Návrh digitální komunikační strategie elektronického odborného časopisu Informační gramotnost

This master's thesis focuses on the design of a digital communication strategy on social media for the electronic journal Informační gramotnost. The primary objective is to define procedures for effective content distribution that combine visual appeal with the preservation of the journal's credibility in its posts. The thesis reflects on the challenges of integrating informative topics into a digital space dominated by entertainment formats, social media algorithms, and the attention economy. The theoretical part analyzes the principles of digital communication for scholarly journals, cognitive aspects of credibility perception, and concepts of edutainment. The practical part includes an analysis of the communication styles of competing portals and identifies best practices. A core component of the thesis is experimental research, which, through the testing of various visual formats and caption tonalities, identifies variants with the highest potential for maintaining professional credibility and motivating user interaction. The output also includes a proposal for a technological solution for the semi-automation of the publishing workflow within the WordPress system, taking into account current social media API limitations. The result of the work is a feasible communication strategy and a set of recommendations aimed at strengthening the digital reach of a scholarly journal while maintaining a low administrative burden for the editor.