Ma ke ing and T ade
125DOI: 10.15240/ ul/001/2014-4-010 4, XVII, 2014
In oduc ion
No su p isingly, 21s cen u y is qui e equen ly
e e ed o as he cen u y o in o ma ion.
In o ma ional needs cu en ly ep esen such
an impo an ca ego y ha hey a e compa able
wi h he sa u a ion o physiological needs. Less
a en ion is usually de o ed o he e i o ial
pa e ns o in o ma ion.
E e y e i o y can be cha ac e ized by bo h
ma e ial and in angible cha ac e is ics [1], [20].
Spa ial dis ibu ion o popula ion is o u mos
impo ance in his espec as human ac i i ies
o m ma e ial s uc u es, which su ound us.
None heless, all e i o ies a e desc ibable also
om in angible pe spec i e. O e all a mosphe e,
epu a ion, image as well as posi ion on he
men al map can be anked among ypical
a ibu es o he in angible dimension o he
space [9], [16], [19].
Men al maps ep esen inc easingly popula
no ion o ou imes. Men al maps a e o med on
he basis o agg ega ion o indi idual images o
pa icula spo s and e i o ies. F om his
s andpoin , he image o he e i o y should be
pe cei ed as o e all pic u e and epu a ion o
gi en a ea in he eyes o he wide public. Men al
maps e lec he psychological ep esen a ion
o space. [5] showed ha men al maps a e no
me e p e e ence su aces bu also p edic o s o
consequen spa ial beha io . G owing
impo ance o men al maps is in compliance
wi h ecen upsu ge o so loca ion ac o s.
Media – and no ma e whe he p in ed, such
as newspape s o jou nals, o elec onic, such
as TV, adio o on-line con en – a e undoub edly
he p ima y sou ce o in o ma ion. A he same
ime, media o med he en i onmen ha
di ec s ou e e yday ac i i ies. Media in luence
he unc ioning o indi idual subjec s as well as
whole e i o ies. In b ie , indi iduals o en e p ises
ha do no appea in media a e losing hei
exis ence in i ual wo ld and become
inconspicuous in he eal wo ld as well. And he
same applies o egions. Regions wi hou
media publici y a e la gely omi ed by in es o s,
ou is s as well as wide public. I he egion
appea s in he media i s ill does no mean any
ic o y since in es o s, ou is s and he wide
public a e p e y sensi i e on he composi ion o
news abou indi idual e i o ies. I he egion is
depic ed in a posi i e way, i o en lu es he
abo e men ioned a ge g oups; ice e sa,
nega i e news epel hese a ge g oups and
he egion can easily all in o psychological and
economic icious ci cle. Pu succinc ly, media
in ela ion o egional de elopmen do ma e
[4], [8], [10].
Media in luence eade s, lis ene s o TV
iewe s in he sho un. In case ha ce ain
hemes a e epea ed mo e equen ly, a i udes
and beha io o he popula ion can be a ec ed
in he longe un. Fu he ac o s shaping men al
maps in he longe un a e educa ional
ins i u ions, amily o su ounding milieu.
Image o he egion should cha ac e ize i s
speci ic supply and dis inc i eness. In eali y,
e i o ial image e y o en does no co espond
o he objec i e eali y, which is caused
p ima ily by he p ocesses o agenda-se ing
and agenda-cu ing ha a e used in a ious
kinds o media a he equen ly.
The adi ional mission o media is objec i e,
accu a e and unbiased depic ion o eali y.
Howe e , con empo a y media can be al eady
pe cei ed as co-c ea o s o he milieu we a e
li ing in. Rega ding he g ea and s eadily g owing
in e connec edness o he wo ld, media can show
jus selec i e cu s o complex eali y. People
a e hus in o med abou he e en s bu a he
same ime media mo e o less conspicuously
di ec hei beha io and he pe cep ion o
MEDIA PORTRAYALS OF REGIONS IN THE
CZECH REPUBLIC: SELECTED ISSUES
Jan Sucháãek, Pe Seìa, Václa F ied ich, Ja osla Kou sk˘
EM_04_14_zlom 1.12.2014 11:13 S ánka 125
Ma ke ing a obchod
126 2014, XVII, 4
eali y. Many people e en accep opinions
p esen ed by media in a e y sophis ica ed
way. Agenda-se ing, i.e. accen ua ion o
chosen e en s o agenda-cu ing, i.e. igno ance
o selec ed occu ences play inc easingly
impo an ole in his con ex [11], [12].
