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Culture Support Projects from the Point of View of the Symbolic Capital (the Case Study of the BU2R - the Budweiser Budvar Project Supporting the Urban Culture)
KOŠAŘOVÁ, Markéta
This diploma thesis focuses on the notion of brand infiltration into the field of cultural and artistic production in the case of BU2R, the project of Budweiser Budvar brewing company that claimed to support non-mainstream culture, which operated between 2007 and 2018. BU2R was a marketing platform to promote the Budweiser Budvar brand in the field of alternative and independent cultures with a focus on the urban environment and subcultures. The thesis analyzes the strategies the platform has used to integrate into the targeted field of culture. It also describes the projects that BU2R has supported and collaborated on. The principles of its functioning are interpreted with the help of the Roland Barthes's theory of the modern myth and Pierre Bourdieu's theory of the cultural field. The thesis presents the details of this campaign tactic, whose success lied mainly in the fact that it shaped the sponsored projects into the very content of the advertising campaign, while the authors of the artistic projects were usually not aware of this principle; thus they unintentionally participated in the performative impact of the campaign.
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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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Semiotics and Fashion Studies : limits and possibilities of a systemic approach to contemporary fashion
Mikerina, Daria ; Zaccarello, Benedetta (advisor) ; Kladný, Tomáš (referee)
in English The view of fashion as a system of signification, first introduced in the important work of Roland Barthes The Fashion System (1967), has been dominant since the development of Fashion Studies. But in the last two decades it has been increasingly criticized and confronted with the concepts of identity as flexible dimensions. From a semiotic perspective, the materiality of clothes almost "disappears" into representation. Emerging research on fashion, on the contrary, draws on Gilles Deleuze's notions, that ideas are inseparable from their material expression, and tries to follow attempts in fashion to break with representational mode. But, if Deleuze argues that the possibilities to escape the representation belongs to modern art, with its metamorphoses, what can we argue about fashion? The thesis underlines that above all, fashion is commerce, and each brand carefully constructs its system of values. The physical experience of wearing clothes is always influenced by the meanings circulating in the system of fashion. The limitations of applied semiotics of fashion are evident (clothing and its representations always exist in the context of further semiotic systems), but ultimately unlike the heterogeneity of everyday practice, the "methodological purity" of discursive practices permits...
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Semiotic analysis of cover photographs in Vogue magazine international editions
Čápová, Tereza ; Silverio, Robert (advisor) ; Lábová, Sandra (referee)
The central theme of the diploma thesis is fashion photography on the cover pages of Vogue magazine international editions. In the empirical section, the author uses a combination of quantitative content analysis and qualitative semiotic analysis based on the concept of the French semiotics Roland Barthes. The quantitative section of the analysis works with a sample of 87 photographs, from which 8 images are later selected for the semiotic part. At the denotative level, the analysis looks for common and different signs of individual editions. At the level of the connoted image, the author tries to decode the contained signs and their meanings. The semiotic analysis traces linguistic messages, the narrative, the paradigmatic and syntagmatic arrangement of photography, or the presence of national identity. Part of the work is also a theoretical section dedicated to fashion magazines and changes in the aesthetics of fashion photography. This part contains an excursion into the history and present of fashion photography and presents prominent personalities in the field. In the theoretical part, the author defines the terms that form the ground for empirical research. At the end of the work, the results of the analysis and their interpretation are presented.
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Intertextuality in works of Karel Čapek and Dan Wells
Horáková, Kateřina ; Češka, Jakub (advisor) ; Fulka, Josef (referee)
The thesis deals with intertextuality in Karel Čapek's drama R.U.R. and Dan Wells' trilogy Partials Sequence. The aim of the thesis is the interpretation and subsequent comparison of the above-mentioned works and finding mutual resemblances mostly in the main motives, but also in genre characteristics, environment, story sequence and other topics reflected in both works. Since the topic of the thesis already assumes the existence of intertextual relationship between the two works, therefore the aim of the work is not proving its existence but we are trying to determine how far these similarities goes and whether they are just random intertextual similarities or whether Dan Wells, although he does not admit it publicly, necessarily had to be inspired directly by Čapek's drama. Keywords: intertextuality, Gerard Genette, Roland Barthes, Karel Čapek, R.U.R., Dan Wells, Partials Sequence, robot.
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Thinking of Photographs in the Work of Roland Barthes
KAUTZKÁ, Tereza
This bachelor thesis deals with an aesthetic of photography from the point of view of Roland Barthes. The main work I am going to deal with in this thesis is the last study called Camera Lucida - Reflections of photography by Roland Barthes from 1980. In this book, he deviates from his typical semiological approach to the benefit of wider and more personal gripped concept of photography on the border with phenomenology, semiology, psychoanalysis and personal biography. In this thesis, I am also going to work with Barthes' previous texts in which he was interested in photography. These texts include the Photographic Message (1961), The Rhetoric of the Image (1964) and The Third Meaning (1970). I am going to focus on the characteristic of photography like a photography itself, on its ontology and why the photography is that specific and what makes it that specific from the other kind of Art. Mainly I will focus on two key concepts from the Camera Lucida, the concepts of studium and punctum and how this punctum is connected to time and death.
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The concept of the contemporary author in case of J. K. Rowling
Buchnerová, Jana ; Fišerová, Michaela (advisor) ; Charvát, Martin (referee)
The concept of the contemporary author in case of J. K. Rowling The diploma thesis deals with the contemporary concept of the author which is examined on the specific case of Joanne Kathleen Rowling. The theoretical part of the thesis focuses on the biography of the author and the previous philosophical theories concerning the concept of the author and his/her role in the identity of the literary work. The main authors of the theories are Roland Barthes, Michel Foucault, and Umberto Eco, whose concept is crucial for this thesis. The research part presents specific styles of writing which are characteristic for authors and applies this theory to the analysis of two literary works of J. K. Rowling. The conclusion of the thesis is the summary of the research and an attempt to define the concept of the contemporary author. Key words The author, authorship, literary work, pseudonym, the concept of the author, style of writing, J. K. Rowling, Robert Galbraith, Roland Barthes, Michel Foucault, Umberto Eco
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Rhetoric of the image in contemporary media
OPATRNÁ, Lenka
This Bachelor thesis addresses primarily modern myths and rhetoric of the image as they are represented in the theory of Roland Barthes. Barthes' reflections are supported by the thoughts of Jean Baudrillard whose approach to modern media is very similar but differs in the usage of the terms simulacrum and hyperreality. A slightly different view of modern media is provided by Marshall McLuhan and his theory of "hot" and "cool" media. In this thesis, the theories are applied to specific visual messages.
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