The thesis focuses on the research event, the World Para Ice Hockey Championships, which took place in 2019 in Ostrava, and on its media representation in online news media (Aktuálně.cz, iDnes.cz, Deník.cz and iSport.cz), in live broadcasts of ČT sport and in the TV reportage Machři from the 168 hodin TV programme. The basic theoretical concept of the thesis is the media representation of reality and the semiotic perception of the construction of reality on the general level and on the level of sport discourse and the discourse of sport of athlethes with disabilities. The thesis also briefly discusses the context of sport of athlethes with disabilities and para ice hockey in the Czech Republic. The qualitative research method is a semiotic analysis based primarily on the semiotics of Roland Barthes. The main research question asks what was the media image of the Czech para ice hockey team during the aforementioned event, and is answered through subsidiary research questions that focus on the media image of spectator attendance, on narrativisation and narratives, that the media told in relation to the championship, on modern myths, on the semiotic construction of stereotypes, their reinforcement, breaking down or creation, and on the difference in these media constructions between written and...

This diploma thesis is focused on the analysis of humorous environmental cartoons in specific periods during last twenty-three years. In the content and semiotic analysis, I am dealing with cartoons in its various forms in the Czech broadsheet newspapers MF Dnes, Právo, Lidové noviny, Hospodářské noviny, Deník, Lidová demokracie, Svobodné slovo and Práce. I surveyed the subtopics dominating in specific periods and the frequency of envirotoons depending on particular titles and current events in the Czech Republic. The thesis deals with these media contents also in connection with global environmental issues and their public discussion. Another important part is the reflection of social problems which the analyzed topics are closely related with. Combination of quantitative and qualitative methods enables to describe and interpret media units of content and lay the foundations for the research of environmental cartoons which has no tradition in the Czech Republic. In the thesis, I point to the fact that newspaper cartoons provide not only the relaxation and entertainment, but it is also an important medium in environmental agenda-setting and its discussion.

Contemporary constantly expanding content of social media like Instagram brings the medium of photography to new contexts. Photography becomes an instrument of immediate communication and its historically defined functions are an object of change. The continuity of Instagram content creating, the personal perspective of its users, the constant presence of camera accompanying them are aspects analogous to the artwork of Nan Goldin. Goldin's photo essay ​The Ballad of Sexual Dependency (1986)​has a character of visual diary that captures the life of her community with almost obsessive continuity. It's also captured from deeply personal perspective depicting intimate moments and describing Goldin's personal relationships. Publishing of ​The Ballad​and formation of Instagram is divided by more than twenty-five years and both events and its meanings are profoundly different. This thesis nevertheless presumes that comparison of these, in many aspects alike phenomenons can help describe the change of the function of the media of photography, explore contemporary tendencies in photography aesthetics, the meaning of instagram's content to its users and provide general understanding of the role of shared photography in social and historical context. The methods of comparison are semiotic visual analysis,...

The thesis aims to describe how was the Hong Kong pro-democracy movement, which began in June 2019 in response to the proposed extradition law, perceived. In its theoretical part, the thesis will focus on a detailed description of the historical development of Hong Kong and the formation of an independent Hong Kong identity. Major events will be presented, from the times of colonial administration to the description of pro-democracy protests in 2019, which affected the current state of Hong Kong. Subsequently the theoretical framework of the processes of hegemony and visual representation will be introduced, which will be further presented in the context of Hong Kong. Last but not least, the topic of journalistic photography and its significance in the current journalistic field will be defined. The practical part of the thesis will offer an analysis of how the direct participants perceived the pro-democracy movement in Hong Kong, and whether their perceptions of events correspond not only with each other but also with the journalistic visual material that mapped four months of protests. A photo essay from the author's set of photographs was created to be also analysed in this work, part of which was subjected to a socio-semiotic analysis. Last but not least, there will be a comparison of results...

Based on the semiotic analysis, this diploma thesis analyses mythological frameworks of chosen magazines. It consists of two parts, a theoretical and a practical one. The theoretical part is focused on semiotics as science, examines a sign and its historical development, describes myth, its history and research, as well as defines a theoretical starting points leading to definition of mythological framework. This definition is built on the theory of decoding and encoding of Stuart Hall, as well as his representation acknowledgements, as well as on the works of Claude Lévi-Strauss and Roland Barthes examining the myth. The practical part consists of definition of research-subject and semiotic analysis of mythological frameworks in front pages of Reflex and Respekt magazines. Findings of this analysis are then compared. This comparison leads to confirmation or disproval of hypotheses the author articulated prior to the analysis.