A he same ime, he possibili ies o con ol
whe he media ul ill hei mission, i.e. objec i e
and unbiased co e age a e p ac ically elimina ed,
since he e a e no so many indi iduals ha
possess su icien ime and ene gy o check he
p ima y sou ces o in o ma ion and o e i y he
alidi y o media in o ming. Mo eo e , he
quali y o in o ma ion i sel is hea ily dependen
upon he way o in e p e a ion and explana ion
o e en s o phenomena. Indeed, media bias is
one o he mos impo an a ibu es o
con empo a y co e age.
F om his poin o iew, he concep ion o
ga ekeeping is o g ea impo ance.
Ga ekeeping should be ea ed as he p ocess
h ough which in o ma ion is il e ed o
dissemina ion, be i publica ion, b oadcas ing,
in e ne o some o he mode o communica ion.
Ga ekeeping anges om a epo e deciding
which sou ces a e selec ed o be included in
as o y o edi o s de e mining which s o ies a e
p in ed o co e ed. The p ocess conce ns also
media owne s as well as ad e ise s.
P ocess o ga ekeeping designs no only
which in o ma ion is chosen, bu also wha he
con en and na u e o he messages, such as
news, will be. The mos impo an a ibu es o
ga ekeeping a e as ollows [2], [15]:
In accomplishing hei moni o ing unc ions,
all media ha e a e y la ge amoun o
s o ies b ough e e y day by epo e s.
Only a limi ed amoun o ime o space is
a ailable in any medium o i s daily
p esen a ions o he news o i s audience.
The emaining oom is de o ed p ima ily o
ad e ising.
Wi hin any news o ganiza ion he e exis s
anews pe spec i e, a subcul u e sui gene is
ha includes a complex se o c i e ia o
e alua ing a pa icula news s o y – c i e ia
based on economic needs o he medium,
o ganiza ional policies and some o he
ca ego ies.
The abo e c i e ia a e used by edi o s,
news di ec o s, and o he pe sonnel who
selec a limi ed numbe o news s o ies o
p esen a ion o he public. These news a e
p esen ed in ways such ha he equi e-
men s o he medium and he p e e ences
o he audience a e me .
Pe sonnel in he media is ac ing as
ga ekeepe s, le ing some s o ies pass
h ough he sys em bu keeping o he s ou ,
hus limi ing, con olling, and shaping he
public's knowledge o he en i e y o ac ual
e en s aking place in eali y.
F om e i o ial poin o iew, media cons i u e
ce ain in o ma ional ga e be ween inne , i.e.
municipal and egional ac o s o e i o ial
de elopmen and ou e g oups, such as isi o s,
po en ial isi o s, in es o s, non- egional
en ep eneu s e c. Local/ egional poli icians,
ins i u ions o en ep eneu ial subjec s s i e o
he a ac ion o media a en ion and add ess
hei o e s, ci izens o employees jus by means
o media. And ice e sa, hese ele an
playe s o local and egional de elopmen ge
he impo an in o ma ion o hei decision-
making h ough media again. No su p isingly,
media by hemsel es became ele an ac o s
o e i o ial de elopmen . Subsequen ly, we a e
cu en ly en i led o speak abou media- e i-
o ial o di ec ly medi o ial de elopmen , a he
han abou me e e i o ial de elopmen [17].
We can dis inguish local, egional and na ional
media. Basically, i is scala di e en ia ion o
media. Ob iously, na ional media a e he mos
in luen ial ones. Fo he pu poses o ou wo k,
we will ocus p ima ily upon na ional media,
because hey in o m no only abou na ional o
o eign issues bu also abou pa icula egions.
And jus he news conce ning egions ha a e
men ioned a he na ional le el subs an ially co-
de e mine he c ea ion o men al maps.
In many coun ies, spa ial dis ibu ion o
media is a he cen alized and all p incipal
media a e concen a ed usually in o he capi al
ci y, which is also he case o Czech Republic.
A he same ime, one has o conside ha
abo e media cen es ypically ac also as
adminis a i e, poli ical and socio-cul u al hubs.
This is he ac o ha may a ec e i o ial
pa e n and composi ion o he news. Howe e ,
he e a e much mo e sou ces o media bias.
