The thesis deals with the topic of advertisement and advertising campaigns from the perspective of psychology. It firstly tries to explain the basic psychological concepts relating to advertisement. Then the thesis tries to describe the most common elements used in advertisement. These findings are applied in the practical part to a specific campaign with the purpose of creating hypotheses about impact of advertisement on customer. The aim of the practical part is using the results of the survey to assess validity of hypotheses.

The diploma thesis named Gender Stereotypes in Contemporary British Period Drama. The Comparative Analysis of Downton Abbey and Mr Selfridge compares the marks of gender stereotypes and conservative principles in British period drama series. The analysis of their clash with progress in society and technology during the first two decades of the 20th century is performed on the method of qualitative content analysis of two examples of popular contemporary British costume drama Downton Abbey and Mr Selfridge. The theoretical framework of the thesis is based on the concept regarding history in film. The main category of research is the work with female characters and their social roles in Edwardian Britain which is characterized by unprecedented social change. The objective of the thesis is to analyze the way a female character reflects stereotypes and conservative principles that are usually believed to be characteristic features of period drama series. Additional objective is to examine how the 21st century society is mirrored in manipulation with stereotypes and social values in the series. The content analysis is based on the three criteria most interconnected wih position and social change of women of that era. These refer to property and proprietorship, sexuality, and emancipation of women in...

This thesis work discusses the ability to change the attitudes of children from the majority society towards Roma children. The theoretical part describes the formation of the Roma minority in the Czech Republic and its development. It focuses on the forms of adaptation of minority societies into the majority society and also deals with the aspects that affect the coexistence of these two groups. The first part is also devoted to social work with the minorities and organizations that cooperate with the Roma. The empirical part describes the attitudes of children, from the majority society, of a predefined age in the selected location. It also discusses what influences their attitudes the most and on what basis they are able to change them. A survey also provided information about the differences children from the majority society see between themselves and the Roma children.

The thesis focuses on the research event, the World Para Ice Hockey Championships, which took place in 2019 in Ostrava, and on its media representation in online news media (Aktuálně.cz, iDnes.cz, Deník.cz and iSport.cz), in live broadcasts of ČT sport and in the TV reportage Machři from the 168 hodin TV programme. The basic theoretical concept of the thesis is the media representation of reality and the semiotic perception of the construction of reality on the general level and on the level of sport discourse and the discourse of sport of athlethes with disabilities. The thesis also briefly discusses the context of sport of athlethes with disabilities and para ice hockey in the Czech Republic. The qualitative research method is a semiotic analysis based primarily on the semiotics of Roland Barthes. The main research question asks what was the media image of the Czech para ice hockey team during the aforementioned event, and is answered through subsidiary research questions that focus on the media image of spectator attendance, on narrativisation and narratives, that the media told in relation to the championship, on modern myths, on the semiotic construction of stereotypes, their reinforcement, breaking down or creation, and on the difference in these media constructions between written and...

The present diploma thesis examines gender in Czech language textbooks for the second stage of the primary school. It aims to analyse three selected textbook series published by different publishing houses, using the results to evaluate whether or not individual textbooks depict men and women in a stereotypical manner whether there is discrimination on grounds of language. The thesis comprises a theoretical and empirical part. The theoretical part briefly introduces and delimits the concept of gender. It goes on to discuss selected aspects of linguistic gender discrimination, mainly the use of the generic masculine and inappropriate clichéd language. We also introduce the issue of deriving feminine forms of foreign female family names, which is topical at the time of writing. The final chapter of the theoretical part discusses the impact of gender bias in schooling on pupils'education. The empirical part analyses three textbook series, focussing on the representation of men and women in the subject matter, in illustrations, and on the use of gender-neutral language. The results of the analysis indicate that men prevail over women in all the textbooks analysed in several respects: namely in terms of the proportion of text excerpts authored by male or female authors; the number of illustrations...

