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Sexist portrayal of women in marketing communication: differences in the perception of sexist advertising between women and men of generation Z
Brázdilová, Eva ; Rosenfeldová, Jana (advisor) ; Halada, Jan (referee)
This bachelor thesis examines the sexist portrayal of women in marketing communication, focusing on whether sexism in advertising is perceived differently by women and men of Generation Z. Despite the significant influence of advertising on social attitudes towards gender, there is a lack of academic texts on how people perceive and respond to sexist advertising. This thesis consists of three parts - theoretical, methodological and research, which provide an overview of the theory of sexism, the different forms of sexist portrayals of women in advertising, means of fighting against sexism and its regulation, research methodology and analysis of research findings. The research was conducted through semi-structured interviews with Generation Z respondents to obtain qualitative data on their views on sexism in advertising. The discussion of the research findings provides insight into the attitudes and perceptions of Generation Z towards sexist portrayals of women in advertising and offers important implications for the advertising industry and society as a whole. The gathered data shows that both genders view sexist portrayal of women in advertising in a similar way, which is negative. The only significant difference was men's lower ability to recognize sexism.
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The Linguistic Image of the World and Embodiment: Changes in the Perception and the Ways of Displaying the Female Body in Print Advertising in ELLE magazine in the 1990's and Nowadays
Lohrová, Kateřina ; Šmejdová, Barbora (advisor) ; Bouma, David (referee)
Název práce Jazykový obraz světa a tělesnost: proměny ve vnímání a způsobu zobrazování ženské tělesnosti ve vizuálních médiích Anotace Tato diplomová práce se zabývá otázkou vnímání ženské tělesnosti a způsobu, jakým je zobrazována ve vizuálních médiích (konkrétně v tištěné reklamě), jak se tyto obrazy proměňují v čase, případně jakou mají tyto změny podobu. Snahou práce bude nahlédnout toto téma na pozadí konceptu jazykového obrazu naší společnosti, na základě čehož by se nám mohl naskytnou zajímavý vhled do její vnitřní konstrukce a mechanismů jejího fungování. Klíčová slova: jazykový obraz světa, kategorizace, tělesnost, ženskost, stereotypizace, objektifikace, vizuální média, reklama Thesis title The Linguistic Image of the World and Embodiment: Changes in the Perception and the Ways of Displaying the Female Body in Print Advertising in ELLE magazine in the 1990's and Nowadays Abstract This diploma thesis discusses the issue of the perception of the female body and the approaches and ways in which it is portrayed in the visual media (specifically in the printed advertisement), how these images changes over time or what form these changes takes. The aim of this thesis is to look at this topic in the background of the concept of the linguistic image of our world, of our society, on the basis of which we...
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Sexism in the reality show Your face sounds fimiliar
Vaňková, Alžběta ; Reifová, Irena (advisor) ; Jansa, Petra (referee)
This bachelor 's thesis deals with the presence of sexism in the TV show Your face sounds familiar broadcast by TV Nova. The examined show Your face sounds familiar belongs to the genre of Reality TV, which will be described with its brief history in the thesis. The thesis will also introduce other concepts such as sexism, objectification theory and gender stereotypes. The thesis will provide a brief description of the show Your face sounds familiar. The practical part of the thesis is a qualitative analysis of media content for the study of television news according of E. E. Fields. This analysis will be conducted in seven stages. The aim of the qualitative analysis is to find out if sexism appears in the Czech reality show Your face sounds familiar, if so, what extent it occurs and who is the most frequent initiator.
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Social Construction of Species superiority
Klicnar, Filip ; Vandrovcová, Tereza (advisor) ; Balon, Jan (referee)
This thesis charts the social construction of species superiority in the Euro-Atlantic civilizational area. The goal is to describe the process of construction of this superiority and simultaneously to describe the impact of it. The beginning of the species superiority was domestication of the wild animals. Second defining moment was the transition from a traditional into industrial society, in which the animals where materialized and considered to be an object in trading relationships, as well as the belief in legitimate use of animals for economic purposes in the society. This belief is thoroughly irrational. Throughout the process of reality construction the society begun to perceive the given status as natural and right. In order to escape the question of ethical contradiction it has crowded out the negative aspects of that reality from the perception of its members, in which some psychological mechanisms are helping individuals to escape the reality. The final chapter of this thesis charts the conditions that have made the Holocaust possible and on which our modern rational-economic system lays ground. These conditions are being preserved in the "nature" of the economic system itself.
