What am I seeing? What does it mean? This thesis addresses the transformations in cultural life in the 21st century due to the cultural dominance of the image, which resulted from the radical change and enormous progress in the media, communication and the development of information systems in the world. All this has led to changes in the intellectual structure, and an increased tendency to drift in all areas, and the emergence of a society and a culture governed by the culture of shock. The fundamental issue concerning the image is an epistemological issue, as we cannot distinguish between the visual image and the semantic product. We live in a world surrounded with stunning and spectacular visual images. We are overloaded with images from all types in our everyday life. We probably see images more than we read words. This thesis provides an analytical framework for understanding how images produce meanings using the semiotic approach. Semiotics is the most important approach that can be used to analyze all types of images. Semiotic analysis addresses images as signs which communicate meaning. The symbols used in signs are often culturally specific. This thesis indicates the focus of the receiver to adapt to this visual cultural situation, to be able to grasp the content of the new cultural discourse as it is present in all the details of the receiver’s daily life. There have been a number of questions that pushed me to accomplish this research, including: what are the elements of the culture of the image? What is its impact on the mental perception and production of semantic meaning? What is its reflection on the nature of social networking in general? The thesis discussed all of these issues.

The diploma thesis focuses on marketing communications in performing arts. In particular, it concentrates on poster advertising of the Divadlo na Vinohradech. Marketing in art is specific because it must adapt to the artistic goals. Thus, the role of marketing is not to conform to demands of the market but to attract audience to the current offer. The product is firstly made and only then placed on the market. It is possible to base the marketing communication channels on the product itself. In connection with the above mentioned, I tried to reveal what elements - either those which are explicitly shown or the hidden ones - are used on posters for theatre performances. Moreover, I tried to find out whether the posters included traits which are specific for the field of culture and arts. As a tool the semiotic analysis was chosen to examine individual pictures and texts as well as their mutual relationships. Keywords Semiotics, marketing, marketing of culture, communication, verbal and visual communication, picture and text.

Made available in DSpace on 2016-04-29T14:23:41Z (GMT). No. of bitstreams: 1 Fabiana Martins de Oliveira.pdf: 2599761 bytes, checksum: 32bfbb43f18c17407dfdf69a5efbd6a2 (MD5) Previous issue date: 2015-12-09 / This study aims at the production of educational games that allow users to active participation in social and artistic contexts. Four are its aspects: first, the influence exerted by technological means to childhood. Second, the use of the simulation as a means of learning. Third, the free software use by students. And fourth, the objectives of arts education classes, which include the development of artistic and cultural understanding, obtaining self-esteem, individual expression, creativity and confidence. The union between postmodern virtual reality, conditions provided by the simulation environment, the target audience's behavior, and the influences of the artistic content, favor the production of a game with intercultural focus, which seeks to narrow the geographic and economic barriers existing between students from diverse backgrounds / Esse estudo objetiva a produção de jogos digitais educativos que possibilitem ao usuário a participação ativa em contextos sociais, culturais e artísticos. Quatro são suas vertentes: a influência dos meios tecnológicos na infância; o uso da simulação como meio de aprendizagem; a utilização de software livre por parte dos alunos e, os objetivos das aulas de educação artística. Todas as vertentes incluem o desenvolvimento das compreensões sociais, artísticas e culturais, a obtenção da autoestima, a expressão individual, a criatividade e a confiança. A união entre a realidade virtual na contemporaneidade, as condições proporcionadas pelo ambiente do simulacro, o comportamento do público alvo, e as influências dos conteúdos artísticos que favorecem a produção de jogos digitais com foco intercultural, e que, procura estreitar as barreiras geográficas e econômicas existentes entre estudantes de diversos contextos socioculturais