The elections to the Chamber of Deputies of the Parliament of the Czech Republic on 28th and 29th May 2010 was called Facebook elections. The reason for such title was the scale of usage of Facebook by the political parties for their campaigns. The thesis Facebook and the elections. The analysis of a self-presentation of the Czech political parties before the elections to the Chamber of Deputies of the Parliament of the Czech Republic in 2010 focuses on a semiotic analysis of Facebook accounts of some political parties and their chairmen. During the monitored period Facebook presentations were presented by the Civic Democratic Party, the Czech Social Democratic Party, TOP 09, the Public Affairs party, Christian Democratic Union - Czechoslovak People's Party and the Greens. The Communist Party of Bohemia and Moravia was not officially registered on Facebook. We also analyzed Facebook pages of Mirek Topolanek (ODS), Petr Necas (ODS), Jiri Paroubek (CSSD), Karel Schwarzenberg (TOP 09), Radek John (VV), Cyril Svoboda (KDU-CSL) and Ondrej Liska (SZ). We call Facebook a viral social network. We analyzed it as a cyberspace with an ambivalent structure which influences the mean of a communication process before elections. Rhizomatic map of Facebook is comparable with a topology of a virtual cafe. We also...

The diploma thesis Semiotics of point of sale and product merchandising focuses on studying space as a semiotic phenomenon. Space here will be analyzed in terms of key concepts, such as orientation and identification. The diploma thesis will be based on a comparison of different spaces for consumption, where the space will be perceived as artificial place, whose position is changing according to the development of society. The main theme of diploma thesis will be arrangement of the space, that means idea how the people in the area of shopping centers are moving in parallel with the city. Shopping center will be the target of my interest, where I will analyze behavior of man depending on the point, which I will lay out in the shopping center. The aim of the thesis is to find out influences of buyer's behavior, what techniques are used in the point of sale and how brand builds his position. The research method will be semiotic analysis.

In my diploma thesis I deal with symbolism of the representation of lion in current marketing. My thesis follows the conviction that animals have been playing the important role since the beginning of human history. On the grounds of this persuasion I suppose that the animal symbolism is very easy to decode for people because of their previous experience. In the first instance I define the relationship between semiotics and marketing in my thesis. After mentioning several types of prior texts I maintain the position that the image of lion and its symbolism are identically perceived on the basis of and according with the symbolism of lion in those prior texts in current marketing as well. During the studying of the "lion" symbolism I use the terminology of some important authors and theoreticians of semiotics - particularly Roland Barthes's levels of denotation and connotation and distinction of a sign to icon, index and symbol according to Charles Sanders Peirce's theory. I also employ the theory of visual rhetorical figures. I end my thesis with a simple questionnaire which is supposed to complete and confirm my assumptions of the comprehension of the image of lion in marketing - hence the lion usually appears as a patriotic symbol, secondly as a protector, thirdly as a strong and fighting animal.

This thesis deals with advertising and its specifics characteristic for contemporary media environment. Research is realized on the example of five visual adverts which are parts of Absolut vodka advertising campaign. Absolut London, Absolut Brussels, Absolut Barcelona, Absolut Bangkok and Absolut Prague were chosen and conquered in the semiotics and visual analysis. The main part of the thesis is focused on character of adverts. The attention is also drawn to Mukařovský's aesthetics, Peirce's icon-index-symbol, Barthes's denotation, conotation, myth or theory of photography. There are mentioned not only qualities of imaging of objects but also its anchoring in the media environment. The results of the analysis are connected with processes of globalization. The principles of Ulrich Beck are applied to visual adverts of Absolut vodka. The main question is if and how the globalization influences the adverts and their visual form. It is shown at the example of internet and television media. One part of thesis is also devoted to phenomenon of glocalization and its influence on advertising.

The main goal of this thesis is to demonstrate that photography as a visually figurative medium can be adequately used in teaching arts (Art Education). The first step is familiarizing ourselves with the Framework Education Programmes (RVP), the official documents at state level. Claim that photography is overlooked is supported with research of relevant documents dealing with the education of art. Another important step in this regard is to determine the methods used. In this respect I will focus on the concepts put forward by doc. J. V ančát who co-authored writing on RVP in the area of Art and Culture and semiotic pedagogy which is consistent in many regards with the afore-mentioned method. Semiotic analysis of photography serves to discover the potential of photography; this will be done from the Peirce's point of view. Another source is then B. Lazroe's work revealing the elements of photography for work with students in art education. In conclusion, I'll try to connect these particular components.

