Kulturní diplomacie; komparace francouzských a britských institutů

The thesis in its theoretical part deals with the issue of the relationship between public and cultural diplomacy, their importance, organization and tools. It opens up concepts such as nation branding or country concept.The practical part of the thesis deals with institutional anchoring of cultural institutes – French and British. First, it introduces these institutions at the macroeconomic level, explains their activities and analyzes their functioning. The main part of the thesis deals with cultural institutes on the example of the Czech Republic (British council and L'institut francais) and other actors of French and British cultural diplomacy.The aim of this work is to carry out a comprehensive analysis and comparison of two cultural institutes in Prague – French and British, to describe their development and to propose new approaches for projects within the presentation and dissemination of French and British culture in the Czech Republic.