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The Myth of Beauty in TV Advertising
Chrtková, Kristýna ; Jirák, Jan (advisor) ; Vochocová, Lenka (referee)
The thesis tries to reveal the forms attained by the myth of female beauty in television commercials. It is based on the modern mythology by R. Barthes and on the theory of the social construction of reality by P. Berger and T. Luckmann, who claim that people themselves have created a certain social order, rules and meaning around themselves, and therefore everything around us is some sort of social construct. This is also how the myth of female beauty reproduced by the media is viewed. The work captures the development of the myth of beauty and various perspectives on its origin, form and the research connected with it, in particular the views of American feminist N. Wolf and French philosopher G. Lipovetsky. On the basis of the theoretical findings of semiotics, and the approach of F. de Saussure, CH. S. Peirce, L. Hjelmslev and most importantly the mythology of R. Barthes, the thesis uncovers, with the help of the semiotic analysis method, the everyday myth of female beauty reproduced by television commercials. It notes the role of women in these commercial messages and their forms, with the afore-mentioned authors' theoretical starting points. At the same time, the work aims to capture the various forms of the myth of female beauty in three television commercial categories. The category of...
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Personalization of political communication in Czech republic: quantitative content analysis of presidental campaign 2013 in daily press
Chrtková, Kristýna ; Křeček, Jan (advisor) ; Hrdina, Matouš (referee)
This Bachelor Thesis on the topic Personalization of political communication in the Czech republic: Quantitative content analysis of presidental campaign 2013 in daily press deals with the developement of political communication and in particular with the trend of personalization. Personalization is the result of several media, social and political changes which emerged after the Second World War. This Bachelor Thesis consists of two parts. The first theoretical part deals with the development of political communication acompannied by the professionalization of political campaigns. Professionalization can be also considered as a precusor to personalization of political communicatin. The second part summarises the results of quantitative content analysis of presidental campaign in 2013 in the Czech republic. This analysis confirmed the hypothesis that political communication in the presidental campaign was personalized. This provided the opportunity for further research.
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Personalization of political communication in Czech republic: quantitative content analysis of presidental campaign 2013 in daily press
Chrtková, Kristýna ; Křeček, Jan (advisor) ; Hrdina, Matouš (referee)
This Bachelor Thesis on the topic Personalization of political communication in the Czech republic: Quantitative content analysis of presidental campaign 2013 in daily press deals with the developement of political communication and in particular with the trend of personalization. Personalization is the result of several media, social and political changes which emerged after the Second World War. This Bachelor Thesis consists of two parts. The first theoretical part deals with the development of political communication acompannied by the professionalization of political campaigns. Professionalization can be also considered as a precusor to personalization of political communicatin. The second part summarises the results of quantitative content analysis of presidental campaign in 2013 in the Czech republic. This analysis confirmed the hypothesis that political communication in the presidental campaign was personalized. This provided the opportunity for further research.
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The Myth of Beauty in TV Advertising
Chrtková, Kristýna ; Jirák, Jan (advisor) ; Vochocová, Lenka (referee)
The thesis tries to reveal the forms attained by the myth of female beauty in television commercials. It is based on the modern mythology by R. Barthes and on the theory of the social construction of reality by P. Berger and T. Luckmann, who claim that people themselves have created a certain social order, rules and meaning around themselves, and therefore everything around us is some sort of social construct. This is also how the myth of female beauty reproduced by the media is viewed. The work captures the development of the myth of beauty and various perspectives on its origin, form and the research connected with it, in particular the views of American feminist N. Wolf and French philosopher G. Lipovetsky. On the basis of the theoretical findings of semiotics, and the approach of F. de Saussure, CH. S. Peirce, L. Hjelmslev and most importantly the mythology of R. Barthes, the thesis uncovers, with the help of the semiotic analysis method, the everyday myth of female beauty reproduced by television commercials. It notes the role of women in these commercial messages and their forms, with the afore-mentioned authors' theoretical starting points. At the same time, the work aims to capture the various forms of the myth of female beauty in three television commercial categories. The category of...
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Europeanization as a source of euroscepticism? Case study of Croatia
Chrtková, Kristýna ; Němec, Jan (advisor) ; Kný, Daniel (referee)
This thesis deals with the changes of elite and public euroscepticism in Croatia with the beginning of the last wave of democratization, from the year 2000 until nowadays. Croatia is an example of a country with a declining number of public EU supporters, when the date of the EU accession approached. In contrast to the public opinion, the attitudes of dominant part of the political elite was typically a strong EU support. This bachelor thesis aims at proving the hypothesis that the source of the Croatian euroscepticism is europeanization. Therefore the integration process of Croatia is researched focusing on changes made by the EU as well as particular problematic cases that have decelerated the accession process and negatively affected the perception of the EU. Furthermore, the thesis contains a survey of attitudes to the EU presenting opinions of selected Croatian political parties and Croatian public. Special attention is devoted to capturing the overall picture of Croatian's society attitude towards the EU.
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