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V pričujočem magistrskem delu raziskujem koncept jaza, kot je upodobljen s pomočjo konceptualne metafore v angleškem in ruskem diskurzu samopomoči znotraj literature za samopomoč. Pojem samopomoči je v delu predstavljen kot pojav globalnih razsežnosti, ki je vplival tako na kulturo kot na jezik, s katerim izražamo svoje sebstvo ter identiteto. V delu opisujem razvoj kulture in literature samopomoči v Združenih državah ter Rusiji, pri čemer vsako kulturo obravnavam posebej. Empirični del magistrske naloge je namenjen analizi angleškega in ruskega diskurza samopomoči, ki je bila izvedena na podlagi korpusa, sestavljenega iz primerov 360 konceptualnih metafor, ki sem jih ročno izpisala iz šestih priročnikov za samopomoč (3 angleški in 3 ruski). S pomočjo pridobljenih rezultatov ugotavljam, v kolikšni meri se angleška in ruska metaforična upodobitev jaza ujemata in predstavim podobnosti ter razlike med njima. This Master's thesis investigates the ways in which the concept of the self is represented in the English and Russian therapeutic discourses of self-help literature by means of conceptual metaphor. Viewing self-help as a global phenomenon, the study examines the influence of self-help culture on the expression of selfhood and identity. It individually deals with the development of self-help culture and literature in the United States and Russia. The empirical part of the thesis is dedicated to the analysis of English and Russian self-help discourses and is based on a corpus comprised of 360 conceptual metaphor examples which were manually extracted from six self-help books (3 English and 3 Russian). The thesis discovers the extent to which the English and Russian metaphorical representations of the self coincide, and lays out the similarities and differences between them.

Magistrsko delo poskuša osvetliti gibanje za pravice in osvoboditev živali, ki trenutno deluje v Sloveniji. Ker je število živalskih žrtev najvišje v prehranski industriji, se delo osredotoča na problematiko odnosa do rejnih živali in slednjo tesno povezuje z veganstvom v Sloveniji. Glavnino dela predstavljajo značilnosti, strategije in načini delovanja slovenskih aktivističnih organizacij, ki s pretresanjem ustaljenih norm porajajo pogoje za družbene spremembe ter s svojim aktivizmom sporočajo, da veganstvo v osebnem življenju ni dovolj, da šele v gibanje združen aktivizem ustvarja nujno potrebne pogoje za spremembo hegemonega mišljenja v družbi, spremembo zakonov, širitev in redefinicijo pravic nečloveških živali. Delo se dotika moči jezika, diskurza, ki je hkrati mehanizem vladajoče ideologije in možnost upora proti njej, nujnosti prenašanja uličnega aktivizma na socialna omrežja ter prehajanja civilnega gibanja v politično. Na koncu sledi še kratka primerjava aktivizma v Sloveniji, Veliki Britaniji in Izraelu. The master's thesis aims to shed light on the animal rights movement and liberation of animals, which currently operates in Slovenia. Since the number of animal victims is the highest in the food industry, the work focuses on the problem of the attitude towards farm animals and closely links it with veganism in Slovenia. The main part of the work focuses on the characteristics, strategies and modus operandi of Slovenian activist organizations. By challenging established norms, they create the conditions for social change and with their activism, they argue that veganism in personal life is not enough and that only joining and working in the movement creates the necessary conditions for changing of hegemonic thinking in the society, changing the laws, promoting and redefinition of animal rights. The work discuss the power of language and discourse, which is both the mechanism of the ruling ideology and the possibility of resisting it. The thesis also consider the necessity of transmitting street activism to social networks, and the transition of civilian movement into a political one. Finally, the work provides a comparison of activism in Slovenia, the United Kingdom and Israel.