In o de o cap u e he ela ion be ween media
and egions, au ho s o his pape ocused on
TV. TV co e age has one o he highes impac s
on he public on he one hand and is ep e-
sen a i e enough on he o he [14]. Compa isons
show ha TV co e age agenda o a la ge
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ex en ep esen s also p ess o adio co e age
agenda [14]. Tha is why TV co e age will be
aken as a poin o depa u e o his esea ch.
The main objec i e o his a icle is o analyze
and e alua e selec ed aspec s o NUTS III
egions po ayals wi hin na ional TV co e age.
Whole esea ch has been accomplished
p ima ily om quali a i e poin o iew. Added
alue o he pape is subs an ially in luenced by
he ela i e newness o he whole opic.
1. Ma e ials and Me hods
The empi ical analysis in his pape is based on
unique da a pu chased om Media Teno , L d.
This company deals wi h a con inuous and
sys ema ic analysis o media epo s in he Czech
Republic. The Media Teno , L d. o e s a com-
ple e se o analy ical se ices based on he con en
analysis o media. I accu a ely e alua es bo h
quali a i e and quan i a i e aspec s o media
con ibu ions. Analy ical and consul ing se ices
a e usually used by p i a e companies, poli ical
pa ies, PR agencies, local go e nmen s,
schola s as well as media edi o s.
In his pape , we in es iga ed TV co e age
which was ep esen ed by e ening news o 3
p incipal TV companies in he Czech Republic.
Ou esea ch he e o e moni o ed Událos i and
Událos i, komen áfie o Czech TV, bo h o hem
ep esen ing public TV. On he o he hand,
Zp á y cons i u es pa o p i a e FTV P ima ai
ime and he same applies o Tele izní no iny
o TV No a. Ou esea ch co e s he pe iod
be ween 2004 and 2011 yea s, which is maximum
possible ime in his ealm. Thus one can al eady
ge a leas an essen ial o e iew o de e-
lopmen al endencies in he esea ched domain.
Ou analysis and in e p e a ion is based on
con en s uc u e o con ibu ions appea ing in
na ional TVs and ela ed o indi idual NUTS III
egions in he Czech Republic. Indi idual hemes
ela ed o coun y’s sel -go e ning egions include
ele an economic, social as well as en i on-
men al aspec s o li e in hese e i o ies.
Fo he pu poses o his ex , h ee basic
esea ch hypo heses ha e been o mula ed.
The hypo heses es ed in ou pape a e de ined
as ollows:
H1: The a e age numbe o con ibu ions in
each hema ic pilla is compa able wi hin
indi idual egions.
H2: The ep esen a ion o con ibu ions om
apa icula pilla is compa able among egions.
H3: Independence be ween egion and
pilla a iables can be expec ed.
In his pape , he me hods o co esponden-
ce analysis and K uskal-Wallis es p ocedu e
will be u ilised. The K uskal-Wallis es o non-
pa ame ic analysis o a iance (ANOVA) is
usually used when one wan s o es he di e-
ence be ween wo o mo e g oups when da a
sample doesn’ mee assump ion o no mali y.
Co espondence analysis is app op ia e app oach
when a emp ing o de e mine he p oximal
ela ionships among wo o mo e ca ego ical
a iables. When ha ing ca ego ical a iables
he me hod o co espondence analysis is
simila o he usage o co ela ion analysis o
p incipal componen s analysis o con inuous
o nea ly con inuous a iables.
1.1 Analysis o Va iance
The i s analy ical app oach, which will be applied
in his pape , is he analysis o a iance, namely
he K uskal-Wallis es . The K uskal-Wallis es
is usually used when he e is one nominal
a iable and one measu emen a iable, and
he measu emen a iable does no mee an
assump ion o no mali y. In ha case, a s an-
da d one-way ANOVA may lead o inaccu a e
es ima es o he p- alue when he da a a e e y
a om no mal dis ibu ion. The K uskal-Wallis
es belongs o a g oup o nonpa ame ic es s
and is equi alen o he s anda d one-way
ANOVA. This es is a logical ex ension o he
Mann-Whi ney U es and allows us he
compa ison o mo e han wo independen
g oups. I is mos commonly used when we
wish o compa e h ee o mo e se s o sco es
ha come om di e en g oups [13].
The K uskal-Wallis es does no expec an
assump ion ha he da a a e no mally dis ibu ed.
