The thesis aims to describe how was the Hong Kong pro-democracy movement, which began in June 2019 in response to the proposed extradition law, perceived. In its theoretical part, the thesis will focus on a detailed description of the historical development of Hong Kong and the formation of an independent Hong Kong identity. Major events will be presented, from the times of colonial administration to the description of pro-democracy protests in 2019, which affected the current state of Hong Kong. Subsequently the theoretical framework of the processes of hegemony and visual representation will be introduced, which will be further presented in the context of Hong Kong. Last but not least, the topic of journalistic photography and its significance in the current journalistic field will be defined. The practical part of the thesis will offer an analysis of how the direct participants perceived the pro-democracy movement in Hong Kong, and whether their perceptions of events correspond not only with each other but also with the journalistic visual material that mapped four months of protests. A photo essay from the author's set of photographs was created to be also analysed in this work, part of which was subjected to a socio-semiotic analysis. Last but not least, there will be a comparison of results...

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.

The starting point of this work is the concept of indigenous animism in Félix Guattari's late work at the end of his life, understood as a form of subjectivity operating through different regimes of signs than the "modern" one. These animist semiotics are "polysemic" and "trans-individual," while instead of building a sharp division between the spheres of "nature" and "culture", they inhabit reality by "collective entities half-thing half-soul, half- man half-animal, machine and flow, matter and sign." The aim of most of the following text is then primarily to trace these semiotics across the joint work of Deleuze and Guattari. After introducing the context of Deleuze's philosophy and its specific "image of thought," and explaining its basic concepts, we will focus on the description and comparison of the semiotic "ethnographies" of Anti-Oedipus and A Thousand Plateaus. The first volume traces the "universal history" of the ways of hominization (becoming human) of man from the state of nature, through various forms of inscription, which constitute society and culture. These modes are several and do not work only through language. In the limit experience of schizophrenia, the authors of Anti-Oedipa find a moment preceding all these historically contingent forms of hominization. In contrast, the...

Based on the semiotic analysis, this diploma thesis analyses mythological frameworks of chosen magazines. It consists of two parts, a theoretical and a practical one. The theoretical part is focused on semiotics as science, examines a sign and its historical development, describes myth, its history and research, as well as defines a theoretical starting points leading to definition of mythological framework. This definition is built on the theory of decoding and encoding of Stuart Hall, as well as his representation acknowledgements, as well as on the works of Claude Lévi-Strauss and Roland Barthes examining the myth. The practical part consists of definition of research-subject and semiotic analysis of mythological frameworks in front pages of Reflex and Respekt magazines. Findings of this analysis are then compared. This comparison leads to confirmation or disproval of hypotheses the author articulated prior to the analysis.

Kveten was a monthly magazine for literature and art (and by its third year also for "life"), which was published under the auspices of the Union of Czechoslovak Writers from September 1956 to June 1959. It was founded as a magazine for "aspiring writers", but quite soon this concept proved to be unsustainable and members of the editorial board started to give the magazine its own new look, which got even a more comprehensible form during the II. Czechoslovak Writers Congress, after young poets (and theorists) manifested the "Poetry of Everyday Life". It was, however, defined quite generally and maybe even vaguely, which is the fact the authors were struggling with during the following year. At the same time they are exposed to the pressure of official authorities as "anti-revisionism" began to destroy liberal environment that prevailed around 1956. Kveten tried to resist this tendency. In addition, at that time young theorists found a firmer basis, which gradually became unacceptable for the regime. At the beginning of 1959 there comes a wave of heavy critcism and results in abolishing the magazine. In my thesis I demonstrate through archival research, oral history and semiotic analysis that despite the abolition the management of Kveten maintained the principle of "partiality" and is guilty rather for...

