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Audio-visual representation in loot box mechanies in video games
Torres, Christopher ; Švelch, Jaroslav (advisor) ; Vranka, Marek (referee)
The thesis deals with a visual and sound interpretation of a loot boxes opening process in selected video games from the semiotic point of view. The theoretical part deals with history of additional monetisation on the games market, a loot box concept and semiotics as a science. Due to raising costs of games designs together with big companies investors' expectations, the games publishing houses try to obtain further incomes. Therefore, additional monetisation in a form of in-game shops is a growing trend and it is often accompanied by loot boxes. They represent a form of gamification of virtual assets purchase through a random chance to obtain assets both with lower and higher prices than the original deposit. Frequent use of these on the games market brought many waves of criticism and not once a controversial situation in which the designers were accused of hidden gambling mechanics implementations in games for teenagers. The practical part analyses loot boxes behaviour in games, describes common features and differences and looks for the most probable way of objectives and meanings of notifications explanations interpretation which the designers attempt to relay. The surveyed titles were selected on the basis of active players, genre and price. It goes through individual aspects of loot boxes...
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From Language to Sign: Three Stages of Cognitivism
Kadavá, Šárka ; Švantner, Martin (advisor) ; Marcelli, Miroslav (referee)
This thesis outlines the three phases of cognitivism, which emerged in the first half of the 20th century as a reaction to the anti-mentalist tradition of philosophical thinking (represented by Charles S. Peirce and Charles Morris), and which was made possible in particular by the so- called linguistic turn in science (especially within analytic philosophy), which replaced mental units, regarded as non-scientific, with linguistic units, conceived as reflecting mental states and, moreover, allowing for adequate investigation. The thesis is largely guided by Thomas C. Daddesio's On Minds and Symbols, which is considered to be one of the first explicit attempts to formulate a cognitive-semiotic perspective, and wherein the author traces the previous development of the cognitive paradigm. Thus, first the factors that made the emergence of cognitivism possible are described, followed by an account of its development, which can be divided into two phases, as per Daddesio's model. This paper, however, goes beyond Daddesio's book and establishes a third phase, where cognitivism emerges as a separate field of inquiry within semiotics, i.e., cognitive semiotics. Within this development, the work traces in particular the transformation of the conception of the relationship between language and mind, which is...
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Persuasion and Signs: Semiotics and Rhetoric as Complementary Disciplines
Švantner, Martin ; Marcelli, Miroslav (advisor) ; Višňovský, Emil (referee) ; Šíp, Radim (referee)
Persuasion and Signs: Semiotics and Rhetoric as Complementary Disciplines The hypothesis we consider in this dissertation is that of complementarity of semiotics and rhetorics, both in symstematical and historical context. The first part deals with the late modern interpretation of the history of rhetorics, sophistry and sophistical rhetoric (showing why i tis necessary to discriminate between these terms). This is illustrated by the discussion about pragmatics and interpretation of ancient rhetoric in the anglo-saxon philosophy of the late 20th century. Topic of persuasion is considered as the main point of investigation for its being common both to rhetoric and semiotics. This is elaborated in the second part of thesis, which concentrates on the analysis of Ch. S. Peirce's late work, especially his classification of signs, semiotics as pure rhetoric, with emphasis on his concept of pragmatism. The pragmatism is the point where semiotics and rhetoric coincide. In the conclusion it is find out, that semiotics and rhetoric are complementary disciplines, at least for their specific account of the notion of sign and persuasion. Keywords Rhetoric, rhetoric, semiotics, semeiotic, sophistry, Lyotard, Vitanza, Nietzsche, Peirce, Deleuze.
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National mythology of the world exhibition EXPO 2010 in Shanghai
Machoňová, Ivana ; Šoltys, Otakar (advisor) ; Dvořák, Tomáš (referee)
This diploma thesis deals with the national presentation of the Czech Republic at EXPO 2010 in Shanghai in terms of mythology, symbols, signs and codes. It describes the history of the World Exhibitions, attempts to highlight Czechoslovak achievements and on the basis of that to define key points of successful communication for an international, predominately Chinese audience. By comparing information on traditional Chinese symbols and values with that of Czech explains correlations between Czech and Chinese culture. This can help visitors from China identify with the Czech Republic. A mythological analysis is executed examining the exterior of the Czech pavilion, the exhibition inside, and notes narrative structures of individual exhibits and how they work to provide the preferred interpretation. Part of the overall analysis includes an overview of supporting events, which also help to strengthen the perception of Czech Republic to visitors. The information gleaned is used to summarize learnings that could be useful for the upcoming EXPO in Milan in 2015.
