7. SUMMARY This diploma thesis The information value and acceptability of forecasting is divided into a theoretical and a practical part. In the theoretical part the forecasting is described as a product of television newscast. I deal with the fact of forecasting entering the media communication. I deal with the information value that forecasts bring and show the way a piece of information is transferred from a producer to an addressee relating to the process of coding and decoding. I describe the acceptability of forecasts and its elements influencing comprehension. In relation to acceptability, textual linguistics is discussed in a separated subchapter. The last theoretical part deals with semiotics and semantics. These disciplines deal mainly with meaning and sings and that is the reason why they are not important only in the theoretical part but also in an analyzing part of this thesis. The analyzing part is based on semiotic survey analysis dealing with individual components of forecasts (visual, audio and audio-visual). The aim of this thesis is to find out which of components of forecasting brings the highest information value to respondents and which is best comprehensible for addressees. The survey results demonstrate that it is the audio forecasting that has a high information value and brings...

The target of the thesis Relation between Textual Devices and Popularity of Media Text on the Example of Radio Series "Tlučhořovi" is to reveal if there exist any connection between significant textual devices used in the series and its popularity and success. As methods there are used semiotic analysis of sample of the series episodes and "respondent interview" with the listeners. In the first there is focus mainly on particular textual devices and in the second on what respondents consider to be reasons why they do listen to the series. Significant textual devices are one of the central themes of cultural studies and this work sets itself a task to deduce from findings conclusion which would be generalizable to relation between media texts and their audiences universally.

The doctoral thesis deals with the topic of exihibiting empty gallery space. The purpose is to clarify the specifics that accompany the exhibited empty gallery and to define the essence of more general patterns of exposition in the gallery space. Doctoral thesis also presents the special simple void that generates art itself. Finally, the text reopens a polemic within the institutional theory of art. Doctoral thesis criticizes the established terminology related with exposition of the empty gallery.

The thesis called Crisis of public space and the attempts for its revitalisation is trying to analyse public space from the perspective of urban anthropology and sociology and it introduces the role of semiotics in this issue. It presents the crisis of public space and tries to uncover the causes and possible solutions. It opposes the modernistic concepts of the city which looked away from the human aspect and focuses on everyday life of people in urban space. The thesis adverts to the necessity of blending various fields which deal with the issue of public space and perceiving the city as a whole. It takes notice of the mutual relationship of space and people, of creating individual's identity and character of the society based on the environment which surrounds it and at the same time the possibility for everyone to participate in changing their surroundings, mind patterns and perception. At first, this thesis addresses the issue of the definition of public space, presents the fundamental theoretical publications dealing with its origin and crisis. Then it in detail describes the characteristics of the city, analyses the demand for good-quality space and takes notice of the tendencies that threaten public space. In terms of the attempts to revitalize public space, this thesis points out the...

This thesis called The Term of Palimpsest and its Application in Examining of the Urban Space focuses on providing a more complex perspective of the analysis of urban space through the metaphor of text and also palimpsest. Thanks to the disintegration of the concept of the text multiple layers of reality began to be progressively viewed - from the literature to the culture text. This opens up the possibility to contemplate the city as well as another type of text, respectively in a metaphorical sense of intertextuality as so-called palimpsest. The work focuses on these terms in the theoretical part and suggests the urban space term and the possibility of examination. The empirical part is dedicated to the application of developer theoretical basis onto the site-specific urban space of the Prague's Peter's district. The anchoring of the palimpsest in the semiosphere of culture and cultural texts of historical depth but does not provide possibilities of complete renovation and securing the continuity of interpretation. This does not seem to be an obstacle for the set more complex view of palimpsest, on contrary it better reflects and deals with such this continuity. It helps to seek roots and identity of cities and their inhabitants.

