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Gender stereotypes and the prejudices associated with them are a frequently discussed issue in the society as well as in the academic world. Even though there is certain evidence of the changes in the media presentation of masculine and feminine roles, the stereotypical illustration of men and women still persists and the media have a significant impact on gender socialisation (Renzetti, Curran, 2003). TV advertising is a typical example of a media format presenting masculine and feminine genders unequally. This thesis examines this assumption focusing on the TV advertising of cars. I also follow-up on my bachelor thesis in which I dealt with the gender stereotypes in the TV advertising for children. In the research background and theory I concentrate on the general understanding of the biological and social views of gender, gender development and gender socialisation. I also provide a short introduction to the media as well as TV advertising theory. The methodological part explains the reasons for the usage of the selected research method and forms guidelines for the data analysis. 54 unique advertisements were analysed using quantitative content analysis which examined 24 variables associated with the three main categories: the advertising itself, the promoted car(s) and the participating...

This work deals with the posture of children preschool age. Due to the instability and children standing of factors affecting posture, the trials in this age group pose a problem. The goal is to assess the level of preschool children's posture in the region of Liberec and analyze the potential depending on posture and muscle imbalance movement stereotypes. The study will be used the following methods: a combination of visual methods of Klein, Thomas & Mayer and Jaros & Lomíček, Mathiasův test Thomayer test and muscle tests according to Janda. Based on the results will be chosen the best compensation method.

The dorsal dentate gyrus (DDG) of the hippocampus plays a role in the expression of different forms of flexible behaviour mainly due to its ability to sustain neurogenesis throughout life. In the present thesis, we examined the role that the DDG and its adjacent areas, both collectively referred to as dorsal medial hippocampus (DMH), play in flexible, adaptive behaviour and cognitive processing. We used the neurotoxin, colchicine, to induce lesions of the DDG, which were found to affect neighbouring areas. Thus these lesions will be referred to as lesions of the DMH. In the first experiment, rats were tested for (1) perseverative behaviour before and after receiving chronic methamphetamine (METH) treatment, (2) METH-induced locomotor activity and stereotypy in an open field, and (3) working memory in a T-maze. The results showed that rats with lesions of the DMH exhibited perseveration and supersensitivity to the locomotor- and stereotypy-inducing effects of METH (0, 0.1, 0.3, 1 mg/kg i.p.) as well as increased long-term METH sensitization. Rats with DMH lesions also showed significant working memory deficits. Taken together, these results reveal specific forms of behavioural inflexibility in rats with lesions of the DMH that are mainly associated with perseveration, drug-related behaviours, including stimulant motor supersensitivity and drug sensitization, and impaired working memory functions.

The thesis analyzes the instruments of gender stereotypes reproduction and gender identity construction in Czech TV series Dokonalý svět. Is the media content gendered? With which instruments of gender stereotypes reproduction and gender identity construction is TV viewer confronted and on which levels? I use the theory of social construction of reality, the theory of the lenses of gender or the characters and narrative structure of the TV series (soup opera) to come to a conclusion. The thesis focuses on the fact that Dokonalý svět does not only reflect the stereotypes on the other hand. It confronts the standard gender orders by the comic character. The comedy character ridicules some gender stereotypes and shakes their social status.

The aim of this thesis was to present a comprehensive overview of current knowledge in the field of gender research and social cognition as well as to contribute with results of my own research. The biggest emphasis of the theoretical part lies on stereotypes and gender differences in personality characteristics, topics that are closely related to the research part of this paper. The empirical part answers the question whether information about the sex of a person has impact on how we assess this person's personality. After reading a short biography of a fictitious person, respondents described this person on 30 items of the Bem Sex Role Inventory (Bem, 1974). Results showed that respondents rated some characteristics differently for the male figure than the woman figure. Respondents of both sexes perceived the described man as significantly less Forceful and less Defending his own believes than the described woman. Although not always significantly, all 10 items satiating the BSRI masculinity score showed the same tendency to evaluate the figure of the man as less masculine than the figure of the woman. Part of the Discussion is dedicated to possible interpretations of these results. To obtain a deeper understanding, further research is required.

Work focuses on representation of opponents in first-person shooter video games. It aims to discover tools, which developers of video games use to choose specific enemies for their games and in which way they present them. First-person shooters are used for this purposes because players have closest visual contact with opponents in this genre. The aim of this work is to describe most typical opponents in video games and to find out why this exact enemies are usualyy the most portrayed. Special attention is paid to video games which used original attitude for creating enemies. Work than focuses on most frequent stereotypes in opponents presentation, mostly racial and national, which are used by developers and what function they have. Than it gives room for critics of such stereotypes and tries to estimate if these critics can result in some changes in the future. Video games which created controversy by representation of specific enemies are subject of next topic. These games often put players in position of moral dilemma. On the base of research from literature and analysis of video games this work focuses on main reasons of representation of concrete enemies and what emotional impact it can have on players.

The main aim of the graduation thesis "Reflection of a girl's world in the magazine Bravo Girl!" using Critical Discourse Analysis is to identify ideology hidden in the texts of the mentioned magazine and to analyze all forms of the ideology "us" against "them". The theoretical part focuses on the significant concepts related to a text and its analysis and simultaneously deals with social and psychological aspects of gender socialization process. Special attention is paid to topics such as family, school, friends, new technologies and media. The author finds them to be a dominant source of influence in the life of teenage girls. The analytical part presents a girl's world from the Bravo Girl! point of view and inspects the language used by girls and the magazine. It attempts to estimate to which extent the magazine through language reflects values, attitudes and priorities of teenage girls and what is the role of the magazine in this. The qualitative method of semiology analysis is applied on press advertising. Keywords Magazine, ideology, language, teenage girls, stereotypes, beauty myth

Résumé This diploma thesis under the title Linguistic Representation of National Stereotypes in Czech Media deals with which stereotypes about three chosen nationalities - Romani, Vietnamese and Russians - are present in the selected sample selected from Czech media and how they are linguistically represented. The paper is based on the presumption that despite the principle of political correctness present in most of the journalese code of ethics, it is not possible to avoid some manifestations of shared fixed images of nationalities (called stereotypes) in media. Next, we argue that the media image of the world is based on the Linguistic Image of the World. The theoretical basis of the cognitive linguistics, especially the Prototype/Stereotype Theory and categorization as the way of understanding and assorting the world, were the main methodological sources. There is a chapter on each analysed national group that depicts the means of its categorisation and lists the particular categories that ensued from the analysis as well as the stereotypes that were discovered in the surveyed sample. Key words: Romani, Vietnamese, Russians, stereotypes, categorization, cognitive linguistics, media