Komercializace lidové kultury na Valašsku

This thesis aims to investigate the phenomenon of commercialization of folk culture (folklorism) in Valašsko. Although its primary objective is to map this process in Valašsko the thesis also describes a situation of folklore and its commercial exploitation in a wider geographical context of the whole country. The text maps the history of folk culture in the region, points out crucial milestones which led to its commercialization and compares the past with the status quo. Theoretical part is based on relevant academic literature which is followed by analytical section investigating regionally conditioned aspects of perception of folklore and its commercialization. The main geographical focus here is Prague and Rožnov pod Radhoštěm.The findings have been drawn up from interviews with experts on folklore and representatives of significant public institutions focusing on preservation of our cultural heritage.