This diploma thesis presents the application of theoretical concepts of agenda- setting, media framing, public opinion, spiral of silence, social change communication and social marketing, including the specifics of public interest campaigns, on the example of research project "Changing the paradigm: Smoking in restaurants bothers people" which was conducted by the Faculty of Social Sciences, Charles University and research agency Ipsos, and following media campaign against smoking in restaurants. The concept of public opinion is introduced together with the theory of the spiral of silence. In addition, the thesis deals with the issue of influencing public opinion through the media, where theories of agenda setting and media framing are illustrated on examples connected to smoking ban in restaurants. Selected theoretical concepts are shown in a reflection of new media influence. Communication of social change is introduced together with social marketing theory and aspects of health communication. The specific process of social change is introduced from the perspective of issues management. There are two case studies describing the specific phases of the research project with the media campaign in the context of the presented theory. The importance and impact of the project on the public, media and...

Smoking and tobacco industry is one of the most regulated area in majority of world's countries. It's because of government's effort to reduce the smoking prevalence and to protect the public health. But each individual is responsible for his own health, not the state. One of the most frequent measure taken in the fight against smoking is Tobacco advertising ban. However proportion of smokers in population hasn't decreased when the law came into force in Czech republic. It emerges from a variety of surveys that there's not a signifiicant relation between an advertising and consumption of tobacco products. Another measure is the health warnings on tobacco products, which doesn't influence the quantity of smokers at all. Entire smoking ban in privately owned public places harms the proprietary rights. An increasing of excise duty leads to increase in price of cigarettes and thus motivates consumers to go over to cheap cigarettes or smoking tobacco. At the same time the black market grows. The only impact of regulation is relative decrease of tax revenues as well as products' quality, and the rise in the criminality connected with the tax evasion and the cigarettes' black market.