The diploma thesis is focused on the transmediality and adaptation phenomena and on the process of adaptation translation into the performative medium, a movie. The phenomena are grounded in the academical background, and their origin and historical development of their studies are contained in the theoretical part of the thesis. Furthermore, the different approaches to evaluation of the final product of the adaptation process are analyzed and it is explained that the evaluation of the adaptation is not bound by the fidelity criteria, but rather the overall transformation of the original message into the new media, in this case a movie. Due to these findings, the method of qualitative comparative analysis was used for the analytical part of the thesis. The qualitative research was focused mainly on the adaptation shifts as defined by Katerina Perdikaki, modulation, modification, mutation. Four biographical books of well- known personalities and their subsequent movie adaptations were analyzed. From these stories, four key moments were chosen to be used for the qualitative comparative analysis in order to research the adaptation shifts in the individual stories and their impact on the process of the creation of the adaptation and the final performative piece. The sample of the books was carefully...

Diploma thesis "Media representation of Czech Sci-Fi Fandom in the Press in 2001-2006" deals with the ways in which science fiction fans are represented in Czech newspapers. For most people the media remain the most important source of information about the specific subculture of the fans. This thesis employs the qualitative analysis method to uncover the regularities of the fans' media representations. It concentrates on the portrayal of the fans' relationship with the primary texts, as well as relationships within the fan community and relationships with the wider society.

This master's thesis is devoted to the character of the interaction and negotiation about residential development between the municipality representatives and development companies, the key players in the suburban development. As the geographical area for the research were chosen selected municipalities in north-east hinterland of Prague. The theoretical part summarizes the institutional approach, residential suburbanization, spatial planning and the residential development. The practical part consists of the research itself. It was done as the qualitative analysis of the semi-structured interviews with the municipality representatives and development companies. The interviews are then evaluated on the basis of the theoretical thematic analysis. The interaction between developers and mayors is quite complicated because it represents the conflict of private and public interests. This leads to further negotiations. The character of the interaction and also the negotiations are more or less formed by various circumstances. In this thesis have been distinguished four types of interactions. These types differs in the conditions and requirements determination by the mayors and its fulfillment by the development companies. Keywords: suburbanization, spatial planning, developer, development project,...

The recommendations in Sweden following the coronavirus has led to a group of elderly people feeling discriminated – as some might not relate to the stereotypical view of people above the age of 70. This is just somewhat example how a negative stereotype towards elderly people could take form. A view similar like this towards elderly people that includes prejudicial attitudes or negative stereotypes is a form of discrimination, and goes by the name of ageism – which also might be our most accepted form of discrimination today. Sweden is a home for over 1.6 million people above the age of 70, which makes up for around 16 % of the total population. That makes the group a large target for discrimination. It might not be easy to reach out to all these people by yourself, but it’s certain that big media corporations have the power to do so. Our goal with this thesis was to study how two of the largest dailies in Sweden – Aftonbladet and Dagens Nyheter image distribution of the elderly people look like in terms of representation during the restrictions and recommendations of the coronavirus. In order to achieve this we used Lars Anderssons interpretation of ageism as our theoretical starting point, but also Stuart Hall’s theory about representation to answer in which way elderly people are being represented. The first level of analysis for this thesis was quantitative, as we wanted to see in frequencies which way the subject for this study is portrayed. This then gave us a broader picture we can work with for our qualitative analysis, where we then focused on analyzing semiotically of the elderly looks like in the news pictures during the given time frame for this study from 1ˢᵗ of April to 30ᵗʰ September. The results presented in this thesis did not share a similar result with most of the recent studies in the same field – which reveals how elderly people are portrayed in a negative ageing stereotype as well as underrepresented in the media.

The aim of this thesis is to introduce expressive writing, whose therapeutic potential was discovered in the 1980s by James W. Pennebaker, and explore the method closely in our own qualitative research. Presented thesis describes the origin, the process and the effects of expressive writing on various aspects of life, the conditions under which has the method the best therapeutic effect are discussed, and several variants of the intervention are also presented. The theoretical part is concluded with theories of functioning of expressive writing. The empirical part of the thesis is dedicated to the qualitative data analysis - nineteen university students were writing expressively into online forms in their natural environment for twenty minutes for four consecutive days according to instructions. The qualitative analysis deals with the content, thus the thematic analysis, as well as with the form of the collected writings. The students' common topics were especially relationships, university studies, and lack of free time. The participants often dealt with their own personality, somatic, mental and spiritual issues, and their solitude. The analysis distinguished five basic forms of writing and a couple of sub-tools. The main categories are finally viewed through the time perspective. In conclusion,...

