文化外交是近年來國際關係中的一項重要議題，各國皆對外輸出軟權力來增加該國在世界上的影響力，中國自改革開放後經濟與軍事能力大幅成長，因此近年來便開始加強對外文化輸出的工作，運用文化外交的力量以達到國家政策的目標。 本研究的目的在於對胡錦濤主政時期的文化外交政策做一全面性的認識，論文首先探討文化外交的理論淵源，進而建構出文化外交的意涵；其次從總體的角度來研究胡錦濤政府文化外交政策，包括其產生原因以及訴求，並對執行此政策的各相關機構與指導方針做分析。另外在具體實踐方面，論文從孔子學院及2008年北京奧運來探討中國文化外交政策的成效，最後針對這兩項實踐以及總體文化外交政策做深入的評估。 研究發現中國的文化外交政策之興起有其內、外在環境的影響，而執行的結果雖然有達到一定的成效，但受限於部份因素的制約，使得中國的文化外交政策仍有許多待改進之處。 / Cultural diplomacy is an important issue in international relations in recent years; many countries output their soft power to increase their influences in the world. Since the success of China’s reform and open policy, its economy and military power had a large growth. Therefore, China started to strengthen the policy of cultural output, using the power of cultural diplomacy to achieve its national goal. The purpose of this research is to have a comprehensive understanding on the cultural diplomacy during Hu Jintao’s administration. In the beginning of this research, we discuss the theories of cultural diplomacy, and then to describe it’s meaning. Secondly, we analyze this policy, including the background and purpose, from the overall viewpoint, and also study on the government departments and documents related to this policy. In addition, we take Confucius Institute and Beijing Olympic Games for examples to discuss the result of China’s cultural diplomacy. At last, this research has the analysis on these two practices and the policy. This research found that the appearance of China’s cultural diplomacy is influenced by the inner and outer environments. Although this policy has its result, it is still restricted by some factors. It means there are still many places of this policy need to be improved.

6 Abstract Title: Public opinion research of visitors of the Olympic Park Sochi - Letna 2014 Goal: To evaluate the importance of the Olympic Park Sochi - Letna 2014 based on public opinion of visitors. To propose conceptual improvements for the following Olympic parks during the Summer and the Winter Olympic Games. Methods: Quantitative questionnaire was used as the main method to determine public opinion. Qualitative in-depth interview with representatives of sports institutions and analysis of documents from internal resources served as a secondary analysis. Results: The Olympic Park Sochi - Letna 2014 was visited mainly by sport active people from Prague and Central Bohemia. Most of them were satisfied with the concept of the park and they would visit this kind of park in the next years, for which they would recommend bigger capacity and fitting refreshments. People came to the park to play sports and to try lesser known sports. They think that the concept of Olympic park would help to motivate public to practise sports. Key words: Public opinion, sport and population, Olympic Park Sochi - Letna 2014, Winter Olympic Games

The thesis "Comparative Analysis of Pictorial coverage of the Olympic games in London 2012 in chosen printed media and internet media" deals with photographs published in MF DNES and on the Aktuálně.cz news server. The main focus is comparison of the photographs in the means of content, quantity and quality and to elucidate function of photo editors in media. In the first part the theoretical background necessary to understand this issue is presented - news values, gatekeeping, photography, photojournalism and mainly sport photography, photojournalism and ethics, difference between print and online media. The second part is the analysis. All the necessary information was gained using three approaches - quantitative content analysis, qualitative pictorial analysis and interviews with professionals. The quantitative analysis determines quantity and content of given photographs. The qualitative analysis refines the information regarding visual quality and content of the images. Interviews with employees of the selected media companies provide answers about choosing and editing the published photographs and explain the role of a gatekeeper. The thesis also verifies hypothesis that "online media prefer speed of publication over quality of photographs while printed newspapers prefer quality".

Title: Media Image of the Kolocová - Sluková Beach Volleyball Team from the National Press within the Context of the 2012 Olympics. Objectives: The main target of the thesis was to analyse media image of the beach volleyball team Kolocová - Sluková in the national press and the influence of the participation of the team in 2012 Summer Olympics in London on the media image in the national press. Methods: The first used method in the thesis was interview with beach volleyball players Kristýna Kolocová and Markéta Sluková. For the thesis was used Content analysis of the articles of national press and their supplements and national magazines in the period from 1st April 2011 to 15th of August 2013. There was used the Quantitative research Omnibus in the thesis too, number of respondents was 1017. Results: The thesis approved increase of the article frequency or media interest during and after participation of the team in the 2012 Olympic games, as well as character changes (size, themes etc.). Graphs and tables present the results of the analysis. Based on these results there are offered suggestions for the media communication of the team. Keywords: Beach volleyball, media, media image, Olympic games, content analysis, omnibus, interview.

