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This bachelor thesis focuses on the trend of femvertising in advertisements for body cosmetics in the Czech Republic. Femvertising is a relatively new phenomenon used in promotions that seek to present positive images of women and to counteract gender stereotypes. The aim of the study was to determine whether and how elements of femvertising are present in the selected advertisements intended for the Czech market from 2019-2022. For this purpose, a qualitative content analysis was conducted, which showed that elements of femvertising are present in all the selected advertisements and three of them could be described as fully femvertising.

This bachelor's thesis deals with gender stereotypes behind the wheel from the perspective of driving school students. It examines whether stereotypes occur in driving school, looks at stereotypes that respondents may have encountered prior to driving school, and then aims to determine whether respondents are influenced by driving school for future driving. The topic is actual because nowadays driving is still considered a 'male' activity and women may be discouraged from becoming drivers due to social pressure and expectations about their gender role. It is also important because we mainly get from place to place by car, so driving school should be a welcoming environment for all. The thesis is divided into theoretical, methodological, and practical parts. In the first part, the theoretical background such as Gender Stereotypes, Gender Glass Theory, Driving School, and others are described, which is then used as a basis for the practical part. In the latter, qualitative research is conducted, specifically through semi-structured interviews. From the data provided by these interviews, eight themes are then selected through segmentation, divided into three chapters according to the research questions. Subsequently, deductive coding was used to analyze them. The conclusion of the thesis is then...

This bachelor's thesis explores gender stereotypes in the context of television commercials broadcasted by selected Czech commercial television stations. The author aims to define the conventional stereotypical roles in which men and women are portrayed in advertising spots and to evaluate the potential progress in their media representation. The theoretical part of the thesis focuses on key concepts that are necessary to understand the topic, such as gender, sex, gender identity, gender roles, and gender stereotypes. The practical part of the thesis consists of a semiotic analysis following the approach of Roland Barthes and Erving Goffman.

The thesis will seek to answer the question of how the feminisation of primary and secondary education from the 1970s to the 1980s was reflected in public and professional debates. In the introduction of the thesis I will describe the phenomenon of feminisation of education in the historical perspective of the Czech environment. In particular, I will focus on what views and ideas prevailed about the feminisation of education under socialism. The aim of my thesis is to answer the following questions: "How big a problem was the feminisation of education considered to be?", "To what extent was the question of whether feminisation had an impact on the development and behaviour of pupils reflected in contemporary discussions?", "What arguments were used in these discussions?", "To what extent was the increase in the number of women among teachers considered part of women's emancipation in contemporary discussions?". In this thesis I will mainly rely on contemporary journals, from which I will analyse individual interviews and articles mentioning the feminisation of education. I will also rely on professional literature that looks at the issue from multiple angles and records its development in the Czech education environment in detail.

Diploma thesis analyses gendered dimensions pervading diagnostic process of multiple sclerosis based on semi structured interviews with women targeting their own lived experience and perspective. Theoretical part of this work introduces basic concepts and groundwork arising from previous research including the main and following topics. Starting with medical discourse and continuing with gender bias in medicine, which is amongst others represented by medicalisation of the female body. I also touched upon the topic of delayed diagnosis and introduced basic information about multiple sclerosis. Empirical part describes the goal of this work through qualitative research which was chosen with the vision of analysing specific female experience. Through interviews I had the opportunity to hear a real world stories about lives of women living with multiple sclerosis. Those stories lead me to possibly new findings about the diagnostic process. With this work I would like to bring some improvements to the complex diagnostic process. Key words Gender bias, medicine, diagnostic process, multiple sclerosis, gender stereotypes, semi structured interviews

This master thesis examines representation of women and men in Japanese anime on the example of films by the Japanese Studio Ghibli. The aim of the work was to find out whether and possibly how gender stereotypes are reproduced, whether these stereotypes change over time and what is related to their possible immutability. The research was conducted as a part of case study. Using grounded theory, all Ghibli Studio films were analysed and five main categories were created. The results of the analysis were compared with the findings of another research on a similar topic.

