Soft power belongs to younger concepts in international relations theory and is mostly mentioned in correlation with specific states. But in today's world it is possible to study it in connection with other membersof international system. This master thesis deals with an analysis of the soft power of the European Union (EU) as a whole, which is one of the significant and visible players in the world. Except theoretical definition of the notion the thesis introduces analysis of the essential sources and tools of the EU's soft power. The last part of the thesis is dedicated to observationof current position of the European Union in international relations with respectto soft power. The aim of the thesis is to identify key sources and tools of the EU's soft power, evaluate it and to think about whether the EU as a community of countries can be compared to some particular countries from the view of reputation measured by soft power.

The objective of the Master Thesis is to outline the possibilities of improvement and extension of public diplomacy activities of Mexico. In order to achieve the objective the thesis is divided into 3 parts. The first one summarizes existing theoretical knowledge in the course of study, thus characterizes the terms of public diplomacy and briefly cultural diplomacy and nation branding as well. The following chapter determines particular actors of Mexican public diplomacy and their activities, determines the country's initial conditions in public diplomacy, focuses on the public diplomacy activities in the foreign policy program and analyzes how the country fulfils the basic requirements of public diplomacy strategy. The last chapter depicts Mexican public diplomacy in the United States of America, where a significant decline in positive perception has been seen in recent years, and outlines the possibilities of improvement and extension of public diplomacy activities to reverse the trend.

Relations between the Czech Republic and Australia have several forms and those are reflected in the economic, cultural, or tourism. The work aims to map these relationships, find out what relationships are established and how, if at all, are supported by Czech public diplomacy. The first part is theoretical and explains the concept of public diplomacy and its activities in creating a positive image of the country abroad. The next two chapters are devoted to no particular form of Czech-Australian relations and their further support.

Due to its fragile position in the international community, Taiwan has used soft power projection and public diplomacy tools to present its values and to enforce its national interests. This work identifies and examines principal sources and instruments of soft power implemented in Taiwan's diplomatic practice. Taiwan is attractive to other countries especially for its values, culture and economic strength. It currently enhances its influence mainly via cultural projects, educational programs, foreign policy practice, economic soft power, gastrodiplomacy and media, specifically focusing on development and humanitarian aid, active participation in international bodies and clarifying its standpoint towards PRC, celebrity diplomacy, and on publishing foreign language books and informational texts about the country. It will be crucial for the future of Taiwan's public diplomacy to either focus on areas that have not been attractive so far, or to use the strategy of niche diplomacy. With better institutional coordination, well-targeted public diplomacy strategy and national brand making, Taiwan can continue in making its world image better.

This diploma thesis aims to identify the instruments of cultural diplomacy of the Czech Republic in the form of institutions and consequently methods that are used by these institutions. In the theoretical part, the author defines the basic concepts of public and cultural diplomacy and cultural policy. Next chapter of the theoretical part will focus on the institutional promotion of cultural diplomacy and will subsequently define methods and forms, which are used in cultural diplomacy. Essential parts of foreign policy are international agreements between states and in the field covered by the Ministry of Culture these arrangements are primarily the so called Cultural Agreements. The theoretical part of the thesis will describe cultural diplomacy in practice. In the empirical part the author will use the comparative method of analysing the differences in the specific example of cultural policy instruments of Czech Centres in London, Berlin and Kiev. Comparisons will be made on the basis of quantitative data from 2011. The sources for this comparison are the internal statistics of the Czech Centres.

Tesis para optar al grado de Magíster en Estudios Internacionales / Este estudio examina comparativamente entre Chile y Perú, la nueva estrategia de diplomacia pública: la gastrodiplomacia. Busca comprender ambos usos de gastrodiplomacia dentro de las diplomacias públicas de Chile y Perú. Para esto, se explora la siguiente pregunta principal: ¿Qué similitudes y diferencias se observan en el uso de gastrodiplomacia en la diplomacia pública de Chile y Perú?, la cual se responderá a partir de las siguientes preguntas secundarias: ¿De qué manera los diferentes actores tanto en Chile como Perú han contribuido en iniciativas de gastrodiplomacia para potenciar su proyección internacional?; ¿Qué acciones de gastrodiplomacia han desarrollado Chile y Perú para potenciar su proyección internacional?; y, por último, ¿Qué estrategias de gastrodiplomacia podría ejecutar el caso de Chile para potenciar su proyección internacional, considerando aspectos del caso peruano?. Según lo analizado, Perú ha logrado mejorar su proyección internacional dentro de la arena internacional mediante el uso de gastrodiplomacia, mientras que Chile aún no ha conseguido proyectar una campaña holística de gastrodiplomacia, teniendo, no obstante, las herramientas para realizarlo, lo cual podría contribuir a potenciar su proyección internacional dentro del sistema internacional. / In this paper, the new strategy of public diplomacy is examined comparatively between Chile and Peru: known as gastrodiplomacy. Seeks to understand both uses of gastrodiplomacy within the public diplomacy of Chile and Peru. For this, the following main question is explored: What similarities and differences are observed in the use of gastrodiplomacy in the public diplomacy of Chile and Peru? which will be sought to answer from the following secondary questions: How different actors in Chile and Peru have contributed to gastrodiplomacy initiatives to enhance international projection?; What gastrodiplomacy actions have Chile and Peru developed to enhance their international projection? and, finally, What gastrodiplomacy strategies could the case of Chile execute to enhance its international projection, considering aspects of the Peruvian case? As analyzed, Peru has managed to improve its international projection within the international arena through the use of gastrodiplomacy, while Chile has not yet managed to project a holistic gastrodiplomacy campaign, nevertheless, having the tools to carry it out, which could contribute to enhance its international projection within the international system.

