Goals of paper are to create grounded theories that will answer the question "how media inform about three art auctions". First is Hascoe action in London auction house Sotheby's, second one is auction of painting Tvar Modré in Adolf Loos Apartment and Gallery and the last one is auction of collection of oil paintings by František Kupka in Dorotheum. Firstly I describe historical phases of auction market and then it's mechanism. Theoretical part consists of information about offer of analyzed action houses and focuses on uniqueness of art pieces, previous owners or marketing strategies. Practical part of analysis defines research issue, paradigm, research materials and describe selected media. Then alalyzes three grounded theories that consist of open coding, axial coding and selective coding. All these phases are illustrated on graphic models and identify theoretical codes. Finally I describe media image of analyzed auctions.

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This Diploma thesis deals with a media communication through new technologies, specifically then specific social networks such as Facebook and Instagram, in the field of art auctions market. Major focus is given especially to the 1. Art Consulting, Dorotheum and European Arts Auction houses. The international auction houses are represented by two art auctions market world leaders, Christie's and Sotheby's. The Thesis first summarizes the art market and it's characteristics, marketing and media communication of the Czech auction houses, both Czech and international auction market and a history of the auction houses examined in this Diploma thesis. The methodology used is a quantitative content analysis. The analysis primarily focuses on the number of social networks used by the auction houses for a communication with fans and other public, on the hit rate of this communication. The largest part of the research is given to the nature of individual media messages. In selected cases, the length, hit rate, origin, focus, topic etc. is examined. The analysis covers the period between the fall 2016 and spring 2017. The results of the quantitative analysis are described and as a conclusion a comparison is made between the Czech and foreign auction houses in the area of communication through social networks.

The illicit trade with cultural property is a worldwide problem. Many of the cultural properties that are traded have been plundered and exported from countries and end up on western markets, often at auction houses and auction platforms online.  This study aims to understand the responsibility Swedish auction houses and online platforms have regarding the illicit trade with cultural properties. This is achieved by answering the following questions: what responsibility does the auction houses and online platforms have? Do they take this responsibility? Do auction houses and online platforms have policy documents regarding cultural objects? What do these policy documents in that case look like and can they be improved? Is there a difference between the policy documents of physical auction houses and auction platforms online?  To answer these questions this study focuses on three main areas of sources: document analysis of legal and policy documents, previous research and articles published in the field, as well as five qualitative and semi-struc- tured interviews. These sources are discussed throughout the analysis which have been divided thematically. An overview of the trade in Sweden culminates in a discussion about due diligence and provenance. Further, a discus- sion of the auction houses responsibilities and policy documents is followed by chapters discussing the same ques- tions in regard to the online platforms.  Conclusions which have been drawn from the empirical analysis are that the auction businesses take respon- sibility to a certain degree but that policy documents and the transparency in public discourses can be improved. Furthermore, they should be clear that they use due diligence and actually make sure that they do it in their daily activities.  This is a two-year master’s thesis in Museum and Cultural Heritage Studies.