Howe e , i does assume ha he obse a ions
in each g oup come om popula ions wi h he
same shape o dis ibu ion. In o he wo ds, i
di e en g oups ha e di e en shapes, o
ins ance one is skewed o he le and ano he
one is skewed o he igh , o hey ha e
di e en a iances, he K uskal-Wallis es may
gi e inaccu a e esul s. Fo de ails, see [3]. In
ha kind o si ua ion, maybe one could look in o
some kind o boo s ap analysis.
The null hypo hesis in case o he K uskal-
Wallis es is ha he samples come om
popula ions wi h ce ain cha ac e is ics. These
cha ac e is ics en ail he e is 0.5 p obabili y ha
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128 2014, XVII, 4
a andom obse a ion om one g oup is g ea e
han a andom obse a ion om ano he g oup.
The K uskal-Wallis es does no es he null
hypo hesis ha he popula ions ha e iden ical
means, which is he null hypo hesis in case o
one-way ANOVA. The K uskal-Wallis es also
does no es he null hypo hesis ha he
popula ions ha e equal medians, al hough you
will see his e o in some s a is ics ex books.
Like mos non-pa ame ic es s, he
K uskal-Wallis es is also pe o med on anked
da a, so ha obse a ions a e con e ed o hei
anks in he o e all da a se , and he smalles
alue ge s a ank o 1, he nex smalles ge s
a ank o 2, e c. Tied obse a ions ge a e age
anks; he e o e i he e we e wo iden ical
alues occupying he se en h and eigh h
smalles places, all would ge a ank o 7.5 e c.
The sum o he anks is calcula ed o each
g oup, hen he es s a is ic H is calcula ed.
His gi en by a a he o midable o mula ha
basically ep esen s he a iance o he anks
among g oups, wi h an adjus men o he
numbe o ies. I he null hypo hesis is ue, he
es s a is ic H is app oxima ely chi-squa e
dis ibu ed, which means ha he p obabili y o
ge ing a pa icula alue o H by chance is he
p- alue co esponding o a chi-squa e equal o
H. The deg ees o eedom ep esen he
numbe o g oups minus 1.
Analysis o a iance will be u ilised o he
e i ica ion o hypo heses H1 and H2.
1.2 Measu emen o Co espondence
in a C oss abula ion
Co espondence analysis is a mul i a ia e
s a is ical echnique p oposed by [7] and la e
de eloped by [6]. The co espondence analysis
deno es a nonpa ame ic app oach which does
no calcula e any s a is ical signi icance es
since i is no based on a p obabili y dis ibu ion
assump ion.
The co espondence analysis i sel ep esen s
an algo i hm which is capable o some measu-
emen o co espondence be ween he ows
and he columns in a co espondence able. When
cen ing he columns and ows o co espon-
dence able and using chi-squa e dis ances i
co esponds o s anda d co espondence
analysis. Ne e heless, using al e na i e cen ing
ways combined wi h ano he ype o dis ances
allows o an al e na i e ep esen a ion o co -
espondence able in a low-dimensional space.
As he measu e o co espondence any
associa ion, simila i y, con usion o in e ac ion
be ween he column and ow a iables can be
conside ed. Common ype o co espondence
able is a c oss abula ion wi h he cells con aining
equency coun s. Howe e , when using a ypical
c oss abula ion i does no usually p o ide
aclea pic u e o he na u e o co espondence
be ween a iables, especially i he a iables o
in e es a e nominal and in addi ion con ain
nume ous ca ego ies.
To summa ize, co espondence analysis is
usually pe o med on con ingency ables o size
m
×
nwhe e m ep esen s he numbe o ows
and ndeno es he numbe o columns in
acon ingency able. F om s a is ical poin o iew,
ac oss abula ion is a ype o able in a ma ix
o ma ha displays he mul i a ia e equency
dis ibu ion o he a iables. A c ucial p oblem
o mul i a ia e s a is ics is inding dependence
s uc u e unde lying he a iables con ained in
high dimensional con ingency ables.
When using co espondence analysis
app oach, a con ingency able o equencies is
usually s anda dized i s ly. Thus, he ela i e
equencies ac oss all cells sum o 1.0. In
ypical co espondence analysis he en ies in
he able ep esen he ela i e equencies in
e ms o he dis ances be ween indi idual
columns and ows in a low-dimensional space.
When applying co espondence analysis
p ocedu e, all used da a should be nonnega i e
and mo eo e on he same scale. The me hod
o co espondence analysis deals wi h ows
and columns equi alen ly.
