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Logics of Internet Memes
Hřib, Matěj ; Řehořová, Irena (advisor) ; Gvoždiak, Vít (referee)
The diploma thesis deals with internet memes and their culture. It presents and elaborate five logics of memes, which are reappropriation, multimodality, collectivism, resonance and spread. Memes appropriate existing media content, they "poach" both meaning and expression material and use it for new bricolages. The created meaning is therefore intertextual, and the thesis applies older theories of literary intertextuality on the subject of memes. The form of memes is usually multimodal, they combine modes of picture and text or video and music. The thesis describes stable designs of text, picture and video memes. Collectivism of meme culture is manifested in the existences of templates that initiate creation of individual instances. The knowledge of templates and their use can function as a kind of subcultural capital, that the users use to distance themselves from the mainstream. Resonance of memes is most often founded on humor and personal identification with the message. Memes do not necessarily communicate referential information; they have an affective meaning. Resonance and the participatory nature of memes help their spread, that is of the same value as creation and reception in the meme culture. Keywords internet memes, internet culture, multimodality, intertextuality, remix, participatory...
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The multimodality of the narrative in the video game Kentucky Route Zero
Kolářová, Hana ; Švelch, Jaroslav (advisor) ; Fousek Krobová, Tereza (referee)
Tato diplomová práce zkoumá narativ videohry Kentucky Route Zero na základě multimodálního přístupu. Cílem práce je popsat funkce a specifika jednotlivých sémiotických modů a analyzovat způsob, jakým se tyto mody podílejí na formování multimodálního narativu. První část práce poskytuje teoretický základ pro následnou analýzu. Nejprve popisuje problematiku vztahu narativů a videoher. Následně představuje teorii multimodality, multimodální koncepty a s nimi spojené přístupy. Nakonec se věnuje také videohře Kentucky Route Zero, jejímu příběhu, hernímu i uměleckému žánru a záměru herních designérů. Výzkumná část práce se nejprve věnuje analýze jednotlivých sémiotických modů jako je jazyk, obraz a zvuk. V kontextu celé videohry zkoumá jejich specifika, funkce a limity pro vytváření významů v rámci narativu. Kromě toho popisuje možnosti interakce a jejich vliv na narativ. Tyto poznatky následně využívá v rámci analýzy narativních elementů, přičemž se zaměřuje na způsoby kombinace jednotlivých modů, na jejichž základě je narativ videohry Kentucky Route Zero formován.
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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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The Role of Visual Marketing Semiotics in Brand Building
Tesařová, Veronika ; Fišerová, Michaela (advisor) ; Gvoždiak, Vít (referee)
The Diploma thesis is focused on marketing and semiotics and the use of these two fields combined. In the course of the thesis, we will deal with the analysis of single visual marketing modes and the overall impact on perception of the brand and also its ́ building by linking these elements. In the thesis, we will focus on the Gunter Kress ́ theory of multimodality and, in this context, we will focus on graphic design rules, which are reflected within each mode and which can deliver quality and consistent communication. Attention will be paid to semiotic analysis of colors, fonts, utilization of images and photos and other components important for creating a visual marketing strategy. In the empirical section, two similar brands will be introduced, on which the single modes will be demonstrated and analyzed. Although the two brands are similar to each other, one has a clearly recognizable brand identity, while the other brand is failing. By analyzing and comparing the visual content of these two brands, we will be able to detect errors that may be critical to brand building and may have a negative impact on the perception of the potential clients with the result of brand extinction. In the result of the thesis, we should be able to confirm the importance of using semiotic techniques in marketing...
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The Role of Visual Marketing Semiotics in Brand Building
Tesařová, Veronika ; Fišerová, Michaela (advisor) ; Gvoždiak, Vít (referee)
The Diploma thesis is focused on marketing and semiotics and the use of these two fields combined. In the course of the thesis, we will deal with the analysis of single visual marketing modes and the overall impact on perception of the brand and also its ́ building by linking these elements. In the thesis, we will focus on the Gunter Kress ́ theory of multimodality and, in this context, we will focus on the contents of the Brand manual, which is the key to brand building. Attention will be paid to semiotic analysis of logos, utilization of images and photos, colors and fonts and other components important for creating a visual marketing strategy. In the empirical section, two similar brands will be introduced, on which the single modes will be demonstrated and analyzed. Although the two brands are similar to each other, one has a clearly recognizable brand identity, while the other brand is failing. Also, the second brand obviously does not follow the Brand manual. By analyzing and comparing the visual content of these two brands, we will be able to detect errors that may be critical to brand building and may have a negative impact on the perception of the potential clients with the result of brand extinction. In the result of the thesis, we should be able to confirm the importance of using...
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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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Visual Question Answering
Hajič, Jakub ; Straka, Milan (advisor) ; Lokoč, Jakub (referee)
Visual Question Answering (VQA) is a recently proposed multimodal task in the general area of machine learning. The input to this task consists of a single image and an associated natural language question, and the output is the answer to that question. In this thesis we propose two incremental modifications to an existing model which won the VQA Challenge in 2016 using multimodal compact bilinear pooling (MCB), a novel way of combining modalities. First, we added the language attention mechanism, and on top of that we introduce an image attention mechanism focusing on objects detected in the image ("region attention"). We also experiment with ways of combining these in a single end- to-end model. The thesis describes the MCB model and our extensions and their two different implementations, and evaluates them on the original VQA challenge dataset for direct comparison with the original work. 1
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