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Cyborg as a Representation of the Relationship Between Man and Technology in Visual Culture
Petričák, Filip ; Charvát, Martin (advisor) ; Řehořová, Irena (referee)
This master thesis deals with the topic of the relationship between man and technology, which is represented by cyborg characters in visual culture. The aim is to create a stereotype of individual cyborg characters from selected cyber-punk works, on the basis of which I can reflect the vision and ideas of the relationship between the organic and technical in the future world. This work is divided into four chapters - the first chapter focuses on cyber-punk as a sub-genre of sci-fi, in the second I define the cyborg character and the postmodern theoretical background, which are related to the cyborg, in the third chapter I present the theoretical basis for the analysis of characters and specify methodological procedures, in the final chapter I analyze the individual works.
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Visual Communication of Czech Handmade Fashion Brands on Social Media
Mazínová, Veronika ; Řehořová, Irena (advisor) ; Švantner, Martin (referee)
The aim of this master's thesis is to find out how today's handmade fashion brands create their visual identity on social media, what is their visual presentation on these social media and what communication tools they use. I will focus mainly on local handmade fashion brands, which are quite new on the Czech marketing market, but quite proficient in visual communication using social media. I specifically focused on social network Instagram, which is currently the most used visually-based social networking site. The diploma thesis is conducted as theoretical research. In the theoretical part, the first section is devoted to the topic of visual communication and the relationship between the image and text. The second part deals with social media, especially the most used social networks in the present. I used a qualitative research methodology to answer my research questions, and I chose semi- structured interviews as a data collection method. The obtained data from the interviews are analyzed and categorized, which reveals the strategies of visual communication of selected Czech handmade fashion brands on social media. The result is a comparison of the analyzed data, which I came to the conclusion from that all fashion brands have a certain strategy of their visual communication on social media....
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Fake news genres
Prokypčák, Matej ; Řehořová, Irena (advisor) ; Švantner, Martin (referee)
The diploma thesis consists of two main parts. In the theoretical part, we deal with the basic terminological framework of fake news, the development of misinformation, fake news, hoaxes, propaganda and their form and the form they acquired. We will also look at misinformation, hoax and propaganda as a specific genre of false news. Furthermore, we analyze the spread of hoaxes and disinformation and the criteria by which hoaxes are recognized and labeled. An important part of the theoretical part of the thesis is also the manipulation with the content and the determination of the criteria on the basis of which false information can be recognized. We will focus primarily on the electronic and new media domains, which are mainly represented by social networks. In the research and analytical part of the thesis we look at the ways in which different sites classify misinformation and hoaxes, by what criteria they approach their classification, and whether these methods are unambiguous and consistent. The second important part of the research will analyze the attitudes of traditional and alternative media to work with false news and hoaxes. We will try to bring a glimpse of both stakeholders, that is to say, representatives of traditional media and alternative media.
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Photography and its authenticity in the context of the debate about disseminating disinformation in the online environment
Cengrová, Michaela ; Řehořová, Irena (advisor) ; Švantner, Martin (referee)
The submitted thesis focuses on the photograph and its role in the process of disseminating disinformation in the online environment. The thesis deals with the opinion that, despite the fundamental changes in the understanding of photography and its credibility, which together with the transition from its analogue form to digital one, photography retains the status of an authentic medium. For this reason photography is becoming a very powerful tool for spreading misinformation. The thesis deals with the theoretical basis of objectivity of photography, its documentary value and expectation of authenticity. The role of the context, which is crucial for understanding the photographic message, will be emphasized. The thesis also defines the basic concepts related to the phenomenon of disinformation. The strategies used to spread disinformation via photography is also presented. In the practical part of the thesis particular disinformative photographic messages is analyzed. Ways to verify the authenticity of particular photographic images are presented. Keywords: photography, authenticity, disinformation, hoax, fake news, online environment, manipulation
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Design Semiotics: Product design as a selective process of materialization Case study: Designers as the creators of materialized representations
Dostálová, Zuzana ; Řehořová, Irena (advisor) ; Váša, Ondřej (referee)
This paper deals with design semiotics, focuses on product design (light design) from the perspectives of social semiotics (van Leeuwen, 2005; Kress a van Leeuwen, 2006), multimodality (Kress, 2010) and product design (Norman, 1988, 2004a; Monö, 1997), and perceive design as a multimodal process of choices as well as a result of materialization of meanings. The theoretical chapters are dedicated to definitions of particular approaches and terms, which are applied within the empirical parts afterwards. These rely on the theories mentioned above and the design phases established by Riley (2003, 2004), which we linked with given theoretical approaches (the discourse phase with social semiotics; the conception phase with multimodality and emotional design; the inception phase with multimodality; and the reception phase with social semiotics and product design). Semi-structured interviews were held with three designers engaged in light design - Jan Plecháč, Jakub Pollág and Karel Matějka. The purpose of this paper is to explore and compare practices of designers from their own perspectives, considering intended product meanings (purposes), used modes and highlighting different design levels. Key words Social semiotics, product design, emotional design, multimodality, materialization
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World War II Posters and Propaganda
Studený, Dominik ; Řehořová, Irena (advisor) ; Gvoždiak, Vít (referee)
The thesis offers semiotic analysis of the World War II poster. It examines the fundamental rhetorical and visual examples based on specific ideological context. The thesis presents the representative war posters of the Soviet Union, United Kingdom, United States of America and Nazi Germany. Selected samples of the Czechoslovak posters are also included.
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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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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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