The purpose of this study was to determinate the differences and similarities in the use of Internet and New Media between Czech Republic and Spain. This thesis defined the Internet user's profile and the usage of the Internet in both nations. It was also analyzed the social software Facebook, Tuenti (Spain) and Lidé (Czech Republic); the online encyclopedia Wikipedia and the server YouTube (and its closest competitor in each country). The information was mainly gathered from Internet. Then it was analyzed and compared. The author used her personal experience and knowledge of both cultures for the interpretation of the results. This work showed that there is not a big difference in the usage of Internet and New Media between these countries. For example, the difference in the Internet usage is not bigger than 5%. It also showed that Czech Republic has experienced the biggest growth in the area, even though Spain has more users. Both countries showed similar interest in web pages such as Facebook, Google and YouTube. Additionally, it demonstrated that the Spanish market is reacting better to the new opportunities offered by the social software. For this reason, they had created their own -- called Tuenti -- which is the main competition of Facebook in this country. On the other hand, Czech Republic does not have a website that counts with all the services offered by Facebook, which can explain the growth on the numbers of Czech users the last year. Wikipedia has versions available on the native languages of both countries. It is widely used, not only by the students who use it as a source for their paper work, but also in areas like marketing and journalism. YouTube is one of the most popular servers in these nations. They have their local video servers, but none of them have the same importance as YouTube. The author hopes this work will be a base for future investigators who will be interested on the comparison of these countries on the new technologies.

The aim of this thesis is to introduce the elements and tools of public diplomacy of Spain in the Czech Republic. For this purpose, the text represents actors, which are involved in building the reputation of Spain, and government concept Marca Espana, which substantially affects a strategy presentation abroad. The thesis will focus attention not only on specific projects that Spain presents, but also monitors the use of new technologies when communicating with the Czech public. The compiled topic is founded on the study of scientific literature dealing with public diplomacy, and the subsequent application of a particular case. This thesis also examines how cooperation works between the various governmental departments in Madrid and among actors in the Czech Republic. Based on this analysis, the author concludes that the Spanish public diplomacy activities in the Czech Republic primarily have a cultural character and are presented through new media, which proves that the Spanish agenda is able to adapt flexibly to new trends in diplomacy. The main contribution of this thesis is a comprehensive presentation of all the actors of the Spanish public diplomacy and its activities, that are still deficient in wider attention in the Czech Republic.

This thesis discusses the issue of media consumption among university and high school students in the Czech Republic. Following a foreign study, regressive models extended by new variable quantities are applied to a sample of 490 students, the influence on media consumption of which has never been quantified in the Czech realm. The important conclusion of this paper is the identification of different consumer habits among the analyzed group of students. The age of the student plays a significant role, as it has been proven that as a student ages, he or she spends more time using media. The age factor is also considerable in the selection of individual media, as traditional media and internet news servers are mostly preferred among older students.During the prediction of consumption, a substantial influence was identified among the newly applied variables, such as the ownership of electronic devices,the subscription to daily press, or even the situation when a student lives in a common household with their parents. On the other hand, there was no significant influence found with regard to either students'or their parents' income, or the students' working status. Additionally, contingent on the analysis, the relation between traditional and new media was examined.Based on the obtained results, we support the assertion that according to students the relation between these two media types is competitive, as far as consumption is concerned.

The aim of this thesis is to explain running of new media in the television's process in Czech republic. First part is dedicated to theoretical determination of new media include the Marshall MuLuhan's theoretic work. Second part describe czech televison market, characterization modern television's viewer and define practical using of new media in each television organization. The hypothesis described in the introduction are confirmed in conclusion.

The Thesis deals with the influence of new media on the organization of a political campaign. It is based on theories of political communication and new media, which it compares with real usage of these media during the US presidential campaign in 2012. The Thesis is divided into three parts; first of which deals with the theoretical framework of new media and political communication, including an outline of historic development and greatest changes that have occurred since 1950s. In second part, the system and milestones of American presidential elections are characterized, as they are very different from European elections. Both campaigns, Republican and Democratic, are also described. The last chapter is concerned with a particular usage of new media in both campaigns -- individual subchapters include depiction of presidential debates, which are an important part of the election process, international image of both candidates, negative campaigning distributed mainly by new media, and specific usage of new and social media by campaign teams. Volunteers constitute an integral part of the American voting system, which is why one subchapter describes their pursuits and organization.

