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This Diploma Thesis focuses on the use of key Czech media in the prevention of diseases, on an analysis of their levels and on the possible impact on recipients. It also investigates to what extent are topics interconnected with commercial communication and how commercial background determines such communication. In the theoretical part of this Diploma Thesis I attempted to give a brief and comprehensible outline of the issues conserning the prevention of diseases and the mass media according to the most up-to-date information. The main aim of the practical part of this Diploma Thesis was to map the frequency by which health-related preventive material is published in key Czech media. A further aim of this Diploma Thesis was to discover the main topics that key media deal with. The quantitative data collection method and media analyses were applied in this part of the Diploma Thesis. It ensues from my research that key media mostly concentrate on topics conserning the prevention of malignant tumors. Advertisements that are concerned with the prevention of selected illnesses usually refer food supplements and curative preparations. The results of this Diploma Thesis further indicate that prevention of diseases mass media is not neglected; nonetheless, I am the opinion that the frequency of publication could be higher. On the contrary, there could be less commercial communication that goes along with material that focuses on health-related prevention issues. I am convinced that the prevention of diseases with use of the news media is the basic step to a healthy population without which we cannot envisage our future. The result of this Diploma Thesis can be applied in the creation of preventive programmes and information strategies regarding disease prevention. |
