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Archetypal narrativisation and it's use in disinformations
Lebduška, Daniel ; Nečas, Vlastimil (advisor) ; Soukup, Martin (referee)
The aim of the diploma thesis Archetypal narrativisation and it's use in disinformations is to verify the connection between archetypal narrativization and misinformation, to describe which archetypal narratives are most often used by misinformation, to systematize them and then to describe which emotions are targeted by archetypal narrativization in misinformation. This study therefore explores the use of archetypal narrativization as a persuasion technique in disinformation campaigns. Drawing on the concept of archetypes from Jungian psychology and narrativization theory, this research examines how archetypal elements are strategically used to shape and disseminate misinformation. Through a comprehensive literature review and analysis of specific misinformation messages, the study examines the underlying motivations and effects of the use of archetypes in misinformation narratives. By exploiting deeply embedded psychological patterns and collective cultural symbolism, these campaigns seek to manipulate emotions, promote cognitive biases, and exploit social contradictions. The use of archetypes such as hero, villain, and victim allows purveyors of disinformation messages to create compelling narratives that resonate with target audiences and elicit specific responses. The thesis proposing further...
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Interpretation of fairy tales Alice in Wonderland
KADLECOVÁ, Milena
The bachelor's thesis is focused on the explanation of the concept of art therapy, on the topic of personal identity and its development. The thesis also focuses on the function of fantasy and its application in dreams and imagination. In the theoretical part there is a chapter about symbols and archetypes including their explanation and possibilities for using in relation to the theme of the fairy tale Alice in Wonderland. There is also a comparison of the book version and filmed version of the story. The thesis contains a detailed analysis of the pictures including interview with three participants of the research on the topic of Alice in Wonderland, also the analysis of the pictures, that were artistically worked by members of three different age groups. The aim to find out what personal themes are opened up to clients, what is the usage of the active imagination and what symbols are used in the artistic works, that all based on the fairy tale Alice in Wonderland.
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The Roundness of the Crystal
MOLÍKOVÁ, Veronika
The thesis uncovers latent relations binding Maurice Merleau-Ponty´s theory of perception and Gaston Bachelard´s theory of reverie. Through finding the common basis of both modes of experiencing the world - through outlining the interaction of the flesh and imagination whose purpose was to clarify Bachelard´s confused, nontransparent concept of r?verie - the thesis focuses on the works by Norwegian artist Edvard Munch. The brief interpretation aims to look at Munch´s work through the prism of Bachelard´s especially elemental oneiric pictures and follow their "crystallization" both in literary and fine arts line. Fundamental root system nourishing "the corpus of the explanation" becomes a dialectic of heights and precipices (it is treated in Bachelard´s books Air and dreams and Earth and Reveries of Will) whose tension, which is like an invisible stream, imprints the rhythm to whole Munch´s magnum opus. Thus, both the motive of vertigo and the mirror glint of the fear of fall, the motive of lust for disembodiment, release from the confinement of "metabolism", liberation from "incarnation of the subject" takes a relevant position in this vertical range. The final chapter then literally "completes the circle" by the insight of phenomenology of roundness. The phenomenon of a line becomes a relevant medium that sketches links of both halves of the thesis and through which a defence of vision as in essence performative act is constructed. The character of line acquires the value of a key unlocking possibility to apply the Bachelardian method to the art of visual type, uncovers implicit possibility of epiphany of oneiric pictures in fine arts - it shows, that painting is not spiritless flat dispassionate mimesis, but it contents affective invisible dimension.
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Silent Book - Use of Art Therapy with Primary School Children (especially for children who have communication problems )
KRUPČÍKOVÁ, Ludmila
The bachelor's thesis aims to use a therapeutical potential of fairy tales (fairy tale stories) by using the silent book for children in elementary school (especially children with communication disorders). The work has theoretical and practical content. The theoretical part maps the role of fairy tales in relation to children and childhood in general. It also mentions the gradual development of children's drawing with a greater focus on younger school age. I also mention an art crisis during children art development, due to the start of school attendance in the first grade of elementary school. The work describes a specific school environment. The practical part contains description of whole process of working with children, my goals I set up at the beginning and it´s realization. Also there is a clarification of the methods I used, as well as practical experience and case studies of two children. The text is supplemented by a pictorial appendix.
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The fatherhood in novels of Milan Kundera
Labudová, Zuzana ; Knotková - Čapková, Blanka (advisor) ; Kalnická, Zdeňka (referee)
This thesis discusses the concept of fatherhood in the novels of Milan Kundera. The first part of the analysis focuses on initiation rituals leadings to the construction of the masculine identity and the future quality fatherhood; this thesis discusses unwanted fatherhood, the phenomenon of the missing father and the ethical aspects of the (non)fatherhood and the theme of fatherhood as a coming to terms with the world. I concentrate on the basic models od fatherhood in Kundera's novels, which bear a resemblance to archetypes of father. But it is less a typical archetypes analysis than a interpretative analysis combined with a resisting reading. This thesis compares traditional concepts with concepts od modern (feminist) science and applies it to Kundera's characters.
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Czech Market with cereals marketing communication of Czech Company Emco in comparison to marketing communication of international company Nestle
Jarošincová, Jitka ; Obluk, Ondřej (advisor) ; Shavit, Anna (referee)
The goal of my diploma thesis is to reveal a competitive struggle between a Czech company Emco and an international food concern Nestlé in a field of breakfast cereals in our market. The company Emco positions itself as a challenger brand that tries to reach the position of so called brand leader or at least to keep up with the current brand leader. My diploma thesis is focused on comparing the marketing activities of both completely different companies and on their evaluation which is based on results of a marketing research that I assembled for the purpose of this thesis. The thesis is divided into 4 parts. The first one is dedicated to defining terms like breakfast cereals or Czech cereal market. The second one characterises and compares given brands according to their history, international activities, competition and product mix. The third part analyzes and compares their marketing activities - the above-the- line one, the bellow-the-line one and even the through-the-line one. The last part's topic is a brand identity. In this part I consider both companies from the view of Margaret Mark's and Carol S. Pearson's theory of building brands through archetypes. And finally, there is the above mentioned research attached that is assembled as a combination of brand identity perception test and...
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Semiotic analysis of a Staropramen brand and his affiliations with marketing archetype
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. This theory is related to the use of the knowledge of psychology in marketing practice. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for describing the use of archetypes in marketing, describing points...
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Gender in compulsory reading - Old greek myths and legends: gender analysis of the writing
Zochová, Iveta ; Jiroutová Kynčlová, Tereza (advisor) ; Knotková - Čapková, Blanka (referee)
This thesis Gender in compulsory reading - Old Greek Myths and Legends: Gender analysis of the writing deals with literary representation of gender issues in mentioned writing, written by Eduard Petiška. The very analysis is based on analysing of gender topics and issues we are interested in and focused on. These topics are compared and showed using examples from particular myths and legend. The question whether these topics are influenced by patriarchal order in the society is the crucial for this thesis. Despite the variability of Petiška's writing, which is necessarily caused by variations of ancient and continuously construated stories; some patterns and systems are there to be found and explored by contemporary gender theories, mostly by feministic literature criticism. In this thesis the method of resisting reading according to Judith Fetterley is used. The deconstruction of the text and its hidden values which are based on male domination and the reconstruction of it in order to show the new perspective at the same moment are the main goals of resisting reading. The characters from the legends are used in context of archetypal criticism method. Considering the literature-critical perspective, the method of close reading is chosen. The question of relations and using of power, considering...
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