Publication at Faculty of Mathematics and Physics, Faculty of Social Sciences |
2013
Abstract
The first direct presidential elections in the Czech Republic took place in January 2013. This article focuses on an analysis of the media image of one of the presidential candidates, Karel Schwarzenberg.
Originally an outsider, he reached the second round of the elections, but then he was beaten by Miloš Zeman. The article uses the theory of framing and specifies it to the circumstances of the first and the second round of the elections.
The content analysis of Daily Press reveals that the positive image of Karel Schwarzenberg created by his supporters before the first round of the elections was reframed before the second round into a rather negative image.