The aim is to map the development of techniques of swimming for the period from 1896 to the present. The work will also outline changes to the rules swimming. Key words swimming styles, breast, crawl, backstroke, dolphin swimmer, Olympic games, development, rules of swimming

Title: Analysis of the bidding process of Prague for Summer Olympic Games 2016 Objectives: The aim of this thesis is the analysis of Prague's bid for Summer Olympic Games 2016, the following determination of main causes of his failure and than a suggestion of the future steps leading towards the future organisation of Olympic Games. Methods: We have used three managerial methods in this thesis. It was at first the system approach that identifies all stakeholders and their relations, which are all connected. This method permits to understand our subject as a complete system. After that SWOT analysis of the bid and the Fishbone diagram was used to identify main causes of the bid's failure. Results: Main six causes were identified that have caused the failure of the Prague's bid. These causes are more a kind of internal serious problems that show that Prague is not ready yet for organising Olympic Games. Following suggestions for future steps are reacting on these results. The aim of that is to make a long-term strategy to improve the environment and relations between the sport and state and prepare good conditions in the country for the next Olympic bid. Keywords: Olympic Games, bid, causes, sport, Prague, Czech Olympic Committee, International Olympic Committee

The thesis analyzes the media presentation of male and female biathletes in the Czech media, specifically in two newspapers and their online versions. The research focuses on three major biathlon events (Olympic Games, World Cup in Nové Město na Moravě and World Championships), which took place between the years 2014 and 2015. The theoretical part briefly defines terms as sports in the media, gender, process of representation, stereotyping or history and the present of biathlon. The most important chapters in gender studies are feminist studies and their criticism, unwritten rules of gender stereotyping or men and masculinity. This paper also pays attention to chosen methodology - qualitative research and framing analysis. The analytic part of the thesis describes particular frames, which appear in analysed articles. This work is also based on the analysis of visual part of media - photographs. Individual chapters also map dominant frames - sport-reportage frame, frame of heroism, frame of humanity, frame of privacy, and frames of femininity and masculinity. For the purpose of the thesis, the signs, which are attributed to male and female athletes, are assessed too. At the end of the thesis, the author evaluates the conclusions from the research and also adds information about the media...

This thesis is an analysis of the extensive transformation of the Olympic movement, which occurred at the end of the 20th century. The main focus is on the importance of the XXIII Olympiad in Los Angeles, regarded as a major milestone in the history of the modern Olympic movement. The introductory chapter deals with the 1970s' crisis of the Olympic movement. The second chapter describes the complications related to the allocation of the Olympic Games to Los Angeles. Based on the XXIII Olympiad, the third and the fourth chapter analyse the revolution in Olympic marketing. The objective of the fifth chapter is to demonstrate the need for the financial independence of the Olympic movement in the context of the Cold War, the Soviet boycott in particular. The last two chapters deal with the commercialization of the Olympic movement, the reform of the IOC and the discussion regarding the timeliness of the Olympic values.

Denna studie fokuserar på mediers framställning av män och kvinnor i sportjournalistiken. Utifrån ett genusperspektiv analyserar vi Aftonbladets nyhetskrönikor av de Olympiska Spelen sommaren 2016. Studiens syfte är att undersöka hur kvinnliga atleter framställs gentemot manliga atleter inom sportjournalistiken. Vi undersöker även om det råder en hegemonisk maskulinitet i rapporteringen. I utförandet av studien har vi använt oss av kritisk diskursanalys (CDA) som både metod och teori. Som komplement till CDA som teori, utgår vår analys från genusteori, hegemonisk maskulinitet och stereotyper. Studien grundar sig i fem olika analysverktyg hämtade ur Carvalhos (2008) steg-för-steg modell för kritisk diskursanalys. Modellen gör det möjligt för en kritisk analys av textens innehåll samt skildringar av manliga och kvinnliga atleter. Resultaten visar att det i jämförelse med tidigare studier råder en ändring i diskursen. De kvinnliga atleterna i studien skildras inte av negativa stereotyper. Fokus ligger inte på kvinnornas sociala roll, utan de beskrivs istället utifrån sina bedrifter som atleter. Det råder en jämställd skildring av kvinnliga och manliga atleter utifrån ett genusperspektiv och den hegemoniska maskuliniteten stöds inte i vår studie. / The focus of this study lies on medias representation of male and female athletes in sports journalism. The research has been conducted on one of Sweden’s biggest newspaper, Aftonbladet. This study has, from a gender perspective, critically analysed Aftonbladets news coverage of the summer Olympic games of 2016. The purpose of this study is to examine how female athletes is portrayed in sports journalism in comparison with male athletes, and to see if a hegemony masculinity shows in the news coverage. To carry this study into effect we chose to use critical discourse analysis as both method and theory. To complement CDA as a theory we also base our analysis in the theory of gender, stereotypes and hegemony masculinity theory. This study is based on five analytic tools that was recovered from Carvalhos step-by-step model for a critical discourse analysis. This makes it possible for a critical qualitative analysis of the text and the depiction of male and female athletes. The model makes it possible to examine the chronicles use of linguistic, as the content of the text is broken down thoroughly and deeply analysed. In comparison to earlier studies, our results shows that there is a change in the discourse. The female athletes in the study are not described by negative stereotypes. The focus of the female athletes does not lie on them as social actors, instead they are described by their actions as athletes. From a gender perspective the female and male athletes are represented equally. There is no showing of a hegemony masculinity in the news reporting.

The thesis investigates the position of Olympism in international relations. The introductory chapters deal with institutional structure of the Olympic Movement, which is headed by the International Olympic Committee. The following chapters examine Olympism in connection with selected political issues. These are political interests of states and other subjects, conflicts and cooperation among states. The question of boycotts is addressed in a separate chapter. The aim of the thesis is to evaluate the role of Olympism in international relations in a comprehensive manner. The thesis uses several historical examples that show how the Olympic Movement coped with given political challenges. From the mentioned examples and the evaluation of development, the most important factors for Olympism are finally deduced, i.e. commercialization, mediatization and politicization.