The thesis focuses on the issue of the education of extremely gifted girls in the first grade of primary school. The aim of the work is to map the issue of educating particularly gifted girls from the perspective of teachers, parents, and the girls themselves. The main aim of theoretical part is to describe the characteristics of gifted girls and the most common problems based on a reserch of Czech and foreign literature. The major focus is set on the issue of gender stereotypes which may influence the self-image of gifted girls and their education process. In practical terms, the case reports several extremely gifted girls in the first grade of primary school from the point of view of individul grils as well as from the point of view of their parents. The practical part includes a discussion with the teachers to map their expectations and experience of educating the gifted girls. The results of the research confirmed the findings from the scientific literature. Girls do not tend to hide their talents if they are being educated in a stimulating conditions and their individual needs are respected. KEYWORDS education, giftedness, gifted girls, primary school, gender stereotypes, case study

This bachelor thesis deals with the issue of gender stereotypes in advertising for intimate women's products. The topic is first described from a theoretical point of view, where the concept of gender stereotype and menstrual taboo is explained The chosen methodology of the work is quantitative content analysis, which examines the contents of the profiles of the selected brands Always, tampons o.b., Ria and Snuggs on the Instagram social network for the calendar year 2021. The results of the analysis show that a woman during menstruation is depicted alone behind the closed door of the home. In their communication, brands use elements of de-tabooing menstruation, but do not include men in the communication. The stereotypical depiction of a woman in white clothes and actively playing sports is disappearing from the advertising space.

This bachelor's thesis deals with a timeless topic of gender stereotypes in playing and toy selection. The theoretical part clarifies concepts such as: gender, sex, masculinity and feminity and in this context it looks at gender identity, its development in a personality and gender roles, which are associated with it. In the next part it takes interest in concepts such as game and toy and it divides game into several categories, in addition it takes a closer look at these concepts not only from the view of philosophy, but also from the view of developmental psychology which allows the reader a better insight into the matter. After clarifying these basic concepts, the work continues to gender preference for different types of toys and how this phenomenon relates to upbringing and society. The aim of this work is to find out, whether these gender stereotypes are still present in play nowadays and therefore the work asks this question in the empirical part and it examines this matter in a research through watching children during a spontaneous play. KEYWORDS Gender, gender stereotypes, gender identity, gender role, playing, game, upbringing, society

This diploma thesis titled: 'The influence of fitness influencers on the self-body image - the phenomenon of fitness culture amongst young women and men' deals with the phenomenon of fitness influencers on Instagram, whose content may affect its users' body image perception, self-perception, and self-conception. This thesis aims to theoretically introduce Instagram influencer marketing in the fitness field, with the focus on body image perception amongst their users and the evaluation of its psychological aspects. The sample contains people who actively exercise in the 20-30 age range. The analysis of in-depth interviews with 12 respondents was chosen as the methodology. After data collection, the interviews are subsequently thematically analysed using open coding and a categorical system. This thesis aims to find out why individual Instagram users consume selected content and how they perceive it. Perception is linked to gender optics, which examines whether users monitor and perceive content concerning gender influencers and, if so, why? Gender comparison compares different motives for tracking profiles and simultaneously reveals overlap in the perception of profiles by users within gender stereotypes. Another goal of this thesis is to present the results of the topics which showed the importance...

The purpose of this thesis is to design, implement and evaluate lessons oriented towards gender issues. The theoretical part of this thesis introduces the topic of gender and places it in the school context. It addresses gender-sensitive education and the courses of action by which gender issues can be integrated into teaching. Furthermore, this part deals with the methodology of content-based approaches. Finally, it presents the lesson planning process based on the Six-Ts method and lesson reflection using the ALACT model. The practical part consists of planning sample lessons and designing students' worksheets, both oriented towards gender issues. The sample lessons were consequently piloted in Business Academy Heroldovy Sady. The evaluation of their progress is also included in this section, together with practical recommendations for similar lessons based on personal teaching experience. Lastly, the thesis notes that teachers of English and other foreign languages can raise awareness of gender issues in their lessons while developing students' language skills. The thesis is enriching as it finds solutions to integrate gender topics into English language teaching and provides examples of this practice. KEY WORDS English as a foreign language, EFL, English language learning, content-based...

This paper examines the influence of gender factors and stereotypes in the toy industry by investigating the opinions of parents on Creatable World’s gender-neutral doll. It aims to explore the factors influencing the decisions parents make when choosing toys for their children. The paper uses a mixed research method, combining individual semi-structured in-depth interviews as a qualitative method, and a structured questionnaire as a quantitative method. The qualitative study serves as preliminary research for the quantitative method. It helps to outline the main aspects and factors influencing parents’ purchasing decisions and children’s toy preferences. The quantitative element of the study examines the connection between aspects and factors discovered and is aimed to investigate existing patterns. The results indicate that gender impacts both parents’ purchasing decisions and their perception of children’s toys.

