This thesis aims to research hashtags on Instagram via the semiotics analysis. The research is based on Leoš Mareš's Instagram profile, which is one of the most successful accounts within the Czech environment, and uses specific types of hashtags. Therefore, it provides a quality data corpus for the research. At the beginning of the thesis the subject of semiotics is introduced, also other key terms, such as meaning, sign, semantics, pragmatics, and syntactic, denotation and connotation, and language tropes. Following there is an introduction of the new media, Instagram, and hashtags. Hashtags are described within the Twitter background, since most of the studies are focused on hashtags on Twitter. The practical part of this thesis is based on Morris's division of semiotics, which is syntactic, semantics, and pragmatics. It studies how hashtags follow and refer to each other, what is the relationship between the photograph and hashtags, and what are the assumptions for understanding the whole post. At the end of the thesis the findings are summarized, and the patterns of hashtags' occurrence are shown.

Given the controversial history of the music genre hiphop it is important to investigate how the genre is representing violence and drugs. Since the beginning of hiphop the content of the genre has been heavily criticised for its explicit references to drugs and violence. The controversial genre is growing in popularity and in modern Sweden the hiphop genre is topping  music charts.  This study aims to research the change in how acclaimed Swedish hiphop artists represent violence and drugs in their music videos, today versus 20 years ago. The study analyses four different award winning artists' music videos from two different time periods, using Stuart Hall's representation theory (1997) as its theoretical framework. Two of the chosen music videos are from the later half of this decade and the other two are from the early 2000s. The studied artists are Z.E, Einár, Petter and Timbuktu; their videos have been analysed by using the methodological semiotic approach, which utilises the denotative and connotative levels when analysing media content. The result of the study shows that there is a change in how these acclaimed hiphop artist from these two generations represent drugs and violence in their videos. Especially it is shown that the modern era of acclaimed Swedish hiphop artist are connecting heavy drugs with success and social status. Simultaneously they use violence to build a threatening and powerful image of themselves. The older generation only represent lighter drugs which are portrayed in festive contexts and their negative consequences are presented. It should be noted that any violence portrayed in their videos is neutralised by the use of humor and levity.

This diploma thesis deals with the way material artifacts participate in the creation of the retrospective depiction of the past in the second season and the third season of the series Vyprávěj, which takes place in the years 1873 - 1989. In the empirical part of the thesis a semiotic analysis was made. The goal of the thesis was to determine which material artifacts evoke the atmosphere of the past in the series and if these artifacts can be considered the carrier of visual information and semantic levels. We focused on stage properties which can be found in the settings of individual households, workplaces and other places which can be seen in the series and we made an analysis from the viewpoint of their occurrence. At the same time in connection with the chosen material artifacts we focused on their function in the narration and their meaning for depicting the past. The study also deals with the ways the viewers of the series remember the period of time which the series depicts. As a part of the analysis the viewers' opinions recorded on the official Facebook websites of the series Vyprávěj which were related to the stage properties and the memories of the period of normalization were gathered.

Made available in DSpace on 2016-04-18T21:31:40Z (GMT). No. of bitstreams: 5 Sullivan Bernardo de Almeida1.pdf: 3083845 bytes, checksum: fc5c724a2d2f7db0df33ff3003813cbd (MD5) Sullivan Bernardo de Almeida2.pdf: 3547449 bytes, checksum: 4b351507307ed3209bd7f949f6d04a92 (MD5) Sullivan Bernardo de Almeida3.pdf: 2851232 bytes, checksum: ac93d506a318b2a68c755673e1ba7271 (MD5) Sullivan Bernardo de Almeida4.pdf: 1920341 bytes, checksum: 9f93869cc03bb5bc4e08069492abf245 (MD5) Sullivan Bernardo de Almeida5.pdf: 1076712 bytes, checksum: 701edc418e949ac6bef282a620bbfc0d (MD5) Previous issue date: 2008-01-28 / Instituto Presbiteriano Mackenzie / Di Cavalcanti was born in Rio de Janeiro when the city was undergoing trough a radical reubanization process leaded by the government, Rodrigues Alves, Brazil President, and managed by city mayor Pereira Passos. During his government, Passos chnged the provinvicial city aspect. He had built gorgeous squares, wide avenues, strongly impacting the way of life at the poor people, who used to live in the slum, pushing them to move to furlher neighborhood around the city. Based upon his personal view of such scenario, Di Cavalcanti created the Fantoches da Meia-noite series, breaking up with Art Nouveau style, followed by him until then. The work is made up of sixteen boards and a presentation folder by the writer Ribeiro Couto. The folder text regards to the impression that both kept on the cratures who in habited that neighborhood. The objective of this work is indentify the expressionist characteristics of the Fantoches da Meia-noite work, and verify a possible closeness with the chowings by the artist Egon Schiele. To accomplish so, we will atlain a formal analysis of Fantoches, following Donis A. Dondis methodology in his book Sintaxe da Linguagem Visual, and as theorical support, we will base on semiotical concepts theory. / Di Cavalcanti nasceu no Rio de Janeiro num momento em que a cidade passava por um processo radical de reurbanização promovido pelo Presidente Rodrigues Alves e implantado pelo Prefeito Pereira Passos. Durante seu governo Passos modificou o aspecto provinciano da cidade, construindo grandes praças e largas avenidas, alterando violentamente a vida das pessoas na então capital da República, promovendo a expulsão da população carente que habitava os cortiços na região central, para periferia da cidade. É a partir de um olhar particular a respeito daquele cenário que Di Cavalcanti produz a série Fantoches da Meia-noite, promovendo uma ruptura com o estilo Art Nouveau, até então praticado pelo artista. Trata-se de um conjunto composto por dezesseis pranchas, contendo desenhos e um encarte de apresentação prefaciado pelo escritor Ribeiro Couto. O texto refere-se às impressões que ambos mantinham em relação às criaturas que habitavam aquele cenário. O objetivo deste trabalho é identificar características expressionistas no álbum Fantoches da Meia-noite e, também, verificar uma possível aproximação com os desenhos do artista autríaco, Egon Schiele. Para tanto, faremos uma análise formal dos Fantoches a partir da metodologia utilizada por Dondis A. Dondis em seu livro, Sintaxe da Linguagem Visual. Como suporte teórico, nos basearemos nos conceitos da teoria semiótica.

