The phenomenom of a heathy lifestyle online: an audience research

The objective of the diploma theses "The Phenomenon of Healthy Lifestyle in the Online Setting: Public Research" is to introduce detailed characteristics of the audience consuming media subject matter focusing on healthy lifestyle. For this purpose the audience is defined as a group of readers of the thematic blog. At the same time the readers are linked up into the social network community and lead discussions of the given topic. The first part of the theses sets a theoretical framework of the healthy lifestyle phenomenon in the society and in the media. It is followed by the research of the audience using quantitative and qualitative indicator methods. Initially a "research preview" based on a questionnaire is completed, which provides general characteristics of the audience. The qualitative research realized by the method of the grounded theory using a form of half-structured dialogues with selected people from the audience describes in detail the role of healthy lifestyle in their lives and which values in this field these people follow. It also describes their habits connected with the consumption of the media subject matter focused on the topic, while the main emphasis is put on media channels in the online setting