The explosion of new political speech in digital formats in the 2008 elections, especially those involving social networking, offered new opportunities and challenges for political journalists, campaign participants and voters alike. This review of new political media in 2008 examines how these new methods of political organizing and communications work and provides insights to further understand how media can best cover and participate in them. The thesis details how 2008 was the first fully Web 2.0 election, exhibiting its characteristics of interactivity, use of databases and the "long tail" of microniche Internet websites. Three new media uses - online, database-driven political speech fact checking as exemplified by PolitiFact; the social networking site Facebook; and interactive, no-cost video streaming on YouTube - illustrate where the changes from traditional political communications to new media are most dramatic. A heightened awareness of emerging political communications forms and a new model for political journalists' interaction with news consumers and vastly different skills sets for reporters will be needed for news media to cover and participate in the new digital electorate.

This dissertation analyzes gender in the commercial production of digital games. The purpose is to develop a detailed understanding of gender as it plays out among individuals who develop creative content and in the ideological constitution of the workplace, and to examine the ways in which these individuals participate in and make sense of the production of digital cultural products. The broad line of questioning attempts to provide detail and depth to how gender is organized, symbolized, and identified during the production a commercial game. The digital game industry and culture have constructed a strong fortress of androcentric ideas, practices, and experiences, and excluding women from digital media production by making entry into the social space unattractive preserves men's dominance of the field. To research the practices at play in the design of digital games, I conducted a case study using participant observation of the production of a digital game at a U.S. game development studio combined with primary document collection and in-depth interviews of workers who produce the game play, technical and artistic elements used in the creation of games in a team-based organization of labor. My analysis of the game studio worksite and culture revealed entrenched rituals, practices, and discourses of masculinity that produce and are reproduced by digital game workers. The organization of work in terms of space, organizational function and teamwork form decentralized layers of a network that are tightly controlled by the commercial production cycle. Each layer creates boundaries of inclusion and exclusion along multiple lines, including gender. Additionally, I examined how family socialization, the sexual division of labor in computer work and education, and passion for games idealize masculinity in the habitus of game workers. The habitus also structures working practices that are infused with masculinity based on technical proficiency. These working practices reproduce the gender dynamic of the social and symbolic space of the field. The studio's culture also constitutes a masculine symbolic space through inter-related discourses of masculine aesthetics, hegemonic masculinity, and science and technology. Implications for making the field of digital games more diverse and open are discussed.

Title: Sponsorship activation of partners of Czech Athletic Federation Objectives: The aim of thesis is to create proposals for activating sponsorship for intentionally selected entities in connection with the Czech Athletic Federation on the basis of their own observations, case studies and in- depth interviews. The secondary goal is to evaluate the profile of companies in the role of sponsors and to determine the proposal for activations as a new discipline. Methods: Qualitative research based on in-depth interviews with representatives of selected companies, a case study and analysis of secondary data from documents dealing with athletics were used to determine specific activation proposals. Results: The results obtained from the research and the analysis of the profile of the Czech Athletic Federation and selected companies were used to determine specific proposals for activations for individual companies with involvement in Czech sports practice. Keywords: athletics, marketing communication, new media, sponsorship activation

There has been considerable zeal regarding the democratizing promises of information and communication technologies (ICTs). This belief has resulted in the proliferation of ICT development initiatives in education through public private partnerships. However, there are critical scholars who caution against an overly celebratory perspective of ICTs and expose the ways in which they may be contributing to the exacerbation of existing inequalities. This thesis was inspired by Dan Schiller’s book, Digital Capitalism (1999) with the purpose of examining how digital capitalism is evident today. 'Digital capitalism' refers to the relationship between politics, economics, and technology that explains the shift in the use of the Internet from aiding government agencies to serving private commercial interests. Through a political economy of communication approach, this thesis examines a new model of public schools in which IT companies are partnering with various cities and districts to equip students with the 21st century skills needed to participate in the labor market. These partnerships are designed to benefit marginalized youth that do not have access to ICTs so the study looks at one of these schools encompassing this new innovative model in order to examine the benefits and limitations of these partnerships The purpose of this thesis is to examine the way digital capitalism is playing out in education today in order to shed light on the political and economic forces driving these initiatives while examining who the decision makers are as well as who benefits and why. It has a dual objective of contributing to current digital inequality scholarship and informing policy-making. This thesis ultimately argues that there is a need for more targeted and individualized policies that serve each district’s unique needs, which works to fulfill the policy objective. It challenges the notion that technology is a neutral artifact that is separate from broader political, social, and economic processes.

Unstable Systems or Why Is My Junk So Raw? is an exploration in the raw aesthetics of exposed electronics; showing the complicated systems that make our everyday electronics work using the visual language of formalism to display these “broken” consumer electronics as art. The work in my thesis show explores the creative potential of death and impermanence through the failing of technology. The work in the exhibition combines my interest and childhood fascination in electronics as well as my experience with my father’s illness. Accidentally and intentionally broken TV’s and electronics are producing live glitches which emphasize the instability of these otherwise closed systems.