The Semantic web was created for the conceptualization of data available on the Internet. Through formalized representations that are determined for data sharing and reusing, its vision should be achieved. One of the main aims of the Semantic web is to achieve answers to a searched question which demonstrates high exactness and relevance. The controversy and polysemy of the term "Semantic web" lets us consider the question: "What is the limit of involving semantic aspects provided on Semantic web?" Is it not only the amount of determinations of specific standards that are connected with data itself? The main aim of this thesis is to compare the use of the terminology appearing on the Semantic web in semantic metadiscourse with traditional academic semiotic approaches appearing from pragmatism of Ch. S. Peirce, Ch. W. Morris, and H. P. Grice. The main thesis aim is to clarify the function of semantic web, basically its function and its conception, by comparation academic's semiotics' approaches of pragmaticism Ch. S. Peirce and pragmatism H.P. Grice to help with mapping the problematic area which is connected with using terms such as "meaning," and "understanding," and to explore and make less confused the possibilities of the function of the Semantic web.

The Diploma thesis is focused on marketing and semiotics and the use of these two fields combined. In the course of the thesis, we will deal with the analysis of single visual marketing modes and the overall impact on perception of the brand and also its ́ building by linking these elements. In the thesis, we will focus on the Gunter Kress ́ theory of multimodality and, in this context, we will focus on the contents of the Brand manual, which is the key to brand building. Attention will be paid to semiotic analysis of logos, utilization of images and photos, colors and fonts and other components important for creating a visual marketing strategy. In the empirical section, two similar brands will be introduced, on which the single modes will be demonstrated and analyzed. Although the two brands are similar to each other, one has a clearly recognizable brand identity, while the other brand is failing. Also, the second brand obviously does not follow the Brand manual. By analyzing and comparing the visual content of these two brands, we will be able to detect errors that may be critical to brand building and may have a negative impact on the perception of the potential clients with the result of brand extinction. In the result of the thesis, we should be able to confirm the importance of using...

This diploma thesis explores the phenomenon of kitsch. One of the aims of the thesis is to address significant theories (H. Broch, M. Kundera, P. Rezek and T. Kulka) and to analyze them further in relation to the central concept of Umberto Eco, which defines kitsch as a communication. According to Eco, kitsch is not to be defined solely by the structural qualities of the work, but also by the intention that the author creates and by the means that the work is later perceived by the audience. The focus of this thesis is to be pointed not on the kitsch as a definition of a certain type of object and its aesthetic evaluation, but rather on the attitudes and interpretations that transform objects and thoughts into kitsch. Another aim of the thesis is to mark a possible shift in conception of kitsch in context of the changes brought by the age of new media - the changes that radically change the ways of communication, and the organization of society, too. Such change proposes the use of kitsch both as an emotional and simplifying approach. Kitsch, in its wider conception, becomes a pervasive and actual phenomenon. In addition to the characteristics of new media, the thesis uses the concept of Cyberculture by Pierre Lévy and the Liquid Times theory of Zygmunt Bauman. In its conclusion, the thesis attempts to...

The Diploma thesis is focused on marketing and semiotics and the use of these two fields combined. In the course of the thesis, we will deal with the analysis of single visual marketing modes and the overall impact on perception of the brand and also its ́ building by linking these elements. In the thesis, we will focus on the Gunter Kress ́ theory of multimodality and, in this context, we will focus on graphic design rules, which are reflected within each mode and which can deliver quality and consistent communication. Attention will be paid to semiotic analysis of colors, fonts, utilization of images and photos and other components important for creating a visual marketing strategy. In the empirical section, two similar brands will be introduced, on which the single modes will be demonstrated and analyzed. Although the two brands are similar to each other, one has a clearly recognizable brand identity, while the other brand is failing. By analyzing and comparing the visual content of these two brands, we will be able to detect errors that may be critical to brand building and may have a negative impact on the perception of the potential clients with the result of brand extinction. In the result of the thesis, we should be able to confirm the importance of using semiotic techniques in marketing...

Semiotic Engineering is one of semiotic approaches to human-computer interaction problematics. Its theory is based on a simple notion of interface beeing a designers deputy through which the designer comunicates with users of this interface. Telling them, how to work with a program, he or she designed for them. Apart from teoretical foundation, semiotic engineering dispose also with research methods that can be used to evaluate a way an interface communicates with its users. This way it can compare with other non-semitic theories in this branch of research and thanks to its orientation to communication, it is even able to bring new points o wiev. Its theory and methods are used in this thesis as a basis for creation of a set of rules for user interface designers, that shoul serve them as guidelines for their thinking about interface. It turns out that semiotic theory is capable of bringing concrete results for praxis in the area of interaction design and it is not bound only to the academic enviroment.