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Beauty myth in advertising from the perspective of gender
Prágrová, Štěpánka ; Fulka, Josef (advisor) ; Kobová, Ĺubica (referee)
Diploma thesis called "Beauty myth in advertising from the perspective of gender" analyzes the gender climate through the construct called beauty myth. The phenomenon of the beauty myth is nowadays appearing in numerous connotations, for example, very much in advertising. In this thesis I analyze printed advertisements, which I subject a critical examination through specific concepts including the Barthes concept of myth and photograph. Advertising is one of the most powerful communication and information arms today. In today's society the advertising message has become a very strong handling tool that is able to change not only the customer's behavior and customer's requirements, but to a large extent his thoughts, opinions and actions. What means of customer acquisition does advert use? Is not one of them theory of lie which was mutated into the beauty myth? This phenomenon is presented here mainly from the perspective of feminist author Naomi Wolf. The results of my analysis of the beauty myth in advertising, however, disagree with Wolf's view and put them thus in opposition. Advertising and the beauty myth behave as a living organism that interacts flexibly to external stimuli and its responses to them promptly transmits back to the consumer through the communication channel of advertising. The...
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Blood, Tears and Laughter: Emotional Aspect of News Content
Pudlák, Štěpán ; Fulka, Josef (advisor) ; Šafaříková, Radana (referee)
The diploma thesis offers a concept of emotional paradigm of news. Characteristic features of contemporary news are emotional content, afectivity, and themes of violent and sexual nature. The phenomena are interpreted as a result of proliferation of emotional paradigm, i.e. a way of creating news which aims to arouse spectators. Emotional paradigm is manifested in a number of aspects - in the discourse, on a visual and auditive level or in a choice of news topics. An account of relevant psychological and neurobiological theories is also included. The thesis reviews possible implications of functioning of the paradigm. Hence, it offers an alternative interpretational frame from the media studies branch.
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The simultaneity of the incompossible as the index of the vertical being in the philosophy of M. Merleau-Ponty
Halák, Jan ; Čapek, Jakub (advisor) ; Rodrigo, Pierre (referee) ; Fulka, Josef (referee)
RÉSUMÉ EN ANGLAIS / ENGLISH SUMMARY : The Simultaneity of the Incompossible as the Index of the Vertical Being in the Philosophy of M. Merleau-Ponty The principal field of investigation of this paper is the late philosophy of Maurice Merleau-Ponty in the form the author gave it in his lectures during the nineteen-fifties and in the project of The Visible and the Invisible. More accurately, the goal is to clarify the relationship between what this author calls "vertical" Being and the aspect of reciprocal exclusivity, or incompossibility, of the segments of the field through which we have access to it. This structural characteristic is studied principally on the levels of the perception, our relationships with the others, the language and other human institutions. First, the author of the paper elucidates what he think is the reference point of this ontological philosophy, that is to say the concept of visibility. By means of an interpretation of the three fundamental structures of the visibility, the visible, the invisible, and the vision (voyant), the author demonstrates the profound ontological unity of the element of the visibility. The concept of the "institution" (Stiftung, institution) is then introduced to demonstrate how the field of the visibility is internally organized in a manner that surpasses...
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Surveillance and Ethics
Slavíček, Daniel ; Pinc, Zdeněk (advisor) ; Marcelli, Miroslav (referee) ; Fulka, Josef (referee)
The theme of the dissertation is surveillance. Its aim is to answer the following question: up to what extend do we live in a society, which may be described as a surveillance society. For this purpose it defines, what is meant by surveillance, how surveillance evolved through history, which theories relevantly describe this phenomenon and in which spheres surveillance is notable. The dissertation introduces the main theories of the multi-disciplinary field of surveillance studies, which has been developing over the last twenty years. Special attention is focused on CCTV systems. At the same time, the thesis focuses on ethical problems of surveillance, i.e. privacy, discrimination, social exclusion, transparency and responsibility.
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Physiognomy of Writing: In the Folds of Literary Ornament
Jirsa, Tomáš ; Heczková, Libuše (advisor) ; Vojvodík, Josef (referee) ; Fulka, Josef (referee)
My PhD. thesis "Physiognomy of Writing: In the Folds of Literary Ornament" deals with the relation between literature and ornament. It interconnects the sphere of literary history and literary theory with that of visuality. Ornament is analyzed and interpreted as a theoretical figure which allows an examination of literature from the point of view of its visuality and its movement. This approach, elaborated and applied here, labeled "physiognomy of writing", offers a possibility of a visual reading of literature; it represents a way to read literary texts not only in terms of their meaning and message, but also from the point of view of their visual and figural performance. In the first part I outline the concept of ornament in its historical, esthetic and philosophical frames, and explain how to use it in order to interpret literature. The second part offers readings of several 20th century literary texts (Franz Kafka, Rainer Maria Rilke, Hugo von Hofmannsthal, Samuel Beckett, Louis Wolfson and Blanche T.) from the perspective of the affinity of their literary speech and particular ornamental manifestations.
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Bachtin's philosophy of language
Kučerová, Barbora ; Fulka, Josef (advisor) ; Ritter, Martin (referee)
This present looks into the philosophy of language and meaning in Bachtin's writings. Our research into the constitution of meaning is founded in utterance, which is in the life access grasped as a dialog. There are three central points by which we approach this topic. First of all I would like to clarify Bachtin's proposition about relation between utterance and non-language reality by polemic with Saussure. Meaning of language is constituted in forms of speech, which are founded in interest groups - this is non-language reality, and always bears some evaluation. Moreover, I demonstrate that particular speaker and listener are not essential for understanding of the utterance but interest groups are the basis of explanation the utterance like dialog. Each utterance is realized on the border of other's utterances and this is the reason why meaning cannot be conceived as identical with itself, but is determined by dialog with other evaluations. Therefore, meaning always bears some evaluation, there are not one universal language, but heteroglossia. Keywords utterance meaning evaluation speech form dialog
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The Body as an Interface
Kučerák, Michal ; Fulka, Josef (advisor) ; Češka, Jakub (referee)
MK: Telo ako rozhranie bakalárska esej Abstract: This bachelor thesis discusses the topic of body in video games in philosophical perspective. The main issues are: What is happening with the body of player during the play? How does this "works"? The essay itself contains definition of game as well, definition of video game provided by Juul and roots of video game itself as cyber culture (Levy) and technical image (Flusser). It shows the history and present of video gaming. The question whether the body will or will not play important role in the future of gaming is being discussed in Hansen's, Virilio's and Deleuze and Guattari's definition of body itself. The essay claims there are two ways of playing the video games through our body: active playing and passive playing. Key words: video game, body, active/passive, visual semiotics
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