The diploma thesis describes the application of theoretical concepts of journalism into the environemnt of two most popular music websites Musicserver and iREPORT. In the theoretical basis for the topic are featured the basic characteristics of online journalism and the problematic nature of the term "ideal critic". Furthermore, there are at first theoretically established and afterwards analyzed the concepts of agenda-setting, gatekeeping, objectivity and bias, participative journalism, user generatec content, professionalism, hypertextuality and intertextuality, the usage of social networks, tabloidization and the analysis will also touch upon the issue of name transformation to fit the Czech language. There is also a semiotic and visual analysis of chosen samples performed. On the basis of concepts, the paper intends to explain the functioning of the websites, the aspects that are influencing their content, the factors that have an effect on the selection of the content, the means of working with the audience, the problems in terms of objectivity in the art criticism, the requirements laid upon the editorial staff members and the level of influence upon the readers. Keywords online journalism, theoretical concepts, Musicserver, iREPORT, music, agenda-setting, gatekeeping, objectivity,...

ENGLISH SUMMARY The main objective of this thesis was to provide a complex perspective on the mutual relationship of gender and media in the age of post-modernity with a special attention to the stereotypical gender portrayal presented to us by the contemporary Czech advertising discourse. We chose to demonstrate this problematics through the methods of semiotic analysis on the analytical sample of 5 advertisements (consisting of selected TV commercials) representing various aspects of stereotypical gender images appearing in the today's Czech advertising contents. We then subjected these selected advertisements to the analytical methods in pursuit of finding the answers to the questions related to the media image of men, women and our society that the stereotypical gender depictions contained in these advertisements help to construct. Although many of these advertisements appear to be openly sexist or even misogynic on the first sight, using the mechanisms of semiotic analysis we came to a rather opposite conclusion proposing the analyzed contents are rather pro-feminine tending toward an extensive masculine critique. This result, however, is based mainly on the mechanisms of oppositional reading of the subjected texts. On the other hand, it is presumable that the "average media consumer" not having access...

Zdeňka Meira da Rocha: Interdisciplinary connection of Art and Media Education. ICT as a support tool in Art Education. Abstract This PhD thesis reflects the requirements for changes in education related to the current needs of digitization of all areas of society. On the structure of newly required skills the emphasis is put on the ability to work with information and digital technologies, the development of critical thinking, creativity and the capability to solve problems. The presented PhD thesis considers above mentioned issue from the position of visual and media studies which penetrate into education through the educational field of Art education and the cross-curricular topic of media education. Its aim is to map the intersections of art and Media education on a theoretical and curricular level and to examine the conditions of their interconnection in educational practice. The main means of fulfilling this goal: (1) study of curricular documents (2) qualitative- quantitative questionnaire survey of the current situation in practice, (3) qualitative method of action research which aimed to map appropriate ways (strategies, forms and methods) Art education at upper secondary schools. The research findings are supplemented by interviews with upper secondary school teachers who connect Art and Media...