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A Critical Semiotic Study of Finnish, Latvian and Czech Myths
Pintāne, Inese ; Švantner, Martin (advisor) ; Váša, Ondřej (referee)
This Master's thesis invites its readers into the realm of myths where various deities and mythical creatures dwell and spend their days creating the human world and different cultural artefacts. To find out more about this realm and its possible variations, the author of this Master's thesis has chosen to study myths of relatively distinct nations. Since the author is familiar with the local language and customs of Finns, Latvians and Czechs, the author's choice fell on the myths of the given nations. Since everything in the realm of myths is in constant flux, the only way to detect what was considered valuable in it by its inhabitants at some point in time was to pause this process. To do it, the author approached the myths through the method called transvaluation developed by James Jakób Liszka in his book "The Semiotic of Myth: A Critical Study of the Symbol" (1989). Although still not very familiar among folklore scholars, this method enabled the author to view myths as trilevel entities and detect in them various social constructs passed from generation to generation. As the readers will later see, the author was able, by approaching myths from the perspective of transvaluation, to reveal various norms encoded in them. Keywords: Finns, Latvians, Czechs, myths, Liszka, transvaluation,...
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Semiotic "ethnography" of Deleuze and Guattari and non-standard animism
Šír, David ; Charvát, Martin (advisor) ; Fulka, Josef (referee)
The starting point of this work is the concept of indigenous animism in Félix Guattari's late work at the end of his life, understood as a form of subjectivity operating through different regimes of signs than the "modern" one. These animist semiotics are "polysemic" and "trans-individual," while instead of building a sharp division between the spheres of "nature" and "culture", they inhabit reality by "collective entities half-thing half-soul, half- man half-animal, machine and flow, matter and sign." The aim of most of the following text is then primarily to trace these semiotics across the joint work of Deleuze and Guattari. After introducing the context of Deleuze's philosophy and its specific "image of thought," and explaining its basic concepts, we will focus on the description and comparison of the semiotic "ethnographies" of Anti-Oedipus and A Thousand Plateaus. The first volume traces the "universal history" of the ways of hominization (becoming human) of man from the state of nature, through various forms of inscription, which constitute society and culture. These modes are several and do not work only through language. In the limit experience of schizophrenia, the authors of Anti-Oedipa find a moment preceding all these historically contingent forms of hominization. In contrast, the...
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Front Pages of Reflex Magazine and Construction of Hyperreality
Krutilek, Ondřej ; Podzimek, Jan (advisor) ; Klabíková Rábová, Tereza (referee)
According the research there were noticed few interesting elements of simulacra "comportment" and about the nature of hyperreality itself. First of all there was described, that the nature of hyperreality is very different compared to realities of lower levels. Hyperreality is a semantic space which is filled with simulacra. Those simulacra are holding very strong meaning, which is technically one of the basic elements of their nature. At the other hand not every meaning did pass to the hyperreal stadium. It means that in the end hyperreality suffers the lack of meanings. Its spectre of meanings is simply very limited. Although simulacrum holds a very strong meaning, it can disappear. In this paper there were described two ways, how it can happen. Both ways are directly connected with interest of audience, which mean in this case the interest of public. Simulacra can simply disappear when the audience forget them because of change of the cultural rules. The other way is a kind of simulacra duel. Against older simulacrum is putted a new one. If audience because of any reason decide, that the new simulacrum fits better to their needs, that the old one, the old one disappears. It was described, that there is wide spectre of objects which are able to pass through simulation and become simulacrum. In the...
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Methods of displaying death in the Sandman comic books
Jedličková, Barbora ; Podzimek, Jan (advisor) ; Hrdina, Matouš (referee)
This thesis deals with the depiction of death in the Sandman comic books written by Neil Gaiman. It aims to explore the forms of death that the author presents in his comics through pictorial and textual codes. The work begins with a reflection on the phenomenon of death and how this phenomenon and its depiction stand in time and in current perception. The theory of visual semiotics is used for research, especially the findings of Ch. S. Peirce and the theory of multimodality, which is described in the theoretical part. The focus is then shifted to the comics itself and towards the characteristics of individual elements of visual language applicable for describing comic images, such as color, perspective, panel size, framing, etc. The analysis of images is preceded by research depicting death from the perspective of western culture in its historical context. In the description of the images, the essential features of the individual modes are determined and their meanings are interpreted. The conclusion is summarizing author's findings and try to confirm the initial thought presented at the beginning of the work: that Gaiman perceived the character of Death very differently than is usual in contemporary commercial images.
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Reportage photography and its informative value
Gorcovská, Laura ; Černý, Vladimír (advisor) ; Váša, Ondřej (referee)
Our thesis is dealing with case of reportage photography and medial sharing of our choosen visual image. We have choosen an image of syrian refugee Aylan Kurdi from 2015, whose photo is refering the problem of refugee crisis in Europe. The thesis is focused on semiotic approach of selected photographies, which are showing the same picture from different perspectives. In our case is perspective very important part of thesis, because these photographies are very questionable on ehtical principes. Therefore, we are also focused on the way, how the media deal with this issue. Our thesis points the signs of reportage photography and also monitor their changes, which depends on the medium, title, perex and composition of words completing photography.We are also focused on contextual framework of photography in choosen media. The secondary objective of our thesis is the comparision of results of analysis of selected picture published in individual selected media and comparision of differences in interpretation and photography context. Thesis is primaly based on theoretical concepts of Roland Bathers on specific visual sharing of selected media. Monitored indicators are the concepts of denotation, conotation and myth, while we are focused on connection between text and image and interpretation in selected...
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