This diploma master thesis deals with the use of new media and implementation of current online communication trends in the czech theatre environment. The first part defines most important terms and describes the features of the main platforms in online communication. Than follows a comparative analysis of the social media communication of five czech theatres - Jihočeské divadlo in České Budějovice, Slovácké divadlo in Uherské Hradiště, Městské divadlo Zlín, Moravské divadlo in Olomouc and Klicperovo divadlo in Hradec Králové. The next part presents the results of the online survey, which was carried out in cooperation with one of the analyzed theatres, Jihočeské divadlo. This research focused on online audience and their online and offline participation. Based on the research, some recomendations for the communication strategy of Jihočeské divadlo were formulated.

In this qualitative research study, I use case studies to analyze the rhetorical understanding students have about online audiences, including how this understanding informs writerly choices, primarily in digital, self-sponsored writing. In this study I found that, while anxieties about online writing do exist, there are also many benefits for online writers that cause these anxieties to lessen. In addition, findings indicated that participants didn't always know how to correctly interpret and capitalize on audience feedback, which causes challenges, but these participants also claimed rhetorical power once they entered community spaces they cared about and better understood their purpose and roles as writers in those spaces. These findings contribute to composition pedagogy because they suggest areas for growth in the high school classroom, such as learning how to manage multiple audiences, how to best interpret feedback, and how to claim authority as young writers in unfamiliar rhetorical situations.

Cathrine Phiri's novel ‘Never Mine’ on Facebook, highlights the liberating potential of online literary engagement, particularly for female readers, amid creative restrictions in Zimbabwe. Utilising both the Afrocentric and Communicative Figuration concepts, the study examines how digital ephemeral literature fosters connection and conversation. It delves into audience typologies, alignment with community ideals, complex social structures and cultural behaviour. Methodologically, this study takes on a deductive approach and makes use of the theoretical framework that comprises the Afrocentric model and the Communicative Figuration model. African literary circles have in the past embraced the online medium, making digital literary content highly successful, despite its realised (or otherwise perceived) ephemerality. The digital landscape has not only facilitated connections between African writers and their readers but has also enriched the literary landscape through the proliferation of new literary expressions. The data, collected from Facebook interactions in the form of screenshots from user comments, replies and reactions sheds light onto this phenomenon. Grounded in a synthesis of literary studies and digital media studies, this study shows how audience members are seen to readily engage in conversations that are deemed central to African cultural and social being. Never Mine shows that there is a large audience for online ephemeral literature and that this audience is largely active and dynamic in nature, from the observed user comments and reactions. The behaviour of the African audience is therefore intricately connected to the complex interplay of cultural, digital, and political elements that are unique to the region. Thus, grasping these dynamics is essential to comprehend the distinctive trends in online engagement and information consumption within the African context. Different platforms are therefore seen to connect readers to new writing on the continent – writing that more accurately reflects their own lived realities – and in innovative ways.