Made available in DSpace on 2016-04-26T18:14:09Z (GMT). No. of bitstreams: 1 Dayse Porto de Santana.pdf: 1101981 bytes, checksum: ccdb578679f6d4dee087c6fc2e469944 (MD5) Previous issue date: 2014-06-16 / The research investigates the portrayals of the Bahian and of Bahia on television in the context of television fiction, from local marks of the oral culture and the thematic approaches. The corpus is the TV series called "Ó Pai Ó" aired by the Globo network during two seasons, in 2008 and 2009. The analysis focuses on the whole series, but especially on the episodes called "White Market (Mercado Branco)", "Tacky (Brega)" and "Crooked Business (Negócio Torto) of the first season, and "I Want to see the Bahia Tremble (Quero ver a Bahia Tremer"), of the second season because they are considered emblematic of the issues studied. The research examines the script, the dramatic situations and the themes, linking them with the video performance - from the actors to the montage - besides the discourses construction of the press. The research problematic presented is how the representations of the Bahian and of Bahia are constructed, with the aim of identifying its semiotic and cultural mechanisms. It was concluded that the thematic approach is given in a complex way, using the portrayal types, environments and recurring situations from the imagery of Bahia for comic effect and the critical irony of stereotypes and political issues. Regarding a esthetics, there is a difficulty to transpose elements of the local culture to the audiovisual language, which was mainly analyzed from the point of view of the rhythm in Meschonnic. The analysis dialogues with researches of television play-writing, portrayal, history and culture of Bahia as well as orality. As a theoretical basis, we rely on semiotic studies related to culture and language, starting from concepts of Iuri Lotman, as a semiosphere - delimited space where the meanings happen as well as the orality concept in Paul Zumthor. It is taken into account the history of the texts and their relation to the theater and cinema, considering the object as the product of intersemiotic translation, concept worked by Julio Plaza. Likewise, it is an approach with authors of the Bahian anthropology, as Ubiratan Castro and Milton Moura, among others. The methodology used is an analytical study based on semiotics and on the other mentioned theories. It is a transdisciplinary perspective between language studies and communication studies / A pesquisa investiga as representações do baiano e da Bahia na televisão no contexto de teleficção, a partir das marcas locais da cultura oral e de abordagens temáticas. O corpus é a série de TV Ó Paí, Ó , exibida pela Rede Globo em duas temporadas, em 2008 e 2009. A análise centra-se em toda a série, mas especialmente nos episódios Mercado Branco , Brega e Negócio Torto , da primeira temporada, e Quero Ver a Bahia Tremer , da segunda temporada por serem considerados emblemáticos das questões centrais. A investigação examina o roteiro, as situações dramáticas e os temas, relacionando-os com a performance em vídeo - desde a dos atores até a de montagem - além da construção de discursos na imprensa. Apresentou-se como problema de pesquisa o modo como são construídas as representações do baiano e da Bahia, com o objetivo de identificar seus mecanismos semióticos e culturais. Concluiu-se que a abordagem temática se dá de modo complexo, usando a apresentação de tipos, ambientes e situações recorrentes do imaginário da Bahia para efeito de comicidade e ironia crítica de estereótipos e temas políticos. Em relação à estética, há um apuro no sentido de transpor elementos da cultura local para a linguagem audiovisual, o que foi analisado principalmente do ponto de vista do ritmo em Meschonnic. A análise dialoga com pesquisas de teledramaturgia, representação, história e cultura da Bahia e oralidade. Como base teórica, apoiamo-nos estudos semióticos ligados à cultura e à linguagem, partindo de conceitos de Iuri Lotman, como a semiosfera - espaço delimitado onde acontecem as significações - e também o conceito de oralidade em Paul Zumthor. É levado em conta o histórico dos textos e suas relações com o teatro e o cinema, considerando o objeto como produto de tradução intersemiótica, conceito trabalhado por Julio Plaza. Do mesmo modo, faz-se uma aproximação com autores da antropologia baiana, como Ubiratan Castro e Milton Moura, entre outros. A metodologia utilizada é de estudo analítico com base na semiótica e nas demais teorias citadas. Trata-se de uma perspectiva transdisciplinar entre os estudos da linguagem e da comunicação

