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The form of frame in motion picture and animated cartoon movie
Ďurec, Peter ; Fišerová, Michaela (advisor) ; Charvát, Martin (referee)
The thesis is aiming it's focus on various different forms of frame in motion picture and animated cartoon movie. When it comes to physics, animated cartoon movie can operate with completely new concept of media intended content, what opens endless amount of possible interpretations and feelings about the movie. Thesis takes film theory of G. Deleuze, with theories of H. Bergson, Jurij Lotman and with semiotics of drawing and photography (Barthes, Eco) as root theoretical background. The main aim of this work is to apply the film theory by Gilles Deleuze on animated movie.
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Deleuze and Communication. Rhizom as a Model of Artistic Communication
Sluková, Tereza ; Fišerová, Michaela (advisor) ; Michalovič, Peter (referee) ; Dadejík, Ondřej (referee)
In this work, I examine the hypothesis that the territorial nature of a work of art, as defined by Gilles Deleuze, provides the lexicon for the establishment of artistic communication. Confronted with Deleuze's critical grasp of the notion that communication is creative, we are required to rethink the positions of interpretation and representation in experiencing artwork. This effort commences with the proposal of a communication model based on the qualitative aspects of communication that support the semiotic nature of artistic creation. Thus, it can be established that the communicative essence of art is not based on the transmission of a specific meaning, but rather an emphasis on the affective plane of sharing. Such shift presupposes the fusion of the individual roles of the functionality of the communication scheme and the focus on the performative level of reception. Keywords: Deleuze, communication, art, map, performative reception
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The Role of Visual Marketing Semiotics in Brand Building
Tesařová, Veronika ; Fišerová, Michaela (advisor) ; Gvoždiak, Vít (referee)
The Diploma thesis is focused on marketing and semiotics and the use of these two fields combined. In the course of the thesis, we will deal with the analysis of single visual marketing modes and the overall impact on perception of the brand and also its ́ building by linking these elements. In the thesis, we will focus on the Gunter Kress ́ theory of multimodality and, in this context, we will focus on graphic design rules, which are reflected within each mode and which can deliver quality and consistent communication. Attention will be paid to semiotic analysis of colors, fonts, utilization of images and photos and other components important for creating a visual marketing strategy. In the empirical section, two similar brands will be introduced, on which the single modes will be demonstrated and analyzed. Although the two brands are similar to each other, one has a clearly recognizable brand identity, while the other brand is failing. By analyzing and comparing the visual content of these two brands, we will be able to detect errors that may be critical to brand building and may have a negative impact on the perception of the potential clients with the result of brand extinction. In the result of the thesis, we should be able to confirm the importance of using semiotic techniques in marketing...
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The concept of the contemporary author in case of J. K. Rowling
Buchnerová, Jana ; Fišerová, Michaela (advisor) ; Charvát, Martin (referee)
The concept of the contemporary author in case of J. K. Rowling The diploma thesis deals with the contemporary concept of the author which is examined on the specific case of Joanne Kathleen Rowling. The theoretical part of the thesis focuses on the biography of the author and the previous philosophical theories concerning the concept of the author and his/her role in the identity of the literary work. The main authors of the theories are Roland Barthes, Michel Foucault, and Umberto Eco, whose concept is crucial for this thesis. The research part presents specific styles of writing which are characteristic for authors and applies this theory to the analysis of two literary works of J. K. Rowling. The conclusion of the thesis is the summary of the research and an attempt to define the concept of the contemporary author. Key words The author, authorship, literary work, pseudonym, the concept of the author, style of writing, J. K. Rowling, Robert Galbraith, Roland Barthes, Michel Foucault, Umberto Eco
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Fashion as a Differend
Schambergerová, Lucie ; Fišerová, Michaela (advisor) ; Charvát, Martin (referee)
The work called Fashion as a Differend presents the demands of critics of fashion and shows that they are in decomposition with its definition as defined by J. - F. Lyotard in the context of a postmodern condition. It argues that discourse overriding the demands of fashion critics is asymetrical with discourse within which fashion is defined. It turns out that there is a logical paradox with regard to the essence of fashion, which is transience or rapid change (at least as fast a change in society) and the floating demand for slowing down, stability and other criticisms that are linked to its transformation.
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The Photo Album and Syntagm in the Web 2.0 Environment
Vlk, Pavel ; Fišerová, Michaela (advisor) ; Marcelli, Miroslav (referee)
The diploma thesis The Photo Album and Syntagm in the Web 2.0 Environment deals with problems of digital photographic collections shared in the web 2.0 environment. The thesis tries to express the basic principles of online photo albums referring to their characteristics, social function, method of arrangement and classification of individual photos. The aim is to verify the assumption that the photo album in the web 2.0 environment loses its narrative function and becomes a set of photos as modular fragments, whose sequence is made to be easily rearrangeable. The thesis is outlined in an interdisciplinary method, in examining of web photo albums it combines knowledge from studies of new media, sociology, philosophy and semiotics. The diploma thesis verifies validity of new medial theories of Lev Manovich in the environment of web digital photo albums and continues in his analyses of behaviour of users of the Instagram social network. As a part of the thesis there is also the own quantitative research, which with its form approximates to the sociological study of Pierre Bourdieu in 60s of the 20th century, devoted to social use of photography. On the basis of the above mentioned theoretical knowledge and his own research we determine what changes of organization and social function of photo albums...
