Vývojové tendencie internetovej reklamy web 2:0 a internetová reklama /
Text predkladanej štúdie sa zaoberá otázkami vývojových tendencií internetovej reklamy po roku 2001 v závislosti od meniacej sa povahy Internetu. Zmena v poskytovaní webových služieb, ktorá je markantná v posledných piatich rokoch a býva označovaná pojmom web 2.0, má okrem iného za následok nárast p...
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| Hlavní autor: | |
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| Další autoři: | |
| Typ dokumentu: | VŠ práce nebo rukopis |
| Jazyk: | Slovenština |
| Vydáno: |
2007.
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| Témata: | |
| On-line přístup: | http://is.muni.cz/th/65198/fss_m/ |
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| 242 | 1 | 0 | |a Developments of internet advertising |y eng |
| 245 | 1 | 0 | |a Vývojové tendencie internetovej reklamy |h [rukopis] : |b web 2:0 a internetová reklama / |c Kristína Poljaková. |
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| 500 | |a Vedoucí práce: David Kořínek. | ||
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| 520 | 2 | |a Text predkladanej štúdie sa zaoberá otázkami vývojových tendencií internetovej reklamy po roku 2001 v závislosti od meniacej sa povahy Internetu. Zmena v poskytovaní webových služieb, ktorá je markantná v posledných piatich rokoch a býva označovaná pojmom web 2.0, má okrem iného za následok nárast počtu online komunít, ktorých tvorivá aktivita spätne ovplyvňuje podobu siete a následne aj ďalších médií (napr. agenda setting v printových médiách alebo zdrojovanie televízneho spravodajstva). Stúpajúci počet aktívnych účastníkov diskusie so sebou prináša zmenu komunikačného modelu, kedy decentralizované informačné zdroje menia povahu spravodajstva, zábavy aj marketingovej komunikácie. Text skúma dynamiku reklamy vo vzťahu k fenoménu web 2.0 a zamýšľa sa nad emancipačnými a inhibičnými mechanizmami v ich vzájomnom vzťahu ako aj vo vzťahu k recipientovi. |% cze | |
| 520 | 2 | 9 | |a The following text deals with the matter of development trends within online advertising after 2001 considering the shifting nature of Internet and the changes it has undercome. The major shift in delivery of Internet services observed within the last five years and often to be reffered as web 2.0 has brought into life a various range of online communities. The active participance of these communities bearing and creating their own content is affecting the setup and look of the Internet and followingly other media as well (e. g. agenda setting in print media or sourcing by television reporting). The rising number of people taking part in active discussion brings a shift within the field of communication models, by which the decentralized information sources change the nature of news making, entertainment and marketing communication. The paper examines the dynamics of advertising in relationship to the web 2.0 phenomena and concerns itselfs with the emancipatory and inhibitive mechanism. |9 eng |
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