Purpose: The purpose of this thesis is two folded: firstly to do a content analysis on how consumers older than 55 years (Zoomers) are portrayed in advertisements in the largest Swedish magazines, and secondly, to uncover what perceptions of this portrayal that older and younger consumers have. Background: The population of the world is growing older, and thus older consumers (+55) are a large and rapidly growing group of the population which also are strong in purchasing power. Research indicates that older consumers are neglected in advertisement, which might be due to a low participation rate of older models in adverts. Some researchers indicate that this is due to a fear among advertisers to use older models in advertisement since it could alienate younger consumers from purchasing the products. Previous research is ambiguous concerning the effectiveness of using older models in adverts. Therefore, this thesis will examine how Zoomers are portrayed in adverts and what perceptions older and younger consumers have on this portrayal. Method: The purpose of this thesis was fulfilled by conducting a magazine content analysis of adverts, and by conducting focus groups with Zoomers respectively consumers aged 20-30 years. To analyze the results, theories with a base in psychology and advertising was used, e.g. the cognitive age theory, the key concept theory and the self-discrepancy theory. Conclusion: Zoomers are included in 14 percent of Swedish adverts and are portrayed in a positive manner, which is a portrayal both older and younger consumers are content with. Zoomers want to be included more frequently and indications are discovered that younger consumers might be positive to an increased use of older models in adverts when trust is essential. / Syfte: Syftet med den här uppsatsen är tudelat; för det fösta, att göra en innehållsanalys på hur konsumenter äldre än 55 år (Zoomers) framställs i reklam i de största svenska veckotidningarna. Och för det andra, att undersöka vilka åsikter äldre och yngre konsumenter har om hur Zoomers framställs i reklam. Bakgrund: Världens befolkning blir allt äldre och äldre konsumenter (+55) är en stor och snabbt växande grupp i samhället, som även besitter stor köpkraft. Forskning visar att äldre konsumenter försummas i reklam, något som kan bero på att äldre modeller sällan används i reklamannonser. Vissa forskare menar att detta beror på att reklammakarna är skeptiska till användandet av äldre modeller, på grund av en rädsla att yngre konsumenter ska sluta köpa produkterna. Befintlig forskning är tvetydig gällande effektiviteten att använda äldre modeller i reklamannonser. Därför undersöker den här uppsatsen hur Zoomers framställs i reklam och vilka åsikter yngre och äldre konsumenter har om detta. Metod: För att uppfylla uppsatsens syfte så gjordes en innehållsanalys på tryckt tidningsreklam, samt fokusgrupper med Zoomers och konsumenter i ålder 20-30 år. För att analysera resultaten användes teorier med sin bas inom psykologi, bland andra; the cognitive age theory, the key concept theory and the self-discrepancy theory. Slutsats: Zoomers är inkluderade i 14 procent av tryckta annonser och är positivt framställda, vilket både äldre och yngre konsumenter var nöjda med. Zoomers vill synas mer i reklam och indikationer upptäcktes angående att yngre konsumenter kan ställa sig positiva till en ökad användning  av äldre modeller i reklam där trovärdighet är viktigt.

<p><strong>Purpose: </strong>The purpose of this thesis is two folded: firstly to do a content analysis on how consumers older than 55 years (Zoomers) are portrayed in advertisements in the largest Swedish magazines, and secondly, to uncover what perceptions of this portrayal that older and younger consumers have.<strong> </strong></p><p><strong>Background:</strong> The population of the world is growing older, and thus older consumers (+55) are a large and rapidly growing group of the population which also are strong in purchasing power. Research indicates that older consumers are neglected in advertisement, which might be due to a low participation rate of older models in adverts. Some researchers indicate that this is due to a fear among advertisers to use older models in advertisement since it could alienate younger consumers from purchasing the products. Previous research is ambiguous concerning the effectiveness of using older models in adverts. Therefore, this thesis will examine how Zoomers are portrayed in adverts and what perceptions older and younger consumers have on this portrayal.</p><p><strong> </strong></p><p><strong>Method: </strong>The purpose of this thesis was fulfilled by conducting a magazine content analysis of adverts, and by conducting focus groups with Zoomers respectively consumers aged 20-30 years. To analyze the results, theories with a base in psychology and advertising was used, e.g. the cognitive age theory, the key concept theory and the self-discrepancy theory.</p><p><strong>Conclusion:</strong> Zoomers are included in 14 percent of Swedish adverts and are portrayed in a positive manner, which is a portrayal both older and younger consumers are content with. Zoomers want to be included more frequently and indications are discovered that younger consumers might be positive to an increased use of older models in adverts when trust is essential.</p> / <p><strong>Syfte: </strong>Syftet med den här uppsatsen är tudelat; för det fösta, att göra en innehållsanalys på hur konsumenter äldre än 55 år (Zoomers) framställs i reklam i de största svenska veckotidningarna. Och för det andra, att undersöka vilka åsikter äldre och yngre konsumenter har om hur Zoomers framställs i reklam.</p><p><strong>Bakgrund:</strong> Världens befolkning blir allt äldre och äldre konsumenter (+55) är en stor och snabbt växande grupp i samhället, som även besitter stor köpkraft. Forskning visar att äldre konsumenter försummas i reklam, något som kan bero på att äldre modeller sällan används i reklamannonser. Vissa forskare menar att detta beror på att reklammakarna är skeptiska till användandet av äldre modeller, på grund av en rädsla att yngre konsumenter ska sluta köpa produkterna. Befintlig forskning är tvetydig gällande effektiviteten att använda äldre modeller i reklamannonser. Därför undersöker den här uppsatsen hur Zoomers framställs i reklam och vilka åsikter yngre och äldre konsumenter har om detta.</p><p><strong> </strong></p><p><strong>Metod: </strong>För att uppfylla uppsatsens syfte så gjordes en innehållsanalys på tryckt tidningsreklam, samt fokusgrupper med Zoomers och konsumenter i ålder 20-30 år. För att analysera resultaten användes teorier med sin bas inom psykologi, bland andra; the cognitive age theory, the key concept theory and the self-discrepancy theory.<strong> </strong></p><p><strong>Slutsats:</strong> Zoomers är inkluderade i 14 procent av tryckta annonser och är positivt framställda, vilket både äldre och yngre konsumenter var nöjda med. Zoomers vill synas mer i reklam och indikationer upptäcktes angående att yngre konsumenter kan ställa sig positiva till en ökad användning  av äldre modeller i reklam där trovärdighet är viktigt.</p>

