Abstract
This book explored the topic of mediated privacy of leading Czech politicians in the past two decades, using the method of ciritcal discourse analysis (van Dijk 1998, 2006a,b) and ideological analysis (Thompson 1990). These changes took place in two periods, 1996-98 (the first clashes which affected later development) and 2006-10 (institutionalization and professionalization of political PR in presenting the privacy of politicians).
It shows on the example of analysis of specific cases and events concerning the private life of politicians the evolution of political marketing and PR in the field of private life of Czech politicians on one hand at the same time as the development in media representations. During the early 1990's, privacy of politicians changed from a subject subordinated to political propaganda, merely viewed as a topic which was illegal to publish or represent.
As the analysis in Chapter 3 showed, there was no information about any private matters of the Czechoslovakian politicians visible in the media during the last year of communist regime, in 1989. The wives of foreign political leaders, such as Mikhail Gorbatchev or George Bush, were visible scarcerly.
In the first period of interaction between media and political PR discourse (1996-98) first borders if mutual coexistence arose (on the example of President Václav Havel and Prime Minister Miloš Zeman). During the second period, 2006-2010, upon an experience both from media and PR sphere, institucionalization and professionalization of political PR in the field of privacy of politicians took place.
The thesis analysed the development and techniques of political PR, which are used to influence the quantity and content of media texts in order to build a certain image of politicians, such as the image of "social responsibility", "vigourousity" or "youth".