116-0353/01 – Mass communication (MAKO)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorIng. Jana Gibarti, Ph.D.Subject version guarantorIng. Jana Gibarti, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Study languageCzech
Year of introduction2017/2018Year of cancellation2020/2021
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
GIB15 Ing. Jana Gibarti, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+2

Subject aims expressed by acquired skills and competences

Define the basic elements of mass communication Explain the effect of media information on perceiving the reality Describe the development of thinking theories in relation to media Explain the contents analysis of media information Discuss how media and society mutually influence each other Analyze news, journalistic programs in media

Teaching methods



Student bude v rámci přednáškové části seznámen s teoretickými východisky uvažování o médiích, se základy sociologie médií. Získá teoretické i praktické znalosti a dovednosti v metodě obsahové analýzy mediálních sdělení a v teorii agendy setting. V seminářích bude přiblížena konkrétní aplikace teoretických základů na konkrétní oblasti a problémy společenského života. Bude analyzován jejich obraz v médiích, příčiny a důsledky tohoto mediálního profilu. (menšiny, regionální problematika, politika, rovnoprávnost žen atd.).

Compulsory literature:

BAKER, E. Media concentration and democrary: why ownership matters. Cambridge: Cambridge 2007

Recommended literature:

BERGER, A. A. Media Research Techniques. California: Sage Publications, 2006. Allison Cavanagh: Sociology in the Age of the Internet. McGraw-Hill International, 2007.

Way of continuous check of knowledge in the course of semester


Other requirements

Common optional components are not offered, students of special interest can participate in departmental activities or can arrange consulting hours with lecturer.


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

1. Media, definitions, functions, public opinion, the interaction of media-reality-public opinion, the effect of media reports on perceiving the reality 2. History of thinking about media I. Theoretical starting points of sociological reflection of media 3. History of thinking about media II. (McQuail, Postman, Lazarsfeld, and etc.) 4. Contents analysis of media reports - theoretical starting points, theory of agenda setting, agenda cutting 5. Practical application of content analysis and its methodology; Process of processing and evaluation of media reports; Practical application of content analysis; Evaluation of analyzed data; Assignment of a research project to students 6. Analysis of news, journalistic and political programs of electronic media 7. Media and policy (mutual influencing); Conception of power; Relationship between mass communication and power. 8. Centre and periphery in media; Perception of regional problem areas in media 9. Minorities in media; Gender stereotypes and the way of media presentation of women; Non-profit sector, humanitarian organizations and media; Media in the role of destroyer, or, on the contrary, in the role of myths and prejudices keeper 10. Globalization and media; Mutual influencing; activity of multinational media corporations; Events of a global significance in the reflection of media (wars, natural disasters in "a life broadcast") 11. Economics and media; Mutual dependency of media and the world of business; their coexistence and clashes 12. Social responsibility; Projects of social responsibility of economic entities and their media image

Conditions for subject completion

Full-time form (validity from: 2017/2018 Winter semester, validity until: 2020/2021 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 25  15
        Examination Examination 75  40 3
Mandatory attendence participation: účast na přednáškách dobrovolná 50% účast na cvičeních

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Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2018/2019 (B6202) Economic Policy and Administration (7202R020) Economics Journalism P Czech Ostrava 3 Compulsory study plan
2017/2018 (B6202) Economic Policy and Administration (7202R020) Economics Journalism P Czech Ostrava 3 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction

2018/2019 Winter
2017/2018 Winter