The diploma thesis deals with the communication strategy of the association Dokořán Initiative. Dokořán Initiative is a nonprofit organization working in the field of culture. The goal of the thesis is to design a communication strategy which will be effective, and at the same time overcome all barriers specific for non-profit sector, especially the field of the culture. The thesis is divided into three chapters. The first two chapters provide a theoretical basis for the development of the practical part. It deals with marketing in general, eventually it gets to all commercial communications and specifics of non-profit organizations and Culture. The third chapter contains a detailed analysis of the association. In the conclusion of these analyzes we can find a comprehensive proposal on a communication strategy for the season 2017.

Dès la fin du XIXe siècle, la Lebensreform (« réforme de vie ») recouvre trois aspects qui sont la modernité (ère industrielle), la crise des valeurs et l'émergence de nouvelles pratiques artistiques, culturelles et sociales dans les pays de l'espace germanophone. La Lebensreform est une réponse aux ruptures de la modernité ; de nouvelles formes de vie collectives voient le jour. Les espaces d'accueil fondent leur propre mode de vie autour du programme d'une réconciliation avec la nature, en adoptant plusieurs réformes de la vie. Parallèlement, l'Inde artistique et spirituelle évolue et influence l'art moderne occidental, d'où l'apparition de passerelles transculturelles. Les artistes de la Lebensreform adoptent de nouveaux modes d'expression corporelle qui s'inspirent de l'art indien (mudrâs, rythme, etc.). Il s'agit dans notre thèse d'aborder l' « esthétique du performatif » ; l’art de la danse moderne devient un mode de communication à part entière, c'est-à-dire un langage non verbal, traité sous l'angle du concept de performatif. L'art moderne, qui se développe dans l'espace germanophone, conduit à une nouvelle quête, celle d'une recherche de sa propre identité à travers l'exploration du mouvement. / From the end of the 19th century, the Lebensreform (Life reform) covers three aspects which are modernity (industrial era), crisis in values, and the emergence of new artistic, cultural and social practices in German-speaking countries. The Lebensreform is a response to the break with modernity; new collective lifestyles are born. Hosting places build their own lifestyle around a program of renewals and reconciliation with nature, adopting several reforms of life. At the same time, artistic and spriritual India evolved and influenced modern Western art from whence grew cross-cultural gateways and bridges. Artists from the Lebensreform adopted new corporal forms of expression inspired by Indian art (mudrâs, rythm, etc.). This thesis concerns itself with the « esthetic performative » with the knowledge that the art of modern dancing, viewed from the angle of the performative concept, may be said to have emerged as a global mode of communication, and a non verbal language. Modern art as developed in German-speaking community has also led to a new quest, a search for our own identity through an exploratory movement.

The diploma thesis A Critical View of Selected Works by Kateřina Šedá focuses on the work of the contemporary Czech artist Kateřina Šedá, an icon of socially engaged art in the Czech Republic. The first part briefly outlines the development and transformation of the approach to the audience in theatrical and fine arts during 20th century with regard to the growing effort to activation. The following chapter deals with the theoretical beginnings of socially engaged art. The main part of the work presents the work of Kateřina Šedá, which includes beside the description of selected projects also a theoretical analysis in relation to contemporary phenomena and movements occurring in contemporary art. Great emphasis is placed on the contextual framework, because without the knowledge of it, the study of contemporary artistic trends cannot be done.