The thesis provides an analysis of German language reading books, which were used for German language teaching in the area of the Czech statě in the period of 1800 - 2000. The thesis consists of four parts. The first part, "Úvodní slovo", defines the objectives and the hypothesis of the work, describes the methodology and summarizes the present knowledge of German mythology. The second part, "Teorie textových materiálů a problém germánské mytologie" is also theoretical part of the thesis. Within the second section, the basic characteristics of teaching text materials are provided together with the content and main objective of teaching the German language and literature. Furthermore, German mythology and approach of Czech people to it is described in this section together with its didactical use. The third part is an empirical part resulting directly from the analysis of reading books of particular periods of time. The main objective of the theses was to describe the knowledge of German mythology which secondary school students were required to have in period of 1800 and 2000. Knowledge of the classical mythology had the principál role in the past. Classical mythology was much more popular than any other mythology, including German mythology. Practically no information about German mythology was available...

Practical Forms of the Teaching in the Preparatory Education of the Science and Biology Teachers (with a View to Microbiology) Presented thesis deals with the practical forms of education used in the practice teaching of the science and biology teachers. Especially the problem of the reflection in this process has been solved, namely in its practical components. Particularly has been focused on one special subject - microbiology. The main object of the thesis consists in a proposal how to innovate the present content of the practical part of a Microbiology Course, which should serve to the education of the students with the specification " Teaching Biology in Primary and Secondary Schools " at Faculty of Education at Charles University in Prague, resp. to the education in its bachelor's part of the structural studies (which are being prepared).

Obsahem diplomové práce je výzkum, jak jsou v současné době prezentovány role mužů a žen v reklamě a jak se jejich zobrazení změnilo za posledních deset let. K výzkumu byla použita metoda kvantitativní obsahové analýzy. Pomocí této metody byly analyzovány inzeráty v časopise Týden, publikované v letech 2005 a 1995. Další užitou metodou je diskusní skupina. Byly realizovány dvě diskusní skupiny, jedna se ženami, druhá s muži.

Diplomová práce se zabývá výzkumem symboliky v reklamě z pohledu spotřebitelů. Jako nástroje marketingového výzkumu je použito dotazníkového šetření. Ve druhé části je provedena obsahová analýza placené inzerce časopisů National Geographic a Elle. V závěrečné fázi jsou tato dvě šetření navzájem konfrontována a jsou mezi nimi hledány případné souvislosti.

Diploma thesis on Portrayal of Economic Growth Value is a content analysis of chosen czech daily papers. It is engaged in questions of economic growth (and gross domestic product) and its significance in daily papers Blesk, Hospodářské noviny, Mladá fronta Dnes and Právo. The aim is to discover value dimensions of economic growth portrayal. The study come out from those authors who has criticall approach to the problems of economic growth, mind its negative social and environmental effects, and dispute its desirability and legitimacy. Also there are presented findings from media studies, which are related to the role of media when the acceptable picture of world is beeing established. The critique of economic growth and the reflections of media role when the current social order is reproduced are connected in one question: what is the way in which the media participate on common acceptance of economic growth through portrayal of its value dimensions. Through application of content analysis method the study try to answer the question if economic growth is pictured in a positive or negative way and which picture is prevailing. The study answer the question if there are rather those pictures which shows that economic growth is a positive value, or those which refuse or dispute economic growth or point out that...

Master thesis Media review of environmental activism during the D8 motorway building focuses on media review of longlasting dispute about building the D8 motorway. Using content analysis, it aims to describe how the activists are presented and reviewed by media. Theoretical part focuses on theory of mediation, media effects, news values and construction of reality. Then it concerns with environmental journalism as a branch of journalism practice. Historical overview of D8 construction is also mentioned. The practical part implements the main research - content analysis of the 10 years long period, with regard to 2003 - 2005 and 2011 - 2013 periods. The research has shown that media coverage was really strong during these periods. Media seek for objectivity but nevertheless, the final review is barely negative.

This Thesis are dealing with analysis of political satire change during election periods in 2006 and 2010 in printed media (Právo, Lidové noviny and MF DNES). 1796 items were evaluated. In these media three artist in both years were publishing: in MF DNES it is Miroslav Kemel, in Lidové noviny Vladimír Jiránek and in Právo Vladimír Renčín. For political satire research content analysis was used, combining quantitative and qualitative methods. Defined variables are used for grouping images. The research should accept/reject five hypothesis directed to topic frequencies (domestic, foreign, non-political), politicans shown as the target of satire and political tending of particular paper. The most popular target for political satire was Jiří Paroubek former leader of ČSSD due to his nature and physiognomy. This was true for MF Dnes and Lidové noviny. In Právo no concrete politican was drawn by V. Renčín in both years. In the first place topic Election was in 2006 in all papers, in 2010 only for MF Dnes it was Nr 1. In other paper most important topics were morality and demenaurs of politicans. This Thesis confirmed that left-winged paper Právo is not tending to the righ-wing ridiculing. On the contrary, the other newspapers, Lidové noviny and MF Dnes, both being right-wing newspapers, published the...

This thesis deals with values in fairy tale movies. Its aim is to explore the possibilities of tracking values in fairy tale movies, because fairy tales serve as an important source of values for a child in the process of socialization. The theoretical part presents basic concepts of values, approaches to film research from a psychological point of view and observes the importance of fairy tales for a child. These topics are connected by socialization of a child and the role of media in adopting of values. Original research consists of content analysis of selected sample of Czech and Czechoslovak fairy tale movies. Certain characteristics, on which we can think about the values expressed in selected movies, are described. The research results indicate a trend of decreasing amount of contained values in fairy tale movies over time. Qualitative analysis examines various tales and describes value characteristics of particular characters in selected movies. Diploma project represents a contribution to the psychology of media and embraces media research as an important part of the socialization process.

The aim of this thesis is to map the perception of female body in our society and demonstrate the impact of marketing on the ideal of woman beauty. The work is divided into three major parts. The first part, which is theoretical, provides a basis for subsequent research and familiarizes the reader with the issue of body image. The second part is devoted to content analysis of women's web magazines that offer an interesting area for marketing communication. The third part contents an analysis of questionnaire survey from Czech and Slovak respondents. The specific conclusions and recommendations to the marketing are drawn at the end of the Master's Thesis.

Práce se zabývá problematikou využití humoru v reklamě. V teoretické části mapuje současnou situaci využití humorných reklam, sleduje historii, formy ale i právní stránku reklamy obecně. Podrobněji rozebírá problematiku erotiky, hudby a osobnosti v reklamě, ale také guerilla marketing, sociální reklamu a lidovou tvořivost. Hlavní důraz je však kladen na praktickou část práce, která popisuje marketingovou komunikaci společnosti Oskar (dnes Vodafone) a podrobněji ji rozebírá pomocí obsahové analýzy jejích TV spotů a dotazníkového šetření.