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Ambivalence of Identity: Cultural Traditions As a Theme in Contemporary Czech and Slovak Art
Maixner, Miroslav ; Klodová, Lenka (referee) ; Janečková,, Zuzana (referee) ; Zálešák, Jan (advisor)
The dissertation focuses on the phenomenon of a new presence of references to traditional folk culture in contemporary Czech and Slovak art. Emphasis is placed on the period from the year 2000 to the present. The core of the work consists of chapters devoted to artists who in this period significantly thematized various aspects of traditional folk culture, either as a partial element of specific projects or in the form of continuous interest in the field. The essence of this part is to show the breadth and heterogeneity of the examined manifestations across the media spectrum. The main purpose of the work is to analyze and place the researched phenomena in a relevant context within the theory and history of art. The reason is their different nature from thematically similar manifestations in the 19th and 20th centuries. In addition, when compared with current trends abroad, a number of connections are shown, such as links to environmental issues, criticism of the state of society and, above all, to new issues related to personal and collective identification. Therefore, I base the analysis of these phenomena on a hybrid interdisciplinary basis using theoretical approaches to identity in the social sciences and humanities. I do so in the introductory theoretical chapters, but the main focus is on the final analytical synthesis. To a large extent, it also builds on data obtained from interviews with artists, the transcripts of which the reader will find in the appendix. Finally, the documentation of curatorial projects and exhibitions realized as a practical part of the dissertation project is attached.
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The redevelopment of Žižkov at the turn of the 1970s and 1980s
Baklová, Eliška ; Gjuričová, Adéla (advisor) ; Wohlmuth, Petr (referee)
The thesis deals with the refection of the redevelopment of Prague quarter Žižkov at the turn of the 1970s and 1980s in contemporary narratives of the inhabitants of that period. The research uses oral history methods and focuses on subjective perceptions of the accompanying phenomena of the redevelopment, such as the original quality of housing, mental images of the neighbourhood and the displacement of residents. Both from the perspective of those who moved within the neighbourhood and those who had to leave Žižkov. Along with the demolition itself and the transformation of interpersonal relations, the thesis also follows the phenomenon of the construction of housing estates, where many residents from the demolished houses moved. In the synthesizing part, the thesis explores the dimensions of time, gender, nostalgia, and memory of place.
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Reklama na důchodové spoření v kontextu behaviorální ekonomie
Dlouhý, Ondřej
Dlouhý, O. Retirement savings advertising in the context of behavioural economics. Bachelor thesis. Brno: Mendel University, 2023. The main goal of this thesis is to determine the effect of advertising on individual's attitudes and intentions towards retirement savings. Key insights will focus on communication strategies such as humour and nostalgia. The literature review describes the psychology of advertisements, communication strategies of advertisements and important phenomena in behavioural economics, including narrow and broad framing, slow and fast thinking, and loss or risk aversion. To meet the objectives, advertisements for retirement savings on the Czech market are examined and then analysed in the context of aspects of behavioural economics. At the end of the thesis, recommendations are made for the effective development of communication strategies for retirement savings advertisements.
