The thesis examines a sign and its theory, focusing on the function of sign in art, particularly in theatre. Both communication conditions and meaning production are covered. The practical part analyzes particular theatrical signs in 'The Education of Little Tree' performance. Selected parts of the performance are examined in detail with regards to the theatrical signs and generating meaning in terms of work with gesture. Further it studies changes of actors' characters and as well as analogue and digital communication. It deals with the question how to create a wide range of characters and settings while using only a very limited selection of props, coulisses and costumes. The results of nonverbal communication analysis are presented in the conclusion of the thesis.

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 concerete results for praxis in the area of interaction design and it is not bound only to the academic enviroment.

After the Christian democratic CDU party was forced into the opposition after the parliamentary elections of 1969 it created a program commission which should update the party's Berlin Program adopted few months earlier. Surprisingly it drafted a wholly new party manifesto challenging crucial dogmas of party's policies which led to stormy discussions. This thesis argues that this development was a consequence of generation change in the party which was accelerated by the loss of government as well as a result of the influence of the chairman of the program commission, Helmut Kohl. Kohl was a leading figure of the young rising generation in the party and a strong proponent of party reform. He created conditions in the commission for creation of a progressive proposal by giving influence to talented young reform oriented politicians. But the conservatives in the party were still strong enough to fight back and moderate the reform impetus of the draft. Party committee redrafted it and weakened some central progressive statements. Only the undisputable loss in the elections of 1972 and following election of Helmut Kohl to party chairman made the way free for a thru party reform. Many of the young politicians allied with Kohl during the program discussion in early 1970s became key figures in the CDU....

Sociology, social science and human sciences in general are interested in the study of culture since its inception. This concern, however, have transformed over the years and the development of individual disciplines, especially in the 20th century, where the phenomenon of culture has become one of the main indicators of social coexistence. The concept of culture itself represents a very wide range of activities, objects and characteristics tied with the human and his behavior. This work focuses on the process, during which social scientists have begun to perceive the culture no longer just a file or a store of values, but as part of power struggle, hegemony, ideology and oppression in their everyday impact on the scientific knowledge and the creation of social discourse. It notes the rise of critical theory, which arose mainly in the context of the so-called "cultural turn", starting in the postwar period. It records the development of social theory as a discipline combining several approaches, grounded in a larger frame of reference, the main aim is to highlight the difference between social science typical for modernity and more or less postmodern authors, which we nowadays consider the leading scientists and philosophers of the 20th century. This report covers the Frankfurt School of T. Adorno,...

The master thesis called "Semiotics Han Tombs" does not only deal with the semiotics view of space of Han dynasty tombs, when we are examining the number of structures, which are permeating Han graves, we find structures of the world of man living in China, but this process also points to problems of culture interpretation which cultural semiotics helps to eliminate. Problems associated with the sign plays an important role in shaping the very cultural and social identity. The issue of understanding and interpretation of cultures occurs at the time when we select certain features or characters from the structure of a culture to freely create a system without having analyzed the real culture. Always all these elements must be considered in the context of the overall system or structure, or we only deal with empty concepts or definitions. In other words, we do not see the whole picture. Han tomb as a text is polysemous and in many respects incomprehensible. However, the creation, reading and semiosis takes place in it and it is the statement of understanding of this world. So revealing the speaker's worldview depends on the process of interpretation, because the statement may involve a degree of ideological connotations which determined the interpretation independently on the previous coding. Key...

The period of late Stalinism (1948-1953) witnessed sharp rise of anti-Jewish animosity and discrimination from the part of the Soviet regime. These tensions were caused by both domestic factors (ideological diversification of Soviet intellectual elite, escalation of Jewish nationalism, struggle for power among highest nomenclature) as well as international factors (transformation of the Soviet-Israeli relations, rise of the Cold War). The thesis analyzes, how these circumstances were reflected at that time. Therefore it tries to identify, how the image of "The Jude" was formed by the Soviet propaganda and how it changed in the given time period. As a general framework for this analysis the concept of "The Enemy" will serve which is considered to be one of the basic elements of totalitarian ideologies. The thesis examines by means of semiotic method two significant propaganda campaigns of that period, namely campaign against the "cosmopolitism" in January - March 1949 and campaign accompanying "The Doctors' Plot" during January - March 1953. It would try to identify, how the image of "The Enemy" was connected at that time with the notion of "The Jew".

Selected fashion houses that exclusively offer luxurious goods use specific form of promotion of their products. Each house usually holds onto traditions of its country and features essential for its own brand while creating new collections. From the point of view of neo-rhetoric it would be appropriate to analyze visual advertisements of the houses (Chanel, Dolce & Gabbana, Burberry) if they create certain models via them. The main advertising campaigns for the spring/summer 2011 season were chosen for this comparison. Under the terms of observation and semiotic analysis of the fashion advertisement focused on rhetoric figures it can be proved that individual fashion houses aim their attention to how their potential customers' thinking is influenced by their advertising. The model of Roland Barthes is used for the analysis of chosen visual advertisements. Out of all rhetorical tropes the attention is paid to main four - visual metaphor, metonymy, synecdoche and irony. Fashion advertising meets unwritten norm that sets a target to convince the customer of suitability of the products for him.

The subject of this thesis entitled What does an invisible city look like is the perception of a city and the way it is represented. The work is based on urban semiotics that sees urban environment as a particular system of communication. The methods of sensory urbanism and rhythm analysis are employed as well. The author asks whether the cities could be represented by other than visual symbols as it is usually the case for the products of tourism industry (guidebooks, souvenirs, etc.). Usually, the symbol of a particular city is formed by the image of its skyline. In Prague, this is the skyline of the Prague Castle, in Paris, it is the Eiffel tower, in New York, it is the Statue of Liberty, etc. But every city has definitely many other qualities. What are they? To find the answer, the author asks for help the visually impaired people. These people can tell easily what are the non-visual qualities of the urban space as they experience them necessarily in their everyday life and use them for better orientation. The author interviewed the visually impaired people and she also observed the way they read the city in real. The practical part of the thesis focuses on the Prague city centre.

ABSTRAKT-aj 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 semiotics and its classification like subject of science in theoretic part, explain concept of sign, semiosis and conception of sign by three representative of semiotics-Ferdinand de Saussure, Charles S. Peirce and Roland Barthes. Next I will focus on commercial. I will describe commercial discours, communication and marketing mix and classification of commercials. I'll introduce television as medium of commercial and come to the psychology of commercial where I will apply of 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, how to eliminate influence of commerical to children and in the end regulation of commercial. 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 hypothesis, that commercials use as method gaining attention of children's primarily emotions, but when it is commercial of children 's product aim at adults...

The Social Campaign "chodicilide.cz" of the Foundation Sirius is trying to change the public's access to persons with disabilities. After the previous monitoring, workshops, technical texts they made a creative and media solutions campaign. The campaign is based primarily on humor and provocation. The Campaign created a parallel world where is flying like the natural properties and walking representing persons with disabilities. The thesis will deal with semiotic analysis of media campaigns addressing its second wave toward the target group. The thesis analyzes ways of communication used in the campaign in terms of efficiency to the public. The theoretical part presents the semiotics, the issue of social advertising and the concept of handicap in a context of Czech Republic. The analytical part focuses on the semiotic analysis of media solutions of the second wave of the campaign, specifically the logo of campaign, selected billboards and television spots.