Issue 1/2014. 85 p. ISBN

Published on 30. 4. 2014



  Download

Contents

Ethnology

ANTHROPOLOGY AND DEVELOPMENT: RIVALS OR ALLIES? (THEORETICAL AND METHODOLOGICAL OUTLINE OF ISSUE)

Mezeiová, Veronika
In: , p. 8 - 16. ISBN:

Abstract

The paper describes the relationship between social anthropology and development, that is, since its inception rated as ambiguous and ambivalent. It presented forms of engagement of social anthropologists in development projects, while it distinguishes three basic approaches anthropology to development: instrumental, populist, and deconstructionist. In form of overview study it approaches a discourse widespread especially in the Western Anglo-Saxon academic society, while its theoretical and methodological assumptions are applicable in the study of development in the Central European context. Paper identifies the basic theoretical and methodological postulates and current trends in anthropology of development and social change.

Download article (PDF)

Linguistics

JOURNALISM – PUBLICISTICS – POLITICS – MEDIA: TOUCHES AND INTERSECTIONS

Barnová, Katarína
In: , p. 17 - 23. ISBN:

Abstract

The article is focused on explanation of Slovak terms “journalism” and “publicistics“ and points out the diverse understanding of these terms from different conceptual theories – theories of journalism (or media theory) and theories of stylistics. The article is focused on the journalism – politics – media relationship and their interconnections. Journalism, that brings every day new information about political life and political events, is determined by political environment. The relationship between journalism, media and politics is interconnected – journalists and media need politicians as an important source of information. Politicians consider journalists and media as an important way of communication with public and as a “key players” of public opinion shaping.

Download article (PDF)

ON LEXICOGRAPHICAL ASPECTS OF FOREIGN LANGUAGE TEACHING

Mišun, Josef
In: , p. 24 - 37. ISBN:

Abstract

The submitted paper deals with some lexicographical aspects of the process of foreign language teaching. It focuses on the contemporary situation in lexicographical research, deals with the educational role of a dictionary, describes a layperson´s relationship to a dictionary, addresses the issue of collocations and phraseologisms and discusses the phenomenon of the so called language common sense competence.

Download article (PDF)

ADVERTISING TARGETED AT CHILDREN AND CURRENT APPROACH TO IT WITH EMPHASIS ON CZECH AND GERMAN EXAMPLES

Tesařová, Pavlína
In: , p. 38 - 46. ISBN:

Abstract

The article deals with the genre of contemporary advertising targeting children. It uses examples from the Czech Republic and Germany, defines the target audience by age and presents preferences of respective age groups with respect to the type of media used for advertising. The article also pays attention to the sociodemographic factors in the background of marketing strategies. Ethical issues are also metioned. The study sheds light on the reasons why a certain target group is attractive and with the aid of examples it exposes the principles of advertising targeting children from the visual, perceptional and linguistic point of view.

Download article (PDF)

YIDDISH LOAN WORDS IN SLOVAK

Zajacová, Tamara
In: , p. 47 - 56. ISBN:

Abstract

The article Yiddish Loan Words in Slovak deals with the introduction of the terms “jidizmus” and “jidizmy” (as the words for Yiddish loan words in Slovak) into the lexicon of the Slovak language. As one hundred and fifty to two hundred words of Yiddish origin have been found during the research of all the levels of Slovak, and the Slovak language already has terms for loan words e. g. from German, Czech, Russian and even Hebrew and Arabic languages (compare Slovak words germanizmy, čechizmy, rusizmy, hebrejizmy, arabizmy), the author of the article has found the introduction of the term “jidizmy” convenient and fully legitimate. The specific examples of Yiddish loan words in Slovak will clarify the meaning of the specific words of Yiddish origin, as well as the circumstances of the borrowing process into the Slovak language. Special attention is devoted to the differences between the Hebrew and Yiddish loan words in Slovak.

Download article (PDF)

Literary Science

THE ABSENCE OF THE FATHER IN VERONIKA ŠIKULOVÁ’S AUTHOR’S CONCEPTION

Majerčáková, Mária
In: , p. 57 - 63. ISBN:

Abstract

On the basis of analysis and interpretation of Veronika Šikulová’s prosaic authorship, the attention in the study is concentrated on the motif of absence of the father. Šikulová works with this motif in original way (in sequence to her former authorship). We can see some steady features in her author’s handwriting through the depicting of this motif. From these features, the most frequent are sensual perception of the reality and the using of the imagery (conspicuous symbolism) of the tongue. Sovereignty of the person of father in Šikulová’s texts is manifesting also because of the consistent work of the author with the literary space. The study primary comes out mainly from the titles Domček jedným ťahom (2009) and Miesta v sieti (2011), but she also takes into consideration author’s works Odtiene (1997), Z obloka (1999), Mesačná dúha (2002) and Diera do svetra (2012). Secondary, the study is grounded on the literary theoretical publication of Stanislav Rakús called Poetika prozaického textu (1995).

Download article (PDF)

CONTEMPORARY LITERATURE AND DEAD POSTMODERNISM

Špoták, Róbert
In: , p. 64 - 72. ISBN:

Abstract

The study focuses on the issues of the end of postmodernism in relation to changes and trends in contemporary art and theory. The author tries to approach what comes after postmodernism using several various contemporary theoretical concepts by Alan Kirby, Jeffrey T. Nealon and Timotheus Vermeulen and Robin van den Akker. Author then relates these concepts to novels of contemporary French writer Michel Houellebecq. Finding the connections to the concepts of intensification and comodification, as well as New Romanticism, author confirms that Houellebecq is a writer, who cannot be reliably classified as postmodern author, but rather the author of era of transition.

Download article (PDF)

LOCALIZATION OF TRANSLATION IN THE OPERATIVE TEXTS

Krátká, Eva
In: , p. 73 - 80. ISBN:

Abstract

This article deals with the problem of localization in the operative texts translation. I suppose that the above mentioned phenomenon is closely connected to the Skopos theory. The intention of the operative text is to motivate recipients to do a particular action (e.g. to purchase product). The aim of this paper is to analyze the localization of translation on different levels of the language – in morphology, syntax, semantics etc. Four case studies are analyzed in the paper. The question is to which extent the localization of translation fulfilled the intention of the authors of the texts. I came to the conclusion that in some cases the localization was not used correctly.

Download article (PDF)

VARIA

XXIII. YOUNG LINGUISTS’ COLLOQUIUM

Arvensisová, Marika - Lalík, Igor
In: , p. 82 - 84. ISBN:

Abstract

The report is focused on introduction of papers, which were presented at a conference in Modra – Harmónia at the 23rd Young Linguist’s Colloquium. The report points out how Linguistics offers many unexplored fields of interest. The aim of this report is to present the most interesting topics and ideas, and to give the sense of the atmosphere prevailing at the meeting of young linguists. Presented topics primarily referred to language, speech and communication.

Download article (PDF)