Diploma thesis "From construction of media reality towards a social stereotype in the printed advertising" deals with stereotypical portrayals of people emerging in Czech magazine production in the first decade of 21st century. The first part of the thesis describes the theoretical fundamentals of the field, including the theory of the social construction of reality by Berger and Luckmann. In its second part, using the sample of magazines Týden, Reflex, Maxim (formerly Quo), Cosmopolitan and Žena a život, the thesis surveys the occurrence of stereotypical depictions in the period from 2000 to 2008, materialized using semiotic codes. These depictions are named, described and it is shown how are they used in the process of constructing a complex communicate. This thesis is trying to point out the disproportion in the depictions of males and females in advertising and (based on previous classifications available) comes up with an original classification of the stereotypical depictions. The thesis also describes the results of a quantitative content analysis in order to find out about the occurrence frequency of the stereotypes in pictorial texts used in advertising production and it segments the occuring stereotypes in three categories according to the frequency of their occurrence. The categories are...

The theme of the dissertation is the reception of the Classical Antiquity in the Czech Literature between 1880 and 1910. The aim was to analyse the ways in which Czech culture related to the Classical Antiquity in the period of increased concern with Classical topics, motifs and forms. The first, largest part, methodologically inspired by the demythicizing perspective of Vladimír Macura and Jiří Rak, concerns with stereotypical views of the Classical Antiquity particularly prominent in the contemporary discourse: the antithetical image of noble Greece and corrupted Rome, the topos of bright Hellenic Sun and clear Sky, the ideology behind the common opinion that Ancient sculptures were all white (and the reactions to the discovery that they were, in fact, polychrome), the topos of a Greek athletic body and its employment in the policy of the Czech sports movement 'Sokol' (Falcon), and last but not least the topos of a man unspoilt by civilization and living in accordance with the Nature. Separate chapters are also devoted to two then important intermediaries of reception, grammar schools and translation. In the second part, attention is drawn to the representation of the Classical Antiquity in dramatic plays by Jaroslav Vrchlický, especially the dramatic trilogy Hippodamie, and their reception in...

TITLE: Reading Literacy Development of Pupils with Other Mother Tongue in Inclusive Education Context AUTHOR: Mgr. Marie Rychlíková DEPARTMENT: Department of Primary Education PedF UK Prague SUPERVISOR: prof. PaedDr. Radka Wildová, CSc. ABSTRACT: This thesis is focused on the reading literacy issues of pupils with other mother tongue in primary education. The aim of this work is to analyse and describe the contemporary state of reading literacy skills of pupils with other mother tongue in inclusive education context. The foreigners children have to overcome the social and cultural differences as well as the language barrier. In order to be successfully included into the education system, and consequently into our society, the pupils need to learn Czech language at the best level they are able to. The structure of this work is divided into two parts - the theoretical and practical one. There were quantitative and qualitative methods used in the research. The individual aims of this work were analysed, processed and discussed based on the results of the two research phases and description of good practice examples from Finland. Finally the conclusions and suggestions were expressed. KEY WORDS: Reading literacy, first reading literacy, inclusion, stereotypes, basic literacy, pupil with other mother tongue,...

The goal of this musical anthropology qualitative research, mainly based on the field work, is to describe, analyze and interpret the process of construction of local identity of an alternative bands in Moravian Slovácko. The subject of this research are mainly two music bands from Slovácko - PSCrew and 12:PIET. PSCrew band represents hip-hop style and 12:PIET ranks among punk style bands. The musical production of these bands is defined (using an emic term) as an alternative folklore. With a use of theoretical concepts of stereotype and partially also retro and revival, I tried to demonstrate how these alternative musicians with an emphasis to their authenticity by the means of their musical spheres (so called soundscapes) pursue their notion of what is considered to be related to Slovácko and how the negotiation of their local identity is involved. For that the locally defined stereotypes are often used. These are typically recontextualized by its adaptation into the form that reflects the postmodern period.

This dissertation is based on my research into distinction processes (Calhoun, 1994; Cerulo 1997) between tourists and inhabitants of West Sumba in Eastern Indonesia. The imaginiaries (Castoriadis, 1987; Strauss, 2006; Lacan, 1977; Anderson, 1991; Salazar, 2012) of West Sumbanese people about foreigners also emerge from diving rumors (Bysow, 1928; Allport and Postman, 1947/1965). Their origins, dissemination, and sharpening processes, as well as their consequences will be analysed herein. This case study demonstrates how mental models of otherness are formed and reified, how they clash, and for what purposes they may be utilized. It will also analyze how imaginaries influence behavior and may lead to miscommunication in West Sumba.