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The Czech women's view on representation of women in advertisement
Koláčková, Martina ; Vochocová, Lenka (advisor) ; Miessler, Jan (referee)
Master thesis The Czech Women's view on representation of women in advertisement focuses on the way advertisement reproduces gender stereotypes and sexism in the society. The analysis examines the view of female audience on this matters. The role of advertisement, gender roles and gender stereotypes, sexism and feminism are introduced in the beginning of this thesis. Main traits of sexism in advertisement are described. Possible impact of stereotyped and sexist advertisement on its viewers is demonstrated by introducing results of field related analyses. Based on interviews' analysis with selected group of women it was discovered that women view the representation of women in advertisement to be heavily stereotyped. Women in advertisement are reduced to the following categories: physically attractive and carefree, homemaker, naive and dull, and last but not least sex object. Even though female responders are able to identify some negative impacts of this stereotyped representation of women on both women's and men's lives, their concerns are undermined by their attitude towards advetisement which they do not consider to be capable of changing public attitudes and values. Female responders are convinced that gender discrimination against women is still present in the Czech Republic and advertisement...
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Fallen Women: Gender Imaging of Women in the Institution of Prison in Czech/Czechoslovak Film Production
Moravuszová, Klára ; Sokolová, Věra (advisor) ; Jiroutová Kynčlová, Tereza (referee)
The thesis deals with the construction of pictures of women who experienced with prison institution represented through films. From a gender perspective, the thesis analyzes how these structures are depicted and reflected as a part of the characters' stories in selected Czech and Czechoslovak films. The thesis consists of five parts. The first part introduces the theoretical background, then the second part focuses on the topic of gender and prison, or better said on the prison service in the Czech Republic. Part of this specification includes also the topic of power and women's crime; a large part is devoted also to gender-normative ideas in the institution of prison and the depiction of these topics in media (film). The fourth empirical part deals with methodological bases and the research methodology itself. The last fifth part presents the research and its results. The films reproduce the gender normative images of women thereby constantly anchoring them or disproving the concrete ideas about what the "right" and "desirable" women should be in order to be accepted in society. Linking women and the restrictive establishment of prison is one of the taboo-themed topics across the whole society. The thesis investigates how this topic is presented to the Czech and Czechoslovak film audience. Key...
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Reproduction of Gender Roles in Kindergarden and Family
Mastíková Švantnerová, Anna ; Baslarová, Iva (advisor) ; Jarkovská, Lucie (referee)
The diploma thesis deals with the gender-differentiated attitude to which children are exposed from birth. The aim of ethnographic research, which was carried out in the kindergarten environment, was to find out how parents and teachers socialize pre-school children. Another aim was to find out whether gender stereotypes were reproduced in a kindergarten. For this purpose, I conducted an observation in the kindergarten class, which I then supplemented with interviews the parents of the children and also with the teachers of the kindergarten. An experiment was also part of the research. The thesis consists of two parts - theoretical and empirical. The theoretical part introduces the basic concepts and arguments related to the research question. The empirical part of the work is devoted to methodological procedures, further it consists of analysis of interviews with parents, teachers, but also analyzes of the observation in kindergarten and experiment with children of preschool age.
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