| Summary: | This thesis deals with the topic of political communication. Its objective is to describe the transformation of communication of political parties and politicians in today's western world. Society has changed and voters are less involved in traditional social relations and their behaviour is very difficult to predict. Moreover, differences in ideological background between parties has become less evident. Political parties thus have to invent new strategies to attract voters. The most important feature of political parties' communication is that it is indirect, mediated. Parties have to build very good relationships with journalists. It is of high importance to collaborate enough with the media. For this reason, other characteristics of political leardes are required than formerly. The today's politician has to evoke good image and appeal to citizens. To reach this goal, political and media consultans are paid and the use of opinion polls has become fundamental. These trends indicate that politics and governance has transformed into the so called permanent campaigning. We can see this tendency in the US and in the countries of western Europe. This thesis has tried to describe the situation in Czech Republic. It has focused on four leaders of political parties during the election campaign to the Chamber of...
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