The diploma thesis deals with specific features of spoken communication in videos of so-called YouTubers that are available on the website YouTube. The aim of the presented diploma thesis is to show the state of the Czech YouTube production from the point of view of language. The theoretical part of the thesis deals with differentiation of national language and especially with slang. The empirical part consists of a short dictionary that shows the main principles of YouTube videos. In the following text different kinds of these videos are introduced and then three categories are analyzed in details: spoken form, slang terms, and language means. The diploma thesis is supported with a wide range of examples.

Sustainable communication is intensively being done through social media platforms such as YouTube to create awareness among people. It is imperative to encourage people to adopt sustainable eating to have better health and a better environment—this research study aimed at analyzing the persuasive discourse in videos related to sustainable eating on YouTube. For this, the research has applied rhetorical analysis to three YouTube videos, focusing on the basic persuasive strategies: ethos, pathos, and logos. The analysis discussed how the speakers in these videos encourage their viewers to adopt sustainable eating. Through comparing these videos, the findings suggested what made the videos more persuasive and what weakened their ability to appeal to the audience. The results of the study contribute to the sustainable communicators who are willing to persuade their viewers to adopt sustainable eating.

Made available in DSpace on 2016-06-02T20:25:22Z (GMT). No. of bitstreams: 1 6221.pdf: 6384149 bytes, checksum: 3cd629d564c6cf7e30845046a65a3868 (MD5) Previous issue date: 2014-03-20 / Financiadora de Estudos e Projetos / Our research aims to undertake the survey of some representations of contemporary reading practices by analyzing videos to encourage reading posted on the YouTube website. For this analysis we conducted a survey of videos that, by their similarities and differences, allowed us to organize them into two categories (Campaigns and Protocampaigns), whose subdivision was based on our observation of aspects such as the motivation of its production, the strategies of their generic composition (gender campaign), the degree of specialization of its production, and the means of media movement for which these campaigns were originally made. These categories were also divided into two thematic areas, in our view, illustrating how reading is preponderantly represented in these media productions. They are: Who reads, progresses and Who reads, travels . By relying on principles of French Discourse Analysis of and Cultural History of Reading, we will develop our analysis in order to describe any discursive representations that make reading these videos aimed to promote it, as well as describe the representations of reader the producers of these videos make the audience they are targeting. Therefore, in our research we seek to analyze some evidence entered in the production of these videos, projections of reading practices, to reflect on a given imaginary we share today about what reading is, how it should be exercised, than being a good reader, and how to promote it. / Nossa pesquisa objetiva empreender o levantamento de algumas representações de práticas de leitura contemporâneas por meio da análise de vídeos de incentivo à leitura postados no site do YouTube. Para tal análise fizemos um levantamento dos vídeos que, por suas semelhanças e diferenças, permitiu-nos organizá-los em duas categorias (a das Campanhas e a das Protocampanhas), cuja subdivisão pautou-se em nossa observação de aspectos tais como a motivação de sua produção; as estratégias de sua composição genérica (gênero campanha); o grau de especialização de sua elaboração; e os meios midiáticos de circulação para os quais essas campanhas originalmente foram feitas. Tais categorias também foram divididas em dois eixos temáticos que, a nosso ver, ilustram o modo como a leitura é preponderantemente representada nessas produções audiovisuais. São eles: Quem lê, progride e Quem lê, viaja . Apoiando-nos em princípios da Análise do Discurso de linha francesa e da História Cultural da Leitura, desenvolveremos nossa análise de modo a descrever eventuais representações discursivas que se fazem da leitura nestes vídeos que visam promovê-la, assim como descrever as representações de leitor que os produtores desses vídeos fazem do público a que se dirigem. Portanto, buscamos em nossa pesquisa analisar alguns indícios, inscritos na produção desses vídeos, de projeções de práticas de leitura, de modo a refletir sobre um dado imaginário que partilhamos hoje em dia acerca do que é a leitura, de como ela deve ser exercida, do que é ser um bom leitor, e de como proceder para promovê-la.