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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) ; Reifová, Irena (referee)
ENGLISH SUMMARY The main objective of this dissertation 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 analytical methods in pursuit of finding the answers to 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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A threat of state bankruptcy as a basic element of the czech electoral media agenda
Vávra, Jan ; Šoltys, Otakar (advisor) ; Wolák, Radim (referee)
Václav Bělohradský stated (Právo, July 3, 2010) that "'Greece' was one of the biggest pre-election lies in political history of this country." The aim of this thesis is to examine the role media played in the alleged "pre-election lie": how set the agenda(or drew on the topics) and how pre-election discourse involved the theme of state bankruptcy in the country, whose bonds were according to Bloomberg two months before parliamentary election in 2010 the eighth safest in the world. I examine the content of the most widely read weeklies Reflex, Respekt and Týden, respectively their May 2010 issues (election-month). I will proceed from the assumption that weeklies have the greatest potential to put events into the relevant context, and thereby significantly shape the discourse. This thesis uses the discourse (focusing on its ideological character according van Dijk's evidences) and semiotic (using the theory of Roland Barthes) analysis to detect any mythological elements concerning political parties and ideas in connection with the threat of state bankruptcy. The theoretical part focuses on the possible political consequences of media manipulation especially in the electoral process. I consider inspiring for the needs of this thesis evidence of the German sociologists Jürgen Habermas (of universal pragmatists)...
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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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Simulacrum, Hyperreality and Aesthetic Codes of The Presidential Campaign
SPUSTOVÁ, Kateřina
The relations among simulacrum, hyperreality, aesthetic codes and post-modern society are within the scope of my bachelor thesis. I primarily focuse on political apparatus and its relations to phenomena mentioned. As foundations, I have chosen philosophical reflections on simulacra and hyperreality - authors whom I cite are particularly Jean Baudrillard, Roland Barthes and Michel Foucault. Another writings are considered as well, for example writings which are occupied with changes in society, in language or writings which are occupied with media. My thesis attempts to describe chronological development of every single feature as regards contemporary society.
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