The con ingency ables o e se e al measu es
o associa ion and es s o associa ion. Fo
ins ance, chi-squa e es , Fishe 's exac es ,
Phi coe icien , con ingence coe icien C o C a-
me ’s V can be used. An analysis o con in-
gency ables usually includes in es iga ion o
ow and column p o iles and es ing o
independence ia he chi-squa e es .
The co espondence analysis decomposes
he χ2 s a is ic associa ed wi h his able in o
o hogonal ac o s. A chi-squa ed es , also
e e ed o χ2 es , is s a is ical hypo hesis es
in which he sampling dis ibu ion o he es
s a is ic is a chi-squa ed dis ibu ion when he
null hypo hesis is ue. Since co espondence
analysis is only desc ip i e echnique, i can be
applied o ables whe he he χ2s a is ic is
app op ia e o no . When he numbe o
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ca ego ies is qui e la ge and he assump ions
o chi-squa e es a e no ul illed, he chi-
squa e es some imes is no able o de ec he
dependence s uc u e clea ly.
The co espondence analysis is able o
examine he ela ionship be ween wo a iables
g aphically in mul idimensional space. One can
compu e column and ow sco es and make
aplo based on he sco es. Thus, he basic aim
o co espondence analysis is o c ea e biplo s
o co espondence ables. The co espondence
plo allows us o isualize mu ual ela ionships
among ca ego ies spa ially on dimensional
axes. In o he wo ds, wi h a help o empi ically
de i ed dimensions i can be seen which
ca ego ies a e close o o he ca ego ies.
The e o e, p ojec ing poin s o one a iable on
he ec o om he o igin o a ca ego y poin o
he o he a iable ep esen s he ela ionship
be ween analysed a iables.
To sum i up, wi h a help o his app oach
one can see which ca ego ies o used a iable
a e simila o each o he o /and which ca e-
go ies o wo di e en a iables a e ela ed.
Mo eo e , co espondence analysis p ocedu e
allows us o i supplemen a y poin s in o a space
which has been de ined by ac i e poin s.
Co espondence analysis is able o wo k
wi h nominal a iables, o dinal a iables, and also
wi h a io a iables, albei c ea ion o disc e e
ca ego ies om a con inuous a iable is
gene ally no ecommended. Since in a ypical
co espondence able, a iables in he ows
and columns a e assumed o deno e uno de ed
ca ego ies, he nominal scaling is usually used.
I means ha he only conside a ion is he ac
ha some objec s a e in he same ca ego y
while o he s a e no . No hing can be assumed
abou he dis ance o o de be ween ca ego ies
o he same a iable.
Co espondence analysis will be used o
he e alua ion o hypo hesis H3.
2. Resul s and Discussion
S a is ical analyzes p esen ed in his pape
we e accomplished on he da a ile ep esen ing
he indi idual con ibu ions p esen ed in he
majo news p og ams om di e en NUTS III
egions in he public Czech Tele ision (Událos i
and Událos i, komen áfie), comme cial TV No a
(Tele izní no iny) and FTV P ima (Zp á y) o
he pe iod om Ap il 2004 o Decembe 2011.
Con ibu ions a e hema ically di ided in o
30 ca ego ies and 10 pilla s (social, en i onmen al,
economic, educa ion and science, public a ai s,
Eu opean and in e na ional, secu i y, acciden s,
spo and jus ice). Al oge he he amoun o
54,667 con ibu ions was moni o ed by his way.
S a is ical da a we e analysed by means o
con ingency ables, co espondence analysis and
non-pa ame ic K uskal-Wallis es wi h a help o
Mic oso Excel and IBM SPSS S a is ics so wa e.
2.1 Desc ip ion o Da a Se
As a i s s ep o ou analysis we di ided de aul
30 hema ic ca ego ies o o iginal da a se s ob-
Tab. 1: Dis ibu ion o pa icula hema ic pilla s
F equency Pe cen
SECURITY 13,630 24.9
SOCIAL 12,826 23.5
ACCIDENTS 10,213 18.7
ECONOMIC 5,731 10.5
PUBLIC AFFAIRS 4,030 7.4
ENVIRONMENTAL 3,213 5.9
JUSTICE 2,147 3.9
EUROPEAN & INTERNATIONAL 1,106 2.0
EDUCATION & SCIENCE 983 1.8
SPORT 788 1.4
To al 54,667 100.0
Sou ce: au ho s
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Ma ke ing a obchod
130 2014, XVII, 4
ained by Media Teno L d. in o 10 basic hema ic
pilla s in o de o simpli y hei classi ica ion. The
desc ip ion o o iginal da a and de aul 30
ca ego ies can be ound in [17] and [18]. Be o e
he analyses he sou ce da a we e ans o med
om Excel ables in o uni o m da ashee o IBM
SPSS S a is ics so wa e and ca ego ized by
au ho s. Tab. 1 shows he dis ibu ion o all he
news among pa icula pilla s.
