McLuhanova Tetráda n Vertikálních videí

The bachelor's thesis addresses the issue of vertical videos, a media format that has become highly popular on social media in recent years. For the analysis of this format, Marshall McLuhan's media theory was chosen, specifically his tetrad of media effects. The tetrad deals with four media effects and examines what the medium enhances, obsolesces, retrieves, and reverses. The theoretical part summarizes the work and main ideas of Marshall McLuhan to understand the media theory applied in the thesis. Additionally, the issue of vertical videos and the platforms that utilize this format are introduced. In the practical part, the analysis of this format is conducted using predetermined methods and constructing the tetrad. The goal of the bachelor's thesis is to analyse the media format of vertical videos on social media using the application of McLuhan's tetrad of media effects. The contribution of the thesis is a detailed analysis of the format of vertical videos and verification of the relevance of several decades-old theory to a contemporary media format.