Tehnologija Blockchain s svojo najbolj vidno implementacijo kriptovalut predstavlja pomembno tehnološko novost v družbi. Ideali, vpeti v to tehnologijo, predvsem decentralizacija, po mnenju podpornikov tehnologije ustvarjajo možnost za reorganizacijo centralizirane oblike institucionalnega vodenja. Nasprotniki in skeptiki glede nove tehnologije zagovarjajo institucionalni način vodenja in centralizacijo ter zavračajo idejo o decentralizaciji. Diskurzi, vpeti v skupnost Blockchain, se razlikujejo med posameznimi interesnimi skupinami. Znotraj vpetosti v diskurze se ustvarjajo mnenja in znanja, ki se tako kot diskurzi med sabo borijo za prevlado. Različne interesne skupine z drugačnim dojemanjem realnosti in ideali so vpete v različne diskurze, ki pogojujejo njihovo védenje. S kritično diskurzivno analizo lahko diskurze, ki pogojujejo posamezne ideale in usmerjajo mišljenje ter govor posameznih interesnih skupin, določimo in spremljamo diskurzivne odnose. The Blockchain technology, which is best expressed as the implementation of crypto currencies, is an important technological innovation for the society. The ideals embedded into this technology, especially decentralization, will create a possibility for the reorganization of centralized forms of institutional governance. Opponents and skeptics of the new technology argue for institutionalized governance and centralization, and reject any ideas of decentralization. The discourses embedded in the Blockchain community are many, and different interest groups possess their own opinions on the matter. The involvement in discourses generates opinions and knowledge that, like discourses, fight for dominance. Different interest groups with different perceptions of reality and ideas are embedded in different discourses that condition their knowledge. Through the critical discursive analysis we can define discourses and discursive relations. Discourses define individual ideals, influence thinking and speech of particular interest groups.

Namen diplomskega dela je analiza pripovednih postopkov v romanih sodobne makedonske pisateljice Frosine Parmakovske: Višnjeva kronika (Višnova hronika), Odštevanje (Odbrojuvanje) in Pisanje izgubljenih kroglic (Pišuvajki gi izgubenite topki). Naratologija je literarnovedna disciplina, ki proučuje literarne postopke v pripovedovanju zgodb. V skladu s tem so določeni bistveni elementi vsakega proznega dela: tema, ideja, fabula, liki, opis, dejanje, čas, prostor in pripovedovalec. Lahko jih razdelimo na tri ravni (po modelu Gerarda Genetta): raven zgodbe, raven diskurza 1 in raven diskurza 2. Najprej bodo definirirani osnovni pripovedni elementi, nato pa sledi analiza vsakega romana posebej po danem modelu Genetta. Poleg analize naratološkega diskurza bodo omenjene nekatere zanimivosti, ki sem jih opazila med branjem romanov, kot so: pogovorna leksika, uporaba narečja, vulgarizmi, pojava novic iz črne kronike v romanu Višnjeva kronika ter obdobje tranzicije v Makedoniji. The purpose of this paper is to identify the narrative procedures in Frosina Parmakovska's novels: »Writing the Lost Balls« (2013), »The Cherry's Chronicle« (2014) and »Countdown« (2017). Narratology is a literary-theoretical discipline whose purpose is to discover some kind of grammar of literary procedures in storytelling. Accordingly, the essential elements od each prose work are: thee, idea, fable, characters, description, action, time space and narrator which can subsequently be subdivided into three different discourses (this model was set by Gerard Genette): level of story, level of discourse 1 and level od discourse 2. Initially, in order to establish a narratological model of the aforementioned novels, the basic narrative elements will be defined first, followed by an analysis of each novel individually according to the given model by Gerard Genette. Some other features will be also mentioned, such as: the use of conversational vocabular, dialects and vulgarisms, the emergence of crime section news in the novel »The Cherry's chronicle« and the transition period in Macedonia.

