The purpose of this paper is to analyze and map out the cyber culture of the Internet and its all users, identity, design theories and services. How people communicate and how they build up their identities are some of the baselines. I will also discuss the important aspects of Interaction design and how this can be used in a Community for digital storytelling.The Internet, or new media, was founded in the 60’s by some great philosophers (McLuhan, Rheingold, Lambert and more). With influence from their books I will discuss and analyze what kind of media the Internet is and how it can be seen as extensions to our senses, as McLuhan claims. Moreover, Interaction design is a big part of this work and I have chosen some relevant Communities which are running on the Net today. What features do they have and how do they work? I have decided some appropriate design theories and I will explain how these web pages can develop a better site according to my new theories. When implementing digital storytelling on the Internet, problems can appear. What do people want for services on a Community and what do they find disturbing? What makes difference between a site for digital storytelling and another community for finding a life partner? I will discuss the differences between these two kinds of sites and develop a project site with all the best parts from all kinds of relevant web sites.

This thesis attempts to contribute to the general recognition of the phenomenon known as active audience that is generated by technical possibilities of contemporary digitalized media world collectively known as the era of Web 2.0. In this respect, the thesis follows the specific aspects, which accompany the transition from traditional ways of communication and methods of spreading information in the new and constantly evolving world of cyberspace. The thesis is based on the current general principles and theories, which are applied and compared in a relevant form at the Fan community site Slavistickenoviny.cz. The thesis follows two main directions. The first one focuses on the Web site as a product of citizen journalism. It deals with a comparison of the efforts of its authors with professional media outcomes. It also observes the rules, that are taken from the media and on the contrary evaluates differences. At the same time, the thesis deals with professional media taking over the amateur content. The second main aim focuses on a virtual community formed around the web itself. With application of qualitative research and discourse analyses, the thesis focuses on the search of internal mechanisms and the principles of the virtual community functioning. It reveals its overt and covert manifestations and...