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The main theme of the work is content analysis of advertisements in magazines for children and youth and the inclusion of this issue into a cross-cutting theme in Media Education (for 2nd grade of primary school), including applications in the teaching units. The characteristic of these journals is followed by an analysis of individual advertising messages, including their evaluation. The practical part is focused on the design of educational activities designed for use in lessons of civics and art education in the cross-cutting theme of Media Education. Teaching units are designed based on previous implementation and subsequent evaluation at a primary school in Lhenice during the academic year 2011/12.

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This thesis reports on a qualitative case study that explores the perceptions of seven elementary school teachers on the concept of media educational practices in the classroom. This study explores the opinions of selected elementary school teachers concerning media educational practices in the elementary classrooms. These perspectives may assist learners to explore their self-identities, develop critical thinking, express and practice creativity, represent their social position, and foster critical consciousness. The study participants included seven elementary school teachers who have adopted various modes of media educational practices in their teaching praxis utilizing technology and their conceptualizations of media education. One primary research question was addressed: What are elementary school teachers’ understandings of critical media education in the classroom? Three sub-questions have been used to inform the primary research question in three categories of contexts, processes, and outcomes. Through data collected by a semi-structured interviewing method, this study describes and analyzes personal teaching experiences of elementary teachers to provide a deeper understanding of the context of media education, the instructional process for developing critical thinking and creative expression, and the criteria for measuring competencies in media education outcomes. This research highlights teachers’ perspectives on the successes and challenges associated with their efforts to implement media literacy into school curricula; and on the importance of cross-curricular integration of media educational practices in elementary classrooms. The findings of this study provide insights into the importance of cross-curricular integration of media educational practices associated with critical thinking and creative expressions in elementary classrooms. These practices play a significant role for both students and teachers in becoming change agents in a dynamic teaching and learning environment that promotes critical thinking, creativity, and positive transformation for self and community.

This thesis deals with the way of use of children and children elements in commercials, promoting products for children, services that children can use and the products used to care for them. For this purpose, the advertising material was systematically collected. Subsequently, it was analyzed with focus on selected thematic areas: use of cartoon (animated) characters, animals and toys in advertising, use of child in advertising, specifics of the language of advertising and the strategies of communications in advertising. The theoretical part of this thesis first briefly deals with advertising in general terms. However, with regard to the aim of the thesis, it is focused on children's recipients of mediated communication as a specific target group. In the second part of the thesis, the analysis of the collected advertising material is processed. Specific characters and specific roles of the participants, communication methods and strategies of advertising creators are identified in detail. All statements referred in this thesis are verified on the particular examples of advertising. Key words: children, advertising, media education

<p>Media is a big part of our society and plays a major role in the socialization of young people. It sets the agenda for what’s important and newsworthy. In media coverage today crime and violence occupies a lot of the space. The evening press like Aftonbladet, Expressen and GT often use crime to sell their papers. The purpose of this study is to see what impact these crime reports have on high school students and how the education in the subject civic studiescould be designed from this point of view. In order to examine the reactions from the students concerning crime reports in the media I have applied the following questions: What does students state about their reaction to the crime reports in the evening papers? Which opinion do students have on media studies in civic studies? How can the media education be outlinedto meet the students needs? To answer the questions above I have conducted interviews with students and asked them what they think about evening papers and media in general. I started each interview by letting the student read an article from the evening paper Aftonbladet and then we discussed how heor she reacted to the article. It was a typical crime article from the evening papers which contained many of the ingredients that they usually have. Media professor Peter Dahlgren claims that crime articles in the evening papers follow a specific pattern that enables the reader to feel familiar with the contents of the text. During the interviews I also asked the students how they thought that the media education in civic studies should be conducted. The students had different opinions about the evening press. Some of them thought that it israther good and that they especially like the crime reports. Other students didn’t like those papers as much and thought that they were full of lies and exaggerations. The crime reports´ impact on the students however was pretty clear and some of them explained how this affected their everyday life. They all agreed that media education is important and that they wanted to learn more so they can interpret media in a way that enables them to tell what’s trueand what’s not.Key words: Evening papers, Media and Media education</p>

Media is a big part of our society and plays a major role in the socialization of young people. It sets the agenda for what’s important and newsworthy. In media coverage today crime and violence occupies a lot of the space. The evening press like Aftonbladet, Expressen and GT often use crime to sell their papers. The purpose of this study is to see what impact these crime reports have on high school students and how the education in the subject civic studiescould be designed from this point of view. In order to examine the reactions from the students concerning crime reports in the media I have applied the following questions: What does students state about their reaction to the crime reports in the evening papers? Which opinion do students have on media studies in civic studies? How can the media education be outlinedto meet the students needs? To answer the questions above I have conducted interviews with students and asked them what they think about evening papers and media in general. I started each interview by letting the student read an article from the evening paper Aftonbladet and then we discussed how heor she reacted to the article. It was a typical crime article from the evening papers which contained many of the ingredients that they usually have. Media professor Peter Dahlgren claims that crime articles in the evening papers follow a specific pattern that enables the reader to feel familiar with the contents of the text. During the interviews I also asked the students how they thought that the media education in civic studies should be conducted. The students had different opinions about the evening press. Some of them thought that it israther good and that they especially like the crime reports. Other students didn’t like those papers as much and thought that they were full of lies and exaggerations. The crime reports´ impact on the students however was pretty clear and some of them explained how this affected their everyday life. They all agreed that media education is important and that they wanted to learn more so they can interpret media in a way that enables them to tell what’s trueand what’s not.Key words: Evening papers, Media and Media education

Thesis (Ph. D.)--UCLA, 2006. / Vita. Includes bibliographical references (leaves 237-253).

The thesis is focused on one of cross-disciplinary topics of Framework Education Programme for Basic Education - media education. By means of concrete examples from selected schools in the region of South Bohemia it describes current realization of important topics in media literacy and shows its pros and cons, including examples of good experience. The aim of this work is to give classification of a new educational dimension - media education - within the given region.

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