My thesis is devoted to the topic of symbols in media messages. I choose this topic mainly because I work in media communication, specifically in the field of public relations, and that is why I wanted to focus on the area that is close to me not only professionally. Symbols are one of the signs whose meaning depends on the cultural or social context and the value system. My intention is with the help of various methods of semiotic analysis to show how media messages are full of symbols and that we are often not aware of their meaning and affect on us. Media messages are all around us, and thus we are confronted with them every day. It is important to be aware of their meaning because they are part of our cultural environment and thus they affect us backward.

Social media has become a safe place where users can discuss taboo topics, like mental health, with the purpose of creating awareness and de-stigmatization. However, online discussions on mental health have caused psy discourse to seep into the popular vernacular. This study aims to analyze how psychiatric terms (specifically bipolar, narcissist, sociopath, OCD and trauma) are used by TikTok users, the meanings they attribute to them and the contexts in which they occur. I aim to look at how recontextualization has affected the meaning, comparing it to the clinical sense. I also look at the social implications that these online interactions have and how social media communication practices work. A corpus was created from transcriptions of 150 TikTok videos that were analyzed with AntConc, looking for collocates and patterns in context. These videos were classified into three general categories: educational, evaluative and humorous. The results were then compared to the definitions found in the DSM-V (American Psychiatric Association, 2013) to find changes in meaning. The interpretation of the results is informed by Critical Discourse Analysis and tied to concepts like representation, identity and affiliation. Results show that almost half of the users apply these terms in a clinical sense while the other half do not. The context in which they are used varies among each of the terms. Although all of them are stigmatized concepts, each tends to show different levels of recontextualization and transformation of sense. Some are used in positive contexts like educating the public on the condition and sharing their own experiences to create visibility. However, others still carry connotations of stigmatization and negativity. The findings reflect the complexity of social media communication. Posts on social media act as tools to construct our identity, affiliate to certain groups, broadcast and learn new (mis)information. This study informs us on how recontextualization and social media users play a role in the transformation of meanings. It complements previous research on psychiatric terms use in social media, providing information about the interactions occurring on TikTok and contributing to document change on language use.

1 ABSTRACT This thesis is named Linguistic Analysis of weather forecasts and is divided into two parts, theoretical and practical. In the first part of this thesis readers can find general knowledge of field of media: the term media communication is defined, specifics are described, it is talked about a media product, content and meaning. After that we mention media audience with respect to the pupil as a special type of recipient. The following is a characteristic of television weather forecasts within the media communication and analysis of its typical means of expression. The last part of this section is the description of the school curriculum, especially the media education, because the research was made in the schools and the main goals of this thesis were based on requirements of curricula of the Czech Republic. The second part presents the motivation of investigation and the method of the action research that was chosen. The largest part of this section is the part containing the whole evaluation and interpretation of the results of particular activities, both propaedeutic and proactive with the media product. The main goals of this thesis are the development and subsequent application of an action plan with projected activities for the Czech language teachers at primary school, especially in the...

The main aim of this thesis is to observe dissimilarities between men and women. My survey is focused on differences among men and women especially in areas of perception of media, spending of free time, relation to some kinds of products and overall position of the men and women in the society. Methods that are used in this thesis are analysis of MML-TGI data, content analysis of television advertisings and interview. Results of all the three methods are summarized and evaluated in the end.

Crisis communication has emerged as a specialised study field for public relations scholars and practitioners in the past 17 years. It is suggested that several gaps in current crisis communication literature exist. A notable focus has been given to the planning, prevention and recovery stages with lesser attention placed on the crisis response stage. A comprehensive conceptual framework to guide communication decision-makers during this critical period has not yet been developed. In addition, crisis communication studies appear to be predominantly Western based. This qualitative study attempts to address these gaps. The focus is on the crisis response stage, with particular emphasis on communication with the journalists who work for media organisations. It is acknowledged that the success of a crisis management effort is profoundly affected by what an organisation says and does during a crisis - termed the crisis response (Benoit 1997; Coombs 2004). Literature and data drawn from South African case studies is translated into a conceptual framework which acknowledges the importance of context, flexibility and constant feedback/monitoring of the environment on crisis communications. The findings of this qualitative study are in line with the current post-modern organisational values that are increasingly emphasised in national and international literature. The study especially makes a unique contribution by applying these values to a conceptual model of communication between the organisation and the media during times of crisis. The model is designed to assist an organisation to protect its image during a crisis in the following ways: * Convince the media that there is no crisis (in the case of unfounded rumours); * Encourage them to view the crisis in a less negative light by acknowledging the organisation's interpretation of events. * Influence the media to see the organisation more positively through the effective management of the crisis. / Communication Science / D. Litt. et Phil. (Communication)

Crisis communication has emerged as a specialised study field for public relations scholars and practitioners in the past 17 years. It is suggested that several gaps in current crisis communication literature exist. A notable focus has been given to the planning, prevention and recovery stages with lesser attention placed on the crisis response stage. A comprehensive conceptual framework to guide communication decision-makers during this critical period has not yet been developed. In addition, crisis communication studies appear to be predominantly Western based. This qualitative study attempts to address these gaps. The focus is on the crisis response stage, with particular emphasis on communication with the journalists who work for media organisations. It is acknowledged that the success of a crisis management effort is profoundly affected by what an organisation says and does during a crisis - termed the crisis response (Benoit 1997; Coombs 2004). Literature and data drawn from South African case studies is translated into a conceptual framework which acknowledges the importance of context, flexibility and constant feedback/monitoring of the environment on crisis communications. The findings of this qualitative study are in line with the current post-modern organisational values that are increasingly emphasised in national and international literature. The study especially makes a unique contribution by applying these values to a conceptual model of communication between the organisation and the media during times of crisis. The model is designed to assist an organisation to protect its image during a crisis in the following ways: * Convince the media that there is no crisis (in the case of unfounded rumours); * Encourage them to view the crisis in a less negative light by acknowledging the organisation's interpretation of events. * Influence the media to see the organisation more positively through the effective management of the crisis. / Communication Science / D. Litt. et Phil. (Communication)