The bachelor's thesis "Sexual double standard or different evaluation of sexual behavior of men and women" deals with the phenomenon, which assumes that men and women are evaluated differently for the same sexual behavior. The work aims to find out whether this phenomenon of sexual double standard occurs among students of technical and humanities universities and eventually, whether there is any difference between groups of students in its occurrence. The work also deals with different attitudes to sexuality between students, but also between men and women and also focuses on the influences that shape attitudes or just that double standard. These influences include religious orientation or age. The work also briefly presents the trends of sexual behavior of the Czech population or the connection of the double standard phenomenon with gender stereotypes. The work is divided into theoretical and practical parts. While the theoretical part presents the main theories that explain the phenomenon - evolutionary theory, social role theory, and sexual script theory, the practical part presents quantitative research, which was carried out using online questionnaire survey and helped clarify research questions and especially whether the phenomenon appears in the surveyed sample of respondents. The conclusion...

The present diploma thesis examines gender in Czech language textbooks for the second stage of the primary school. It aims to analyse three selected textbook series published by different publishing houses, using the results to evaluate whether or not individual textbooks depict men and women in a stereotypical manner whether there is discrimination on grounds of language. The thesis comprises a theoretical and empirical part. The theoretical part briefly introduces and delimits the concept of gender. It goes on to discuss selected aspects of linguistic gender discrimination, mainly the use of the generic masculine and inappropriate clichéd language. We also introduce the issue of deriving feminine forms of foreign female family names, which is topical at the time of writing. The final chapter of the theoretical part discusses the impact of gender bias in schooling on pupils'education. The empirical part analyses three textbook series, focussing on the representation of men and women in the subject matter, in illustrations, and on the use of gender-neutral language. The results of the analysis indicate that men prevail over women in all the textbooks analysed in several respects: namely in terms of the proportion of text excerpts authored by male or female authors; the number of illustrations...

The subject of this bachelor thesis is to outline the gender issues of Czech education. The first part deals with the general definition of the concepts of gender, gender roles and feminism. To make it easier to understand the context, the thesis follows the general view of the issue on women in the labour market. This work also deals with the historical development of the unbalanced representation of czech male and female teachers, the causes of the feminzation of school staff and the gender pay-gap. Subsequently, the thesis deals with the questions: "Why are there more and more female teachers and why men do not find this profession attractive?", "Is this growing trend a problem?", "Is this profession appreciated?". Last but not least, the work also handles the issue of gender stereotypes associated with male and female teachers. The practical part of the work reveals the views of students of the Faculty of Education of the South Bohemian University on the issue of feminized educational system. For this purpose, the method of questionnaire survey was used. The conclusion of the work is a summary and evaluation of the outcomes.

The thesis called Reporting Ice-hockey: Women's and Men's Perspective focuses on possible differences in works of female and male sports journalists. In the theoretical part, the issue of gender in sports journalism, basic stereotypes associated with the work of female sports journalists and the characteristics of the female writing style are introduced. In the practical part, reports of specific Czech journalists about ice-hockey are analysed. The analysis includes audio-visual reports from Branky, body, vteřiny; Hokej den poté, and written reports from Mladá fronta Dnes and online news server iDNES.cz. The emphasis is put on, for example, the frequency of statistical data, the description of the atmosphere and emotions, the originality of expressions or the use of sports journalism jargon and clichés. The aim of the qualitative content analysis is to prove whether and how the reports of selected female and male sports journalists differ.

This bachelor thesis studies how the Czech version of the men's lifestyle magazine Playboy presents themes of gender and feminism. The theoretical part represents the theoretical basis of the thesis. It describes the content of gender studies and gender issues, the difference between sex and gender, the theoretical basis of gender and the issue of gender hierarchy in society are outlined. Furthermore, the theoretical part explains feminism as a movement, including its history. The concept of media representation of reality and the way media present feminism, masculinity and feminism are then introduced. The last part deals with the history and present of Playboy magazine, including its Czech version. The subject of the practical part is qualitative content analysis, carried out by the method of the grounded theory according to Anselm Strauss and Juliet Corbin. 1993, 2007 and 2019 Czech versions of Playboy magazine were established as a research sample. Two research questions were asked for research purposes: 1) How did Playboy magazine present gender and feminism in the years 1993, 2007 and 2019? 2) How has the strategy and content of presenting gender and feminism issues in this magazine changed over the years under review? The findings of the analysis show that the magazine reproduces gender...