Syftet Syftet med den här uppsatsen är att undersöka bilden av svarta barn i UNICEF:s och SOS Barnbyar: s reklamkampanjfilmer och hur barnen framställs i filmerna. Jag vill också undersöka hur UNICEF:s och SOS Barnbyar: s reklamkampanjfilmer uppfattas och påverkar människor med olika etnisk bakgrund.   Metod En semiotisk analys av rörliga bilder i denna uppsats gjorts för att undersöka hur UNICEF:s och SOS Barnbyar: s framställer svarta barn i sina reklamkampanjfilmer. En strukturerad gruppintervju har gjorts för att studera människors attityd. Materialet som används är, två reklamkampanjfilmer med rörliga bilder, och en intervju med en fokus grupp som består av sju personer från olika etniska bakgrunder.   Resultat Resultaten visar att de bilder som används i reklamkampanjfilmerna framställer svarta barn som djur, som barbarer och som aggressiva. Resultaten från fokusgruppen visar att icke-vita människorna i gruppen är arga för att reklamen framställer svarta barn i filmerna på ett sätt som visar barnen som icke mänskliga. De vita människorna i gruppen är arga, inte bara för att organisationerna använder barnen till sin fördel, men de menar också att på grund av de här organisationerna, kommer de ständigt att bli påminda om och ses som rasister. / Purpose The purpose of this study is to examine the image of black children in UNICEF’s and SOS Children’s Villages campaign films. And as well to find out how UNICEF’s and SOS Children’s Villages campaign films received by differnt people in Sweden and, in which way these advertising films could influence these people.   Method A semiotics analysis of moving images have been done in this paper, in a way to examine how black children have been portrayed in those advertising films. And also a structured interview have been done in this paper to investigate the attitude that people in Sweden have towards those moving images that show on those advertising films. The Materials that used for this investigation are, two advertising films with moving images and an interview with a focus group composed of seven people from different ethnics background.   Results The results have shown that those moving images using on those advertising films portrayed black children as animals, as barbarians, as aggressive. And the results of the focus group interview have shown that non-white people living in Sweden are angry because those campaigns films using black children in a way that show them as non-human. While white people living in Sweden in the group are angry because not only that these organizations using these children to their own benefits, but they also think that because of these organizations, they will be constantly reminded and seen as racists.

The thesis entitled Comparative Semiotic Analysis of Czech and Korean version of Elle Magazine Advertisings deals with the comparison of advertisings in the Czech and South Korean versions of global lifestyle magazine ELLE in terms of semiotic analysis. The thesis is structured in classical terms with theoretical starting points representing three key areas needed for analysis. The first part deals with the concept of the media, media product and its content. It also provides information about the ELLE magazine and its internationalization with special emphasis on South Korean cultural specificities. Also it cannot be forgotten the chapter devoted to the theory of socail construction of reality based on the work of Peter Berger and Thomas Luckmann. The second part is key because it brings knowledge about the semiotics and the main representatives of the field. The thesis thus represents Charles Sanders Peirce, Ferdinand de Saussure and especially the mythology of Roland Barthes. The last theoretical part looked at the essence of marketing communication and advertising and the use of celebrities in advertising campaigns. The analysis part as based on the theoretical basis focuses on the semiotic analysis of advertisements targeting the Czech and South Korean markets, with almost 470 campaigns in the...

The Social Campaign "chodicilide.cz" of the Foundation Sirius is trying to change the public's access to persons with disabilities. After the previous monitoring, workshops, technical texts they made a creative and media solutions campaign. The campaign is based primarily on humor and provocation. The Campaign created a parallel world where is flying like the natural properties and walking representing persons with disabilities. The thesis will deal with semiotic analysis of media campaigns addressing its second wave toward the target group. The thesis analyzes ways of communication used in the campaign in terms of efficiency to the public. The theoretical part presents the semiotics, the issue of social advertising and the concept of handicap in a context of Czech Republic. The analytical part focuses on the semiotic analysis of media solutions of the second wave of the campaign, specifically the logo of campaign, selected billboards and television spots.

The aim of this work is the qualitative analysis of the new wave of female gaze photographers with a comparison of the female gaze pioneers. For this purpose, there were used photographs by Arvida Bystr​öm​, Petra Collins, Harley Weir, and Cindy Sherman, Nan Goldin, Corinne Day, which were published in fashion magazines such as ​Vogue, Harper's Bazaar, i-D, Dazed, and ​Vice​. The theoretical part examined how female identity has been shaped by western culture and dominant ideology, and how patriarchy paradigm has influenced the visual representation of women in art, pop culture, and advertisement. It is shown through key feminist concepts including Simone De Beauvoir, Betty Friedan, Judith Butler, John Berger, Laura Mulvey, theory of young girl, gagafeminism, and xenofeminism. The second part of the thesis is dedicated to social semiotics analysis of each photograph and the results of this research, which show changes of topics in the female gaze content and the shift to social media-related topics and the virtual representation of women. The work could enrich further research in the field of feminist aesthetics, fashion journalism, photography, advertisement, and social media.