Tato diplomová práce se zabývá problematikou veřejné diplomacie a případě pomocí případové studie j práci vystižena veřejné diplomacie a specificky pak její amerických. Veřejná diplomacie je tedy v rámci práce pojímána coby zahraničně nástroj, který Unie využívá posilování transatlantického partnerství a dosažení vlastních zahraničně politických cílů v rámci tohoto partnerství a zda je pouze podpůrným prostředkem pro aktuální politické a ekonomické iniciativy, nebo jestli jsou jeho prostřednictvím spíše dosahovány teoretické části jsou představeny základní koncepty, které jsou následovně využity v části empirické. Konečným závěrem, kterého bylo prostřednictvím práce dosaženo je ten, že veřejná diplom budování vztahů mezi EU a Spojenými státy, což do značné míry vyplývá ze samotného charakteru politického prostředí v

This Diploma Thesis is a case study that, on the example of Iraq, examines the development and importance of American public diplomacy in the Middle East. The thesis deals with the revitalization of public diplomacy projects and its budget increase, which started to occur as a result of changes in American foreign policy after the 9/11 terrorist attacks. Efforts to renew public diplomacy began to appear during the administration of President George Bush. However, it was his successor, Barack Obama, who became a strong supporter of "soft power" in US foreign policy and who stressed the need to restore credibility of the US in the world and cooperation with the Arab world. This thesis also deals with the development of public diplomacy in Iraq in the context of the war in Iraq, the subsequent American occupation and the increase of sectarian violence and violent extremism. Although Iraq has been the largest recipient of financial support for public diplomacy for several years, the biggest limit of public diplomacy in the country is its inadequate security situation. Based on the analysis of exchange programs between the US and Iraq, the thesis aims to prove that public diplomacy is an important tool for establishing a dialogue with foreign publics.

This thesis focuses on the approach of Slovenia to the promotion of the state abroad. It is a small country with two million inhabitants, suffering from poor visibility and being confused with Slovakia. Slovenia has decided to change this by creating a national brand. Positive perception of a country contributes to economic development of the state. It is also an ideal means by which small states can maximise their influence in the international arena. The thesis describes the gradual development of the national brand and its implementation. The thesis also describes the institutional background, the work being coordinated by the Government Office for Communication. Slovenia has succeeded in creating the brand of a green country with a quality of life for all. For a national brand to be successful, it must be based on real national priorities. In the case of Slovenia, ecology is also part of its domestic and foreign policy priorities. The monitored indicators show that Slovenia's environmental performance varies in different areas. In some areas Slovenia is a leader in the EU, in others, for example in transport, its performance is below average. The work concludes that the label is based on real foundations because some part of environmental policy is effective.

This diploma thesis deals with public diplomacy of France, Great Britain, and Germany in the Czech Republic. Based on the theoretical parts, two models of public diplomacy are formulated. The main criteria for the division of the models are the goals of public diplomacy. The first one is a model of promoting a positive image of a state abroad that is used for improving the image of the state in front of the foreign public. In the case of the second model, states can use the interests of public diplomacy to actively promote the values and views of the state that uses public diplomacy. After the presentation of public diplomacy organisations of the selected states and the historical development of their activities in the Czech Republic, an analysis was performed based on data collected from social networks, websites, and interviews with several representatives of public diplomacy. The practices of British, French, and German public diplomacy were categorized based on the goals mentioned within the official documents, the goals of individual public diplomacy institutions, partners, topics, and the tools they use to work the topics. Based on the analysis, none of the public diplomacy of the selected countries operating in the Czech Republic can be assigned a model of promoting values.