This article looks at the use of advertising in the non-profit sector, which is a new phenomenon in Czech society. Using the focus group method, the author aims to examine the reception of this type of advertising among various social groups in Czech society. The analysis is based upon the axiom of the dialogic character of every semiotic act. It notes the conditions under which the offer of dialogue from the side of the advertisers, which is conveyed through the advertising campaign, is accepted or refused by the focus group members. In the analysis the respondents did in fact interpret non-commercial advertisement as having dialogic relevance, given their deliberations on who was saying what to whom and why. Special emphasis is placed in the article on methodological issues. It is argued that focus group discussions represent a specific type of communicative situation and, therefore, it is necessary to consider the specifics of this communicative situation when analysing data and interpreting results.
Naše znalosti o ekologii a rozšíření řady druhů hub byly po dlouhou dobu založeny pouze na pozorování plodnic a sporulujících útvarů v terénu a na identifikaci izolovaných druhů hub. Nedávné pokroky a dostupnost metod založených na studiu DNA a jejich téměř rutinní používání v laboratořích rozšířilo naše znalosti o substrátech kolonizovaných různými druhy hub. Na druhou stranu se ukázalo, že některé druhy kolonizují stejný substrát, ale na geograficky velmi vzdálených lokalitách. Některé druhy ani nelze zařadit do jasně vymezené ekologické skupiny, mění svou ekologii v průběhu svého životního cyklu., Our information about the ecology and distribution of particular fungal species has for a long time been based only on observations of fruit bodies and sporulating structures in the field and on identification of isolated fungal strains. Recent developments in molecular methods and their routine use in mycology have revealed that some fungi may colonize different substrates than originally supposed. On the other hand, other fungi colonize their typical habitats in localities that are enormously distant from each other. Some fungi may not be easily assigned to a single ecological group, as they change various life styles during their life cycle., and Ondřej Koukol.