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The Concept of Ideal Woman's body in Women's Lifestyle Magazines
Kratochvílová, Renata ; Jirák, Jan (advisor) ; Köpplová, Barbara (referee)
The diploma thesis The Concept of Ideal Woman's Body in Women's Lifestyle Magazines analyses two women's lifestyle magazines Marianne and Svět ženy in period of the year 2017. The thesis aims to find out how the pages of both magazines approach the beauty ideal of women's body and it is based on the hypothesis that there is a beauty ideal related to thiness presented in the lifestyle magazine in general. The thesis examines both pictorial and textual magazine's content including the title pages and it is performed by quantitative content analysis and semiotic analysis. The thesis is primarily based on the Theory of The Social Construction of Reality which described in more detail in theoretical part of the thesis. This part is further devoted to definition of particular theoretical terms and concepts which are important for the correct understanding of the whole thesis and the next is part devoted to researches which already examined the beauty ideal in media. The end of theoretical part categorizes women's press and describes its expansion. The second methodological part is devoted to thesis'research plan, more detailed description of both examined magazines and also to the description of methods used in the last part which were quantitative content analysis and semiotic analysis. The analytical...
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Medialization of the monetary separation and the Czech koruna formation in 1993
Šimečková, Barbora ; Šoltys, Otakar (advisor) ; Lysoněk, Tomáš (referee)
This diploma thesis describes an unexplored field of study - the medialization of the monetary separation and Czech koruna formation in February 1993. The thesis maps Czech media discourse devoted to this theme and answers the question whether the media, through its contents, could contribute to a positive perception and acceptance of this fundamental economic reform that actually completed the dissolution of Czechoslovakia process on January 1, 1993. For this purpose the thesis uses the qualitative research methods, the semiotic analysis and the discourse analysis. The introduction briefly outlines the sociopolitical situation in the country. The theoretical part describes the role of money and monetary policy, the technical preparation of the currency separation, including a new series of banknotes, and outlines Czech media trends after the 1989. The methodological part contains specific objectives, research questions and widely presents the selected research methods. The practical part analyzes media contents devoted to the currency separation in Czech newspapers Blesk (Flash), Hospodářské noviny (Economic Newspaper), MF Dnes (Today), Rudé právo (Red Law) and selected program of Česká televize (Czech Television) in the first quarter of the year 1993. The main outcome of the analysis is a...
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2010 - "Počítáme s dětmi v České televizi": Programmes for Children and Youth in the Czech Television
Vraspírová, Pavla ; Wolák, Radim (advisor) ; Macků, Lucie (referee)
The diploma thesis "The Year 2010 - Pocitame s detmi v Ceske televizi: Programmes for Children and Youth in the Czech Television" deals with broadcasting for children and youths on Czech Television and focuses on the production of cyclic programmes. It summarizes the production of these programmes since the beginning of Czech Television in 1992 until 2010. The author also describes the structure of production centers in Czech Television that used to produce and are still producing those programmes. Furthermore, the author analyzes the strategy Pocitame s detmi v Ceske televizi which followed the previous projects - "Osudove osmicky v nadich dejinach" (the Fateful Eights in our history) and "Rok svobody" (the Year of Freedom). The analysis consists of an overview of existing, new cyclic and also planned programmes which Czech Television started or planned to broadcast during this strategy. The thesis provides quantitative conclusions such as the amount of all the programmes for children and youths broadcast during the existence of Czech Television, average time spent by children, youths and adults watching TV and especially Czech Television and the share of audience that was watching Czech Television. The author uses the tool of semiotic analysis to examine what means of expression are used to display real...
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Gender and Media in the Age of Post-Modernity: Revealing Gender Stereotypes in the Contemporary Czech Advertising Discourse
Olbertová, Martina ; Šoltys, Otakar (advisor) ; Nečas, Vlastimil (referee)
ENGLISH SUMMARY The main objective of this thesis was to provide a complex perspective on the mutual relationship of gender and media in the age of post-modernity with a special attention to the stereotypical gender portrayal presented to us by the contemporary Czech advertising discourse. We chose to demonstrate this problematics through the methods of semiotic analysis on the analytical sample of 5 advertisements (consisting of selected TV commercials) representing various aspects of stereotypical gender images appearing in the today's Czech advertising contents. We then subjected these selected advertisements to the analytical methods in pursuit of finding the answers to the questions related to the media image of men, women and our society that the stereotypical gender depictions contained in these advertisements help to construct. Although many of these advertisements appear to be openly sexist or even misogynic on the first sight, using the mechanisms of semiotic analysis we came to a rather opposite conclusion proposing the analyzed contents are rather pro-feminine tending toward an extensive masculine critique. This result, however, is based mainly on the mechanisms of oppositional reading of the subjected texts. On the other hand, it is presumable that the "average media consumer" not having access...
