This study aims to describe and compare the differences and similarities for US mainstream media’s representation of two different coup attempts by using Robert Entman’s Framing theory in terms of legitimacy. The chosen cases are the coup attempt in Turkey (2016) which is an US ally, having a right-wing government and the coup attempt in Venezuela (2002) which has a strained relationship with the US and having left-wing government. The research applies qualitative approach to conduct a small-n case study for comparing and analyzing how the media framed the legitimacy of acts and actors during these two coup attempts. This is an attempt to describe the problematization of theory becoming practice for the US mainstream media regarding the presentation of what is legitimate and what is not. The definition of legitimacy is very clear, but the US mainstream media have issues to reflect this definition to the reality.

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The diploma thesis is focused on the area of Internet media, namely the monetization of advertising, which Internet provides through the programmatic purchase of an internet advertisements that are focused on Real Time Bidding (RTB). The theoretical part deals with a brief analysis of the US media landscape, especially the phenomenon of the programmatic way of buying online advertisements in connection with technological development and optimization strategies in the Internet environment. It represents the emergence of the programmatic purchase, deals with the various forms of online advertising and its development. There is an introduction to two different online media strategies of banking institutions, which are further explored within the exploratory comparative technique - experiment in the practical part. This section focuses on changing technical settings, along with changing ad buying when changing key settings as a part of the ad serving campaign. The aim of the diploma thesis is to introduce the possibilities offered by programmatic advertising within online media in the Czech Republic. It summarizes knowledge in the context of the development of electronic advertising in the application of the two online media strategies of the banking institution.

The diploma thesis is focused on the area of Internet media, namely the monetization of advertising, which Internet provides through the programmatic purchase of an internet advertisements that are focused on Real Time Bidding (RTB). The theoretical part deals with a brief analysis of the US media landscape, especially the phenomenon of the programmatic way of buying online advertisements in connection with technological development and optimization strategies in the Internet environment. It represents the emergence of the programmatic purchase, deals with the various forms of online advertising and its development. There is an introduction to two different online media strategies of banking institutions, which are further explored within the exploratory comparative technique - experiment in the practical part. This section focuses on changing technical settings, along with changing ad buying when changing key settings as a part of the ad serving campaign. The aim of the diploma thesis is to introduce the possibilities offered by programmatic advertising within online media in the Czech Republic. It summarizes knowledge in the context of the development of electronic advertising in the application of the two online media strategies of the banking institution.