This thesis deals with the teaching of media education at the upper primary school from the perspective of the future teacher of civic education. The first section defines some of the topics that are part of media education and media literacy, they provide the reader basic information about this issue. The practical part contains my own research, whose aim is to identify and compare the development of media education in different schools from the perspective of both pupils of the 9th class and the future teacher of civic education. Part of this practice section are results of the research whose aim was to investigate if teachers systematically and purposefully work with the cross-cutting theme of media education and how they integrate it into education. For the research there was used direct observation in the lessons and questionnaires for pupils of the 9th forms of primary school.

Main goal is analyse of contemporary status in restoration of Low Austria and South Moravia and eduction of results for steps which are leading to successful restoration in future. Confrontation of present method in restoration of country Low Austria and South Moravia and sighting of current trends in restoration on european level can show the way to project, when we want to pass on experience and to indicate the support of restoration and to participace with restoration abroad. Creating of vision is really good satisfaction of the work. Between limit South Moravia and Low Austria we can see historical parallel. I tis famous time of Austria – Hungarian monarchy, but also eco - devastation without plans and agro culture. Small and middle small cities of South Moravia begins in time after revolution with searching of new identity, with searching of new ways how to hold out market rivalry to another cities. Rightly effort to unfold and develop current system after the fashion of friends from Low Austria.

1.1 ABSTRACT This dissertation focuses on the role that the mass produced image (e.g. lithographs, photographs, and cinema) played in the creation and solidification of Slovak national and ethnic identity not only among Slovaks living in Slovakia, but also Slovaks living abroad in America from the 19th to the mid-20th centuries. Given the problems inherent in using the written Slovak language to form a sense of national and ethnic unity, Slovak culture drew widely on visual sources that could be rapidly reproduced, easily transmitted in Slovakia and abroad, and were affordable to a wide variety of social and economic classes. This dissertation also focuses on some of the problems of this approach which will require further study and examination. Keywords: Slovakia, Slovak nationalism, ethnic identity, photography, lithography, cinema, ethnography, mass media,

This thesis is focused on the impact of media literacy in terms of the ability of high school students to interpret political advertisement. In the part of this thesis the reader will be introduced into the concepts of modern democracy and mass media as its important part especially, within the context of politics, in the pre-election period. The reader will be provided an insight into the issue of the influence of mass media on citizens who are exposed to the products of political marketing. Due to the focus on high school students, this thesis mentions research domestic one as well as international that puts together terms as politics- media-teenagers. The second part of this thesis is designed as a research aimed at the impact of media literacy on the students' skills to analyze a political advertisement as well as their civic attitudes. The research is conducted as a qualitative comparison of statements of the analytical abilities of students who took part in media literacy course with those who did not. Key terms: democracy, elections, political campaign, political marketing, political advertisement, media, mass media, media literacy, high school education

The Diploma thesis concerns itself with the possibilities of election campaigns and their impacts on public opinion on the occasion of the first direct election of the president of the Czech republic. Influencing of the public opinion takes place in a system of public - politics - media, which is described in this thesis. Utilising this system I am going to answer the following question - how effective are election campaigns in influencing election decisions of voters? The witnessed election campaigns were unique in many aspects - they triggered an unprecedented response from the public and the media, which came close to resemble election behaviour in the United States of America, whose presidential election campaigns are considered a classic example. The theoretical background serves the purpose of analysing the election campaign of Karel Schwarzenberg, who, using an online campaign, achieved a result, which surprised a number of agencies examining voters' preferences, and proved, what a good campaign team is capable of given their candidate has strong public support. Next I am going to present assessments of the campaign by political scientists, social scientists and others. Key words: Public, public opinion, possibilities of influencing public opinion, massmedia, election campaigns, american...

The thesis deals with the influence of marketing on the customer in the choice of food. It examines whether the influence of marketing prevails over customer´s own judgment about the choice of appropriate food for daily use in terms of monitoring its nutritional composition. The theoretical part deals with the basics of marketing, with a lot of attention being paid to food goods, food labeling, nutrition and the quality of food products, which can greatly affect the quality of life. The research was conducted through a questionnaire survey. The obtained data are processed in the form of tables and graphs, supplemented with verbal commentary. The validity of the set hypotheses is statistically evaluated and processed. Based on the results of the research, at the end of the thesis, the factors influencing the purchasing decision and the individual preferences of the respondents in the food selection are evaluated. The appendix provides an overview of practical information and general advice that should help shoppers to make choices when purchasing basic foods and to better understand the information given on individual product packaging.

Task of this thesis is to analyse forms of autors functions in cyberspace. The term autor function commes from Michel Foucaults thesis based on historical and cultural determination of wiew on autorship. The theory is based on point of wiew that society see autor through his function in discours, in case this regularity function is in a discours present. It provides specific way of existence, circulation and effect of discours within society. The issue of cyberspace is that it established originaly new possibillities of spreading of data. This possibilities broke down a former fear felt by mass medias, which finaly decided to move to cyberpace, which was allowed by their digitalization. There are two ways how to use the cyberspace. First is mass medial way, second way is cybercultural. Those ways are contradictory. Each of those ways has its own cultural practises, on which is based form of author funcion. Biggiest difference between those forms is that the mass media takes this form as some kind of private property, on which is based their working. On the opposite is form of author funcion typical for cyberculture, which is property free. The difference of those forms of autor function is the main reason, why are these two ways of using cyberspace in constant conflict.