The discourse of gender is a relevant and vital subject in the present culture and the space of the scientific research. Masculinity and femininity are defined by their differences, but the gender construct in a certain discourse is a social, cultural product. In an advertising, the act of cultural communication, the gender is determined by a dominant ideology and the stereotypes that are inveterated in the language, literature, society, and media. In this work, the televisual advertisements are analysed by the semiotical –communication research method. However, in the theoretical and practical parts of the work other aspects are also varied: gender, feminism, and men‘s studies, historical – cultural, social, psychological. Therefore, the work is basically of the interdisciplinary nature. The object and the goals of the analysis in the semiotical, televisual advertising are to distinguish a stereotypical femininity and masculinity in a public and private space, dominant in advertisements; to show how they are created, reflected and (or) modified; to compare their expression in a public and private spheres; to disclose their relationship with a public culture and its changes. The accomplished analysis allows to draw a conclusion that masculinity and femininity are diverse in the discourse of media advertising: varying from the stereotypical gender images to the unexpected roles, their modification, caricature. A modern media as if offers a variety of individual choices... [to full text]

This thesis work discusses the ability to change the attitudes of children from the majority society towards Roma children. The theoretical part describes the formation of the Roma minority in the Czech Republic and its development. It focuses on the forms of adaptation of minority societies into the majority society and also deals with the aspects that affect the coexistence of these two groups. The first part is also devoted to social work with the minorities and organizations that cooperate with the Roma. The empirical part describes the attitudes of children, from the majority society, of a predefined age in the selected location. It also discusses what influences their attitudes the most and on what basis they are able to change them. A survey also provided information about the differences children from the majority society see between themselves and the Roma children.