Ureditev pravice do abortusa v Sloveniji sodi med bolj liberalne, a vendar obstajajo težnje po restrikcijah te pravice. V času, ko se krepi moč konservativnih politik in civilnih gibanj, so že pridobljene pravice ponovno pod vprašajem. V pričujočem delu raziskujem kakšen je sodobni proti-abortivni diskurz v Sloveniji, na kakšen način, je s strani slovenskega »pro-life« gibanja, predstavljen abortus kot dejanje in kakšno vlogo ima pri tem ženska kot nosilka dejanja. Teoretični del sestoji iz temeljnih pojmov, opisa kritične diskurzivne analize kot kvalitativne metode analiziranja besedil ter pregleda pravice do abortusa v Sloveniji. Empirični del temelji na kritični diskurzivni analizi objavljenih spletnih prispevkov portala 24kul. Rezultati raziskave pokažejo, da prevladujoči diskurzi portala 24kul sovpadajo z diskurzi »pro-life« gibanj drugih držav. Ugotovitve pokažejo, da prevladujejo diskurz humanizacije fetusa, religijski diskurz in diskurz viktimizacije žensk. Skozi te glavne diskurze, prepletajoč se z drugimi diskurzi, se oblikuje podoba abortusa kot neupravičenega dejanja, fetus in ženska kot izvršiteljica dejanja pa sta predstavljena kot žrtvi. Preučevane vsebine kažejo na močno prisotnost Rimskokatoliške Cerkve v Sloveniji in njen vpliv na prezentacijo abortusa v javnosti. Analiza pokaže tudi nove trende v proti-abortivnem diskurzu, s predstavljanjem abortusa kot za ženske škodljivega dejanja ter oklicevanjem »pro-.life« gibanja kot zagovornika in zaščitnika pravic žensk. The regulation of the right to abortion in Slovenia is one of the more liberal ones, which implies tendencies towards restrictions on the right to abortion. At a time when the conservative political parties and civilian movements are gaining power, the already gained rights are again under question. In this paper, I explore what is contemporary anti-abortion discourse in Slovenia, what is the presentation of abortion as an act from the Slovenian anti-abortion movement point of view and what role has woman as a bearer. The theoretical part consists of basic concepts, description of critical discursive analysis as qualitative research method and overview of the right to abortion in Slovenia. Empirical part is based on critical discursive analyzes of online articles, published on 24kul website. The results show that the prevailing discourses of the 24kul website coincide with the discourses of the pro-life movements of other countries. The findings suggest that the fetus humanization discourse, the religious discourse, and the victimization discourse of women dominate. Through these main discourses, intertwined with other discourses, the image of abortion as an unjustified act is formed. The fetus and woman as the perpetrator of the act, are presented as victims. The contents examined show involvement of the Roman Catholic Church in Slovenia and influence it has on the presentation of abortion. The analysis also reveals new trends in anti-abortion discourse, presenting abortion as a harmful act for women and presenting the "pro-.life" movement as “pro-woman”.

Diplomsko delo se ukvarja z izključevanjem in diskriminacijo priseljencev ter njihovih potomcev, ki so prišli v Slovenijo iz bivše skupne države Jugoslavije. Opisuje tudi nastanek diskurza o čefurjih, ter o njegovi prisotnosti še danes. Konstruiran je skozi štiri glavne okvirje, ki so opisani v osrednjem delu diplomskega dela. Vsak kontekst posebej je v Sloveniji povzročil ravno ohranjanje diskurza v slovenskem vsakdanu. Diskuz čefurjev je vpeljan najprej skozi migracije iz bivših republik Jugoslavije, ko so se migranti prvič soočili z omenjenim problemom. Delo se nadaljuje v smeri Slovenske težnje po pripadnosti tisti »pravi« Evropi ob enem pa odmikanju od “barbarskega” Balkana. Osrednji del se zaključi pri nacionalizmu, kateri je prispeval, da lahko diskurz o čefurjih opazimo že v vsakdanjih in banalnih praksah. Delo je prepleteno tudi z različnimi paradoksi znotraj diskurza, ki so omenjeni skozi celotno besedilo. Diplomsko delo želi orisati obstoj diskurza o čefurjih v slovenski družbi, kljub ne obstoječim značilnostim, ki bi lahko nekega priseljenca opredeljevale za čefurja in ga izključevale. The diploma thesis deals with discrimination against immigrants and the rest of the descendants who came to Slovenia from the former common state of Yugoslavia. It also describes the emergence of the usage of »čefur« and the discourse surrounding its existence. It is constructed through four main frames, which were described in the central part of the thesis. Each context in Slovenia was to strike a balance of discourse in the Slovenian everyday life. The »čefur« discourse brought about all the migrations from the former republics of Yugoslavia, when migrants first faced the aforementioned problem. The work continues in the direction of Slovenia's aspiration for belonging to the »real« Europe, while at the same time moving away from the »barbaric« Balkans. The central part ended with nationalism, which suggested that discourse on Chefur could be observed in banal practices every day. The work is also complete with various paradoxes between the discourses thus mentioned throughout the text. The diploma thesis seeks or facilitates the existence of discourses on chefur in Slovene society, which do not use the current possibilities that can be convinced when deciding on chefur and exclusion.

