Localizing reactions to globalization among Czech beer consumers and their relation to the phenomenon of identity crisis

Autor práce: Černo, Lukáš
Typ práce: Diplomová práce
Vedoucí práce: Chytková, Zuzana
Osoba oponující práci: Stříteský, Václav

Informace o vysokoškolské kvalifikační práci

Název práce: Localizing reactions to globalization among Czech beer consumers and their relation to the phenomenon of identity crisis
Typ práce: Master thesis
Jazyk práce: English
Abstrakt: The goal of this thesis is to define what globalization is, how the people across the world react to it based on their local context, how the reactions change under the conditions of economic crises and finally how the reactions are reflected in consumption. I answer these goals both from the theoretical and practical perspective. Based on my review of theory I define globalization (1) in economic terms as a recurring phenomenon related to changing power structures of world economy when new economic centers emerge and (2) in cultural terms as localized human experience determined by both one's worldview and one's local circumstances. I further hypothesize that the worldview underlying this localized experience changes during economic crises from modernism to traditionalism and postmodernism. Since Consumption then reflects our worldview in a culturally specific way. In the practical part I further test these findings through a netnographic study focused on Czech beer enthusiasts. The key finding is that the beer enthusiasts express a need to return to traditional brewing methods. However, there appears to be no correlation between economic crisis and the emergence of traditionalism among beer enthusiasts but rather the traditionalism erupst due to clash between modernist worldview of beer enthusiasts and perceived destruction of beer industry by capitalism. Finally, the traditionalism doesn't seem to be replacing modernist worldview of beer enthusiasts but rather serves as a resource for this worldview.
Klíčová slova: Identity crisis; Glocalization; Globalization

Informace o studiu

Studijní program a Studijní obor: Ekonomika a management/International Management
Typ studijního programu: Magisterský navazující studijní program
Jméno přidělované hodnosti: Ing.
Instituce přidělující hodnost: University of Economics, Prague
Název fakulty: Faculty of Business Administration
Název katedry: Department of Marketing
Instituce archivující a zpřístupňující VŠKP: University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce: 30. 11. 2011
Datum podání práce: 25. 8. 2012
Datum obhajoby: 11.09.2012

Soubory ke stažení

Hlavní práce35492_xcerl43.pdf [1,27 MB]
Oponentura28597_stritesv.pdf [128,97 kB]
Hodnocení vedoucího35492_xchyz01.pdf [48,59 kB]

Údaje ze systému InSIS

Identifikátor https://insis.vse.cz/zp/35492/podrobnosti