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Discourse analysis of the securitization of Covid-19 in Czech media
Kroupa, Jan ; Miessler, Jan (advisor) ; Podzimek, Jan (referee)
This diploma thesis aims to apply the securitization concept in the field of media studies, while also exploring the role of media as an autonomous actor in the (de)securitization process, being able to produce a unique type of discourse, independent from the discourse of political actors. The thesis seeks to confirm the disparities between the discourse of media and political elites on the plain of the (de)securitization theory. This is examined within the topic of the covid-19 epidemic, from 1st January until 12th March, when the state of emergency has been announced by the Czech government. The thesis is organized as a discourse analysis on the basis of the Foucauldian historical method. The theoretical chapter introduces the basic premises of the securitization theory, its evolution and contemporary discussion, including the dimension of media autonomy. The analytical chapter examines seven topical aspects representing the uniqueness of the coronavirus discourse during the examined time period. In addition, the thesis also analyzes the reproduction of the discourse of political elites in media. A total of 154 inputs is compiled in the analyzed corpus, consisting of the transcript of covid-themed press conferences, and articles from the online media portals of iDnes and Fórum 24 that have been...
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Comparison of semiotic analysis of selected logos and their perception by the recipient
Fialová, Alžběta ; Ježková, Tereza (advisor) ; Podzimek, Jan (referee)
The topic of this bachelor thesis is the diversity and individuality of perception of visual elements, specifically logos. The theoretical part of the thesis deals with the logo itself and the terms related to it, its origin, history and development, its function in the context of today, its current design and creation. The aim of the practical part of the bachelor thesis is to compare the semiotic analysis of logos of seven regions of the Czech Republic with their perception by the recipients. According to the used individual elements of logos, colours, shapes and forms, fonts and symbols, their semiotic analysis is performed. Hypotheses are formulated on the basis of its results, which are used to create the answer options for the questionnaire survey. These options are thus made up of the expected characteristics and features of the logos. The options are supplemented by the meanings of the logos intended by their authors or contractors. The results of the questionnaire survey are compared with the results of the semiotic analysis and with the intended meanings of the logos. This also verifies the truth of the hypotheses. A total of 309 respondents were involved in the questionnaire survey, divided according to gender, age, highest education level and place of residence.
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Graphic elements in news programs of Czech television channels
Novotný, Jan ; Podzimek, Jan (advisor) ; Groman, Martin (referee)
This diploma thesis deals with the form of graphic elements in the main news programs of the most-watched Czech stations. Using visual analysis tools, it explores how digitally generated headlines, bars, jingles, infographics, and other elements contribute to the effective communication of daily news. It also aims to find out how much the appearance of tv graphics differs between the programs. The semiotic analysis, which combines the approach of multimodal social semiotics and the concept of distinctive features, reveals that Czech television stations often use the same visual communication tools, therefore the graphic processing of elements in individual programs is remarkably similar in some regards. On the other hand, in connection with the recent visual rebranding of some of the programs, there are also frequent attempts of the programs to differentiate themselves and to avoid clichés in the appearance of the news. Because of that, discussion outlines the potential advantages and disadvantages of both of these approaches.
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Analysis of Jiri Ovcacek's Posts on Twitter
Kůsová, Lucie ; Podzimek, Jan (advisor) ; Láb, Filip (referee)
Since his appointment as the spokesperson of the President of the Czech Republic in December 2013, Jiří Ovčáček has been criticized by journalists, politicians, experts on ethics, and the public for his non-standard approach to the post. Particularly, Jiří Ovčáček has been reproached for his communication on the @PREZIDENTmluvci Twitter account. This thesis was working with the hypothesis claiming that Jiří Ovčáček does not behave in a standard way on the social network and does not use refined and serious language. The aim of this thesis was to analyse Jiří Ovčáček's Twitter communication style in terms of the acknowledged standards of a spokesperson. The thesis did not aim to verify the truth in Jiří Ovčáček's tweets, but it aimed to analyse to what extent the spokesperson's Twitter communication met the standards of the post. A sample of 300 tweets from 8th January to 19th February 2018 was analysed by means of the content analysis, particularly by the analytic-comparative method of stylistic analysis. Under the perspective of stylistics, the analysis aimed to identify expression differences in the choice of style, specifically the function of the message, the form of the national language, markedness with a focus on expression, the use of figurative language, irony and sarcasm. Additionally, the thesis...
