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Analysis of Successful Communication on Instagram on the Example of Top Czech Food Bloggers
Kader Aghová, Magdalena ; Řehořová, Irena (advisor) ; Švantner, Martin (referee)
The thesis is devoted to analyzing the successful communication of some of the best Czech food bloggers on the social medium Instagram on which the topic of food is trendy. However, I noticed that many food bloggers profiles do not share only food photos, but also their personal photographs. Therefore, my thesis is also devoted to discovering which topics are between analyzed Instagram posts and on the food bloggers profiles the most common. In the communication analysis I focus on how the food bloggers communicate with their followers through texts, photos, hashtags, and how they react to the comments. I also analyze the emoticons and hashtags that they use. In the theoretical part, my thesis focuses mainly on Instagram, it's characterization, functions and methods of how to succeed in this social medium. It also focuses on different aspects of the photograph, "reading" the image, and social semiotics. The social semiotics approach is essential for my research because, on Instagram, the meaning is transmitted by not just one mode, but more modes - all of them are listed above. The empirical part uses qualitative research methods, which is based on content analysis of 3 successful food bloggers - @made_by_kristina, @cukrfree.cz, and @kitchenettehome. I analyze 12-13 most successful posts from their...
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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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Anti-immigration Attitude in Czech Music: Semiotic Analysis
Růžička, Miroslav ; Podzimek, Jan (advisor) ; Soukup, Martin (referee)
In my diploma thesis, I am reconstructing the anti-immigration attitude in Czech nationalist music production in the year 2016 in the context of the so-called European migration crisis. The sample consists of five selected music videos for nationalist protest songs reacting to the migration crisis and events connected to it. The thesis is based on the theoretical resources of social semiotics and the method of research is the multimodal semiotic analysis, which allows detailed research of the contents of complex communicates like music videos. In the theoretical part, I focus on acquainting the reader to the basics of semiotics, from where I gradually transfer to the school of social semiotics and their theories of modes and multimodality which represent the theoretical background for the analysis in the practical part. Next, I turn to clarifying the progress of the so-called European migration crisis in the years 2015 and 2016 which were crucial for the creation of these nationalist music videos. Also, I justify the choice of the sample and the analyzed themes. The practical part the contains the analysis of the selected music videos using the multimodal semiotic analysis considering three modes - the mode of speech, moving pictures and music. I decode the signs belonging to the pre-set themes....
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The Image of Czech Beer Culture in the Media during Years 2016 and 2017
Otta, Marek ; Podzimek, Jan (advisor) ; Jirák, Jan (referee)
This thesis examines the media content of selected printed beer advertisements in the Czech Republic during the years 2016 and 2017. The thesis analyzes these advertisements by using multimodal semiotic analysis, particularly in terms of the three most essential modes - mode of image, mode of writing and layout. The theoretical part of the thesis mostly focuses on the theory of social semiotics and the theory of modes and multimodality, which is based on social semiotics. These theories provide the basics for the practical part of the thesis, in which there is used the method of multimodal analysis. Selected ads are subjected to a detailed analysis of semiotic modes that are consequently compared and evaluated. The thesis also concentrates on the most common themes and stereotypes related to the image of Czech beer culture in the media, which are obtained from the multimodal analysis. At the same time, the work focuses on the socio-cultural context in which the commercials take place, or on the issue of representation of men and women in these advertisements. The aim of the thesis is to bring together an overall media image of the beer culture in the Czech Republic, based on the common themes and signs that define beer advertisements in this period.
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Youth in photographs in Mladý svět magazine (1959 - 1989)
Teplá, Jana ; Láb, Filip (advisor) ; Silverio, Robert (referee) ; Bednařík, Petr (referee)
Youth in photographs in Mladý svět magazine (1959-1989) Jana Teplá Abstract: The aim of this study is to analyze the way youth was visually represented in the photographs in Mladý svět magazine and to find out whether and how this representation has changed during the period from 1959 to 1989 depending on the changes of discourse practices and socio-cultural practices. The study also aims to uncover how the discourse of news photographs has mingled with the discourse on youth in socialist Czechoslovakia. The specific objective of this research is to analyze the photographs of Czechoslovak youth on the front pages of the magazine with focus on the news values and the ideological messages they mediate. For the analysis of photographs were used mixed methods. Quantitative content analysis was applied to determine the news values, social semiotic analysis was applied to identify the ideological messages and oral history method was used for the extension of the contextual framework. The research part is divided into three periods of time with respect to changes in the wider socio-cultural context: the 1960s (January 1959 to December 1967), the period of the Prague Spring and shortly after the occupation by the Warsaw Pact troops (January 1968 to March 1969), and the period of "normalization" (April 1969 to...
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Semiological analysis of the image of Barack Obama in Time magazine
Růňová, Michaela ; Šafaříková, Radana (advisor) ; Marcelli, Miroslav (referee)
This thesis deals with the current media communication, visual image of Barack Obama on the front pages of Time magazine, and the application methods of semiological analysis inspired by Roland Barthes. Semiological analysis is performed on selected front pages of Time magazine. There is always determined and described the method that is subsequently applied at the beginning of each analysis. Utilized concepts are reading the image, denotation, connotation and myth. Attention is also drawn to the concept of photography and the relationship between text and image. The work refers to the use of Barthes theoretical concepts in contemporary visual communication. I also focused on innovation methods semiological analysis using knowledge of social semiotics. The basic reference lines and hypotheses include: efforts to use concepts of denotation, connotation and myth in the analysis of visual images of the known politician, monitoring the relationship between text and image on the front pages. The analysis results are reviewed and supplemented by analysis of trends in the composition of politician image. The work examins the applicability of semiological methods in visual environment and also focuses on the results of the analysis. The image of Barack Obama is a sort of visual communication, where the...
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