time, they will carry out a communication and content analysis of a project by one of their randomly selected fellow students. The seminars will take the form of practical workshops. Selected seminars will be supervised by the course coordinator.
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Learning activities and teaching methods
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Monologic Lecture(Interpretation, Training), Dialogic Lecture (Discussion, Dialog, Brainstorming), Work with Text (with Book, Textbook), Methods of Written Work, Activating (Simulations, Games, Dramatization), Group work, Analyzing and producing soundtrack, Analyzing and producing audiovisual content
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Learning outcomes
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The thematic block is focused on the analysis of media content, that is, on practicing empirical work in the field of media studies. The aim is: to familiarize students with the basics of scientific work - procedures and rules for generating and verifying scientific knowledge and to equip them with the basic knowledge necessary for the implementation of research studies focused on the analysis of media messages. The course introduces not only the general principles of social science methodology, but also the individual phases of preparation and implementation of specific studies designed in connection with solving issues related to a crisis event. It focuses on the practical level of research and students acquire specific procedures for quantitative and qualitative analysis of media content. Emphasis is placed on the preparatory phase of research, setting goals, formulating research questions and designing an adequate research design, data collection and analysis procedures. Empirical work is practiced during the implementation of a practice research study conducted during the semester in the form of quantitative content analysis. The course provides students with the basic knowledge necessary to write an empirical final bachelor's thesis and prepares them for independent empirical work in the field of media communication studies. With its credit allocation (20 credits), the block corresponds to the scope of 6-8 standard courses, and the amount of work expected from students corresponds to this. Seminars are realized in various teaching forms, eg in the form of a seminar workshop, panel discussion, focus groups, study and presentation of partial topics in classical seminar teaching, etc.). Selected seminars will also be led by the guarantor or invited lecturers. Exercise topics - within the course, students individually process through a selected media (text, audio, multimedia, web, blog, graphic presentation, video, etc.) a selected topic from the discussed issues - submit the processed topic as a sub-project, including thematic and communication analysis and a list of used sources - at the same time prepare a communication and content analysis of the project of one of their randomly selected colleagues Exercises will take place in the form of practical workshops. Selected exercises will be supervised by the guarantor.
Graduates of the course will acquire the ability to critically evaluate and analyse media content, not only in relation to current media legislation, but also in relation to the ethical dilemmas often associated with the functioning of the media. Students develop both their specialist and methodological knowledge and the transferable (transversal) skills necessary for further study and professional practice: - Methodological and analytical competence: Students are able to independently design and carry out empirical research (quantitative content analysis and qualitative discourse analysis). They can define a research problem, formulate research questions and hypotheses, select an appropriate sample, and carry out data collection and evaluation. - Information and reading literacy: Students are able to effectively search for, critically evaluate and synthesise academic sources, secondary literature and empirical data. They are able to work with academic journals and identify methodological or argumentative shortcomings in existing research. - Written academic communication: Students are able to write an extensive academic text (approximately 8,000 words) structured as a scientific study. They have a command of academic style, scientific terminology, the principles of argumentation, logical structuring and correct referencing of the literature. - Oral communication and defence: The student is able to present the results of their own research clearly, objectively and within a time limit, defend their chosen methodological approaches and respond to critical questions during a discussion. - Creative and integrative thinking: Students are able to link theoretical knowledge with the practical creation of media content (e.g. to translate a research topic into a photographic series, a written story or a multimedia website). - Self-assessment and reflection on learning: Students are continuously aware of the level of their transversal skills and are able to reflect on their personal progress and the development of these competences from the beginning of the semester to its end.
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Prerequisites
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unspecified
KMS/KEATE and KMS/KEARO and KMS/KEAGR and KMS/KEAFO
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Assessment methods and criteria
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Student performance, Seminar Work
The block is concluded with a credit and an exam. A student who has not met the conditions for obtaining a credit cannot take the exam. Students receive credit for their ongoing work during the semester. The conditions for obtaining credit for the theoretical part of the block must be met by the end of the lecture part of the semester (31 March). The teachers of both parts of the block agree on the granting of credit. Students must meet the conditions set out in both the theoretical and practical parts of the block. Obtaining credit is conditional on three tasks that are interconnected: i) Implementation of an empirical semester project and its presentation on the specified day/time. ii) Preparation for classes iii) Successful completion of 2 knowledge tests For more detailed specification of tasks - see NEO. The exam will take place during the exam period in the form of a presentation and defense of a semester work that includes a theoretical and practical part. The student submits the semester work by the specified deadline before the public defense. The theoretical part of the semester work, approximately 8,000 words long, has the structure of a professional article and meets the criteria of a professional text. If the student has not completed the course and is enrolled in it repeatedly, he must meet all the conditions set for obtaining credit and exams, unless otherwise agreed with the teacher at the beginning of the semester. PRACTICAL EXERCISES 1. Media output - photographic exercise. The assignment for the practical part of the media output in photography consists of creating a photographic file on a topic related to the focus of the theoretical work. The topic is consulted in advance and approved by the exercise leader. The output is a set of 10-15 photographs. 2. Media output - radio and text: In the summer semester, the task will be to create a written STORY in the range of 2000-2200 characters including spaces. The story will be a portrait of the selected respondent, offering a short segment of his life related to the topic of the theoretical work. In the case of audio output, it will be a repomontage with a footage of up to 5 minutes. The selected sounds do not have to be identical to the text content. In the repomontage, the author alternates his comments from the studio with the respondent's clips and gradually reveals to the listeners the reasons for his profession or decision or his dilemmas, in this case the story /HLP - deep human story/ works great. 3. Media output - Multimedia exercise The student will design and implement a multimedia project that will synergistically connect media options for the given topic. It is assumed that the output will be in the form of a website that will include a spectrum of images (audiovisual, photography), text and graphic materials. The author of all partial parts will be the student. The exercises will take place in the form of practical workshops. Selected exercises will be supervised by a guarantor. As part of the exercises, the student chooses a different media output from the current offer for each thematic block during their studies so that they gradually gain experience working with various media.
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Recommended literature
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BOČÁK, Michal. (2022). Východiská a metódy analýzy diskurzu. Prešov.
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DISMAN, Miroslav. (1993). Jak se vyrábí sociologická znalost: Příručka pro uživatele. Praha.
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HENDL, Jan. (2023). Kvalitativní výzkum: Základní teorie, metody a aplikace..
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HENDL, Jan. (1999). Úvod do kvalitativního výzkumu. Praha.
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KERLINGER, Fred N. (1972). Základy výzkumu chování: pedagogický a psychologický výzkum. Praha.
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NEUENDORF, Kimberly A. (2002). The content analysis guidebook. London.
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NOVOTNÁ, Hedvika; ŠPAČEK, Ondřej a ŠŤOVÍČKOVÁ, Magdaléna (ed.). (2019). Metody výzkumu ve společenských vědách. Praha.
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PETRUSEK, Miloslav. (1993). Teorie a metoda v moderní sociologii. Praha.
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PUNCH, Keith. (2008). Úspěšný návrh výzkumu. Praha.
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REIFOVÁ, Irena. (2004). Analýza obsahu mediálních sdělení. Praha.
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SEDLÁKOVÁ, Renáta. (2014). Výzkum médií: nejužívanější metody a techniky.. Praha.
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SURYNEK, Alois; KOMÁRKOVÁ, Růžena a KAŠPAROVÁ, Eva. (2001). Základy sociologického výzkumu. Praha.
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ŠANDEROVÁ, Jadwiga. (2005). Jak číst a psát odborný text ve společenských vědách: několik zásad pro začátečníky. Praha.
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