Role sociálních médií ve veřejné diplomacii České republiky

The diploma thesis concerns itself with public diplomacy and social media. In the first chapter, the thesis analyses the importance of public diplomacy for achieving desired outcomes of state's foreign policy, as well as technological influences that are radically changing the nature of public diplomacy in the 21st century. The second part of the thesis analyses firstly the overall use of social media by actors of Czech public diplomacy. This overall complex analysis is then enhanced by a comparative analysis of selected actors of Czech public diplomacy and their usage of the Facebook platform. The comparative analysis observes the ability of an actor to successfully influence three dimensions of public diplomacy in the digital space - agenda-setting, presence-expansion, conversation-generating. The role of social media in public diplomacy of the Czech Republic is derived by comparing successful actors and their use of social media with the overall use of social media by the remaining actors. The thesis also offers applicable measures for enhancing positive effects of usage of social media for public diplomacy purposes.