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Philosophical Perspective in John Fowles' The Collector
Dlasková, Barbora ; Chalupský, Petr (advisor) ; Topolovská, Tereza (referee)
The present bachelor thesis deals with the book The Collector written by John Fowles. The thesis considers the novel from the philosophical perspective, especially from the Existentialist point of view. The theoretical part provides an overview of the philosophical themes which are subsequently applied in the practical part. The practical part focuses on the two main characters, Miranda Grey and Ferdinand Clegg, and their opposite life attitudes. Miranda is perceived as an Existential-heroine ready for an authentic life whereas Ferdinand represents Nihilism. Powered by TCPDF (www.tcpdf.org)
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The Comic in Henry James' Fiction
Kudrna, David ; Roraback, Erik Sherman (advisor) ; Robbins, David Lee (referee)
The subject of this thesis is the study and interpretation of the interlacement of the world of comedy in several works of Henry James and the reflection in these fictions of certain specified problems and challenges of modern society which assist to bring forth the social ambience therein. In the author's opinion, the comedy in the said works of James, on the fundamental level, criticises and pokes fun at the evils of modern society and the characters who pay homage to them. The thesis argues that the comedy in the analysed works of Henry James satirizes several challenging, problematic socio-cultural and economic developments of contemporary modern times through the ridicule and stigmatization of the mostly despicable characters who, under the sway of these developments, perpetrate their negative influence on the lives of other characters in the selected works. To substantiate this argument the thesis looks at the following works of James: The Wings of the Dove, The Golden Bowl, The Portrait of a Lady, The Ambassadors, "The Turn of the Screw" and "The Beast in the Jungle." At the outset, the thesis outlines briefly several critical approaches to the comedy in James's works, comments on their validity, reveals the author's views, and points in the direction of the critical opinions and approaches...
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The objectification of postural function of abdominal muscles
Novák, Jakub ; Kobesová, Alena (advisor) ; Davídek, Pavel (referee)
This thesis evaluates the possibility of using objective measurements to assess the postural function of abdominal muscles. The theoretical part provides an overview of findings regarding postural function of the abdominal muscles and the context for their co-activation using intra-abdominal pressure. The results are summarized in the form of research studies relating postural function and low back pain (LBP). The overview of the methods used to measure intra-abdominal pressure and the abdominal muscle activity is the main focus. In this section, we present a new methodology for measuring the activity of the abdominal muscles by using pressure sensors attached to the abdominal wall in the areas of the groin and the lumbar triangle. Methodology: In the experimental part, we tested 35 healthy subjects (average age 21.26t, SD ± 1,62) in 3 posturally different seated scenarios: 1. resting breathing, 2. with added external load (the subjects held a dumbbell 20% of their body weight) and 3. with maximum voluntary increase in intra-abdominal pressure (the diaphragm test). Results: An independent samples t-test indicated that the pressure created by the abdominal wall for both sensors in situation resting breathing increases in situation external load (HA1: upper sensor p=0.0079, lower sensor p=0.0009). We...
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Manipulation in education
Coufal, Jan ; Bendl, Stanislav (advisor) ; Syřiště, Ivo (referee)
The diploma thesis describes the topic of manipulation in connection with education. Theoretical part analyzes the concept and related essential phenomena and approaches the links between manipulation and education. Mainly, it draws from pedagogical literature, in its social and philosophical context. Qualitative research is based on interviews with primary school teachers. The aim of the survey was to bring closer how educators perceive manipulation in the school environment based on their experience. The results show that manipulation itself manifests, with a few exceptions, as normal part of the educational process. Teachers manipulate pupils directly during teaching. Some of them consider it present at the moment when they apply coercion to pupils, others as more hidden procedures. They perceive manipulation mainly as harmful, which is why some teachers try to avoid it. At the same time, it is partly viewed as a necessary part of normal teaching. Therefore,the phenomenon of manipulation appears to be variously understood. The unifying sign of manipulation is the perception of its realization from a position of power. It is mainly used with the aim of facilitating the education process. KEYWORDS Manipulation, enforcement, objectification, intencionality, education
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Gender aspect of playing video games
Fousek Krobová, Tereza ; Reifová, Irena (advisor) ; Fárová, Nina (referee) ; Černohorská, Vanda (referee)
This dissertation deals with various gender aspects of playing computer games. It describes how gender stereotypes are connected with the level of production, content, and with the players themselves. In this sense, it shows that games are still created mainly by homogeneous male teams, in order to attract male players, they contain mainly male characters, while the female ones are created to be attractive to these ideal male players. However, the primary goal of this dissertation is to describe the different ways and intensities of the relationship with the avatar, the playable character in the game. The analytical part consists of two illustrative case studies, one concerning female heterosexual players, the other male heterosexual players. The basic premise is the fact that the player "plays gender" - that is, performs it similarly to social reality. However, this performance is not just a reconstruction and confirmation of hypothetically stable gender identities, but on the contrary their deconstruction ("playing with gender"). In this sense, the work pays particular attention to situations where the player and the avatar have different genders and the heterosexual player, therefore, identifies with the avatar but also objectifies him/her. This dissertation aims to emphasize the uniqueness of...
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