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EYOWF 2011 and mytologization of the comercial strategies in a market campaigning (discoursive and semiotic analysis)
Hoffmannová, Aneta ; Šoltys, Otakar (advisor) ; Kraus, Jiří (referee)
The diploma thesis "EYOWF 2011 and mythologization of the commercial strategies in a market campaign" deals with a semiotic analysis and mythologization of the promotional video for 10th European Youth Olympic Winter Festival 2011. This study is drawn up as semiotic analysis comprised of the theories of symbolic interactionism and mythologization as a secondary narrative. The thesis is based on theories of the meaning construction and the terminology of the linguist Ferdinand de Saussure, a French semiotican Ronald Barthes and a triadical concept of the sign by Charles Sanders Peirce. The study works on the construction of a commercial message, market communication and use of the specific sign as a primary structural element. An analyzed sample is an audiovisual commercial - 2 minutes and 52 seconds which contents the elements of the entire communicative campaign. The used method is a semiotic analysis which offers insights via description and interpretation of the particular encoded signs. The main focus is concentrating on the camera take and cuts, graphics, colour, characters and the entire mythologization process.
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Specific features of the music publicistic in representative printed magazines in the period of net-media discourse
Křížová, Lenka ; Šoltys, Otakar (advisor) ; Sládková, Hana (referee)
This thesis deals with specifics of textual formulas of music journalism in magazines Týden, Reflex and Respekt and it is based on their articles published from January to July 2011. It contains a content analysis of the word-stock with a special interest in metaphors ant its position in our language. We can see the way how we understand the reality around us which is based on a conceptualization in our minds. And then it reflects how we speak and what meanings we give to concrete words. These metaphoric concepts are followed with concrete examples coming from articles. There is also paid attention to colloquiality and bookishness and their suitability in today's media discourse. There is made a comparison of the individual writing of journalists who represent these magazines and we can also see different attitude in processing the same or similar topics. The theoretic part of this thesis follows the history of criticism with special interest in music criticism. Then we compare today's position of this media discourse and we can also see trends which might be followed in the future.
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Mythology of Reflex magazine cover pages
Vondrák, Jan ; Jirák, Jan (advisor) ; Šoltys, Otakar (referee)
This diploma work examines a product from the field of print media - front pages of magazine Reflex. Method of mythological analysis is used, which has been in qualitative research of media content applied for half of a century and is considered to be one of the traditional methods used by media studies. Unlike other dissertations in this thematic area this work does not only analyze visual or lexical contents of cover pages, but also focuses on participation of those contents in the development of myth. The work begins with introduction of key theoretical background and resulting terms used in following analyzes describing effects of myths in individual covers. Then the summary brings the interpretation and explanation of described phenomena. The work focuses to decipher myths contained in the first message which the Reflex magazine week after week addresses to his readers -the title page of individual issues. It analyses how the magazine constructs a system of myths, by which ideology can impact on its readers. Aim of this dissertation is not only to describe the process by which the myths capture a variety of signs and fill them with their own meanings, but also a dialectical relationship between myths and stereotypes or ideologies which stand in their background.
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Internet marketing influence on internet media content and its users presented on the czech media environment
Rajtmajerová, Daniela ; Šoltys, Otakar (advisor) ; Wolák, Radim (referee)
The significations found in content aren't only explicitly present in the surface structures, but they're also built deep inside human mind as the basic semes - the minimum units with a signification. In the diploma thesis "Internet Marketing Influence on Internet Media Content and their Users at Czech Media Environment" we use a qualitative analysis method composed of the semiotic and the narrative analysis to describe and interpret the chosen samples of internet marketing content. The semiotic analysis helps us to interpret both the basic surface and deep significations present in the visual and text code of the interpreted samples. The narrative analysis unravels a narration the act is constructed from followed by interpretation. The application of both the methods allows us to identify myths in the narratives. The aim of application of both methods is to describe specific and repetitive deep significations and narrations individual communicates are built from and thus characterize internet marketing media discourse. The narratives form a basis of the interpersonal communication; they allow us to preserve and communicate significations through them. All the narratives of the interpreted samples of content were constructed with a basic conflict (or contradiction) and presented to the public...
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Principles of popularization and mediacoverage of scientific knowledge on the Czech and American news servers
Samšuková, Eva ; Šoltys, Otakar (advisor) ; Kraus, Jiří (referee)
Rigorous thesis "Principles of popularization of scientific knowledge on the Czech and American news servers" evaluates and compares news published during three month period in scientific sections of news servers in the Czech Republic and the United States of America. The thesis follows room provided for scientific topics, the audiovisual features and theme agenda on NYTimes.com, USAToday.com, iDnes.cz and Novinky.cz. The results are accomplished through the quantitative content analysis which is supplemented by the qualitative semiotic analysis. The semiotic analysis determins compositional and narrative structures and the language features in the articles. It is very important to be concerned about the scientific journalism, as science is important in people's lives and, furthermore, it is the public who helps to support scientific efforts financially. Thus, scientists should be concerned about and aware of science communication in media.