This theses deals with methods of making meaning of visual signs that appears most often in fragrance advertisement. This will be worked out through analysis of these visual signs. The aim of my theses is to find the most common and most frequent semiotic visual signs and stereotypes and to find out how these signs are trying to show us imagination of the smell of fragrance and also what they express. The hypothesis is a thought that contrasting of visual signs in a fragrance advertisement for women and in a fragrance advertisement for men contains different sign stereotypes and emphasizes different elements. In the theoretical part, which is, however, supported by concrete examples from practice, I describe semiotics in advertisement, advertisement in general, differences between promotional strategies of products for women and men. In the practical part the main subjects are examples of specific fragrance advertisement. I will show both denotative and connotative meanings of signs, their disposition in the room of an advertisement, the most common elements and I will also focus on differences between the advertising for both women and men. Key words: semiotic analysis, semiotics in advertisement, advertising, stereotypes, visual signs, gender difference, denotation, connotation, codes, fragrance.

My thesis is devoted to the topic of symbols in media messages. I choose this topic mainly because I work in media communication, specifically in the field of public relations, and that is why I wanted to focus on the area that is close to me not only professionally. Symbols are one of the signs whose meaning depends on the cultural or social context and the value system. My intention is with the help of various methods of semiotic analysis to show how media messages are full of symbols and that we are often not aware of their meaning and affect on us. Media messages are all around us, and thus we are confronted with them every day. It is important to be aware of their meaning because they are part of our cultural environment and thus they affect us backward.

The presented thesis will examine tools of animated commercials on the basis of semiotic analysis of TV advertising. The animation is usually connected whit children's or family movies, however it is also extensively used in commercials, which are designed to affect adult audiences. The goal of the thesis was to find, how animated commercial attracts customers and how it differs from played ad. Therefore the underlying hypothesis is that animation is not just for children, but it may just as well successfully work in production for adults. The thesis is also based on the assumption that animated advertising uses other tools to capture the viewer than advertising played. The theoretical part is focused on presenting animation, its development, specifics and methods of analysis. Also it is focused on semiotic and practical side of advertisement and visual sings of image. In the practical part I will compare selected animated and played ads. My effort will be to describe tools of animation in commercials and to discover how they differ from played ads. Key words: semiotic in advertising, advertising, TV advertisening, animated ad, animation, semiotic analysis, encoding, denotation, connotation, image

The aim of thesis is semiotic analysis of chosen audio-visual commercials of children's products. The thesis will contain introduction, ending, theoretic part and empiric part. I introduce semiotic like subject of science in theoretic part, explain concept of sign and semiosis. Next I will describe concepts "denotace", "konotace", verbal and nonverbal signs. Next I will focus on commercial. I will describe commercial discours and semiotic in commercial. I'll introduce television as medium of commercial and come to methods gaining attention of consumers. Next I will apply children's consumer, children's marketing, children's and television commercial, how perception of television commercial influences children of different age and how to eliminate influence of commerical to children. In empiric part I will do semiotic analysis of chosen audio-visual commercials of children's products. I introduce method of research and I will make efforts to confirm hypothese, that commercials use as method gaining attention of children's primarily emotions, but when it is commercial of children's product aim at adults (nappies, children's nutrition) use rather method of providing of informations. So it use different elements of signs. I will simultaneously expect reciprocal harmony between visual, verbal and audio...

The master thesis "Czech presidency through the eyes of the member and non- member country" considers with the confrontation of articles from the time period of the EU-Czech Presidency which were published in the Czech newspaper Hospodarske noviny a in the Swiss newspaper Neue Zürcher Zeitung. The work concerns with that point how both newspapers constructed the reality of the Czech Republic during its EU-Presidency. The analysis will proceed through the framing method and semiotic analysis. From the framing analysis will result the quantitative data and in the semiotic analysis is included the critical discoursive analysis. The CDA will be discussed in the thesis. Media shows to the audience the secondary reality and they have impact to that what the people think about and what attitude they contain to which event. At this process participates the language. In the master thesis we would like to prove that the Swiss media Show another reality than the Czech one.