LFU:online

Sound knowledge of media products, media production and communication strategy. Ability for critical media analysis (focus on print and online newspapers).

Personalization is a widespread media strategy. It is assumed that focusing on individuals and their acts is a strong tendency in the media practices. In the political communication, the politicians and their personal caracteristics seem to be more important than political party´s programs and political contents. In the advertisement, personalization is perhaps the most important mean in the persuasion processes. Moreover, even in the science journalism, personal stories and personal experiences of individuals are used in order to communicate scientific data and scientific research results.

The seminar includes for the most part linguistic text analysis in verious media contexts (politics, advertisement, science, ...) with focus on language phenomena on all lingusitic levels, especially on the level of text types and multimodality.

Lecture, exercises, discussion

Short presentations, sample analysis

Will be discussed during the first course.