Strategie implementace současného tance do programové nabídky Českého centra v Paříži

This bachelor's thesis examines a strategy for incorporating contemporary dance into the programme of the Czech Centre in Paris as a tool of Czech cultural diplomacy. The aim of the thesis is to propose a realistic and sustainable strategy for integrating this genre into the institution's programming. The theoretical section defines the concepts of public and cultural diplomacy, the specifics of contemporary dance and its management, and the principles of strategic marketing in culture. The practical section employs a mixed-methods research approach combining nine semi-structured interviews with key actors in the Czech dance scene and the management of the Czech Centre in Paris, an exploratory questionnaire survey among 46 respondents from the audience, and a content analysis of the centre's programme for the years 2024 and 2025. The results demonstrate a current absence of performative genres in the centre's programming, while the audience shows demonstrable interest in the genre, preferring interdisciplinary and participatory formats in particular. The high cost of international tours and the structural paradox of the grant system were identified as the main barriers to export. Based on these findings, a three-stage implementation plan was proposed, including recommendations for programming, communication, and finance.