This study highlights the stereotypical depictions of journalists in film using a narrative analysis of four major Hollywood productions, starting with All the President’s Men from 1976 through The Girl with the Dragon Tattoo from 2011. Its purpose is to highlight traits given to journalists in the movies and re-occuring themes in the portrayal of the media and the journalistic occupation. Differences and commonalities between the films are concluded in a discussion of ethics, personalities and the media’s self image. The paper can be seen as a contribution to the paradigm in which journalism in the movies is perceived at the moment. It offers a wide explanation to how the image of the journalist is conveyed to the public, an image that differs from how real life journalists go about in daily work life. This is essential, since most people never get to experience journalistic work in reality – but solely from popular culture – which distorts the perception of the media as the fourth estate.

Undersökningens syfte har varit att skina ljus på porträttering och urval. Närmare bestämt inom området för den samiska musikkulturen och via mediaframställningen av en samisk artist i Jills veranda. Genom ett utvalt program ur serien där den samiska artisten Maxida Märak medverkar genomförs detta. Sett utifrån sin omnämning som samisk artist i-och i anslutning till programmet står Märak och den förmedlade bilden av henne i fokus för undersökningen av hur det samiska framhävs. Genom att undersöka både det klingande och hur man pratar om musiken förs urvalen fram. Dessa utgör innehållet för hur den samiska artisten representeras. Undersökningen har vidare genomförts utifrån teorin om immateriella kulturarv. I den immateriella kulturarvsprocessens faser beskrivs hur uppmärksammade ”företeelser väljs ut och ges särskild status som symboler för en kultur”.[1] Teorin innehåller ett stort fokus på värdetillskrivning utifrån rådande sociala normer och vad som tillskrivs symboliskt värde värderas människor emellan. Undersökningen visade att Märak i Jills veranda porträtterades på ett sätt som till viss del bekräftade tidigare normbaserade stereotyper som framkom i undersökningen, så som jojkens stora roll och den etniska sammankopplingen till musiken. Därtill påverkade artisten både genom att bekräfta såväl som motarbeta normerna genom hur hon framställde sin musik i både utövande och i dialog. Motarbetandet av normer framgick som en röd tråd i artistens intention bakom musiken. Musiken framkom också ha ett funktionellt syfte, då musiken i avsnittet tycks användas för att motarbeta och i tillägg också återta makten över definitionen av vad som är samiskt. Utifrån detta framkom den politiska kampen som ett essentiellt innehåll i hur artisten i programmet framställer sin musik. Slutligen präglades hela produktionen av olika urfolksgrupper som sammanlänkades genom sin musik vilket ytterligare framhöll musiken som en gemensam symbol över landsgränser.

Thesis "Presentation of trends in aesthetic medicine in selected specialized Czech magazines Estetika and Health & Beauty" deals with representation and media portrayal of female beauty and a current lifestyle to which more and more women adhere. It is a lifestyle in which body care plays a significant role. This paper analyzes trends in the two most famous Czech magazines devoted to aesthetic dermatology and plastic surgery - Estetika and Health & Beauty. The work aims to analyze these two magazines and find out how they portray these selected trends and which methods they most frequently use to persuade women to undergo surgery. It also tries to expound media representations of ideal beauty and the influence of the media on people. With regard to the objectives the work is divided into three parts: theoretical part, methodological part and empirically analytical part, or more precisely, the research part. The theoretical part comprises the conception of beauty in connection to human body. It examines the development of ideal beauty and the perception of the female body throughout the centuries. All of this is observed in regard to contemporary influence of media on people. It deals with social and medial constructions of reality and the possible influence of media on female self-esteem. The...

