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Imagology of Current Advertisements
Tomková, Gabriela ; Fišerová, Michaela (advisor) ; Kladný, Tomáš (referee)
This thesis deals with advertising images. It contributes to discussion about position of image in present visual field. It also speaks about influence of image on contemporary society. The starting point and theoretical basis are Visual studies. The main ideas are applied to two different constructs of reality, both are tendentious. The first is vision, ideologically and politically constructed during authoritarian socialist regime. The second is current globalized consumer society. In the practical part of the thesis, the analysis focuses on the advertisements of Skoda Auto Company, used in both mentioned visual modes in the Czech Republic in the 20th century. Key words: picture, visual studies, iconology, advertising, globalization, consumer society, propaganda, image.
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Social Theory and the Late-Modern Approaches to the Study Of Culture
Lachmann, Filip ; Balon, Jan (advisor) ; Holeček, Tomáš (referee)
Sociology, social science and human sciences in general are interested in the study of culture since its inception. This concern, however, have transformed over the years and the development of individual disciplines, especially in the 20th century, where the phenomenon of culture has become one of the main indicators of social coexistence. The concept of culture itself represents a very wide range of activities, objects and characteristics tied with the human and his behavior. This work focuses on the process, during which social scientists have begun to perceive the culture no longer just a file or a store of values, but as part of power struggle, hegemony, ideology and oppression in their everyday impact on the scientific knowledge and the creation of social discourse. It notes the rise of critical theory, which arose mainly in the context of the so-called "cultural turn", starting in the postwar period. It records the development of social theory as a discipline combining several approaches, grounded in a larger frame of reference, the main aim is to highlight the difference between social science typical for modernity and more or less postmodern authors, which we nowadays consider the leading scientists and philosophers of the 20th century. This report covers the Frankfurt School of T. Adorno,...
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The image of reality - young artist's attitude to environmental problems in their creative activity and personal lives
Shiriaeva, Inessa ; Mašek, Tomáš (advisor) ; Figura, Roman (referee)
This qualitative diploma thesis deals with a specific view of art from the perspective of social science disciplines and in connection with the environmental problems of today. The theoretical part of the work is devoted to selected social and cultural concepts of the contemporary world, especially consumer society, waste and art, which puts in the context of the climate crisis. It describes the attributes of consumer society, the consequences of overproduction and consumption in the form of waste, which I further look through with the artistic eye. It addresses the social functions of art, its anchoring in social consciousness and the relationship with science. The empirical part of the work offers a view of the artistic environment, especially young artists on the climate crisis in both personal life and creation. It describes their motivations and limits leading to the sustainable implementation of the concept or activist approach to the audience in order to contribute to a better society. The work thus deals with the important role of artistic creation in our society. Keywords mass production, consumer society, climate change, recycling, waste material, art, activism
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The role of media in consumer socialization of children
Jelínková, Klára ; Rosenfeldová, Jana (advisor) ; Wolák, Radim (referee)
This diploma thesis deals with the issue of consumer socialization. Socialization is influenced by four main factors, which are the media, family, peers and school. The aim of this work is to examine the role that the media play in the process of consumer socialization. The media are examined in the context of other factors that are inseparable from each other and therefore cannot be studied separately. The theoretical part deals with the phenomenon of consumption and consumer society, which are a prerequisite for consumer socialization. It also presents basic knowledge in the field of socialization, the media as a socialization factor and, last but not least, existing knowledge and research associated with consumer socialization. Through qualitative interviews with children aged ten to twelve, data were collected, which was then interpreted by thematic analysis. The analysis shows that children reflect their consumption and consumer desires by what is happening or seen in the media. The media itself is also consumed by children, but in the environment of new media it is often a matter of prosuming, ie that children are both producers and consumers of media content. In the process of consumer socialization, the media can be perceived as a significant actor and at the same time as a link that...
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Zero Waste lifestyle mapping
Nováková, Kristýna ; Spalová, Barbora (advisor) ; Orcígr, Václav (referee)
The work explores the perception of Zero Waste lifestyle from the perspective of people who live this lifestyle. The main aims of the research are to map the perception of Zero Waste lifestyle in terms of what the lifestyle means for informants and how they perceive it. I also deal with the motivations that these people have for their lifestyle, whether it be external or internal, and I try to map the negative or positive benefits that Zero Waste brings to the lives of its followers. The work is based on qualitative research, namely on seven interviews with people who live in the Zero Waste lifestyle, with whom I conducted semi-structured interviews. Using a thematic analysis, I have identified ten categories that characterize Zero Waste lifestyle: the pursuit of change, the conversion / change of thinking, the voluntary modesty / the fight against consumerism, the saving of money, the fashion trend, the education, the spiritual / religious aspect, the fulfillment / joy / happiness, community sharing, moral contradiction. The main findings of the research are precisely the Zero Waste lifestyle characteristic that builds on authentic information taken directly from people living in this lifestyle. My findings mainly relate to characteristics of Zero Waste, how these people perceive their lifestyle...
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Consumer Society and Representation of Happiness in Advertising
Žatečka, Lukáš ; Šrám, Kristián (advisor) ; Kolomoiets, Maksym (referee)
The bachelor thesis deals with advertising representation of happiness in the context of consumer society theory. The aim of this work is to find out what possibilities of interpretation of happiness are in connection with consumer products, which mediate advertisements to their viewers. TV and online advertisements related to the environment of the Czech Republic are examined. The first part of the thesis deals with theoretical basis for themes of consumer society, advertising and happiness. Consumer society is conceptualized as hedonically oriented and established in the materialistic concept of the world. Advertising is seen as the main ideological tool of consumer society that is used to transform values. The happiness is seen from both perspectives, the hedonic and eudaimonic. Due to the abstract nature of happiness, constitutive elements of happiness are derived from expert discourse and serve as a conceptual framework and a default category for analysis. The default categories are social relationships, productive activity and health. The qualitative based empirical part subsequently processed the representation in advertising. The sample consists of 24 ads. The qualitative content analysis method is used for work with data. In the analysis, the central motives are identified for each default...
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Why do people tend to not saying goodbye to the dead?
HYBRANTOVÁ, Jana
The diploma thesis deals with the search for answering the question of people´s not saying goodbye to the deceased. The first chapter deals with the topic of dying and death in the past and compares it to the present situation. Another chapter emphasizes the significance of the ritual in human life, it deals with the early and current funeral rituals, their justified meaning from a psychological point of view. It also deals with the places of the last resting of our ancestors. The third chapter deals with the ethical aspect of this issue and, in particular, with the search for the answers, which are the cause of the current situation. The last chapter focuses on social work with survivors, deals with accompanying, mourning, and counseling help.
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Critique of current consumer society
Jelínková, Klára ; Rosenfeldová, Jana (advisor) ; Zezulková, Markéta (referee)
This bachelor thesis is aimed to provide a characteristic of current consumer society. First part is dedicated to its definitions and evolution. The thesis is based on three-phased classification according to Lipovetsky, there is a discussion between his concept and other authors who were selected by the method of literary research. The selected authors agree that the consumer society entered the current phase in the period of the 1970s and 1980s. As a result of globalization and the associated socio-economic changes, one of its most distinctive features is strong individualism. Conspicious consumption, such as the consolidation of the status position, is receding in the background, today's consumers express their own identity through the consumption. Consumption has grown into culture, it became a lifestyle. Consumers are producers of this culture. The paper also discusses the negative consequences of excessive consumption. The last part is devoted to the issue of Critical Marketing Studies, which tries to critically approach marketing activities and also develops awareness of non-commercial marketing activities.
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