The aim of this diploma thesis is to explore the way how the gender performativity is portrayed in Xavier Dolan's films. The theoretical part of the thesis first deals with the definition and theoretical grounding of gender performativity from the perspective of several authors, mainly Judith Butler. This part of the thesis will detailly introduce the concepts of gender performativity, which will be necessary for the analysis of the studied films. The theoretical part also presents the queer theory and the related chapter devoted to queer film, which would also include Dolan's work. Lastly, this part also includes a chapter devoted to the concept of mise-en-scène. The methodological part introduces the method of semiotic analysis and introduces the synopsis of the studied films. The analytical part of the work presents its own semiotic analysis of the examined films. The aim of the analytical part is to find out how Dolan works with gender performativity in his films and how it is visually portrayed.

The topic of the present diploma work is the representation of the civil conflict in Lebanese cinema. The work is divided into two parts. The first one provides an overview of the historical and discursive contexts of the last two civil wars in Lebanon (1958 and 1975-1991) and describes how these events are reflected in the work of Lebanese filmmakers. The second part of the diploma work focuses on the war period cinematography, generally less known due to the long public unavailability of a large part of the film production of that time. Four feature fictions made between 1975 and 1985 are selected for a more detailed analysis, more precisely by those filmmakers that are considered to be the pioneers of a new auteur cinema in Lebanon: Mārūn Baġdādī, Burhān ˁAlawīya and Jocelyne Ṣaˁb. The chosen method is the semiotic analysis focusing on characterisation features of the film characters and on conflicting oppositions present in the films. Key words: civil war, civil conflict, Lebanese cinema, fiction film, semiotic analysis, connotation.

The topic of this diploma thesis is semiotic analysis of terms "refugee" and "migrant" in the context of the current migration crisis. The thesis deals with analyzing these terms as semiotic signs. It deals with the way in which selected media treat these terms. Three Czech media were chosen for the research, with 15 selected articles containing research terms from each of them. The sample includes serious news (Aktualne.cz), tabloid news (Blesk.cz) as well as a blog (Blog iDnes.cz) as a journalistic platform, to which anyone can contribute. The research deals with the influence of the media on the formation of concepts and is framed by the theory of social construction of reality presented by T. Luckmann and P. L. Berger. The thesis deals with analysis on the syntactic, semantic and pragmatic levels. In the theoretical part, the theory of social construction of reality is outlined first. Then the thesis briefly introduces the circumstances of the migration crisis and the basic differences in the meaning of the analyzed signifiers and finally introduces the analytical concepts, which are Morris classification of semiotics, Saussure's distinction between syntagmatic and paradigmatic relationships, as well as interrelationships in which individual words can appear in the text. The practical part then...

This thesis is focused on the topic of media use in a system of a communist totality. It provides an analysis of presentation of selected characters directly or indirectly involved in activities of the anti-communist, so called third resistance, in the Czechoslovak press media of that era. By using the interpretation of results of semiotic analysis of selected news and publicistic articles the author of the thesis attempts to answer the research questions and confirm or disconfirm the hypothesis that communist press media used the above mentioned cases particularly for the promotion of the official ideology. Political and medial contexts as well as brief life-stories of the chosen third resistance representatives are outlined in the theoretical part of the thesis, while the analysis with the interpretation of its results are discussed in the practical part. The conclusion of the analysis confirms that the communist press media associated those representatives with predominantly negative connotations and that the meanings of all the selected articles were strongly affected by propagandistic elements.

Background: Inclusion and diversity have been a frequently discussed subject within marketing for many years. In particular, marketing communication has to a large extent been criticized to not reflect the reality of society. Commercials present images that reflect and shape cultural norms as well as the individual’s attitudes regarding their own identity and their treatment of other people in society. Despite the great interest in diversity and inclusion in marketing communication, there is a lack of studies that connect deficiency of diversity in visual communication, consumers' self-concept, and socially conscious marketing in a Swedish context. Purpose: The purpose of the study was to get a deeper understanding of how sports brands include diversity in their visual communication through socially conscious marketing. Furthermore, the study aimed to contribute with deeper insights regarding marketing communication of visual character from the consumer perspective and how it influences the individual and its self-concept in the matter of diversity and inclusion. Method: This qualitative research applied an interpretive and inductive approach to achieve the purpose. The empirical data was collected through semiotic analysis as well as semistructured consumer interviews within generation Z. Moreover, two sports commercials were analyzed to gather information to answer the research questions. Conclusion: It was stated that sports brands work with the inclusion of diversity in various ways, by including one diverse element such as different people or by including it with a holistic approach including several diverse elements such as different people, objects, environments, and feelings. This means that one commercial does not have a unilateral effect 3on the consumer´s self-concept but that one image can induce multiple feelings. Therefore, the same commercial can make the consumer feel, insufficient, insecure, included, energized, and inspired all at the same time. The result of this study also shows that the consumers feel more included when their values and thoughts are reflected in a commercial than when their physical attributes are reflected.