This diploma thesis focuses on the topic of gender in music and also its perception by the audience. The research topic was chosen for the increasing consumption of music media and for the lack of research focused on gender in music and on the perception of music lyrics in general. The research part uses both the qualitative content analysis of music lyrics contained in the sample of Billboard Top Charts songs for the past 50 years (between years 1970-2019), and also semi-structured qualitative interviews on a multi-generation sample. Included in the content analysis was the total of 500 songs, interviewed were 8 respondents of various genders and ages to accomplish a diverse sample. The topics of males, females and their relationship proved to be the dominant topics in the research music sample, and it also went through a significant development over time. The research identified a movement from metaphoric language to explicit, at the same time it identified a development of the metaphors. Also observed was the inclination to communicate different topics between male and female artists. Women were more focused on the topics of love, love triangle, end of the relationship, and submission. Men focused predominantly on the topics of sex, intimacy, and in the recent years also on money and addictions,...

The purpose of this study is to clarify and confirm previous research and expand the knowledge in this research area, since the majority of the information and knowledge that is available today is mostly repetitive. The theoretical frame of this study is based on theories, such as Theory of Reasoned Action (Fishbein, M. & Ajzen, I. 1967), alongside previous research done in this research area. The previous research consists of, among other things, analysed associations with the six different colours that this study also emphasizes. The theoretical synthesis is based on the deductive process; meaning, the authors of this survey have collected data and by observing this data, the authors determine whether these theories and previous researchers' arguments can be confirmed or not. Since this survey is based on a qualitative research method, the data collection for this study was executed through focus group interviews. The authors of this survey interviewed three focus groups with various participants in each focus group. Considering that this study focuses on the consumer and its behavior in the grocery store, the researchers selected interviewees who themselves are consumers and who regularly shop in the grocery store. In conclusion, the participants in the focus group interviews confirm that colour associations have an impact on their buying behavior in grocery stores.

This thesis aims to provide analysis of chain emails during the second direct presidential election in the Czech Republic. The main goal of this work is to set out a semiotic analysis in order to provide detailed research of emails related to both candidates Miloš Zeman and Jiří Drahoš. The chain emails usually using a specific linguistic terms and persuasive procedures. Therefore, the attention will be paid mainly to linguistic and persuasive procedures which are identified. In order to examine the phenomenon the theoretical framework will be based on several key words and terms such as: chain emails, disinformation, hoax, semiotics, etc. Aforementioned, this work is aiming to provide a detailed overview of chain mails. In order to address the topic, I will approach the political background within the media context to present solid foundational analysis, which will conduct disinformation topics.

The aim of this master's thesis is the study of the development and changes of the wedding customs in the years 1948 - 1989, i.e. during the period of communistic Czechoslovakia. These developments and changes were monitored by oral history quality research - by the direct interviews with participants in discussions and comparison with available sources and photographic documentation from the weddings in each period of time. The work is focused more detailed on the influence of the socialism and its economic and cultural conditions over the development of wedding practices and customs and then on deviations from the Western, or better to say non-communistic model of changes in wedding customs in Europe during the post-war period of the 20th Century. The research was pursued at the regional level. The narrators were selected with regard to their responsibility for the appropriate generation and to the time they have married.

Health is an interesting and highly relevant subject today. Physical health is something we see everywhere, in newspapers, on tv and social media, what to eat, how to exercise etc. Mental health however is still taboo even though it’s a growing problem in today’s society. Mental health is associated with many problems in our society such as lower school result and depression. This paper compare how mental health is treated compared to physical health in upper secondary school literature. This comparison is made by a comparative and a thematic analysis of six books intended for the biology and nature science classes in Swedish high school. All investigated literature has a more comprehensive section when it comes to physical health compared to mental health. There is a positive trend where the newer literature has a more extensive mental health section compared to the older literature. It´s important to increase knowledge about mental health because it is one of the most important factors in increasing well-being, and increased well-being results in better school results. In the future it’s important to identify success factors for a successful health education.