The subject of this thesis is Roger Bacon`s work De signis. Its goal is to consider in what sense Bacon works out the general theory of signs. In this sense the thesis` method is situated in the field of "archeology of sings". First it examines Bacon`s definition of sign as a relation, investigates its formal properties and ways of application in particular cases, i.e. Bacon`s classification of signs. Then it shows the way in which Bacon applies this general notion in particular examinations, that is in problems of what the words signify, concept of univaocation and equivocation, theory of analogy and last but not least it considers a question of the nature of signification itself. The last chapter is dedicated to the examination of the (re)imposition phenomenon together with consideration of result it has on the notion of sign relation`s nature and how it serves as an explanation of the process in which these relations work. Keywords: Roger Bacon, John Deely, Charles S. Peirce, medieval semiotics, archeology of signs.

Mgr. Martin Charvát Deleuze's asignifying semiotics Disertační práce Abstract: In the thesis I am trying to prove that Gilles Deleuze's philosophy must be considered in respect of his analysis of sign. Deleuze's philosophy is thus inseparable from his semiotics which I would like to show on the figure of philosophy as symptomatology. If we understand sign as a symptom we are also standing on the semiotic level. Signs are expressions of ways of life, of our understanding of the world around us. The problem of Deleuze's semiotics (which is connected with the problem of expression) leads us to the problem of genesis. In this respect the genesis is united with the concept of pure difference. Key words: Deleuze, Gilles - signs - semiotics - genesis - difference

The thesis is devoted to analyzing the successful communication of some of the best Czech food bloggers on the social medium Instagram on which the topic of food is trendy. However, I noticed that many food bloggers profiles do not share only food photos, but also their personal photographs. Therefore, my thesis is also devoted to discovering which topics are between analyzed Instagram posts and on the food bloggers profiles the most common. In the communication analysis I focus on how the food bloggers communicate with their followers through texts, photos, hashtags, and how they react to the comments. I also analyze the emoticons and hashtags that they use. In the theoretical part, my thesis focuses mainly on Instagram, it's characterization, functions and methods of how to succeed in this social medium. It also focuses on different aspects of the photograph, "reading" the image, and social semiotics. The social semiotics approach is essential for my research because, on Instagram, the meaning is transmitted by not just one mode, but more modes - all of them are listed above. The empirical part uses qualitative research methods, which is based on content analysis of 3 successful food bloggers - @made_by_kristina, @cukrfree.cz, and @kitchenettehome. I analyze 12-13 most successful posts from their...

The central theme of the diploma thesis is fashion photography on the cover pages of Vogue magazine international editions. In the empirical section, the author uses a combination of quantitative content analysis and qualitative semiotic analysis based on the concept of the French semiotics Roland Barthes. The quantitative section of the analysis works with a sample of 87 photographs, from which 8 images are later selected for the semiotic part. At the denotative level, the analysis looks for common and different signs of individual editions. At the level of the connoted image, the author tries to decode the contained signs and their meanings. The semiotic analysis traces linguistic messages, the narrative, the paradigmatic and syntagmatic arrangement of photography, or the presence of national identity. Part of the work is also a theoretical section dedicated to fashion magazines and changes in the aesthetics of fashion photography. This part contains an excursion into the history and present of fashion photography and presents prominent personalities in the field. In the theoretical part, the author defines the terms that form the ground for empirical research. At the end of the work, the results of the analysis and their interpretation are presented.

Dissertation thesis Semiotics of schizophrenia aims to analyse manifestations of the symptoms of schizophrenia from the point of view of semiotics. The goal is to find common features of otherwise heterogeneous manifestations of schizophrenia and the features that make them abnormal. The method of the thesis is semiotic reduction, i.e. approach to phenomena as to sings and significations, which approach is based on the semiotic theory of Charles Peirce. The proposed thesis characterises symptoms of schizophrenia as a disorder of indexical relation between a sign-object and the group of signs of the Self. An object can be a voice or an image in the case of hallucinations, a proposition in the case of delusions, a rule of communication in the case of disorganization of speech or behaviour or a habitus in the case of negative symptoms. Abnormality of the manifestations of schizophrenia is due to a disorder of indexical relation between signs of the Self, which have features as indisprovability or basis for interpreting the world, and these objects. The author compares conclusions of the thesis with clinical studies and so called unifying theories of schizophrenia.