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Mythology and ideology of advertisemrnt in magazine Vlasta from 1947 and 2009
Kusá, Iva ; Šoltys, Otakar (advisor) ; Köpplová, Barbara (referee)
Diploma thesis ,, Mythology and ideology of advertisement in magazine Vlasta from 1947 and 2011" deals with a specific way of understanding of values by current society, of a role of woman and family expressed by advertisement and where we can find modern myths and ideology. I chose two issues for analysis, issue 1 from year 1947 and issue 65 from year 2011. In theoretic part we described the origin of myths, their changes and understanding modern myths by current society. We tried to explain meaning of ideology, understanding of character man and woman in advertisement before and now, semiotic codes as per Barthes, Saussure and Peirce and stereotype usage. In practical part we tried to find out how myths are connected with theme family, place and a role of woman and ideology of current society. We tried to find modern myths in nowaday and past advertisements. We applied semiotic and visual analysis on every advertisement from both issues, tried to find signs and how they changed. Changes in mythology are affected by ideology of society, we can see changes in form of advertisement, in issue 65 are mainly colourful photographs, competitions and advertisement for next Vlasta issue.
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Pop-cultural Symbols in Visual Publicism in Tenth years of the Twenty-first Century In Pictures by Teo Adamy
Dvořáková, Anna ; Šoltys, Otakar (advisor) ; Láb, Filip (referee)
AbstractAbstractAbstractAbstract This thesis presents one of the first attempts to uncover and analyze the phenomenon of immediately apparent digital photomontage born and developed in the context of the Czech internet, that does not attempt to simulate a photographic reproduction of reality, but instead to regularly comment on political events of the Czech Republic. Using an analysis of photomontages of Teo Adamy (aTeo), the thesis explores their specific hybrid means of expression and the methods through which it completely fulfills the essence of pictorial commentary. Besides describing the creative basis and inspirational founts of the montage artist, it also provides an in-depth insight into the category of the so-called pseudofilm, a specific part of aTeo's internet production, that consists of photomontages feeding off the medium of film, using meaningful parallels in film stories and pop-cultural film references, or even directly inserts chosen political representatives into well-known film scenes and thus draws upon universal mythological structures activated by popular films. The Pseudofilm category is then subjected to a detailed analysis, whose output is a comprehensive description of aTeo's fictionally-realistic film-political photomontage and an understanding of specific features of its...
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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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Valentová, Hana ; Jirák, Jan (advisor) ; Šoltys, Otakar (referee)
This diploma thesis on the "Non-Parliamentary Political Parties in Media Communication Process. Communication Behaviour of Non-Parliamentary Parties in the Czech Republic prior to the Parliamentary Elections of 2006" suggests that political parties wishing to succeed in the dynamically changing media environment today need to present themselves through the refection of contemporary trends in the development of political communication. Based on the hypothesis that the non-parliamentary (i.e. small) political parties fail to master these principles of media and political communication, which is one (but not the single) reason why they fail to reach spectacular results in elections, this diploma thesis investigates four Czech non-parliamentary political parties participating in the parliamentary elections of 2006. The theoretical part of this diploma thesis introduces the current phenomena of political communication, including the mediatisation and personalisation of politics and the concept of politics as entertainment, with a focus on the examples of professionalization of political communication, political marketing and the importance of public opinion. In the practical part of this diploma thesis, the fundamental definitions are used and the method of semiotic analysis applied to the media...
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The analysis of medialisation of cathastrophe on the example of explosion of building in Divadelní ulice.
Turková, Kateřina ; Šoltys, Otakar (advisor) ; Končelík, Jakub (referee)
The subject of this thesis is the analyslis of medialisation of catastrophe. For this purpose is used the method of complex semiotic analysis, that is performed on the explosion of house No. 5 in Divadelní ulice in Prague on 29 May 2013. The thesis includes introduction into context. Theoretical background of chosen method is not omitted. In the thesis is explained the applicaton of semiotic analysis to the selected problem. The main and secondary research questions are defined and the five areas, to which the research is emphasised, are determined. There are semiotic analysis of fragments of main news programs of a public TV channel (Česká televize) and three private TV channels (FTV Prima, TV Nova, TV Barrandov) in the seven - day reference period in the research part of thesis. The meanings of symbols in the specified areas, located in fragments of broadcasts about the explosion in the heart of Prague, are interpreted in this part of thesis. Outputs arising from the analysis are evaluated by answering the research questions. The most significant information are located in Summary.
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