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Semiotic analysis of hashtags on Instagram
Svobodová, Kristýna ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
This thesis aims to research hashtags on Instagram via the semiotics analysis. The research is based on Leoš Mareš's Instagram profile, which is one of the most successful accounts within the Czech environment, and uses specific types of hashtags. Therefore, it provides a quality data corpus for the research. At the beginning of the thesis the subject of semiotics is introduced, also other key terms, such as meaning, sign, semantics, pragmatics, and syntactic, denotation and connotation, and language tropes. Following there is an introduction of the new media, Instagram, and hashtags. Hashtags are described within the Twitter background, since most of the studies are focused on hashtags on Twitter. The practical part of this thesis is based on Morris's division of semiotics, which is syntactic, semantics, and pragmatics. It studies how hashtags follow and refer to each other, what is the relationship between the photograph and hashtags, and what are the assumptions for understanding the whole post. At the end of the thesis the findings are summarized, and the patterns of hashtags' occurrence are shown.
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Semiotic analysis of hashtags on Instagram
Svobodová, Kristýna ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
This thesis aims to research hashtags on Instagram via the semiotics analysis. The research is based on Leoš Mareš's Instagram profile, which is one of the most successful accounts within the Czech environment, and uses specific types of hashtags. Therefore, it provides a quality data corpus for the research. At the beginning of the thesis the subject of semiotics is introduced, also other key terms, such as meaning, sign, semantics, pragmatics, and syntactic, denotation and connotation, and language tropes. Following there is an introduction of the new media, Instagram, and hashtags. Hashtags are described within the Twitter background, since most of the studies are focused on hashtags on Twitter. The practical part of this thesis is based on Morris's division of semiotics, which is syntactic, semantics, and pragmatics. It studies how hashtags follow and refer to each other, what is the relationship between the photograph and hashtags, and what are the assumptions for understanding the whole post. At the end of the thesis the findings are summarized, and the patterns of hashtags' occurrence are shown.
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Comparative Semiotic Analysis of Czech and Korean version of Elle Magazine Adventisings
Hybrantová, Romana ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
The thesis entitled Comparative Semiotic Analysis of Czech and Korean version of Elle Magazine Advertisings deals with the comparison of advertisings in the Czech and South Korean versions of global lifestyle magazine ELLE in terms of semiotic analysis. The thesis is structured in classical terms with theoretical starting points representing three key areas needed for analysis. The first part deals with the concept of the media, media product and its content. It also provides information about the ELLE magazine and its internationalization with special emphasis on South Korean cultural specificities. Also it cannot be forgotten the chapter devoted to the theory of socail construction of reality based on the work of Peter Berger and Thomas Luckmann. The second part is key because it brings knowledge about the semiotics and the main representatives of the field. The thesis thus represents Charles Sanders Peirce, Ferdinand de Saussure and especially the mythology of Roland Barthes. The last theoretical part looked at the essence of marketing communication and advertising and the use of celebrities in advertising campaigns. The analysis part as based on the theoretical basis focuses on the semiotic analysis of advertisements targeting the Czech and South Korean markets, with almost 470 campaigns in the...
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The surfaces of the past: analysis of the everydayness in 1970s and 1980s in the serial Vyprávěj
Pernikářová, Kateřina ; Reifová, Irena (advisor) ; Dominik, Šimon (referee)
This diploma thesis deals with the way material artifacts participate in the creation of the retrospective depiction of the past in the second season and the third season of the series Vyprávěj, which takes place in the years 1873 - 1989. In the empirical part of the thesis a semiotic analysis was made. The goal of the thesis was to determine which material artifacts evoke the atmosphere of the past in the series and if these artifacts can be considered the carrier of visual information and semantic levels. We focused on stage properties which can be found in the settings of individual households, workplaces and other places which can be seen in the series and we made an analysis from the viewpoint of their occurrence. At the same time in connection with the chosen material artifacts we focused on their function in the narration and their meaning for depicting the past. The study also deals with the ways the viewers of the series remember the period of time which the series depicts. As a part of the analysis the viewers' opinions recorded on the official Facebook websites of the series Vyprávěj which were related to the stage properties and the memories of the period of normalization were gathered.
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The Semiotic Analysis of Campaign "chodicilide.cz"
Kutilová, Lucie ; Marcelli, Miroslav (advisor) ; Švantner, Martin (referee)
The Social Campaign "chodicilide.cz" of the Foundation Sirius is trying to change the public's access to persons with disabilities. After the previous monitoring, workshops, technical texts they made a creative and media solutions campaign. The campaign is based primarily on humor and provocation. The Campaign created a parallel world where is flying like the natural properties and walking representing persons with disabilities. The thesis will deal with semiotic analysis of media campaigns addressing its second wave toward the target group. The thesis analyzes ways of communication used in the campaign in terms of efficiency to the public. The theoretical part presents the semiotics, the issue of social advertising and the concept of handicap in a context of Czech Republic. The analytical part focuses on the semiotic analysis of media solutions of the second wave of the campaign, specifically the logo of campaign, selected billboards and television spots.
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