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I’ve chosen primary to analyze commercial form of advertising by world leading companies; McDonald’s, Coca-Cola and HP due to their implementation of global advertising. The fourth campaign that’s being analyzed is not of commercial type instead it’s characterized as an informative campaign that the ideal organization Amnesty is carring out.  The study has been successful in gathering data that could be presented in correlation with already established theories and then comparing the results. The goal of the research is to create an understanding regarding global advertising as well as the scientific debate that’s going on within the subject. The scientific research has been debated for a long time regarding advertising that’s positioned globally; whether it should be standardized or adapted. This means whether advertising should look the same in all countries or if it should be adapted to a nation’s specific culture. Scientists haven’t yet been successful in establishing what’s considered to be more prominent due to various diverse opinions. By implementing content analysis together with semiotic analysis as a reinforcer, the study was able to examine the global advertising’s design and their common characteristics. Within this study the campaigns have been studied both visually and verbally in addition to their messages and values. The McDonald’s and Coke campaign has been categorized as advertising that reflect specific kinds of lifestyles and therefore characterized as “lifestyle format”. HP campaign on the other hand was using celebrities. This contributed that their global campaign became very personal because the celebrities were reflecting their own personality in the commercials. That’s why HP was categorized as the “personalized format” while Amnesty remained characterized as an informative campaign. Results show that these campaigns’ global form of advertising weren’t only implementing standardized form but also incorporated adapted commercial characteristics as well. This is what the theorizers Hassan, Craft and Kortam call a”hybrid strategy” that’s by their opinion most effective form of global advertising. Another important result was that the “creative strategy” (its promise/statement) is what makes the campaign cohesive. While the “creative tactic” (the visual elements) differs more or less within an advertising campaign. / Jag har valt att främst analysera kommersiella kampanjer från de världsledande företagen McDonald’s, Coca-Cola och HP eftersom de tillämpar global form av reklam.  Den fjärde kampanjen som analyseras är inte av kommersiellt slag då den karaktäriseras som en informativ kampanj som den ideella organisationen Amnesty har genomfört.  Studien har lyckats generera data som kunde sättas i relation med de redan fastställda teorierna och på så vis jämföra resultaten. Forskningens mål är att skapa en förståelse angående global reklam samt den vetenskapliga debatten i ämnet. Den vetenskapliga forskningen har länge debatterat angående om reklam som appliceras globalt borde vara standardiserad eller anpassad, det vill säga om den ska se lika ut i alla länder eller om man borde anpassa den till varje lands individuella kultur. Forskarna har fortfarande inte kommit fram till vad som anses vara mest effektivt då en splittrad syn angående denna fråga uppstår.   Genom kvalitativ innehållsanalys med förstärkning av den semiotiska analysen så kunde studien granska den globala reklamens utformning och dess gemensamma karaktäristiker som uppstår. I denna studie så har reklamkampanjerna granskats både visuellt och språkmässigt samt dess budskap och värderingar. Reklamkampanjerna McDonald’s och Coca-Cola blev kategoriserade som den form av reklam som reflekterar specifika livsstilar och därför karaktäriserades som ”livsstilsformatet”. HP är den reklamkampanj som använde sig av kändisar. Detta gjorde att deras globala reklam blev väldigt personlig då den reflekterade kändisarnas personligheter. Därför kategoriserades HP:s reklamkampanj som det” personifierade formatet” medan Amnesty förblev karaktäriserad som informativ form av kampanj. Resultatet visade att dessa reklamkampanjers globala reklam inte endast implementerade standardiserad form utan likaså integrerade anpassad form. Detta kallar teoretikerna Hassan, Craft och Kortam för ”hybridstrategi” och anses enligt dem vara mest effektivt tillvägagångssätt när det gäller global reklam.  En annan viktig sak som resultatet påvisade var att den ”kreativa strategin” (dess utlovande/påstående) är det som gör kampanjen sammanhängande medan den ”kreativa taktiken” (dess visuella element) mer eller mindre skiljer sig inom en kampanj.

