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The central theme of the diploma thesis is incorporation of media education at the first stage of primary school. The theoretical part of the thesis briefly defines the basic concepts related to media education, offers an insight into historcal background and gradual integration of media education into the Czech educational system and, last but not least, introduces current state of this cross-curricular topic at Czech schools. The practical part is devoted to a research survey aimed at finding out which didactic topics of media education are mostly reflected in educational materials intended for the first stage of primary school and at the same time at ascertaining how the pupils are mostly involved in media education in terms of task assignments contained in teaching materials. The results of the research show that the most frequently reflected topics of media education that appear in educational materials are advertising, its regulation and influence and characteristics and function of traditional media. In case of the method of pupils involvement in media education, the research findings show that pupils are mostly called upon to receptive activities. To obtain the results of the research survey, qualitative content analysis of selected teaching materials was used.

Résumé This thesis under the title Linguistic Representation of National Stereotypes in Czech Media and the Application of Cognitive Aspects in Teaching Czech deals with which national stereotypes (about Romani, Vietnamese and Russians) are present in the samples selected from Czech media and how these stereotypes are linguistically represented. The paper is based on the presumption that despite the principle of political correctness present in most of the journalists' code of ethics, it is not possible to avoid some manifestations of shared fixed images of nationalities (called stereotypes) in media. Furthermore, we argue that the media image of the world is based on the Linguistic Image of the World. The theoretical basis of the cognitive linguistics, especially the Prototype/Stereotype Theory and categorization as the way of understanding and assorting the world, were the main methodological sources. There is a chapter on each analysed national group that depicts the means of its categorization and lists the particular categories that ensued from the analysis, as well as the stereotypes that were discovered in the surveyed sample. This thesis also deals with the application of aspects of cognitive linguistics in Czech language lessons (not only), as well as the possibilities of working with national...

This diploma thesis engage in the manipulation aimed at primary school children, especially manipulation of commercial and its effect on the child recipient. The theoretical part of thesis defines terms manipulation, media and advertisement, as well as media education in the current curriculum, in the general educational program and in the textbooks for 1st primary schools. The empirical part of thesis is divided into the methodical unit and experimental unit. The methodical unit describes the implemented project for advertisement and defense against media manipulation. Observations took place during the project, the results of this observation are described in the experimental unit. It is included questionnaire survey and its analysis. The last part of this thesis is concept of methodics, which outlines strategies to help prevent the possible manipulation.

The Bachelor Thesis "TV Programme as Communication. An Informative Value and Manipulative Strategy." is focused on analysis of the informative value and usage of manipulative means in TV programme. The main source for my thesis was the collected material of thirty pieces of the magazine called Magazín DNES since 2008 to 2010. The aim of the thesis was to check the appearance of TV programme and used methods influencing the preferences of recipients.

Résumé This diploma thesis under the title Linguistic Representation of National Stereotypes in Czech Media deals with which stereotypes about three chosen nationalities - Romani, Vietnamese and Russians - are present in the selected sample selected from Czech media and how they are linguistically represented. The paper is based on the presumption that despite the principle of political correctness present in most of the journalese code of ethics, it is not possible to avoid some manifestations of shared fixed images of nationalities (called stereotypes) in media. Next, we argue that the media image of the world is based on the Linguistic Image of the World. The theoretical basis of the cognitive linguistics, especially the Prototype/Stereotype Theory and categorization as the way of understanding and assorting the world, were the main methodological sources. There is a chapter on each analysed national group that depicts the means of its categorisation and lists the particular categories that ensued from the analysis as well as the stereotypes that were discovered in the surveyed sample. Key words: Romani, Vietnamese, Russians, stereotypes, categorization, cognitive linguistics, media