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Stať popisuje prezentaci národa a národních stereotypů v současné reklamě, vychází z pojetí národa od 19. století. bylo analyzováno 250 reklamních textů českých a polských obsahujících narativní přístup k národu a ukazujících národní stereotypy. Analyzováno je též využití jazykových prostředků souvisejících s tématem. The article describes changes in understanding of a term "nation" by Czech and Polish people since 19 th century to this day as well as chosen autostereotypes, that are typical for both nations, in the field of advertising. Authors analysed over 250 Czech and Polish advertisements and show that stereotypes are nationally embedded and create basic language and symbolic material for contemporary creators of advertising messages nad campaigns.

The thesis titled "Czech serial Velmi křehké vztahy characters with regard to their property estate and social class" is linked to specialised publications which originated in the Faculty of Social Sciences of the Charles University in Prague mapping how the 'after the velvet revolution' series made by the Czech TV portray the topic of wealth and affluence. The theory part consist of findings from two socio-scientific fields, i.e. sociology and media studies, the outcomes of which will consequently meet in the research part of this thesis. The subject matter of the research part of this thesis is the episodes of the third season of the Velmi křehké vztahy soap opera which was broadcast by the Prima Czech TV channel between 2008 and 2009. This research sample was achieved by using a qualitative research technique, specifically the grounded theory method. The thesis focuses predominantly on how a class hierarchy and wealth determine their character. The attention is also paid to listing various social classes which appear in the series, and to the outline of the areas of a social life in which the social mobility is possible. The research part of the thesis also focuses on which professions are represented mostly in the series and how characters are portrayed when working. There is also a part dedicated to...

Diploma thesis "China in the Czech Press: Comparing Representations of Authoritarian Political System in Democratic Media System" uses qualitative content analysis to examine attributes ascribed to China by selected Czech mainstream newspapers in selected periods, systematizing and categorizing the findings into instituted categories. The analysis serves as a basis for answering the key question: How media representations of political and social system - which is unacceptable in the system where the media work - can be ideologically adapted? Brief insight into history and contemporary problems of China and interpretation of the term "ideology" based on description of the development of this term firstly in its negative definition of Marxist line stay before presentation of results of the qualitative research. The thesis includes also extensive part full of graphical supplements which denote image of China in discourse of dailies Lidové noviny and Právo in five selected periods. It allows easy comparison of separate partial discourses, so distinctions among the partial images of China are well discoverable.