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Literature in general and poetry in particular play a key role in the preservation and transmission of the cultural code. In turn, the cultural code can act to unify a nation. This potential is sometimes used by commercial organisations in socially oriented advertising. A very interesting example of such advertising is the Gwanghwamun Poetry Placard, which originated in 1991 and is located on the Kyobo Life Building in Seoul, Republic of Korea (RK). At the beginning of each season, new poetic lines appear on the placard. These poetic lines are selected by a special committee as the most consistent with the spirit of the time and to meet the socio-psychological needs of the South Korean people. Using a comparative approach, the author analyses poetic stanzas from the Gwanghwamun Placard, which are remarkable in terms of their implicit content and design, to reveal the “isotopic lines” of the project and contribute to a better understanding of the cultural code of the society toward which the project is oriented.
EN
This article refers to the possible connections between the poetry of Antonín Sova and some modern Korean poets. It uses the concept of orientalism (particularly from E. W. Said) and especially the thinking of Věra Linhartová on modern art and philosophy in the Orient. On this basis it compares several features of poetics that are geographically widely separated. Attention is focused on the poetry of Antonín Sova and its femininity and symbolic visuality, which comes specifically close to the poetry of the Korean modernists. From the Korean perspective an affinity is also primarily signalled by the subject of a national upsurge and a protest against the power of the oppressors during the Czech and Korean political and wartime cataclysms.
CS
Článek ukazuje možné souvislosti mezi poezií Antonína Sovy a korejskými moderními básníky. Využívá koncepci orientalismu (hlavně E. W. Saida) a zvláště úvah Věry Linhartové o moderním umění a filozofii v Orientu. Na tomto základě srovnává některé rysy geograficky si vzdálených poetik. V centru pozornosti je poezie A. Sovy s jeho ženskostí a symbolickou vizuálností, která se specificky blíží poezii korejských modernistů. Blízkost také signalizuje hlavně z korejského hlediska téma národního vzepětí a protestu proti moci utlačovatelů v období českých a korejských válečných a politických kataklyzmat.
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