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UNIVERZITA KARLOVA V PRAZE Transformace Mediálního Impéria

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UNIVERZITA KARLOVA V PRAZE Transformace Mediálního Impéria UNIVERZITA KARLOVA V PRAZE FAKULTA SOCIÁLNÍCH VĚD Institut Komunikačních studií a žurnalistiky Kateřina Písačková Transformace mediálního impéria VICE v kontextu globálních změn mediálního prostředí Bakalářská práce Praha 2013 Autor práce: Kateřina Písačková Vedoucí práce: Doc. Filip Láb Ph.D. Datum obhajoby: 2013 Bibliografický záznam Písačková, Kateřina. Transformace mediálního impéria VICE v kontextu globálních změn mediálního prostředí. Praha, 2013. 97 s. Bakalářská práce (Bc.) Univerzita Karlova, Fakulta sociálních věd, Institut komunikačních studií a žurnalistiky. Katedra žurnalistiky. Vedoucí diplomové práce Doc. Filip Láb Ph.D. Abstrakt Tato bakalářská práce se zabývá postupnou transformací americké mediální společnosti VICE média z marginálního zájmového periodika ve významnou globální mediální korporaci. V rámci případové studie v práci popisuji, jak na sebe navazovali jednotlivé fáze této transformace a jak celková změna organizace společnosti ovlivňuje mediální obsah produkovaný touto společností . V práci se věnuji i novým marketingovým metodám, která společnost uplatňuje, především pak jejich provázanosti s tvorbou obsahu. Cílem práce je popsat mechanismy, které stojí za úspěšnou expanzí značky VICE média. Jelikož tato transformace nemohla proběhnout bez hlubší proměny globálního publika, na které společnost cílí a jímž je současná mladá generace, věnuji se i popisu fenoménů tzv. Generace X a následné Generace Y. Tato transformace se děje na pozadí hlubších proměn globálního mediálního prostředí, které pozorujeme od nástupu internetu, práce se tedy věnuje i tomuto významnému fenoménu. V závěru práce popisuji fungování české pobočky tohoto média. Abstract The thesis deals with the gradual transformation of the American media company VICE media, originally a magazine of marginal interest, into a major global media corporation. The case study describes sequentially each stage of such transformation and describes how the overall change in the companyʼs organization influences the media content produced by the company. The thesis also deals with the aspect of mutual relationship of the marketing section of the media, the target group and the content. The aim of the thesis is to describe the mechanisms behind the recent successful expansion of the brand VICE media. Since this transformation could not take place without deeper changes in global audience, which is companyʼs target group, especially the current young generation, I am also describing phenomenon of so-called Generation X and Generation Y. Regarding the fact, that this whole transformation is happening on the background of more essential changes in the whole media landscape after the dot.com revolution, these aspects are being discussed as well. Towards the end I am focusing on the operation of the Vice Czechoslovakia branch of the media. Klíčová slova Vice média, Shane Smith, transformace, generace X, generace Y, marketing, žurnalistika, tisk, online, video kanál, kontroverze Keywords Vice media, Shane Smith, transformation, generation X, GEN Y, Millennial, marketing, journalism, print, online, video, channel, controversy (Rozsah práce: 122 221) Prohlášení 1. Prohlašuji, že jsem předkládanou práci zpracoval/a samostatně a použil/a jen uvedené prameny a literaturu. 2. Souhlasím s tím, aby práce byla zpřístupněna pro studijní a výzkumné účely. V Praze dne …24.5. 2013 Kateřina Písačková Institut komunikačních studií a žurnalistiky UK FSV Teze BAKALÁŘSKÉ diplomové práce Poděkování Děkuji vedoucímu práce, Vojtěchovi Soudnému, Josefu Švejdovi, všem kteří mi poskytli rozhovory a Oživme Hollar! TUTO ČÁST VYPLŇUJE STUDENT/KA: Příjmení a jméno diplomantky/diplomanta: Razítko Kateřina Písačková podatelny: Imatrikulační ročník diplomantky/diplomanta: 2008 E-mail diplomantky/diplomanta: [email protected] Studijní obor/typ studia: Žurnalistika/prezenční Předpokládaný název práce v češtině: Transformace impéria VICE Publishing House Inc. v kontextu globálních změn mediálního prostředí (Od streetpaperu k online televizi a dál...) Předpokládaný název práce v angličtině: VICE Publishing House Inc. and its transformation in the context of global changes in the media market and environment. Předpokládaný termín dokončení (semestr, školní rok – vzor: ZS 2012): (diplomovou práci je možné odevzdat nejdříve po dvou semestrech od schválení tezí, tedy teze schválené v LS 2010/2011 umožňují obhajovat práci nejdříve v LS 2011/2012) LS 2011 Základní charakteristika tématu a předpokládaný cíl práce (max. 1000 znaků): Tématem bakalářské práce bude analýza mediálního imperia VICE Publishing house Inc., které od svého založení v Montrealu v roce 1994 rozšířilo svou působnost do 22 zemí světa