Magistrsko delo obravnava politično komuniciranje in volilno kampanjo ter analizira komuniciranje političnih strank z volilnim telesom. V prvem delu teoretsko opredeli politično komuniciranje in volilno kampanjo s poudarkom na političnem marketingu oziroma profesionalnih volilnih kampanjah. Koncept političnega marketinga se je k nam razširil iz ZDA in temelji na analizi družbene klime ter zbiru tehnik, preko katerih avtor želi ustvariti »idealnega« kandidata na volitvah. Nagovarjanje oziroma prepričevanje volilnega telesa pa je v veliki meri odvisno od uspešnega političnega komuniciranja, ki je temelj vsake volilne kampanje. V drugem delu je predstavljena kritična analiza diskurza predvolilnih soočenj in volilnih plakatov. Ta je opravljena na izbranem vzorcu, ki zajema pet oddaj predvolilnih soočenj in štiri volilne plakate z t.i. »begunsko« tematiko. Iz analize je videti, da so politični akterji uporabljali semiotske in leksikalne izbire z namenom predstavitve migrantov kot grožnje. Grožnja je bila predstavljena na več različnih načinov, in sicer s povezovanjem migrantov s kriminalnimi dejavnostmi, kot kulturna grožnja, kot ekonomsko breme in kot vzrok za politično nestabilnost. Ključna je bila ugotovitev, da so politični akterji s »spretno« uporabo političnega jezika želeli prepričati volilce o njihovi ogroženosti in s tem širili nestrpnost in neenakost. The master's thesis addresses political communication and electoral campaign, and analyzes the communication of political parties with the electoral body. In the first part, theoretically defines political communication and an electoral campaign with an emphasis on political marketing or professional election campaigns. The concept of political marketing has spread to us from the USA and is based on the analysis of the social climate and the collection of techniques through which the author wants to create an "ideal" candidate in the elections. The election or persuasion of the electorate depends to a large extent on the successful political communication that forms the basis of each electoral campaign. The second part presents a critical analysis of the discourse of pre-election confrontations and electoral posters. This is done on a selected sample, covering five broadcasts of pre-election confrontations and four electoral posters with so called "refugee" theme. It is evident from the analysis that political actors used semiotic and lexical choices in order to present migrants as a threat. The threat has been presented in a number of different ways, namely by linking migrants with criminal activities, as a cultural threat, as an economic burden and as a cause of political instability. The key was to note that political actors with a "skillful" use of the political language wanted to convince the voters that they were at risk and thus spread intolerance and inequality.

