Agenda setting by Pavel Novotny in the Czech media environment

The basis of the agenda-setting theory is the fact that the topics that are emphasized in the media are becoming important for their audience as well. The widespread notion is that those who set the agenda are the media. However, this is not entirely true. The media only allow news to spread quickly, they are not the authors of the topics. Pavel Novotný, a Czech celebrity and politician, formerly a tabloid journalist, currently the mayor of the City District - Prague Řeporyje, is considered to be the cause of many media cases in the Czech environment. The bachelor's thesis examines the activity of Pavel Novotný on the social network Facebook during selected media cases using a summarizing software tool. It also examines media activity using a media database. Its aim is to apply the theory of agenda- setting to the person of Pavel Novotný. In the theoretical part of this work, the author deals with the topics of celebrities in the political field, micro-celebrities on social networks and the transformation of political communication. Furthermore, the person of Pavel Novotný is described here and the theory of agenda-setting is introduced. In the practical part of the bachelor's thesis, an analysis of Pavel Novotný's activity on the social network Facebook is performed during selected media cases...