Zugl.: Hannover, Univ., Diss.

O presente trabalho visa entender como o rádio se distingue dos demais sons do mundo. A hipótese aqui formulada é a de que o rádio, em sua definição, é uma linguagem, e não um aparelho. Dessa maneira, há a busca por uma caracterização da linguagem radiofônica seguindo as ideias implicadas em uma Estética da Linguagem (Derrida e antiessencialistas como Ziff, Weitz e Kennick). Com isso, há um estudo detalhado do rádio em seu jogo de linguagem (Wittgenstein) e em seus diferendos (Lyotard), considerados aqui enquanto parergon e ergon, ou seja, enquanto recorte e modelo operacional da linguagem em sua intersecção com o mundo. Para a investigação do jogo de linguagem, foram utilizados conteúdos relacionados à Filosofia Analítica, à Lógica Algébrica e à Teoria dos Jogos para desenvolver um método analítico denonimado Jogo Lógico, voltado para o estudo de jogos de linguagem comunicacionais. Já para a investigação dos diferendos, foram utilizadas as ideias pragmáticas acerca da performatividade e da lógica ilocucionária (Austin e Searle) para analisar os gêneros radiofônicos (a saber: musical, radiojornalismo, esportivo, variedades [talk radio], humorístico, ficção e publicidade). Essas duas investigações formam aquilo que é chamado aqui de Gramática do Rádio - considerando o conceito wittgensteiniano de gramática -, o ponto nodal que nos permite caracterizar o rádio enquanto linguagem. / The present work aims to understand how the radio distinguishes itself from other sounds of the world. The hypothesis formulated here is that the radio, in its definition, is a language, not a machine. Thus, there is the search for a characterization of radio\'s language following the ideas involved in an Aesthetics of Language (Derrida and anti-essentialists like Ziff, Weitz and Kennick). Here, there is a detailed study of the radio in its language-game (Wittgenstein) and their differends (Lyotard), considered in this work as parergon and ergon, i.e. as the cut and the operational model of language in its intersection with the world. For the investigation of the language-game, we used content related to Analytic Philosophy, to Algebraic Logic, and to Game Theory to develop an analytical method called Logic Game, dedicated to the communicative language-games\' study. As for the investigation of differends, we used the pragmatic concepts about the performative and illocutionary logic (Searle and Austin) to analyze the radio genres (ie: music, radio journalism, sports, talk radio, humor, fiction and advertising). These two studies form what is called here the Radio Grammar - considering the Wittgensteinian concept of grammar - the key point that allows us to characterize the radio as a language.

The diploma thesis focuses on communication and marketing strategies of the Herbář TV show. The main aim of the theoretical part is to introduce the topic therefore it contains the characteristics and categorization of the show and its position among other culinary programs. It also summarizes the basic theory of internet communication, social networks and marketing. The methodological part presents research questions, goals and research methods. Research variables are explained here. The practical part includes the research itself. It aims to map the communication channels of Herbář with the help of descriptive analysis, quantitative content analysis and qualitative analytical-comparative methods. It also aims to describe in which ways and in what language the show communicates with its audience and what type of content it offers. The work summarizes which marketing trends can be traced in the case of the show with a special focus on social media. All the findings are supported by specific examples. KEYWORDS electronic communication, media, social networks, Herbář TV show, language resources, advertising, gastronomy

This study aims at analyzing how women and men in five different professions are portrayed and represented through reporting verbs in Czech media over a period of 25 years (end of 1989 to the beginning of 2015). The empirical data consist of entire newspapers and magazines in the source material, a subcorpus from the Czech National Corpus. The theoretical basis is Critical discourse analysis and the methodical is a corpus-based statistical analysis. Binary categories from the Harvard Psychosociological Dictionary are used to classify the reporting verbs. After a quantitative study, the results are clear for some professions and less clear for others, and these results are analyzed. This study could not (at least not without severe adjustments) have been performed in languages like English, where the distinction between the female and male professional concepts is less clear. In the chapter on previous research, special attention is given to the Czech context, and the chapter also explains this study’s contribution to previous research in language, power and corpus studies.