How to respond to ongoing genocide? How to punish her perpetrators? In 2014, world witnessed another modern genocide, the eradication of the whole ethnicity - the so-called Islamic State attacked an area in northern Iraq for centuries inhabited by members of a small but distinct ethnical group of Yazidi people. This diploma thesis deals with the establishment of discourse of Yazidi genocide, the process of recognition of events as genocide at the international level. In this work I investigate the definition of victims and aggressors and the international response to genocide, both in the media and political sphere. For the discourse of the Yazidi genocide was crucial to differentiate victims and violence against them from other events. Similarly, it was important to accurately name the perpetrators of genocide and treat them as a potential geopolitical threat, but as the cause of one of the worst crimes known to mankind. The discourse of the Yazidi genocide was largely determined by politicians - and, as I show in my work, the political dimension of events has pushed the humanitarian and legal ones behind. These all aspects take on the formation and maintenance of a given discourse.

Asylum and integration policies are important components of a country's migration policy. Firstly because of their very nature, as they deal with international protection and integration of foreigners into society. However, as it is indicated in this thesis, the functioning of these policies may affect not only how asylum or integration processes are taking place after the foreigners cross the country's borders but it may to some extent influence who comes into the country. This can be caused by how the country is perceived and whether people will consider it a suitable "refuge" and seek asylum there. Also, governments can determine how many people will come to their territory based on various relocation mechanisms. In order to understand the impact and functioning of asylum and integration policies, it is necessary to explore their different levels: discourse, policy on paper and its real implementation. This thesis describes how these levels interact and influence each other. Studying these three policy lines is especially interesting today because the phenomenon of migration was not significant for the public in Slovakia until a few years ago, but in 2015, with the culmination of the so-called migration crisis, it became one of the most important issues in Slovakia, despite the fact that the...

The aim and the goal of this thesis are to analyze the digital communication of the non-profit organization People in need through its Facebook posts. The thesis is divided into three main parts. The first one focused on the phenomenon of new media and social media. These two subjects will be defined and base on available literature. Then the theoretical part will focus on non-profit organizations, their strategies and especially their digitalization and digital communication. The finding from this part will be applied in the analyses. The methodological part will set the process of content qualitative analyses and pragmatic linguistic analyses, which will be used in the practical part. The practical part will focus on the categorization of the Facebook posts and then especially on language occurrences. There will be specific examples in every part of the thesis. The last part will sum up the findings and highlight the important parts.

This thesis deals with the image of India in the Czech media. The analysis begins in 1996 and continues to recent years. The aim of the thesis is to describe the image of India in the Czech print media. The principles of the theory of discourse, discourse analysis and image in media as well as the methodology are defined in the first chapter, which also contains the description of the primary sources for the further analysis. The following part of the thesis contains the results of the quantitative media analysis, that show which media are writing most often regarding the topic "India". The thesis further shows the results of the qualitative discourse analysis, which explains in detail how are the journalists creating the image of India and how they directly contribute to the construction of the image of India among the readers. The conclusion describes how is India communicated in the Czech Republic.

The following diploma thesis deals with image destruction in the public space, specifically focuses on its selected fragments, which can be considered as communication messages. The work provides a synchronous and diachronic analysis of the subject of the research as well as the transformation of its statuses, thus concentrating on the acquisition, transformation and extinction of the symbolic meanings of the object within the cultural- historical complex. The pattern of destruction of the image in the public space is chosen as Lennon's Wall in Prague, whose constant visual and meaningful transformation is taking place today - against the backdrop of the historical, power and cultural context. The theoretical basis is based on the analysis of change based on the concept of "discourse" and "discourse formation" by Michel Foucault, as well as on the anchoring of methodology in CDA Norman Fairclough and DHA Ruth Wodak. Keywords Visual Image in Public Space, Lennon's Wall, Linking, Discourse, Destruction, Communication, Power.