Although the representation of women in terms of the Czech local politics is higher than on regional and state level, still their total number does not reach the participation of men by far. In addition, women are more present on lower decision-making positions of local politics. It is possible to say that women are disadvantaged by the current political and social environment. The qualitative research used in the present paper focuses itself on the reflections of male and female politicians regarding their participation in local politics, whereas their consensus and differences in opinions are monitored especially in regards to such topics as mandatory gender quotas, position of men and women in the local politics, discrimination, and distribution of political agenda as per gender. It has been demonstrated that "the second shift" is the most important factor in the eyes of both male and female politicians, making the involvement of women in the local politics much more difficult. Stereotyped statements of politicians of both genders illustrate the image of the local politics as a significantly male dominated enviroment, where a woman can prove herself only after winning the imaginary battle with the whole system (and after overcoming the intra-party barriers) and for the price of a demanding...

This thesis is looking into problematics of children's view of teachers from gender perspective. It compares idea of typical male and female teacher, idea of ideal male and female teacher and also characteristics of actual male and female teachers. Main subject of this research is, if and how much is an ideal model of a teacher and children's real life experience influenced by a gender stereotype. Several researches have proven, that pedagogical personality and the way it is received has a major impact on studying effectiveness and attitudes towards school. These particular research uses quantitative methodology. Specifically a questionnaire survey. Several students of elementary school filled three questionnaires. First focused on imagine of typical male and female teacher, seconds focused on imagine of ideal model of a male and female teacher and third focused on description of a real-life teacher. The analysis will present a comparison of typical, ideal and real-life teachers and if gender has an impact on those three categories (typical, ideal and real-life teacher). This research is based and is expanding research of typical teacher published fifteen years ago (Moravcová-Smetáčková, 2003) and will be comparing the outcomes. Key words: gender, gender stereotypes, pedagogical personality,...

The topic of this bachelor's thesis is femvertising in relation to the beauty segment in the Czech Republic. The aim of this thesis was to analyse selected TV and online ads used in the Czech market in 2018 and 2019 and come to the conclusion (based on results from the analysis), if the femvertising phenomenon is present in the Czech market. The results of the qualitative content media analysis showed that all of the ads from the analysed sample contained femvertising elements and it was even possible to describe some of the ads as femvertising ads.

The thesis "Gender stereotypes in the communication of retail chains on Facebook" deals with the topic of gender stereotyping in the Facebook network. In the theoretical part of the thesis, the theoretical foundations are analyzed. The introductory part of the thesis introduces new media, their theoretical basis and history, and then defines the social network Facebook, on which this work focuses. The thesis focuses on gender and gender stereotypes, specifically the gender stereotyping of women. The aim of this thesis is to transfer the outlined theoretical basis, which focuses primarily on new media and gender stereotypes, into practice and to analyze the presence of female gender stereotypes on Facebook pages on the Czech market that primarily target the female audience. Specifically, it is examined whether and how retail chains use female gender stereotypes to communicate, frequency and what types of female stereotypes are most common, and whether the use of gender stereotyping of women changes over time. At the same time, the work also focuses on women's autostereotypes, specifically how women respond to the presence of female gender stereotypes in Facebook communication and whether there is a visible difference from communication without using gender stereotyping of women.

This thesis focuses on the area of prenatal preparation for men, who are seen as secondary in the area of parenthood. In spite of the still prevailing traditional gender division of roles in Czech family there are alternative forms, which give a chance not only for men, but also for women to choose between private and public sphere. For the purpose of this thesis a qualitative research of prenatal courses for heterosexual couples has been realized with the goal to understand and give a description of construction of fatherhood. The research focuses on the way of reproduction and discruption of gender stereotypes in connection with parenthood, especially fatherhood, and how men experience their new parental role - how they harmonize traditional and contemporary demands. Even though active fatherhood can not be considered as a prototype of western fatherhood, it is important to make it visible and speak about it, because the equal in the family is the first step for the equal status and opportunities for women and men in the public sphere.

The diploma thesis is focused on analysis of approaches to the gender management within chosen company. The theoretical part provides complex literature overview on issues such as gender management, gender equality as well as current approaches in gender management. Furthermore, the research results are focused on the company as well as on society. Recommendations for the company are mostly focused on improving current state of women employed on part time contract via mandatory paternal leave, maintain the relationship with women on maternal leave by newsletters or company magazine and referral programme on technical positions. In order to improve position of women within society, is important to change and support belief in one-self, improve possibilities of external service for housing, eliminate gender stereotypes and improve awareness of women's needs within her career.

