The Zapatista movement of southern Mexico has received little analytical attention focused on the myriad of writings issued by the movement. To help fill this gap, this study uses David Snow and Robert Benford’s concept of framing as a theoretical basis, and performs a systematic and discursive analysis of the communiqués issued by the Zapatista movement in order to understand how the movement framed itself over its thirteen-year existence. Communiqués were coded by noting evocations of the diagnostic frames of corrupt government, violent government, and neoliberal government and in terms of prognostic framing, general democracy, small-scale democracy, and revolutionary frames. This research concludes that the prognostic frame of general democracy was very high in the initial years of the movement, and shifted towards the small-scale democracy frame after the election of Vicente Fox in 2000. The diagnostic frames dealt with in this research showed a slight downward trend as Mexico democratized, but there is significant inter-year variation in the prevalence diagnostic frames that seems to be related to specific acts of government repression, or other government actions. This research also concludes that a portion of the EZLN’s success and long existence can be attributed to the movement’s ability to modify its diagnostic and prognostic frames to match the changing political and societal context that the movement existed in.

This thesis is a research of a case related to the theatre Cinoherni divadlo in Usti nad Labem, which happened in 2014. This case was about a conflict between Cinoherni divadlo and Usti nad Labem city councilmen. This conflict was reflected by the public in Usti nad Labem and other cities of the Czech Republic and the case was accompanied by various kinds of civic activism. Representatives of Cinoherni divadlo was making public statements about the conflict during the case and they was formulating their requirements and were trying to gain public support and mobilize public to join the collective action. This case of civic activism will be studied from the perspective of the framing theory. Participant's statements will be studied and for that will be used the framing analysis. There will identified diagnostic, prognostic and motivational frames, which were used by the represenatives of Cinoherni divadlo and how were the frames changing during the case. There will be also identified counterframes, which were used by the city councilmen in their reactions to the represenatitves of Cinoherni divadlo.

The aim of the thesis is to describe framing activity of non-profit organization Ekumenická akademie, z.s. that is linked with fair trade movement. It means I want to describe how it strategically constructs a communication made through leaflets that go to existing and potential supporters. The theoretical part focuses on the concept of fair trade movement and its work in the Czech Republic. Then it describes the framing theory, especially core framing tasks that are essential to this thesis. In the methodology, the research methods are explained, which was content analysis of the documents and it also describes the process of the analysis itself. The last part of the thesis describes the results of the research which means how the organization interpreted and constructed the reality with diagnostic, prognostic and motivational framing and thus formed the meaning of the whole communication.