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Machine, movie and human perception
Pechoušková, Klára ; Fišerová, Michaela (advisor) ; Řehořová, Irena (referee)
The main topic of this diploma thesis is the relationship of movie and human perception. Movie is a purely technical medium that moves images for the first time. The starting point of the work is the book written by French cultural theorist Paul Virilio and his reflections on film and technology. Virilio's position is negative in many ways due to cinematography. He blames technology for horrors inflicted during world wars. Cinematography is guilty of a revolution of perception that leads to the decomposition of the vision and the disintegration of the classical dimensions of space and time. In my work Virilio's views are confronted with the reflections of Virilio's contemporary, also the French theorist, Gilles Deleuze. Deleuze understands movie in many ways differently than Virilio. Also his opinion on the technique is quite different. The movie after World War II is a medium that no longer attempts to imitate natural perception. Such film can cause a shock to the audience. This shock opens up new possibilities of thinking and perception, and the viewer gains the opportunity to achieve a specific spiritual life through a movie.
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Wearing Jewerly as a Performative Act
Stündlová, Barbora ; Fišerová, Michaela (advisor) ; Ivan, Michal (referee)
The concept or phenomenon od performativity occurs in different forms or terms in many humanity studies, especially in the second half of the 20th century. It interferes with linguistics, philosophy of thought, narratology, gender and cultural studies and even with epistemology and ethics. The notion of performativity appeared in philosophy and linguistics for the first time along with J. L. Austin's speech and perfomative acts. The first one describes the situation, the second one generates the situation. J. Derrida pointed out that the realization of speech acts and communication are not so obvious and depend on performance that maintains their status and identity. J. Derrida furthermore shows that performance does not only appear in the literary field; the law is for example performative in the sense that it sets itself up by a speech act. M. Foucault was interested of the role of performativity within a socially organized body and subjectivity. The performance of language and discourse is also essential in J. Butler's work which follows M. Foucault or J. Derrida and describes mechanisms for establishing gender subjectivity and physicality. She claims that the body is created simultaneously by the linguistic naming which it decribes. Butler writes up the process of gender differentiaton as...
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The Role of Visual Marketing Semiotics in Brand Building
Tesařová, Veronika ; Fišerová, Michaela (advisor) ; Gvoždiak, Vít (referee)
The Diploma thesis is focused on marketing and semiotics and the use of these two fields combined. In the course of the thesis, we will deal with the analysis of single visual marketing modes and the overall impact on perception of the brand and also its ́ building by linking these elements. In the thesis, we will focus on the Gunter Kress ́ theory of multimodality and, in this context, we will focus on the contents of the Brand manual, which is the key to brand building. Attention will be paid to semiotic analysis of logos, utilization of images and photos, colors and fonts and other components important for creating a visual marketing strategy. In the empirical section, two similar brands will be introduced, on which the single modes will be demonstrated and analyzed. Although the two brands are similar to each other, one has a clearly recognizable brand identity, while the other brand is failing. Also, the second brand obviously does not follow the Brand manual. By analyzing and comparing the visual content of these two brands, we will be able to detect errors that may be critical to brand building and may have a negative impact on the perception of the potential clients with the result of brand extinction. In the result of the thesis, we should be able to confirm the importance of using...
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The genre expectation from an advertising photography in magazines from 1970 up to the present
Kubíčková, Lucie ; Fišerová, Michaela (advisor) ; Řehořová, Irena (referee)
1 Abstract This master's thesis deals with a genre expectation from an advertising photography in magazines from 1970 up to the present. The intent of a theoretical part of the master's thesis is to characterize the advertising photography and compare it with other photographic genres such as journalistic, documentary or artistic photography, because each of those genres is characterized by different modes and so, each carries considerably diverse expectations. And thus, an attention is paid especially to a photography composition within the scope of those individual genres. However, in connection with the comparison of the advertising and journalistic photography, I also focus on regulations, which limit these genres. Further, the aim of this thesis is to map the limits of the genre of the advertising photography and depict, with the use of the particular examples, what stereotypes, prejudices and standards are used in the creation of the advertising photographs and how it ends up, when they are broken. Nevertheless, in the theoretical part I also deal with it, what does it mean a term illustrative photography and where this term is used. The practical part of the master's thesis makes it the goal to clarify, thanks to a research method of a qualitative analysis, what female readers of the lifestyle...
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