This diploma thesis is attentive to very low numbers of girls, studying at technically oriented secondary industrial schools. It examines the factors, which lead to the reasons why girls are not motivated to study at the schools of this kind, as well as factors which cause that they do enter these schools, such as their interest in studying technologies, their motivation in the form of their future professional application or the existence of patterns in the form of people who they imitate. In the theoretical part, which examines the causes of the absence of female students, the work criticises the claim that boys are more talented for studying technical disciplines, while girls excel in humanities. It points to ways of keeping gender stereotyped thinking, for example, a strongly rooted opinion, that little girls should be led to take care of children and other persons, housework, and professions which are an extension of their domestic roles into the public sphere. After this work identifies the risks and impacts of the absence of girls in technical fields, there are mentioned some procedures that should be introduced in the education of children in elementary schools, so that the children may not have to decide on their future field of study based on generally accepted gender stereotypes. Based...

This bachelor thesis deals with the Tinder phenomenon, specifically focuses on the reasons for using the Tinder application with regard to the gender of users in the Czech Republic according to the theory of use and gratification and whether the behavior of users is consistent with sociobiological theory. Use and gratification theory focuses on discovering why and how people use mass media to meet their needs, in this case Tinder. While the sociolobiological theory explains the natural selection of partners. A questionnaire was used as a method of data collection. The total number of respondents was 261, of which were 137 women and 124 men. The most common reason was "casual dating" and then "long-term relationship". Women copied the common results, but with men "sex" won. The result copies previous research and use and gratification theory, since men use Tinder mainly for sex and physical satisfaction, whereas women tend to use it for social satisfaction. As to whether the results are in line with sociobiological theory, research has proven contradictory, but in some elements theory is still present, for example, men are more interested than women whether women are fit and skinny, whereas women are less interested in appearance than men, yet they still want to present that they are fit, skinny and...

The Bachelor thesis "Female political candidates marketing: Women in general election's campaigns 2017" deals with the appearance of female candidates in the election campaigns on the example of the campaigns of the parties before the elections to the Chamber of Deputies of the Czech Parliament in the year of 2017. In the theoretical part, this thesis outlines the main barriers to a balanced representation of men and women in the politics. It introduces the state of representation of women in the Czech post-revolutionary politics in general, then describes the development of women's representation in the lower chamber of parliament from 1996 to the present. Furthermore, the thesis describes the gender stereotypes that politicians face the most often, such as attributing special competences or incompetences on the basis of their gender, highlighting their family or maternal roles at the expense of their professional abilities or imposing emphasis on the appearance and clothing of the candidates. Part of the work that has a practical character analyses the election campaigns of the strongest parties in the elections to the Chamber of Deputies in 2017, in terms of presence, meaning the frequency, and the method of displaying their female candidates in them. The analysis relates to selected campaign mediums,...

The principal objective of my thesis was to find out what changes in sexual harassment of university students have occurred since 2008/2009 when the research project Sexual harassment at university: occurrence and perception was carried out. In the theoretical part I describe the term sexual harassment, specifics of the university environment and at the end of the theoretical part I show negative effects of sexual harassment and outline possible ways how to prevent it. In the methodological part I describe the research itself. I interviewed a total of 946 students using a questionnaire survey to find out what forms of sexual harassment students most often face, whether women perceive annoying behaviour more critically than men and whether they have more experience with it and also how students define sexual harassment. The analysis of the results showed that there were no major changes in the total share of students who experienced the sexual harassment by their teachers compared to the previous research. At the same time, some types of harassing behaviour have become more frequent (e.g. abusive behaviour due to being a man or a woman, ridiculing students' appearance). Keywords: sexual harassment, universities, education, gender stereotypes

This bachelor's thesis deals with the gender perspectives and gender communication in the military. The theoretical part describes meaning of gender, communications and male and female stereothypes in that field. Current position of male and female soldiers in the Czech Armed Forces has been introduced here. Analysis of that will be an empirical part of the research, which examines if there exist any problems in that area. The aim of this work is to find experiences of female soldiers in the specific engineer unit with any differences on gender perspectives in common military life and within crisis situations. If that topic has have any influence to their work and if here exists differences between conditions.