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Foreigners in Europe: discourse analysis of construction of "foreigners" in news in newspapers die frankfurter allgemeine zeitung and lidové noviny
Mičková, Barbora ; Vochocová, Lenka (advisor) ; Šoltys, Otakar (referee)
The thesis Foreigners in Europe: Discourse Analysis of Construction of "Foreigners" in News in Newspapers Die Frankfurter Allgemeine Zeitung and Lidové noviny deals with the discourse in which the category of foreigner is constituted in the media. National identity, cultural pluralism and citizenship belong to a very progressive area of social science research recently, with wide range of use in public policy, politics, economy or business. The aim of this thesis is to identify the discursive constructions used when defining foreigner and to contextualize this foreigner discourse to the German, Czech a European identity. The Critical Discourse Studies as well as an interdisciplinary approach are used, explaining the discourse from the perspectives of national identity, cultural identity and multiculturalism. The results of the grounded theory analysis are applied to the particular discursive constructions and approaches. The thesis presents the hypothesis for potential further research.
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Media coverage of the presidential elections 2012 and post-election period in Egypt in selected egyptian daily press
Navrátilová, Daniela ; Bednařík, Petr (advisor) ; Šoltys, Otakar (referee)
This thesis deals with the media representation of president Muhammad Morsi in five Egyptian newspapers. The main goal is to find out what kind of image these periodicals create and in what ways these images differ from each other. The research method used is qualitative content analysis and image analysis that examines articles, photographs and cartoons related in some way to president Morsi. Examined period is six weeks after the official announcement of the results of the presidential elections, i.e. from 25th June to 5th August 2012. The thesis consists of three parts. In the first theoretical part, the reader is introduced to the media concepts which represent the basic frame of the research. This section also contains the outline of the political development in Egypt with an emphasis on the changes in 2011 and 2012. Furthermore, it describes the life of the new president and the development of Egyptian press. Finally, the first section includes short description of the five examined newspapers. The second part describes the research methodology including the research sample, questions and hypothesis. The last part presents and interprets the results of the analysis and comes to a final conclusion of this thesis.
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The comparison of two competitive programmes-112 in danger of life TV Nova and Private dramas on Prima Tv.
Novák, Jan ; Šoltys, Otakar (advisor) ; Dorčáková, Jana (referee)
The main topic of my thesis is a comparison of two investigative shows. The comparison is based on tv measurement which were published, for each show, by the television stations. I also used methods of narrative text as a guide through journalistic show same as Lubomír Doležel presented it in his work. I compared the conclusions that come up from the research with the analytical probe in which 86 participations took part. The aim of the work was to find a model of a successful show, so it would have the most perfect structure and it would the most attractive one for audience. Surely, I also focused on the character of the host and how important of an aspect the host is for the choice of the show.
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Crisis argumentation during the press conferencies of government by using grice's maxims
Březinová, Markéta ; Šoltys, Otakar (advisor) ; Kučera, Štěpán (referee)
Submitted bachelor thesis focuses on the crisis communication in politics and on Grice's maxims applied there. In its theoretical part the thesis analyses the terms crisis and crisis communication. It sets the criteria on which the recognition of crisis is based, as well as it offers theories on how one should create and use arguments in these particular situations. Besides that, the thesis also evaluates general argumentation skills used by politicians during unfavourable times and compare them with principles Paul Grice defined as the base for successful communication. The theoretical part hence furthermore describes Grice's maxims, as well as it monitors Czech politics in selected period and necessary context. Second part of the thesis uses semiotic analysis to examine press conference speeches of selected politicians during the government crisis in March and April 2012 and searches for Grice's maxims used there. It also notices the use of language and the character reflection in their speech. With all that, the thesis fills in the gap in Czech literature focused on effective crisis communication in politics.
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Media analysis of Jan Kraus talk show with a focus on reaching
Černý, Jakub ; Šoltys, Otakar (advisor) ; Moravec, Václav (referee)
This bachelor thesis presents an analysis of the communication in the TV program "Show of Jan Kraus". In the theoretical part we define and describe the term "talk show". A list of most popular programs of this type in Czech Republic is given for comparison. This part of the work contains also a chapter on medial dialog as a specific communication situation. We describe here a confrontation style, which is typical for the medial dialog in a talk show, a role of moderator and spectators, social status of the guests and also a question of politeness, which is the mains subject of the communication analysis in this work. The practical part is divided in two chapters. In the first one the show is analysed from the general point of view. We describe its structure, medial presentation, difference to other talk shows, and all its specific features. The second chapter deals with the question of communication, especially the performance of the moderator, Jan Kraus, and his way of discussion with the guests. The thesis investigates many points of a talk performance. The main point is the politeness, or rather impoliteness. The aim of the thesis is to find out, when this happens in the speech of the moderator, and which forms of the impoliteness are mostly used.
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