Kveten was a monthly magazine for literature and art (and by its third year also for "life"), which was published under the auspices of the Union of Czechoslovak Writers from September 1956 to June 1959. It was founded as a magazine for "aspiring writers", but quite soon this concept proved to be unsustainable and members of the editorial board started to give the magazine its own new look, which got even a more comprehensible form during the II. Czechoslovak Writers Congress, after young poets (and theorists) manifested the "Poetry of Everyday Life". It was, however, defined quite generally and maybe even vaguely, which is the fact the authors were struggling with during the following year. At the same time they are exposed to the pressure of official authorities as "anti-revisionism" began to destroy liberal environment that prevailed around 1956. Kveten tried to resist this tendency. In addition, at that time young theorists found a firmer basis, which gradually became unacceptable for the regime. At the beginning of 1959 there comes a wave of heavy critcism and results in abolishing the magazine. In my thesis I demonstrate through archival research, oral history and semiotic analysis that despite the abolition the management of Kveten maintained the principle of "partiality" and is guilty rather for...

This theses deals with methods of making meaning of visual signs that appears most often in fragrance advertisement. This will be worked out through analysis of these visual signs. The aim of my theses is to find the most common and most frequent semiotic visual signs and stereotypes and to find out how these signs are trying to show us imagination of the smell of fragrance and also what they express. The hypothesis is a thought that contrasting of visual signs in a fragrance advertisement for women and in a fragrance advertisement for men contains different sign stereotypes and emphasizes different elements. In the theoretical part, which is, however, supported by concrete examples from practice, I describe semiotics in advertisement, advertisement in general, differences between promotional strategies of products for women and men. In the practical part the main subjects are examples of specific fragrance advertisement. I will show both denotative and connotative meanings of signs, their disposition in the room of an advertisement, the most common elements and I will also focus on differences between the advertising for both women and men. Key words: semiotic analysis, semiotics in advertisement, advertising, stereotypes, visual signs, gender difference, denotation, connotation, codes, fragrance.

The presented thesis will examine tools of animated commercials on the basis of semiotic analysis of TV advertising. The animation is usually connected whit children's or family movies, however it is also extensively used in commercials, which are designed to affect adult audiences. The goal of the thesis was to find, how animated commercial attracts customers and how it differs from played ad. Therefore the underlying hypothesis is that animation is not just for children, but it may just as well successfully work in production for adults. The thesis is also based on the assumption that animated advertising uses other tools to capture the viewer than advertising played. The theoretical part is focused on presenting animation, its development, specifics and methods of analysis. Also it is focused on semiotic and practical side of advertisement and visual sings of image. In the practical part I will compare selected animated and played ads. My effort will be to describe tools of animation in commercials and to discover how they differ from played ads. Key words: semiotic in advertising, advertising, TV advertisening, animated ad, animation, semiotic analysis, encoding, denotation, connotation, image

The aim of thesis is semiotic analysis of chosen audio-visual commercials of children's products. The thesis will contain introduction, ending, theoretic part and empiric part. I introduce semiotic like subject of science in theoretic part, explain concept of sign and semiosis. Next I will describe concepts "denotace", "konotace", verbal and nonverbal signs. Next I will focus on commercial. I will describe commercial discours and semiotic in commercial. I'll introduce television as medium of commercial and come to methods gaining attention of consumers. Next I will apply children's consumer, children's marketing, children's and television commercial, how perception of television commercial influences children of different age and how to eliminate influence of commerical to children. In empiric part I will do semiotic analysis of chosen audio-visual commercials of children's products. I introduce method of research and I will make efforts to confirm hypothese, that commercials use as method gaining attention of children's primarily emotions, but when it is commercial of children's product aim at adults (nappies, children's nutrition) use rather method of providing of informations. So it use different elements of signs. I will simultaneously expect reciprocal harmony between visual, verbal and audio...

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