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Women of Transition: Collective Memory in Azerbaijan Republic
Hashimova, Husniyya ; Marková, Alena (advisor) ; Coman, Adam (referee)
By the dissolution of the Soviet Union in 1991, the social, political and economic transformation had a major impact on Azerbaijani society that was part of the Soviet Union for nearly seventy years. How it is remembered is as important as what happened. This thesis examines the collective memory of Azerbaijani women of transition and de(re) construction of their collective identity. Biographical interviews were conducted with ten women living in four cities of Azerbaijan. The research results indicate that gendered collective memory of the Soviet past and transition encompasses both nostalgic sentiments and trauma. These results conclude that historical consciousness and political awareness of Azerbaijani women is insufficient. Nevertheless, their collective identity has been constructed by their collective memory of the quotidian life. Keywords: collective memory, collective identity, Soviet Union, transition, Azerbaijani women, nostalgia, cultural trauma, oral history
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Nostalgia in the 1930's prose by Joseph Roth
Tužilová, Michaela ; Tvrdík, Milan (advisor) ; Glosíková, Viera (referee)
This thesis explores the feeling of nostalgia found in the works by Joseph Roth from the 1930's, namely in two novels (Radetzky March, The Emperor's Tomb) and one novella (The Bust of the Emperor). The main concern of the thesis is the Habsburg nostalgia and the longing for the former Austro-Hungarian Monarchy that the author of these works experienced. The first part describes nostalgia (not only from a psychological but also from a philosophical point of view) and its occurrence in literature, especially in the German-written literature of the period after the First World War. The next chapters deal with the author and the historical context of the period. Joseph Roth's views and opinions were greatly influenced by various historical events and his life experiences, so this section outlines an overview of Austrian history relating to each of the three books, as well as the author's life journey. The second part of the thesis analyses the three above mentioned books from the perspective of the Habsburg nostalgia and the longing for the Austro-Hungarian monarchy through the eyes of the author but also from the perspective of the nostalgia of the individual characters who appear in the books. Some of the characters even share the author's attitudes and opinions. The analysis is supported by excerpts...
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What I Want to See
Šavarová, Veronika ; Helia De Felice, Jennifer (referee) ; Fexová, Patricie (advisor)
What I want to see is the culmination of a five-year creation that consisted of several projects. The content varied, but the core remained the same – the creation of a beautiful, perfect world and the associated escapism from the real world. Elements of mystery, surrealism, various kinds of symbols, or feeling of distress have always been present in this previous work, and this is no different in the current project. What I want to see from this years of work draws and borrows its narrative. The work is closely related to my personal experiences. Its name therefore derives from the need for the presence of a particular ideal and utopian place.
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Vplyv retro marketingu na spotrebiteľské správanie a jeho využitie na trhu potravín v Českej republike
Balážová, Soňa
The diploma thesis deals with consumer behavior in the food market of retro products. The aim of the thesis is to propose marketing recommendations for the food market in the Czech Republic with regard to the use of retro marketing. In order to fulfil the objective, it was necessary to identify the factors influencing consumer behaviour. The data for the primary research were obtained by means of qualitative and quantitative research. Qualitative research was conducted via in-depth inter-views (n = 20) and quantitative research by questionnaire survey (n = 357). The results show that most Czech consumers are not familiar with the concept of retro marketing. Only half of them buy retro products. The feelings they experience with retro products are positive and are dominated by nostalgia and joy. The purchase of retro products is mostly influenced by the brand of the product, the consumer's me-mories and the quality. Consumers are also positive when a company refers to its history. They are also attracted by a re-clamation directed to the past, which makes them reminisce about the old days. The thesis concludes by proposing recommen-dations for businesses that leadto an increase in interest in retro products, contri-bute in increasing customer loyalty towards the companies, resulting in an increase in the business entities' sales.
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Politics of Memory and Nostalgia: Current Image of the former regime and Nicolae Ceaușescu on social networks
Smitková, Klára ; Kocián, Jiří (advisor) ; Králová, Kateřina (referee)
This thesis is dedicated to the remembrance and nostalgia of the former Romanian communist regime and its long-time leader Nicolae Ceauşescu. The thesis first summarizes the basic reasons why the regime fell and then tries to draw a basic outline of the development in the field of remembering the former regime and Nicolae Ceauşescu. Then it tries to map how nostalgia for the regime has evolved over the years and what has been the cause of its changes. It also defines the factors that have influenced the growth of nostalgia over the years and its main features. The practical part of the thesis focuses on remembering and nostalgia in the digital space, specifically on social media. The main core of the whole thesis is research carried out on Twitter and Instagram, where, through sentiment analysis and multimodal analysis, the author analyses posts related to the regime and Nicolae Ceauşescu in order to determine their main characteristics and whether they show elements of nostalgia. Finally, she tries to portray the image that the communist regime of Nicolae Ceauşescu has today on social media.
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