The article discusses the o cial presentations of the two most successful candidates of the rst round of the presidential elections in the Czech Republic 2013, Karel Schwarzenberg and Miloš Zeman, from the perspective of the concepts of positive and negative political advertisement and the re ection of the election campaigns by Czech citizens. By the means of the framework and content analyses the topics and the most frequent words of the o cial (created by campaigns teams) materials are identi ed. The results are interpreted with regard to the attributes of positive and negative campaign. Using the statistical analysis of the data from public opinion survey by CVVM the Czech public’s re ection of the election campaigns is described. The results of the study indicate that we can denote Zeman’s campaign after the rst round of the elections as a negative one. Zeman’s campaign has also proved to be more speci c and memorable - by both, subjective evaluation of the respondents and the associations, connected with the candidates after the elections., Monika Cervinková, Lucie Kulhavá., and Obsahuje seznam literatury
This paper deals with the representation of national and ethnic identity categories in media texts during the Population and Housing Census 2011. Census is understood here as means of constructing collective identities not as clearly pre-defined categories but as socially and media shaped parts of an individual identity. The aim of this study is thus to analyze media representations of Population and Housing Census 2011 as an event that highlights the negotiation of collective identities and the processes of the so called “identitary mobilization”. Quantitative analysis of selected articles from national newspapers enriched by findings of qualitative analysis of comments and videos from the new media shows, among others, that the Census is often represented through a kind of media discourse called national in this paper and that the processes of identitary mobilization acquire specific forms during the Census, although probably not limited to its actual period., Jitka Zalabáková., and Obsahuje seznam literatury