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Progress in Edition of Small Magazines
Podzimek, Jan ; Syřiště, Ivo (advisor) ; Mojžíšová, Jarmila (referee)
TITLE: Progress in Edition of Small Magazines AUTHOR: Bc. Jan Podzimek DEPARTMENT: Department of Education SUPERVISOR: Doc. PhDr. Ivo Sy išt , Ph.D. ABSTRACT: Small magazines published by a volunteers are a phenomenon. They rise and fall without much control and regulation. This thesis continues on the bachelor thesis "Small Magazines" and maps the design and development of various small magazines after five and twenty years. In this thesis are little magazines put into the context of the Scout educational method. On results of competition "sCOOL web 2015" is estimated percentage representation of school magazines in schools. KEYWORDS: small magazine, school magazine, group magazine, media education, progress
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Semiotic analysis of hashtags on Instagram
Svobodová, Kristýna ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
This thesis aims to research hashtags on Instagram via the semiotics analysis. The research is based on Leoš Mareš's Instagram profile, which is one of the most successful accounts within the Czech environment, and uses specific types of hashtags. Therefore, it provides a quality data corpus for the research. At the beginning of the thesis the subject of semiotics is introduced, also other key terms, such as meaning, sign, semantics, pragmatics, and syntactic, denotation and connotation, and language tropes. Following there is an introduction of the new media, Instagram, and hashtags. Hashtags are described within the Twitter background, since most of the studies are focused on hashtags on Twitter. The practical part of this thesis is based on Morris's division of semiotics, which is syntactic, semantics, and pragmatics. It studies how hashtags follow and refer to each other, what is the relationship between the photograph and hashtags, and what are the assumptions for understanding the whole post. At the end of the thesis the findings are summarized, and the patterns of hashtags' occurrence are shown.
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Semiotic analysis of a Staropramen brand and his affiliations with marketing archetype
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. This theory is related to the use of the knowledge of psychology in marketing practice. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for describing the use of archetypes in marketing, describing points...
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The Mediatization of Rusalka - A Language Semiosis of the Opera and the Musical (A Comparative Semiotic Analysis)
Pavézková, Tereza ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
In this Master's thesis, I attempt to capture the disparate semiosis of two musical genres - a traditional opera, Rusalka, which has a unique position in Czech national music, and a musical of the same name. On the basis of theoretical findings from semiotics as a science, from the approaches of F. de Saussure, C. S. Peirce and R. Barthes, and by means of semiotic analysis, the thesis unravels semantic elements that are specific for theatrical art. Attention is directed at the symbol as a major tool for semiosis and the classification of symbols on the basis of Peirce's three ontological categories. The analysis focuses on decoding the semiotic systems used in the two genres (the libretto, the music, the characters, the story, and the technical and symbolic means that are employed). The analysis also deals with the question of intertextuality and the ideological background of the text, and attempts in this way to compare the differences and/or the similarities of diverse semiotic codes of the same class, and to capture their originality and specificity. At the same time, the thesis is focused on the dominant semiotic code of the two genres. This is, on the one hand, determined by the systemic distinctions between opera and musical theatre, while, on the other hand, it is primarily predetermined by...
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Semiotic analysis of Victoria's Secret communication
Jílková, Kristýna ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
This diploma thesis approaches persuasive communication of a chosen company from the point of view of semiotics. It focuses on main areas of Victoria's Secret communication, mainly their well known The Victoria's Secret Fashion Show. Selected seven video samples over the three- year period cover the main segment of its communication (television advertising, TV broadcasted fashion show) and the means this company uses to approach its audience. We were interested in how the media message is constructed and what the predominant themes are. Also, if all levels of the message correspond with company's promoted values. The chosen method of research is semiotic analysis, applying conceptual framework of Roland Barthes and his terminology and methodology used for revealing of a built-in ideology. The sample is examined in terms of storyline, definiton of primary and secondary signs, description of technical codes and syntagmatic and paradigmatic sorting. Gradually, the meanings of signs in both primary and secondary level of signification are identified along with present myths. This analysis focuses on proclaimed image of a woman and power in comparison with those communicated. In conclusion, a myth of the Victoria's Secret brand's communication is formulated and discrepancies in communication with the...
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