Almos one hal o he news (49.5%) is o
abloid cha ac e , which includes secu i y,
acciden s and jus ice. This is in line wi h
ga ekeeping concep ion ha has much o do wi h
edi o ial s e eo ypes (see also [15]). As i can be
seen in Table 1, secu i y and acciden pilla s
oge he wi h social pilla occupy he op o he
ankings. Eu opean & in e na ional and educa-
ion & science pilla s ha e emained a he opposi e
end o he ladde oge he wi h spo pilla .
In o de o desc ibe mu ual in e dependence
among hema ic pilla s and news p og ams
con ingency able was c ea ed, see Tab. 2.
Table 2 p o ides us wi h syn he ic in o ma ion
abou pe cen age dis ibu ion o indi idual hema ic
pilla s wi hin esea ched news p og ams.
Tab. 2: Con ingency able (% wi hin news p og am)
News P og am
Tele izní Událos i Událos i, Zp á y To al
no iny (CT) komen áfie (FTV P ima)
(No a TV) (CT)
SECURITY 30.6% 19.3% 17.2% 26.8% 24.9%
SOCIAL 21.1% 28.3% 26.7% 20.2% 23.5%
ACCIDENTS 20.0% 14.8% 15.0% 22.4% 18.7%
ECONOMIC 9.0% 11.3% 14.9% 9.6% 10.5%
PUBLIC AFFAIRS 5.2% 10.3% 10.0% 6.1% 7.4%
ENVIRONMENTAL 7.1% 4.6% 3.6% 6.5% 5.9%
JUSTICE 3.2% 4.5% 5.5% 3.6% 3.9%
EUROPEAN & I
NTERNATIONAL 1.3% 2.9% 3.2% 1.5% 2.0%
EDUCATION &
SCIENCE 1.2% 2.1% 2.6% 1.9% 1.8%
SPORT 1.3% 1.8% 1.2% 1.4% 1.4%
To al 100% 100% 100% 100% 100%
(18,558) (14,997) (6,139) (14,973) (54,667)
Sou ce: au ho s
While he public Czech TV has he la ges
sha e o con ibu ions om social pilla ,
ollowed by secu i y and acciden s pilla s, bo h
comme cial ele isions (No a TV, FTV P ima)
ha e secu i y pilla on he op, ollowed by
ela i ely compa able p opo ion o social and
acciden s pilla s. The economic and public
a ai s pilla s ha e a g ea e ep esen a ion in
news p og ams o Czech TV. All TV s a ions ha e
he smalles sha e o Eu opean & in e na ional,
spo and educa ion & science pilla s.
As a nex s ep o ou analysis we measu ed
po en ial dependence in Tab. 2. Resul s a e
shown in Tab. 3.
Pea son Chi-squa e es o independence
shows ha signi ican dependency o pilla
s uc u e on TV p og am exis s (Sig. = 0.000).
The alue o C ame V coe icien o con in-
gency means he weak dependency only.
The maximal numbe o con ibu ions is
concen a ed a Tele izní no iny o No a TV;
sligh ly less con ibu ions is b ough by Událos i
EM_04_14_zlom 1.12.2014 11:13 S ánka 130
Ma ke ing and T ade
1314, XVII, 2014
(Czech TV) and Zp á y (FTV P ima). The news
p og am Událos i, komen áfie (Czech TV)
con ains signi ican ly smalle numbe o
con ibu ions, bu his p og am is o ien ed in o
impo an and se ious opics wi h mo e de ailed
analyses.
In o de o p esen desc ibed in e dependence
among hema ic pilla s and news p og ams
om isual pe spec i e, he co espondence
analysis con aining 2 dimensions was used in
he o m o sca e plo , see Fig. 1.
