In 2014 the Czech republic celebrated 10th anniversary of accession to the European Union and the third elections to the European Parliament took place. It is these elections and especially the pre-election campaigns this diploma thesis focuses on. Its main goal is to analyze these pre-election campaigns, evaluate whether they were effective and whether media choices in them were influential to the election results.

The purpose of this thesis is to analyze strategies of political marketing of the Czech Social Democratic Party and the political movement ANO 2011 in the Czech regional elections 2016. Furthermore, the work aims to analyze their media image in selected economic and political weeklies (Euro, Respect and Week). This thesis will attempt to answer the following questions through content analysis and qualitative interviews: What were the main differences in political strategies of those political parties? Were there some variations in interpretation of their media images in the selected magazines? The thesis is structured into four chapters. The first chapter defines the main terminology of political marketing. The second one is devoted to media-politics relations and to the Czech media. The third analytical part characterizes marketing strategies of the political parties. The last chapter interprets the results of content analysis.

The aim of this master thesis is to analyse how Czech political parties used social network to political communication before election in year 2013. The work tries to define the basic concepts of political marketing, political communication and new, modern forms of it associated with the Internet and social networks. In the analytical part I analyse Facebook profiles of selected parties. The work is complemented by scans of profiles, graphs and tables, which can help to understand the analysis. The analysis uses data from the annual reports of the parties, the publication of the Institute of Political Marketing, and most of its research interviews.

This diploma thesis is focused on the analysis of the political communication of two politicians in the Czech Republic: from the "ANO 2011" was chosen Andrej Babiš, and for the "SPD" was chosen, Tomio Okamura. The communication of selected politicians was examined on the social network "Facebook", which is the most commonly used social network among Czech politicians. The above-mentioned politicians use the new internet platforms relatively more than other politicians. Therefore, the author of this diploma thesis assumes that there will be in their communication present some new forms of political communication. Based on the defined criteria, which arose from the theoretical part of the thesis, a detailed analysis of the political communication of both politicians is performed and then compared. The political communication was examined based on the content of posts, the sound of shared posts, the form of the communication, the relevance of the shared messages, and the argumentation strategy. The shared posts were also assessed whether they are populist and if there are elements of personalization in the communication of Andrej Babiš and Tomio Okamura. This work aims to find out whether the elements defined above are used in the Facebook communication of the above-mentioned politicians.

The goal of this diploma thesis is to map the possible uses of social media in election campaign. The theoretical part includes basic concepts of political marketing; brief characterization of social media and its most important sociocultural aspects; it also describes the specifics of election campaign in social media environment and few policies for its success. The practical part consists of case studies of campaigns of the parties Strana zelených and TOP 09 for czech parliamentary election in 2010. It examines the way in which both parties used social media in their campaigns and how their strategies complied with the policies described in theoretical chapters, with emphasis on addressing youngest voters.

The increasing popularity of populist parties in Europe, demonstrated in particular by their electoral success, is attracting increasing attention from the academic community. Although the phenomenon of populism is nothing new and has already been reviewed from a number of different perspectives, it still represents a diverse field for deeper analysis. The thesis deals with the case of the French National Front and its changes during its most successful election campaigns, that is in the presidential elections in 2002 and 2017. Specifically, the thesis also focuses on political communication and especially on the change it has gone through at its management level. By comparing the performance of both leaders and their agenda, the work allows a closer insight into the problem of transforming the ideological base as well as the ways of political communication. The outcome of this work is the analysis comparing the election campaign of Jean-Marie Le Pen and his daughter Marine, the current party leader. The work also contributes to the debate around dédiabolisation, or the de-demonization of the National Front launched under the leadership of Marine Le Pen.

Communication of the European Parliament with the public takes place within various means and on different levels. This thesis offers an analysis of the European Parliament's communication strategy through the role-play game in the Brussels Parlamentarium. A role- play game simulating the legislative procedure of the European Union is available in all the EU official languages and it is targeted primarily at the youth between 15 and 18 years. The analysis is based on the political communication and political marketing theory, as well as on the concept of the role-play game as an educational tool. The methodological background of the analysis is embedded in the ethnographic research and its constituent methods, especially a participant observation and questionnaires survey, further completed by qualitative analysis of the visual and textual materials of the game. First, the advertising tools of the RPG are presented. Second, the course of the game is described and its transcript analysed. Third, the ways of reception of the activity by the participants are illustrated. The goal of the thesis is to show whether the role- play game is a successful communication tool of the European Parliament with the youth.

The diploma thesis "Social networks as a communication channel of selected political parties before the elections to the European Parliament in 2019" deals with political communication on the social network Facebook and Twitter. The aim of this thesis is to find out how selected political parties communicate on social networks in the election campaign, what type of form and content they used the most. The work also focuses on differences between communication on both networks. The theoretical part focuses on explaining the concept of political communication and political marketing, defines social networks and their types. The next sections are devoted to a brief description of selected networks and political subjects and describe the connection between the political space and the tools of social networks. The analytical part is based on a quantitative and qualitative content analysis in four weeks before the elections to the European Parliament in 2019. The gained data are supplemented by information from semi-structured interviews. The thesis evaluates the strategy of using social networks with the aid of established research questions and hypotheses.

The thesis focuses on the use of political marketing by the political party TOP 09 during the municipal elections in 2010. This chosen topic explores issues that have not been covered by the Czech political research yet. The thesis is mostly based on the theoretical concepts of Lees-Marshment and Bruce Newman. The research surmised that the political party TOP 09 had implemented political marketing techniques during the last municipal elections, and it might be considered, as described by Lees-Marshment model, as a market-oriented party. The thesis uses qualitative research methods. Its second part comprises of two case studies on the municipal campaigns of TOP 09 in the cities of Olomouc and Prague: the empirical evidence reviews campaign strategy, electoral programme, election polls, relations to the other candidate parties, media coverage, campaign organization, internal marketing and (last but not least) campaign financing. The thesis comes to conclusions that TOP 09 was using political marketing on municipal level, but still there are differences in the extent of its usage. While the Prague party organization behaved as a market-oriented one, the Olomouc regional organization might be described as a sales-oriented party.

This thesis focuses on the use of political marketing during elections to the Chamber of Deputies in Czech Republic in 2013. Aim of the thesis is both to analyze political campaigns and their impact on voters, but also what kind of influence they had on the final outcome of the election. The work is divided into a theoretical part, which describes the evolution of political marketing both in the world and in the Czech Republic. Furthermore, the analytical part, which is currently focused on the analysis of political campaigns before the elections. And lastly, the thesis contains practical part, which focuses on research of current situation and the political perception of voters and their current electoral preference.