This thesis is about certain varieties of isiXhosa and their apparent influence on English and vice versa. IsiXhosa is a language mainly spoken in the Eastern and Western Cape Provinces of the Republic of South Africa. The study concentrates on certain varieties of isiXhosa that are spoken in the Eastern Cape Province. These varieties are isiBhaca, isiHlubi, isiMpondo, isiThembu and isiGcaleka. IsiGcaleka happens to be the standard variety. A map is provided to illustrate where these varieties are spoken. The study looks at the learners’ texts which are written in isiXhosa and English. The learners who wrote these texts are in Grades 8 and 9 from selected schools in the areas of Mzimkhulu, Matatiele, Mbizana, Ngcobo and Butterworth. It is worth mentioning that Mzimkhulu has since been moved from the Eastern Cape to KwaZulu/Natal. The learners’ texts are analyzed and comments are provided for each analysis. The study also looks at how educators in selected schools relate with their learners when teaching both isiXhosa and English. Observations are made from the relationship between the educators and learners when the learners are taught isiXhosa and English. The study also looks at the debate between standard and non-standard variety. Based on the discussion of both the standard variety and non-standard variety it is the view of the researcher that this notion of “standard” and “non-standard” needs to be challenged on all fronts. This is so because standardization occurs as a result of historical coincidence. The study further looks at the Language and Planning issues in the Republic of South Africa. It is important to note that language is the key to the heart of any nation and therefore whatever that is discussed about language should be sensitive to the people speaking that language.The study concludes with the fact that there is a need to train educators especially those who are going to teach African Languages. There is also a need to undertake studies on learners’ needs so that those who design the school curricula must do so knowing what is relevant to the learners in general. / African Languages / D. Litt. et Phil. (African Languages)

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The main aim of this diploma thesis is to find out how the Czech printed media face relatively new and complex phenomenon that emerged in the monetary sphere - virtual currency bitcoin. Through the means of quantitative content analysis, all printed titles showing relevant references to bitcoin between the years 2009 and 2016 were examined. The thesis is divided into several chapters. The theoretical part contains different media concepts dealing with the agenda-setting, the creation of a media portrayal and the construction of social reality through mass media. From a theoretical point of view, the cryptocurrency bitcoin was also subject for detailed analysis. The following methodological part of the thesis introduces the main objective of research, research questions and research design. The analytical part provides a clear overview of the results obtained, then interpreted and compared with predetermined hypothesis. The overview of collected findings about the media image of the virtual currency bitcoin in the Czech press are summarized in the conclusion. The thesis is the first paper to deal with the issues of the virtual currency bitcoin from the point of view of media discourse in the Czech Republic, and its ambition was to gather completely new information on this topic.

Den här uppsatsen undersöker hur tre av de största internationella barnrättsorganisationerna porträtterar karaktärer, i synnerhet barn i reklamfilm med sociosemiotiken som teoretiskt ramverk. Materialet som analyseras består av nio utvalda filmer från Unicef, SOS Barnbyar samt Rädda Barnen som publicerats under tidsperioden 2015–2020. Följande tre frågeställningar har formulerats för att besvara studiens syfte: Hur framställs barnen visuellt, hur porträtteras de i relation till vuxna karaktärer och speglar framställningen av barn i filmerna organisationernas kärnvärden? För att kunna genomföra en strukturerad analys delades materialet initialt in i en tabell med tre variabler där förekomsten av barn och vuxna noterades översiktligt i samtliga filmer. Följande kunde därmed tre kategorier utläsas innehållande filmer med dominerande vuxna karaktärer, dominerande barnkaraktärer samt en sista kategori med både vuxna och barn i relativt jämn fördelning sett till antal karaktärer. Resultatet visade att barn övergripande framställs på ett passivt vis, tillskrivs färre repliker och används som symboler för att tillskriva vuxna karaktärer egenskaper. Studien påvisar även ett fenomen där barn i flera filmer framställs i liggande och bärande positioner vilket ytterligare förstärker antagandet om en passiv framställning i relation till vuxna karaktärer som inte i något fall syntes i dessa positioner. Sammanfattningsvis kan studiens resultat påvisa vikten av att organisationer som åsyftar att kämpa för mänskliga rättigheter, som i denna studie specifikt barns rättigheter, bör vara måna om att framställningen av karaktärer i den egna kommunikationen speglar deras kärnvärden. Detta då en icke rättvis framställning av människor påverkar vilka normer och värderingar som upprätthålls i samhället i stort och således kan kollidera med organisationernas syfte.