The ho izon al axis in Fig. 1 (Dimension 1)
di ides pa icula pilla s in o 3 basic segmen s:
a) Eu opean & in e na ional, public a ai s
(public opics),
b) Social, spo , jus ice, economic, educa ion
& science (socie al opics),
c) Secu i y, en i onmen al, acciden s ( abloid
opics).
On he o he hand, he e ical axis in Fig. 1
(Dimension 2) subdi ides all pilla s in o 2
segmen s:
a) Educa ion & science, economics, jus ice,
acciden s (e e yday opics),
b) Eu opean & in e na ional, public a ai s, social,
spo , en i onmen al, secu i y ( emaining opics).
Tab. 3: Measu es o dependence in con ingency able
Value Asymp o ic Signi icance
Pea son Chi-Squa e 2,219.098 0.000
C ame ’s V 0.116
No alid cases 54,667
Sou ce: au ho s
Fig. 1: Sca e plo o pilla s
Sou ce: au ho s
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132 2014, XVII, 4
In o de o cla i y he p o iles o abo e
men ioned TV p og ams in a be e way, we can
display bo h pilla s and TV p og ams h ough
he co espondence analysis in o one loca ion
map, see Fig. 2. Two dimensions o he co espon-
dence analysis a e co e ing app oxima ely 98%
o he a iabili y o he o iginal c oss able, which
de ec s a e y high a e o co espondence.
Fig. 2: Sca e plo o bo h pilla s and p og ams
Sou ce: au ho s
Wi h he help o Fig. 2 one can de e mine
which hema ic pilla s a e mo e accen ua ed
han he o he s in pa icula news p og ams.
The i s dimension (Dimension 1) di ides he
public news p og ams (on he le side o he
plo ) om he comme cial ones (on he igh ).
The second dimension (Dimension 2) acili a es
he di e en ia ion o TV news as o hema ic
ca ego ies. The con en di e ences be ween
he p og ams o public Czech TV a e la ge
han he di e ences be ween he news
p og ams o bo h comme cial TV s a ions. I
can be said ha Událos i, komen áfie (Czech
TV) and Zp á y (FTV P ima) a e o ien a ed in o
mo e speci ic and p o ound opics.
The dimensions in Fig. 2 can be desc ibed
as ollows:
a) Dimension 1: public – comme cial ( abloid),
b) Dimension 2: gene al (socie al) – speci ic
( amilia /indi idual).
F om his pe spec i e i is clea ha
Událos i o Czech TV p og am concen a es
p ima ily on social, public a ai s, Eu opean &
in e na ional, spo pilla s, while Událos i,
komen áfie a e ocusing on economics, jus ice,
educa ion & science pilla s, which is dis inc i e
in compa ison wi h o he TV p og ams. I is
possible o claim ha Czech TV is able o p oduce
wo di e en news p og ams wi h a ious
specializa ions and mo e dis inc p o ile. On he
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1334, XVII, 2014
o he hand Tele izní No iny o TV No a is mo e
ocused on en i onmen al and secu i y pilla s
while o he Zp á y o FTV P ima is closely linked
o acciden s pilla . The las esul is consis en
wi h he ac ha FTV P ima p oduces a special
pa o news called C ime Repo (K imi Zp á y).
Resul s we ob ained a e in consonance
wi h p e ious analyses [18].
2.2 Appea ance o News in Va ious
Regions and Pilla s
In he nex s ep o ou empi ical analysis all he
hypo heses as o mula ed in chap e 2 will be
e i ied. Fo he pu poses o ou analysis he
de aul da a we e ans o med in o he s uc u e
wi h he ollowing ac o s:
 egion (co e ing NUTS III e i o ies),
yea ,
 hema ic pilla .
The numbe o news pe yea , pe NUTS III
egion and pe pa icula pilla se es as
quan i a i e indica o s. I should be also
men ioned ha wo NUTS III egions – P ague
and Cen al Bohemia we e joined in o one
e i o y. I was done due o he be e
co espondence wi h na u al geog aphical
cha ac e is ics on he one hand and
supp ession o speci ic u ban cha ac e o he
capi al ci y on he o he . Las bu no leas ,
uni ica ion o P ague and Cen al Bohemia in o
one e i o ial uni u ned ou o be co ec and
use ul also in p e ious esea ches [17].
a) Hypo hesis H1: The a e age numbe o
con ibu ions in each hema ic pilla is
compa able wi hin indi idual egions.
