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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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Development of cosmetic advertising in lifestyle magazines from the perspective of diversity
Bäumeltová, Klára ; Reifová, Irena (advisor) ; Miessler, Jan (referee)
The concept of diversity has been a topic of discussion for several years, especially in connection with beauty. More brands are trying to show the widest and most diverse people in their communication and advertising who could identify with their philosophy. Not only the visual side of media content changes, but also verbal communication, which is aimed at the widest possible audience. The aim of the thesis is to find out how diverse advertising content associated with beauty appears in traditional print media, specifically in the lifestyle magazines Harper's Bazaar and Žena a život. Based on multimodal analysis, this qualitative research offers an insight into the development of diversity in cosmetic advertising between years 1994 and 2019. The first part of the diploma thesis is dedicated to theoretical basis of social and media construction of reality, beauty representation in the media and diversity issues. The next part focuses on the interpretation of the methodology of research, followed by the presentation of results of the conducted analysis and their summary. The analysis also reveals key topics that appear in the advertising content of both of these periodicals. The results show that although some shifts in diversity are evident, the print media still show a rather traditional and...
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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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