The purpose of this essay is to find out through semiotic analysis and rhetorical tools how the music video “Svartskallar” performed by Swedish artist Stor is being mediated and perceived. The word svartskallar is a Swedish slur and derogatory term used towards immigrants and people of other descent than Scandinavian/Arian. Mostly people with dark attributes, hence the word “blackhead.” The song lyrics poke fun at mundane stereotypes and prejudices that people have towards certain ethnicities, especially minorities that there are a lot of in Sweden. The music video was quite controversial as it depicted a plantation where white people portrayed slaves whilst minorities played the slaveowners. As the video was released it caused a lot of debate online. The analysis has shown that there are many ambiguities in this video that have triggered a lot of reactions. This video has a lot more nuances to it than what is seen at first glance and portrays a lot of subliminal messages. Ultimately there are a lot of more aspects to consider in this debate than solely that of the plot.

The fashion industry's enormous environmental impact has received a lot of attention, but despite this it continues to grow, partly due to the emergence of the fast fashion segment. This fashion segment mass produces cheap, poor quality, disposable clothing at a high speed with major environmental and social impact. Due to an increased consumer awareness of sustainability most companies communicate their corporate social responsibility (CSR) to legitimize their business. The purpose of this essay is to study what linguistic and semiotic elements that the fast fashion companies H&M and NA-KD use to frame the sustainability discourse. The theoretical framework includes theories of CSR, Fairclough's perspective on critical discourse analysis (CDA) and Barthes's take on semiology. Fairclough's CDA and Barthes’s semiology were applied to the study methodologically as well. The analysis showed that the communication is perceived to be used primarily for the purpose of creating increased sales by building an attractive green(washed) image, and secondarily acting as a reporting of actual sustainability work. The two companies generally had a low interdiscursivity, which revealed the discursive practice’s aim to reproduce the prevailing discors order. In conclusion, the study shows that above all, the companies aim to maintain the hegemonic structures that shape the industry’s ideology and continue to capitalize on the commercial system Keywords: Fast Fashion, Corporate Social Responsibility, Greenwashing, Critical Discourse Analysis, Semiotic Analysis.

My intentions with this work are to clarify the author's the main characters' and the reader's role in and outside a poem and also to explain what a semiotic analysis consists in. Furthermore, I will perform such an anylis on the chapter Vedremo domenica in Milo De Angelis poetry collection Tema dell'addio. I will also discuss difficulties I have met in the course of translating the poems. Finally, I want to stress the importance of translating.

By use of qualitative, semiotic analysis of screenshots taken from Part I of the three-part anthologyfilm The House (2022), an adult stop-motion animation using puppets, the clothing of the charactersis analysed to examine how they convey class and power based on theory by Stuart Hall, PierreBourdieu, Beverly Skeggs and Marita Sturken & Lisa Cartwright. The text further uses fashionhistory to contextualise and interpret visual references to British monarchs Elizabeth I and Henry VIII. The study finds Part I of The House portrays the anxiety and exploitation of the working-classcharacters through the colour, number of layers, fabrics, references and changes in the characters’costumes in a way that lines up with the arguments presented by Bourdieu and Skeggs about culturalcapital and popular representation of the working class. Part I’s construction of class may not reflectthe diversity of class experiences found in the real world, but through further analysis including thetwo other parts of The House this reading may differ as those include other characters and settings.

History and heritage can have a considerable impact when designing a visual identity for a brand. This study aims to analyse the visual identity of The Swedish Handicraft Association, Hemslöjden, an organisation with a long and sometimes conflict-ridden past. Using a semiotic analysis method and theories of cultural branding, heritage branding and myth-building, the study seeks to examine how heritage, history and future relevance is tackled visually. The study shows that even though Hemslöjden could be considered a cultural and heritage brand, there is an ambivalent use of history and heritage in the organisation’s visual identity. The study theorises that the ambivalence and avoidance of history is partially due to a fear of being irrelevant for younger audiences but also to avoid acknowledging problematic aspects of the organisation's history. The latter could suggest a stewardship of the brand to avoid negative use from external, nationalist groups but could also via mythbuilding purify a conflicted history.