<p>I’ve chosen primary to analyze commercial form of advertising by world leading companies; <em>McDonald’s, Coca-Cola</em> and <em>HP</em> due to their implementation of global advertising. The fourth campaign that’s being analyzed is not of commercial type instead it’s characterized as an informative campaign that the ideal organization <em>Amnesty</em> is carring out.  The study has been successful in gathering data that could be presented in correlation with already established theories and then comparing the results. The goal of the research is to create an understanding regarding global advertising as well as the scientific debate that’s going on within the subject. The scientific research has been debated for a long time regarding advertising that’s positioned globally; whether it should be standardized or adapted. This means whether advertising should look the same in all countries or if it should be adapted to a nation’s specific culture. Scientists haven’t yet been successful in establishing what’s considered to be more prominent due to various diverse opinions.</p><p>By implementing content analysis together with semiotic analysis as a reinforcer, the study was able to examine the global advertising’s design and their common characteristics. Within this study the campaigns have been studied both visually and verbally in addition to their messages and values. The McDonald’s and Coke campaign has been categorized as advertising that reflect specific kinds of lifestyles and therefore characterized as “lifestyle format”. HP campaign on the other hand was using celebrities. This contributed that their global campaign became very personal because the celebrities were reflecting their own personality in the commercials. That’s why HP was categorized as the “personalized format” while Amnesty remained characterized as an informative campaign. Results show that these campaigns’ global form of advertising weren’t only implementing standardized form but also incorporated adapted commercial characteristics as well. This is what the theorizers Hassan, Craft and Kortam call a”hybrid strategy” that’s by their opinion most effective form of global advertising. Another important result was that the “creative strategy” (its promise/statement) is what makes the campaign cohesive. While the “creative tactic” (the visual elements) differs more or less within an advertising campaign.</p> / <p>Jag har valt att främst analysera kommersiella kampanjer från de världsledande företagen<em> McDonald’s, Coca-Cola</em> och <em>HP</em> eftersom de tillämpar global form av reklam.  Den fjärde kampanjen som analyseras är inte av kommersiellt slag då den karaktäriseras som en informativ kampanj som den ideella organisationen <em>Amnesty</em> har genomfört.  Studien har lyckats generera data som kunde sättas i relation med de redan fastställda teorierna och på så vis jämföra resultaten.</p><p>Forskningens mål är att skapa en förståelse angående global reklam samt den vetenskapliga debatten i ämnet. Den vetenskapliga forskningen har länge debatterat angående om reklam som appliceras globalt borde vara standardiserad eller anpassad, det vill säga om den ska se lika ut i alla länder eller om man borde anpassa den till varje lands individuella kultur. Forskarna har fortfarande inte kommit fram till vad som anses vara mest effektivt då en splittrad syn angående denna fråga uppstår.  </p><p>Genom kvalitativ innehållsanalys med förstärkning av den semiotiska analysen så kunde studien granska den globala reklamens utformning och dess gemensamma karaktäristiker som uppstår. I denna studie så har reklamkampanjerna granskats både visuellt och språkmässigt samt dess budskap och värderingar. Reklamkampanjerna McDonald’s och Coca-Cola blev kategoriserade som den form av reklam som reflekterar specifika livsstilar och därför karaktäriserades som ”livsstilsformatet”. HP är den reklamkampanj som använde sig av kändisar. Detta gjorde att deras globala reklam blev väldigt personlig då den reflekterade kändisarnas personligheter. Därför kategoriserades HP:s reklamkampanj som det” personifierade formatet” medan Amnesty förblev karaktäriserad som informativ form av kampanj. Resultatet visade att dessa reklamkampanjers globala reklam inte endast implementerade standardiserad form utan likaså integrerade anpassad form. Detta kallar teoretikerna Hassan, Craft och Kortam för ”hybridstrategi” och anses enligt dem vara mest effektivt tillvägagångssätt när det gäller global reklam.  En annan viktig sak som resultatet påvisade var att den ”kreativa strategin” (dess utlovande/påstående) är det som gör kampanjen sammanhängande medan den ”kreativa taktiken” (dess visuella element) mer eller mindre skiljer sig inom en kampanj.</p>

Abstracts in English and Afrikaans / The aim of this exploratory study was to investigate the underlying meanings of Old Mutual South Africa’s (OMSA’s) CSR 2.0 corporate advertisements. It specifically examined the underlying myths and ideologies conveyed through the texts. This qualitative study was conducted by means of a visual semiotic analysis (Machin 2012) on eight CSR 2.0 corporate advertisements, which were purposively selected. A theoretical framework to measure visual CSR 2.0 corporate advertisements was developed, which aided in the sampling, data analysis and interpretation processes. The findings of the study indicated that by positioning its CSR 2.0 positively in terms of change and transformation, progress and equal opportunities for all citizens, OMSA is fostering stakeholder-organisation relationships. In addition, it was also found that OMSA adopts established representational tropes of CSR 2.0 and use them repetitively that firmly entrenches the intended/encoded message to the viewer. / Die doel van hierdie verkennende studie was om die onderliggende betekenis van CSR 2.0 korporatiewe advertensies in Ou Mutual Suid-Afrika te ondersoek. Dit is spesifiek gemoeid met die onderliggende mites en ideologieë wat deur middel van die tekste oorgedra word. Die kwalitatiewe studie is uitgevoer deur middel van 'n visuele semiotiese ontleding (Machin 2012) op agt CSR 2.0 korporatiewe advertensies, wat doelbewus gekies is. 'n Teoretiese raamwerk, om visuele CSR 2.0 korporatiewe advertensies te meet, is ontwikkel, dit het bygedra tot die steekproefneming, data-analise en interpretasie prosesse. Die bevindinge van die studie dui daarop dat deur CSR 2.0 positief in terme van verandering en transformasie, vooruitgang, en gelyke geleenthede vir alle burgers te posisioneer, OMSA verhoudings met belanghebbendes kan bevorder. Daarbenewens is ook gevind dat OMSA gevestigde temas van CSR 2.0 implementeer en hulle herhaaldelik gebruik wat juis die beoogde / gekodeerde boodskap stewig aan die kyker bevestig. / Communication Science / M. A. (Communication Science)