Naloga poskuša odpreti prostor za razmislek o medsebojni povezanosti okoljskih diskurzov in estetizacije narave. V magistrskem delu skozi mrežo oblasti raziskujem vizualno predstavo, ki je del prevladujočih družbenih razmerij, ideologij in norm o okolju ali naravi. Identificirati skušam reformno vizualno razumevanje narave in ga postaviti v primerjavo z radikalnejšimi oblikami vizualnega razumevanja narave. Namen naloge je, da kot osrednjo ontološko točko razumevanja narave postavi estetizacijo. Obenem naloga skuša pokazati na drugačno obliko estetizacije, ki agensom omogoča spremembo zavesti in premik v smer radikalnejših okoljskih diskurzov. Drugačen estetski odnos do narave pomeni drugačno (politično) delovanje, drugačno vpetost v družbeni kontekst in drugačen odnos do družbe in narave. Master thesis tries to open a space for reflection on the interconnection between environmental discourses and aesthetisation of nature. In the thesis through the network of power relations I am exploring visual representations that form part of dominant social relations, ideologies and norms about environment and nature. I try to identify reformatory visual understanding of nature and place it in comparison with more radical forms of visual understandings of nature. The intention of the thesis is to place aesthetisation as the central point of discursive understanding of nature. At the same time the thesis tries to show different form of aesthetisation which allows agents the change in consciousness and move in the direction of radical environmental discourses. A different aesthetic attitude towards nature means different (political) action, different inclusion into social context and different attitude towards society and nature.

Pričujoča magistrska naloga se osredotoča na medijsko sliko Labinske stavke rudarjev iz leta 1987, in sicer kako sta jo reprezentirala hrvaška dnevna lista Vjesnik in Glas Istre v času stavke in v tednih po koncu stavke. Teoretski okvir sestoji iz konceptov mita (Barthes, 2015), reprezentacije (Hall, 2004) in diskurza (Foucault, 2001, ipd.). S pomočjo metode kritične analize diskurza sem skušala dekonstruirati diskurzivno konstruiran mit o rudarju »delomrznežu« v omenjenih dnevnih listih in odgovoriti na zastavljena raziskovalna vprašanja. Zanimalo me je, kako se je stavka prikazovala v analiziranih dnevnih listih, čigav glas se je slišal v poročanju o stavki in kako se je zgodil obrat v medijih – od glorifikacije do demonizacije delavca v socialističnem sistemu, v katerem je delavec na splošno veljal za simbol ponosa (Kuzmanić, 1988). Analiza empiričnih podatkov je odkrila, da so bile medijske zgodbe poglavitno podprte s prisvojenimi glasovi (Hartley, 1982) moči (uprava, lokalna oblast, voditelji, Sindikati ipd.), medtem ko je bil glas rudarjev v poročanju zanemarjen. V ospredju informiranja o stavki v Glasu Istre in Vjesniku so bila vprašanja finančnih izgub zaradi stavke in antagonizem med »nami« in »njimi« – rudarji, ki so postavljali neracionalne zahteve. The present master thesis brings into focus the media picture of the miners' strike in Labin in 1987, how it was represented by the Croatian daily newspapers Vjesnik and Glas Istre at the time of the strike and in the weeks after the end of the strike in 1987. The theoretical framework consists of the concepts of myth (Barthes, 2015), representation (Hall, 2004) and discourse (Foucault, 2001, etc.). Using the method of critical discourse analysis, I tried to deconstruct the discursively constructed myth of the miner as a "shirker" in the mentioned daily newspapers and answer the research questions. I was interested in how the strike appeared in the analysed daily newspapers, whose voice was heard in the reporting of the strike, and how the media turned up from glorification to the demonization of a worker in a socialist system in which the worker was regarded as a symbol of pride. The analysis of empirical data revealed that media stories were mainly supported by accessed voices (Hartley, 1982) of power (administration, local government, leaders, trade unions, etc.), while the voice of miners was neglected in reporting. In the forefront of informing about the strike in Glas Istre and Vjesnik, there were issues of financial losses due to strike and antagonism between »us« and »them«, miners who posed irrational requirements.

