Mediální studia 02/2012


Lenka Penkalová:

Rubriky pro ženy v českých denících 20. let 20. století: Případ Lidových novin a spor o koncepci ženské rubriky pod vedením Marie Fantové a Mileny Jesenské (1927–1930) (PDF)
// Women´s columns in Czech Newspapers of 1920´s: Lidové noviny and a Dispute over Women´s Column´s Philosophy under its Two Editors: Marie Fantová and Milena Jesenská (1927–1930)

Specialized columns for female readers (so called women´s pages) were an integral part of many newspapers in interwar Czechoslovakia. These columns played important role in boosting ca­reers of lots of young female journalists that had otherwise only minimal chance to get a job in a newsroom. In this paper I look into development of women´s page in Lidové noviny between years 1927–1930. More specifically I summarize major editorial changes that occured in connecti­on with personnel politics of newspaper management. Exteremely interesting is to follow a clash between two leading editors – Marie Fantová (1893–1963) and Milena Jesenská (1896–1944) – in 1929. Thanks to a score of so far unpublished documents coming from Lidové noviny archi­ve we have an oportunity to see conflict between two journalist not only on personal level but also on strictly professional level of two competing attitudes to writing for women.

newspapers in Czechoslovakia – interwar Czechoslovakia – women´s pages – female journalists – Lidové noviny (newspaper) – Marie Fantová (journalist) – Milena Jesenská (journalist)

Mgr. Lenka Penkalová, PhD. (1979) je absolventkou magisterského a postgraduálního studia na Ka­tedře mediálních studií FSV UK. Dlouhodobě se věnuje zejména dějinám tištěných médií první repub­liky. Pracuje v zahraniční redakci ČTK. Předkládaná studie vychází z její doktorské práce s názvem Rubriky pro ženy v denním tisku 20. let 20. století a jejich autorky: Olga Fastrová, Marie Fantová, Milena Jesenská, Staša Jílovská a Zdena Wattersonová, která byla obhájena v roce 2011. E-mail:


Silvia Ettl-Huber, Birgit Steurer:

Influence and Design of Sweepstakes and Contests in Radio Marketing as Seen by Austrian Radio Managers (PDF)


Sweepstakes and contests are widespread occurrences. Not least, radio stations use them as a means of binding listeners, gaining new audiences or serving their advertising clients. The positive influence of sweepstakes and contests in media marketing is seldom questio­ned by programme directors. Yet research has so far paid little attention to the influence of sweepstakes and contests in radio marketing or to the mechanisms behind particular dimen­sions like the prizes, task/challenge, media and brand recognition. The following article pre­sents the findings of one of the few scientific studies into the aspects which influence the ef­fect(s) of sweepstakes and contests in radio marketing. For the purposes of this study, existing English and German literature was studied to establish the main research questions and a set of initial assumptions. Empirical data was collected through ten semi-structured guided ex­pert interviews with radio programme directors, programme advisors and radio presenters re­sponsible for sweepstakes and contests in Austria. The results showed that sweepstakes and contests are more relevant for binding and activating existing listeners than for gaining new listeners, non-participants in sweepstakes and contests should not be disturbed or annoyed by sweepstakes and contests, and the frequency with which the sweepstake or contest should be repeated on air would seem to depend on the actual station format. The Internet seems to be of particular interest in a cross-promotion context. Cash prizes are generally judged to be the best prizes. Entertaining and creative designs are widely welcomed by the experts.


media studies – media marketing – radio marketing – sweepstakes – contests – cross-media – sales promotion – advertising

Silvia Ettl-Huber is a scientific advisor at the Centre for Journalism and Communication Manage­ment at Danube University Krems (Austria). She studied Communications Sciences and Roman Lan­guages (Spanish) at Paris Lodron University in Salzburg (Austria) and completed her doctoral degree in the field of media marketing (publishing market of Austrian daily newspapers). She subsequent­ly headed an international research project on media ownership in the CEE countries. She also has practical experience in the fields of advertising, media marketing, business and political communi­cation. She managed the International Journalism Centre at Danube University Krems for ten years, where she coordinated several Master programmes in public relations, management and journalism. Since 2010, she has focused her attention on developing the centre’s scientific and research activi­ties. She also mentors a large number of postgraduate students in Germany and Austria each year. E-mail:

Birgit Steurer is a senior consultant for a communications agency specializing in public and media rela­tions. Prior to this, she served as marketing and promotions manager for a private radio station in Vienna. She studied Communication and Management at the Centre for Journalism and Communication Ma­nagement at the Danube University Krems (Austria). In her Master Thesis, she examined the factors that influence the effect of sweepstakes and contests in radio marketing. E‑mail:


Robert Helán, Pavel Sedláček, Radomíra Bednářová:

On Learning to Write and Writing to Learn

An Interview with Charles Bazerman (PDF)

Robert Helán works at the Language Centre of Masaryk University. He earned his PhD at the Facul­ty of Arts. His research activities include genre theory, writing research, collaborative learning, and English for specific purposes. Email:

Pavel Sedláček is a PhD student at the Department of Media Studies and Journalism, Masaryk Uni­versity. His research concerns media literacy and education, media ethics, and contemporary jour­nalistic trends. Email:

Radomíra Bednářová works at the Language Centre of Masaryk University. She has participated in several projects dealing with academic writing, critical thinking, and English for specific purposes. Email:


Anis S. Bawarshi, Marry Jo Reiff:

Genre: An Introduction to History, Theory, Research, and Pedagogy (PDF)

(Radim Hladík)


Jiřina Šmejkalová: Cold War Books in the ‘Other’ Europe and What Came After.

(Kateřina Kirkosová)

Pavel Zahrádka (ed.): Estetika na přelomu milénia. Vybrané problémy současné estetiky

(Eva Kapsová)

Barbora Osvaldová, Alice Tejkalová (eds): Žurnalistika v informační společnosti: digitalizace a internetizace žurnalistiky

(Marianna Kraviarová)

Ján Višňovský: Problematika štruktúry a kompozície v novinárstve

(Juliána Laluhová)

Viera Lehoczká: Transkultúrne kontexty v rozhlasovej komunikácii verejnoprávneho Slovenského rozhlasu

(Eva Chudinová)

Andrej Tušer: O novinárstve (Publicistika – Štúdie – Rozhovory)

(Viktória Mirvajová)