03174ntm a22005057i 4500 000225435 CZ-PrVSE 20210623191256.0 m d cr n|||||||||| 210623s2021 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Sattar-zada, Ayla ISIS:120655 dis Spotřeba masa : Je naše svobodná volba ve skutečnosti taková? eng Meat Consumption : Is our Free Choice Actually Free? Ayla Sattar-zada 2021 ?? stran : digital, PDF soubor Vedoucí práce: Zuzana Chytková Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2021 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2021 Meat consumption, its framing in the media and its effects on society have been of high interest to various scholars, marketing specialists and the wider public. While people seem to be knowledgeable of certain problems connected to meat consumption, it continues growing worldwide. This paper aims to investigate how a particular relationship between meat and its consumers is being created, and what influences this process. The paper grounds its conclusions on literature review, primarily focused on the phenomena of meat dissociation and media cultivation, and qualitative semiotic analysis of TV commercials aired by the U.S. most successful meat producer Tyson Foods Inc. The study shows that symbolism created around meat is closely linked to particular desired states of mind and lifestyles, while the link between meat and animals is completely absent. It further concludes that the mentioned symbolism is built upon certain gender roles and cultural characteristics present in the society. The author believes that the findings can be of interest to those who aim to re-shape the role of meat in our daily lives and focus on the promotion of more sustainable alternatives. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Meat consumption meat advertisements and symbolism semiotic analysis of meat commercials meat dissociation Chytková, Zuzana ISIS:26578 ths Pašmik, Jaroslav ISIS:92897 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/75946/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/75946 Hlavní práce https://insis.vse.cz/zp/75946/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/75946/posudek/oponent/70978 Oponentura https://insis.vse.cz/zp/75946/podrobnosti dc:identifier NEPOSILAT VSKP vse75946 210622 75946