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Gender and Media in the Age of Post-Modernity: Revealing Gender Stereotypes in the Contemporary Czech Advertising Discourse
Olbertová, Martina ; Šoltys, Otakar (advisor) ; Nečas, Vlastimil (referee)
ENGLISH SUMMARY The main objective of this thesis was to provide a complex perspective on the mutual relationship of gender and media in the age of post-modernity with a special attention to the stereotypical gender portrayal presented to us by the contemporary Czech advertising discourse. We chose to demonstrate this problematics through the methods of semiotic analysis on the analytical sample of 5 advertisements (consisting of selected TV commercials) representing various aspects of stereotypical gender images appearing in the today's Czech advertising contents. We then subjected these selected advertisements to the analytical methods in pursuit of finding the answers to the questions related to the media image of men, women and our society that the stereotypical gender depictions contained in these advertisements help to construct. Although many of these advertisements appear to be openly sexist or even misogynic on the first sight, using the mechanisms of semiotic analysis we came to a rather opposite conclusion proposing the analyzed contents are rather pro-feminine tending toward an extensive masculine critique. This result, however, is based mainly on the mechanisms of oppositional reading of the subjected texts. On the other hand, it is presumable that the "average media consumer" not having access...
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Provence mirrored in its legends
Saulichová, Markéta ; Jančík, Jiří (advisor) ; Kalfiřtová, Eva (referee)
Title of the thesis: Provence mirrored in its legends Keywords: legend, myth, tradition, folklore, Provence, anthropology Abstract: The subject of the bachelor's thesis is the French region Alpes-Côte-d'Azur and its legends.The first part is focused on the region itself from several aspects. There is the geographical location, the climate and the typical products of the said region. Furthermore, a part of the thesis consists of the history of the region spreading from the antiquity until the middle ages. A very significant part is that of the language environment of Provence-Alpes-Côte-d'Azur. The legends, which are sorted into the historical development of the region, are then individually analyzed.
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Fairy-tale motivs in the Czech poetry of the 2nd half of the 19th century
Vlčková, Barbora ; Šmahelová, Hana (advisor) ; Vaněk, Václav (referee)
The bachelor thesis Fairy-tale Motives in Epic of the 2nd half of the 19th Century is based on an analysis of selected texts and their reading, which lead to the enlightening of meaning-creating function of fairy-tale motives in the 2nd half of the 19th Century. The thesis focuses itself on the form of a fairy-tale as a specific narrative form and on a transformation of its function within the context of poetry using fairy-tale features. At the same time, the reference to the tradition of folk fairy-tale is reflected, being represented by the personalities of Karel Jaromír Erben and Božena Němcová. Interpretation of the works is grounded on the study of Vladimír Propp Morfologie pohádky (Morphology of Fairy-tale) which established the structure of fairy-tale functions. The conclusions of this work are based on the comparison of the epic pieces Dědův odkaz (Grandpa's Legacy) by Adolf Heyduk and Vyšehrad by Julius Zeyer with Propp's functional analysis.
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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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Myth and Literature: The Werewolf
Benešová, Anna ; Ébert-Zeminová, Catherine (advisor) ; Šuman, Záviš (referee)
anglicky: Title of the thesis: Myth and Literature: The Werewolf Keywords: myth, literature, mythology, mythodology, mythanalysis, mythocriticism, werewolf Abstract: This thesis deals with the relation between literature and myth. Literature transcribes the myth from a language of symbols to the language of literature. This process limits the multiplicity of meaning and the variety of renderings of a myth but at the same time makes it possible to preserve the elemental message and make it comprehensible for the socio-cultural reality of the author and subsequently for the reader. The objective of this thesis is to show on the example of the werewolf how a myth works in literature. After researching into the domain of mythology and mythocriticism, Gilbert Durand's method, called mythodology, was chosen as the principal route to approach the subject of this thesis. Mythodology comprises of two phases: mythanalysis and mythocriticism. The method is used for the study of the myth of the werewolf in four literary works from the different periods and of the different genres. In the final part are studied and analysed some socio-cultural consequences of the psychological nature of myth and its transcription into literature.
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Feminism and Mythopoetics in Angela Carter's The Bloody Chamber and Other Stories and Nights at the Circus
Klepáčková, Michaela ; Chalupský, Petr (advisor) ; Higgins, Bernadette (referee)
The aim of this thesis is to present the specific notion of feminism and mythopoetics in the selected works of Angela Carter and demonstrate them on two selected works of Carter's, namely on the collection of re-visited traditional fairy tales The Bloody Chamber and Other Stories and the novel Nights at the Circus. The thesis also deals with chosen features of postmodernism these two works contain. In the first, theoretical part the author and her oeuvre is introduced, followed by the concept of postmodernism and its selected features. The second, practical part is focused on both books' analysis which attempts to establish whether and how the selected works show the features of postmodernism and to which extent it is possible to trace the notions of Carter's feminism and mythopoetics in them.
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Myth in American Advertising after 1945
Linhart, Marek ; Procházka, Martin (advisor) ; Roraback, Erik Sherman (referee)
This thesis is designed as a comprehensive analysis of the advertising discourse within some pre-set constrains. Specifically, the main area of interest is the realm of American print advertising after 1945. Within these limits, advertising is understood as a mode of language, the chief semantic unit of which is a form of Barthesian myth, a superstructure divorced from reality that supersedes de Saussure's semiotics of the sign. The bulk of this thesis is then a diachronic analysis of the development of these myths and their role as both mirrors and catalysts of a whole range of stereotypes, value hierarchies or fixed ideas firmly embedded within American collective consciousness. The primary materials for this analysis are then various specimen of the advertisements themselves, carefully selected because of their representativeness, influence or significance within the advertising realm. The main theoretical framework rests on Marx's understanding of the commodity as a certain type of fetish, Barthes's description of the structure and social function of the myth, Baudrillard's and Debord's theories on such notions as the society of spectacle, the reign of simulacra and hyperreality, Benjamin's understanding of the uniqueness of representation and its aura and finally McLuhan's detailed accounts of...
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Strategies of the brands Louis Vuitton and Alfred Dunhill in 2009: A Comparative Study
Maxa, Martin ; Hejlová, Denisa (advisor) ; Halada, Jan (referee)
The goal of this diploma thesis is to penetrate the surface of the haute couture fashion houses marketing communication and to describe the communicated content. In this publication the author wants to reach the symbols and myths which stand behind the luxury marketing. The exemplar for the attempt mentioned will be the advertising campaigns of the two world well-known fashion houses - Louis Vuitton and Alfred Dunhill. The first part establishes the theoretical fond for the analyses of luxury marketing. For that reason the Czech and the international general publications are being used. A necessary part of the opening is the presentation of the both fashion houses for a better grasp of the historical connotations and of the complex consciousness of their professional background and their promotional motivation. The second part analyses the images chosen with an application of the comparison and the description. The important component of this part is the confrontation of the analyzed images with the historical facts and the cultural realia which allow us to overreach to the analyses of the narration and to the disclosure of the metatextual structures.
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