včetně České republiky. Práce představí VICE imperium v kontextu současných světových mediálních trendů a popíše fungování sesterských redakcí, navázaných na centrálu v New Yorku. První část práce představí historii „značky VICE“ a vymezí tematickou agendu s přihlédnutím k povaze cílové skupiny. Rovněž se v první části zaměřím na popis fenoménu tištěného média, které je distribuováno zdarma a přesto – nebo právě proto – se stává komerčně úspěšným. V druhé části práce se zaměřím na postupné řízené přesouvání těžiště imperia z oblasti tištěných médií do oblasti tzv. nových médií. Společnost VICE, která vybudovala své jméno na základě úspěšného tištěného magazínu, v roce 2010 vydala oficiální prohlášení, které ruší povinnost sesterských redakcí vydávat papírový magazín a doporučuje zaměřit jejich pozornost na online produkci. Poslední čast práce popíše činnost divize VICE Czechoslovakia. V závěru pak shrnu význam a pozici tohoto média na současném globálním mediálním poli. Cílem práce je tedy soudržný popis vývoje jednoho média-značky, které dokázalo pružně – ne-li s předstihem – reagovat na změny globálního mediálního a informačního prostředí, podmíněné technologickým vývojem společnosti, a tyto změny využít ve svůj prospěch. Předpokládaná struktura práce (rozdělení do jednotlivých kapitol a podkapitol se stručnou charakteristikou jejich obsahu): 1) Úvod • představení média, jeho historie, agendy a cílové skupiny • nastínění marketingové strategie média jako tiskoviny distribuované zdarma 2) Přechod od tištěného magazínu k online televizi • popis obecných trendů v proměně mediální krajiny na konkrétním příkladu jednoho média • spuštění globálního blogu viceland.com a budování sesterských redakcí v ostatních zemích • spuštění VBS.TV – popis tematické agendy online „televize“ a její strategie 4) VICE Czechoslovakia 1. úvaha nad přenositelností konceptu VICE magazínu, blogu a VBS.TV 5) ZÁVĚR • Shrnutí současné specifické pozice VICE Publishing House Inc. na globálním mediálním poli. Vymezení zpracovávaného materiálu (např. konkrétní titul periodika a období, za které bude analyzován): 3. veškerá česká vydání magazinu VICE dostupná před odevzdáním bakalářské práce (tzn. 2009 - ročník 1, číslo 1. 2010 - ročník 2, čísla 2,3,4) 4. Vybraná čísla britských, amerických, skandinávských a dalších vydání VICE magazínů z let 2000 - 2010 5. VICELAND BLOG – www.viceland.com - česká a globální verze blogu 6. VBS.TV - www.vbs.tv – online televize provozovaná společností VICE Publishing house Inc. 7. publikace „News, Nudity and Nonsens: The Best Of VICE magazine 2003-2008“, další tištěné publikace a filmy vydané společností VICE Publishing House Postup (technika) při zpracování materiálu: 1) Kritická reflexe agendy média na základě rozboru obsahů tištěných časopisů, blogu a v pořadů VBS.TV a její. 2) Hloubkové rozhovory s provozovately české divize Vice Czechoslovakia (Tomáš Zilvar, Pavel Čejka, Radek Brousil - předjednáno) Základní literatura (nejméně 5 nejdůležitějších titulů k tématu a způsobu jeho zpracování; u všech titulů je nutné uvést stručnou anotaci na 2-5 řádků): 1) Jan Jirák, Barbara Kopplová – Média a společnost, Stručný úvod do studia médií a mediální komunikace ( Praha: Portál s. r. o., 2007) 1 Kniha se zabývá rolí médií ve vyspělých společnostech. Uvádí základní komunikační modely a teorie nutné pro pochopení fungování médií a jejich vlivu na společnost. Obsahuje pasáže o ekonomických zákonitostech fungování mediálního trhu. 2)Neil Postman: Ubavit se k smrti (New York: Viking, 1985) 2 Autor se v knize zamýšlí nad hodnotou informací v době, kdy se hlavním posláním množství médií stalo člověka bavit a nikoli informovat. Věnuje se fenoménu infoteinmentu a dalším. 3) Nicolas Negroponte: Digitální svět, Being Digital (Praha: Management Press, 2001) 3 Autor je zakládajícím členem Mediální laboratoře při Massachussets Institute of Technology. V knize se zabývá budoucností nových médií. Nastoluje tezi, že klasická programová televize zcela ustoupí digitálním/online médiím s možností personalizovaného obsahu. 4) Rober McChasney – Problém médií (Všeň: Grimmus, 2009) 4 Autor, jež je profesorem na univerzitě Illionois, v knize zkoumá především politickou ekonomii médií. Zabývá se například souvislostí mezi komerčními médii a depolitizací společnosti, zvláštní rolí inzerce ve formování mediálních trhů a obsahů, vliv komercializace na kulturu apod. Dále autor v knize kritizuje úpadek současného žurnalismu. 5) Carol Squires, Over Exposed: Essays on contemporary photography (New York: New York Press, 2000) 5 Kniha je souborem esejů různých autorů k tématu současné fotografie a její reprezentace v médiích. Naráží na současné fotografické tendence a kontroverze. 6) Jay Rosen: People formerly known as audience (Think Press,online, 2006) 6 V textu je analyzován fenomén občanského žurnalismu, především problém transformace
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