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Mediální obraz Karla Schwarzenberga v tištěných denících před prezidentskými volbami 2013

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Jeřábek H., Rössler J., Sklenařík P.
Naše společnost (Our Society)
|
2013
|
vol. 11
|
issue 2
3-15
EN
The first direct presidential elections in the Czech Republic took place in January 2013. This event and the period before were extensively covered by media, which many candidates and political actors described as ultimately having a significant inuence on voters’ decisions. 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 species it to the circumstances of the rst and second round of the elections. It applies a quantitative and qualitative content analysis to the main Czech daily newspapers and to the website supporting Schwarzenberg www.volimkarla.cz. The in-depth analysis reveals that the positive image of Karel Schwarzenberg created by his supporters before the rst round of the elections was reframed before the second round into a rather negative image.
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