RT Journal Article SR Electronic A1 Štechová, Markéta T1 Mythology of Exceptionality as a Production Ideology of the Television Series Proč bychom se netopili JF Iluminace YR 2012 VO 24 IS 2 SP 5 OP 27 UL https://iluminace.cz/en/artkey/ilu-201202-0001.php AB The article deals with the conditions that determine the form of Czech serial production, based on a thesis that examines production ideologies in detail using semiotic analytical tools. The text combines the author's empirical experience (direct acting participation in the series Proč bychom se netopili) with theoretical insight into the issue.