Cepljenje je nedvomno tema, ki v javnosti izzove polarizirana mnenja glede koristi in slabosti cepljenja. Prav zaradi tega in zaradi vzpona digitalnih medijev se je povečalo tudi število posameznikov in interesnih skupin, ki nasprotujejo cepljenju. Ta pojav so opazili tudi pri Svetovni zdravstveni organizaciji in se mu vse bolj posvečajo. Z izbrano temo sem želela prikazati prepad, ki se dogaja na slovenskih spletnih medijih ob tem pojavu. Vse več posameznikov in staršev se namreč med iskanjem informacij o cepljenju usmeri na spletne strani, forume in družbena omrežja. Cilj naloge je bil ugotoviti, na kakšnih predpostavkah temeljijo argumenti tistih, ki so proti cepljenju in tistih, ki so za cepljenje ter, ali je pri tistih, ki so proti cepljenju, prisotno tudi nezaupanje v zdravstveni sistem oziroma v zdravnike. Zanimalo me je, kakšne diskurze tvorijo argumenti, ki so za in proti cepljenju. Empirični del naloge je zastavljen kot analiza diskurza komentarjev na spletnih forumih in družbenem omrežju Facebook. Pri tem sem ugotovila, da je v komentarjih prisotnih več različnih diskurzov, da komentarji na Facebooku temeljijo na različnih predpostavkah, da je pri posameznikih, ki zavračajo cepljenje, mogoče opaziti tudi nezaupanje v sistem. Iz analize komentarjev na spletnih forumih sem razbrala, da posamezniki pri zdravnikih ne dobijo dovolj informacij o cepljenju. Vaccination is surely a topic which provokes polarized opinions in public with regards to the benefits and the disadvantages of vaccination. This is exactly why (and also because of the rise of the digital media) the number of individuals and interest groups who oppose vaccination increased. This phenomenon was identified also by the World Health Organization and they address it increasingly. With the selected topic, I wished to present a gap which occurs within the Slovenian online media in this case. An increasing number of individuals and parents choose web pages, forums, and social networks when searching for the information about vaccination. The goal of the thesis was to ascertain on what assumptions are based the arguments of those who are against vaccination and of those who are for vaccination, and whether those who are against vaccination are skeptical or untrusting about the health system and/or the doctors. I was interested what discourses create the arguments which are in favor of and against vaccination. The empirical part of the thesis is set as the analysis of the discourse of the comments on online forums and the social network Facebook. In the process, I discovered that there are several different discourses present, that comments on the Facebook are based on various assumptions, and that the mistrust of the system is visible among the individuals who reject vaccination. I realized from the analysis of the comments in the online forums that individuals are not provided with enough information about the vaccination by the doctors.

V medijih zadnja leta lahko zasledimo, da smo v času četrte industrijske revolucije, v kateri naj bi nove tehnologije in načini njihove uporabe radikalno spreminjali bistvo gospodarskih, družbenih in političnih sistemov. Blockchain je ena izmed takšnih tehnologij, njegova najbolj poznana uporaba je kriptovaluta bitcoin. V razpoloženju glede tehnološko-ekonomskih sprememb se prepletata negotovost in navdušenje nad obeti prihodnosti, ki jo prinašajo. V skladu z neoliberalno logiko se v medijskem diskurzu izpostavlja nujnost izboljševanja lastne konkurenčnosti ljudi na trgu dela, ki jo podpira stalna grožnja tako globalnih trgov kot novih tehnologij: če se ne prilagodimo, nas lahko nadomestijo stroji ali cenejši delavec. Hkrati pa grožnje dopolnjuje obljuba priložnosti boljšega življenja, če bomo logiki sledili. V primeru uveljavljanja kriptovalut sta to denimo potenciala odprave "neučinkovitih in netransparentnih" državnih institucij (npr. centralne banke) ter neposrednega bogatenja s trgovanjem s kriptovalutami. Družbene spremembe, povezane s tehnologijo, so pogosto predstavljene kot samoumevne in neizbežne, a različni teoretski pristopi pri tem opozarjajo na vlogo diskurzov, ki se pojavljajo v zvezi z njimi. Pomembna ugotovitev pri tem je, da gre večinoma za spremembe na področju dela. S pomočjo kvalitativne analize tekstov orišem diskurze, ki se pojavljajo o četrti industrijski revoluciji, blockchainu in bitcoinu v izbranih slovenskih spletnih medijih. According to the media, we have entered the era of the the fourth industrial revolution, in which new technologies and ways of their use are radically changing economic, social and political systems. Blockchain and its well-known application, bitcoin, are among such technologies. Technological and economic changes are met with uncertainty and enthusiasm over the prospect of the future they bring. Neoliberal media discourse emphasizes the need to improve the competitiveness of people in the labor market, which is supported by the constant threat of both global markets and new technologies: one who does not adjust can be replaced by machines or a cheaper worker. At the same time, there is the promise of a better life if we follow the logic. For example, what makes cryptocurrencies attractive is their potential for the elimination of "ineffective and non-transparent" state institutions (eg. central banks) and prospect of enrichment by trade. Social changes related to technology are often presented as self-evident and inevitable, but various theoretical approaches draw attention to the role of discourses appearing in relation to them. An important finding is that the the vast share of the influence of the tecnological changes affects labour. By method of qualitative text analysis, I summarise the discourses regarding the fourth industrial revolution, blockchain and bitcoin in selected Slovenian online media.