We will compa e he a e age annual numbe
o pos s in each egion and pilla s using one-
dimensional analysis o a iance. Since he
dis ibu ion o da a se doesn’ exhibi no mal
p obabili y dis ibu ion as con i med by Ja que-
Be a es he non-pa ame ic analysis o
a iance ep esen ed by K uskal-Wallis es will
be used.
Fi s , i will be compa ed he a e age
numbe o con ibu ions pe capi a (pe 100,000
inhabi an s) o a egion among pa icula
pilla s. Resul s o K uskal-Wallis es a e shown
in Tab. 4.
Tab. 4: Non-pa ame ic analysis o a iance (K uskal-Wallis es )
Numbe o news pe capi a
K uskal-Wallis H741.189
d 9
Asymp o ic Signi icance 0.000
Sou ce: au ho s
The asymp o ic signi icance is less han
0.05, so he hypo hesis H1 can be ejec ed a
5% signi icance le el which means ha he
di e ences in he numbe o con ibu ions pe
capi a among he pilla s a e s a is ically
signi ican .
The la ges amoun s o con ibu ions pe
capi a h oughou he Czech Republic a e
ela ed o secu i y, acciden and social pilla s.
Ou esul s con i m he p e ious esea ch
indings ha in he news p og ams (especially
in comme cial TVs) abloid opics a e clea ly
[18]. The same esul can be exp essed ia
so ed means plo which is o en used o
desc ibe he esul o analysis o a iance es s,
see Fig. 3.
On he o he hand, Eu opean & in e na ional,
educa ion & science and spo pilla s p o ed o
ha e he smalles sha e among all pilla s.
Mo eo e , he same applies o p ac ically all
NUTS III egions. The only excep ions a e
Ka lo y Va y and uni ied P ague and Cen al
Bohemia egions whe e social pilla is he mos
abundan one.
b) Hypo hesis H2: The ep esen a ion o
con ibu ions om a pa icula pilla is
compa able among egions.
To e alua e hypo hesis H2 we will again
u ilise he analysis o a iance wi h one ac o .
When accomplishing he analysis o a iance,
he a e age numbe o con ibu ions o a pilla
pe capi a (pe 100,000 inhabi an s) will be
compa ed among indi idual NUTS III egions
as he ac o .
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Abs ac
MEDIA PORTRAYALS OF REGIONS IN THE CZECH REPUBLIC: SELECTED
ISSUES
Jan Sucháãek, Pe Seìa, Václa F ied ich, Ja osla Kou sk˘
Amoun o in o ma ion p o ided by media is g owing i ually e e y day. Su p isingly, a en ion
de o ed o he spa ial implica ions o media in o ma ion is a om su icien . Exis ing esea ches
b ing ample e idence ha TV co e age embodies media agenda in a sa is ac o y manne as i has
a he p o ound impac on he public on he one hand and is ep esen a i e enough on he o he .
Ou pape deals wi h TV news epo ing ela ed o NUTS III egions in he Czech Republic. The
main pe spec i e adop ed in his a icle is a quali a i e one, which acili a es he e alua ion o TV
news con en s. We a e delibe a ely ocusing on na ional TV b oadcas ing, which is he mos
in luen ial one. Indi idual con ibu ions we e alua e appea ed in he amewo k o news epo ing
in public Czech TV and p i a e No a and P ima. In spi e o se e e limi a ions in media da a, ou
pape co e s he pe iod be ween he yea s 2004 and 2011, which helps o unde pin ou
conclusions in a su icien way. Con ibu ions, which a e ela ed o indi idual NUTS III egions and
esona e a he na ional le el, cons i u e he ocal poin o ou esea ch. TV e lec ion o ma e ial
eali y is o in angible cha ac e ; none heless simila ly o ma e ial ca ego ies, one can iden i y
spa ial as well as hema ic di e en ia ion and e en pa e ns also in he sphe e o TV news
epo ing. The e a e only li le doub s ha media landscape and closely associa ed men al maps
ha e been la gely unde es ima ed so a . Thus, hese opics ep esen one o pi o al heo e ical
and p ac ical challenges in he ield o spa ial sciences, which holds ue o pos - ansi ion coun y
e en mo e.
Key Wo ds: NUTS III egions, Czech Republic, media, TV news epo ing, analysis o
a iance, co espondence analysis.
JEL Classi ica ion: B52, R10, R19, M30, M39, Z10.
DOI: 10.15240/ ul/001/2014-4-010
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