Vliv intervencí potravinářského průmyslu v druhé polovině 20.století na současné vnímání nízkotučného stravování v ČR

• Název práce v češtině: Vliv intervencí potravinářského průmyslu v druhé polovině 20.století na současné vnímání nízkotučného stravování v ČR
• Název v anglickém jazyce: The influence of interventions of the food industry in the second half of 20th century on current perception of low-fat diet in the Czech Republic
• Klíčová slova: intervence, nízkotučné, potravinářský průmysl, public affairs, public relations, strava, vliv, výživa
• Klíčová slova anglicky: diet, food industry, interventions, influence, low-fat, nutrition, public affairs, public relations
• Akademický rok vypsání: 2018/2019
• Typ práce: bakalářská práce
• Jazyk práce: čeština
• Ústav: Katedra marketingové komunikace a public relations (23-KMKPR)
• Vedoucí / školitel: Mgr. Ing. Jana Rosenfeldová, Ph.D.
• Řešitel: skrytý - zadáno vedoucím/školitelem
• Datum přihlášení: 16.07.2019
• Datum zadání: 16.07.2019
• Datum a čas obhajoby: 25.06.2020 00:00
• Místo konání obhajoby: Hollar - Smetanovo nábřeží 6,Praha 1, H108, Hollar - místn. č. 108
• Datum odevzdání elektronické podoby: 18.05.2020
• Datum proběhlé obhajoby: 25.06.2020
• Oponenti: Mgr. Ing. David Klimeš, Ph.D.

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Bakalářská práce se zaměřuje na představení problematiky vlivu potravinářských společností na podobu stravy populace. V práci jsou popsány komunikační nástroje využívané za tímto účelem, a to především nástroje public relations a public affairs. Dále jsou popsány dopady intervencí potravinářského průmyslu na zdraví populace spolu se známými příklady a případovou studií. Ta se věnuje nástupu trendu nízkotučného stravování, který byl dle dostupných informací výrazně ovlivněn cukrovým průmyslem. Na případovou studii navazuje výzkumné šetření, jehož úkolem je popsat postoje obyvatel ČR vůči trendu nízkotučné stravy. Cílem výzkumu je zároveň porovnat názory dvou odlišných generací v tomto ohledu. Jmenovitě se jednalo o postoje obyvatel ČR starších 46 let, u kterých lze předpokládat silnější vliv tohoto trendu vzhledem k jeho časovému vývoji. Postoje této skupiny jsou následně porovnány s názory mladší generace ve věku 18-35, která nebyla tak silně zmíněnému trendu vystavena a je naopak svědkem vyvracení vhodnosti tohoto stylu stravování. Výzkum zahrnuje i vedlejší výzkumnou otázku, která zkoumá, jaké mají obyvatelé ČR povědomí o praktikách potravinářského průmyslu ve věci ovlivňování podoby stravy populace.

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The bachelor's thesis focuses on presentation of the issue of the influence of food companies on the diet of the population. The paper describes communication tools used for this purpose, especially public relations and public affairs tools. Furthermore, the impact of food industry interventions on the health of the population are described, together with known examples and a case study. The case study deals with the formatin of the low-fat diet trend, which, according to available information, was significantly influenced by the sugar industry. The case study is followed by a research, the task of which is to describe the attitudes of the population of the Czech Republic towards the trend of low-fat diet. The aim of the research is to compare the views of two different generations in this regard. Namely, these were the attitudes of the population of the Czech Republic older than 46 years, for which a stronger influence of this trend can be expected due to its time development. The attitudes of this group are then compared to the opinions of the younger generation aged 18-35, which was not so strongly exposed to this trend and, on the contrary, witnesses the refutation of the suitability of this diet. The research also includes a secondary research question, which examines how the inhabitants of the Czech Republic are aware of the practices of the food industry in influencing the diet of the population.