This diploma thesis deals with the rhetoric of Ku Klux Klan social movement. One of the goals of the work is to analyze through content analysis the codes that construct the categories of good and evil in the Ku Klux Klan movement. The second goal is to use the technique of critical discourse analysis to reveal the hidden power relations and ideologies that are found in the discourse of the movement. The theoretical part deals with the concept of social movement and the role of symbolic communication in it. It also deals with the concept of code and discourse. The chapter about discourse deals primarily with racism and the denial of racism in discourse. The thesis also concentrates on the theme of rhetoric, its development, rhetorical means and a view of rhetoric by Kenneth Burke. Further, the text deals with the context of Ku Klux Klan's birth and development. The last chapter of the theoretical part is describing the methodology that is afterwards applied to the examined documents.

Diploma thesis is a case study of forest school. Thesis draw from school ethnography approach and examine in what ways this school constitute education different from dominant educational discourse. It applies the concept of heterotopia on the basis of which it reveals other ideological, discursive and also organisational practices on which is this school build on. Educational discourses are inseparable. For understanding of its otherness there is used the reference framework of disciplinary mechanisms of normative education; specifically the space layout, surveillance and the process of examination. Thesis also seeks to reflect contemporary shifts in educational paradigm and it shows some inovative and newly emerged forms of education. It mirrors neoliberal tendencies which permeates through the educational system. It works with imperatives of freedom, responsibility and the autonomy of children. Key words: forest school, alternative education, case study, hoterotopia, discourse, discipline

The work called Fashion as a Differend presents the demands of critics of fashion and shows that they are in decomposition with its definition as defined by J. - F. Lyotard in the context of a postmodern condition. It argues that discourse overriding the demands of fashion critics is asymetrical with discourse within which fashion is defined. It turns out that there is a logical paradox with regard to the essence of fashion, which is transience or rapid change (at least as fast a change in society) and the floating demand for slowing down, stability and other criticisms that are linked to its transformation.

This bachelor thesis deals with the development of the Dutch international cultural policy in between Wim Kok's, Jan Peter Balkenende's and Mark Rutte's governments. Through the compiling and descriptive approach there is dealt with milestones and key interventions in the international cultural policy structure in the thesis. The pivotal part of the thesis is dedicated to the application of the above mentioned policy model in the United States of America. Metodologically, the thesis' core part consists of three case studies which provide text with an empirical dimension. Apart from the descriptive frame depiction of the Dutch cultural- diplomatic model, there is also paid attention to the Dutch internal political discourse in thesis in the given period of time. The thesis' content may be perceived as a complement to texts which put down the national interests' accomplishments through the culture to research, as a means of desired target of the collective perception from the host country, i. e. where is the cultural dimension of the foreign policy applied. Key words The Netherlands, USA, international cultural policy, government, discourse, approaches