Veřejná diplomacie Španělska v České republice

The aim of this thesis is to introduce the elements and tools of public diplomacy of Spain in the Czech Republic. For this purpose, the text represents actors, which are involved in building the reputation of Spain, and government concept Marca Espana, which substantially affects a strategy presentation abroad. The thesis will focus attention not only on specific projects that Spain presents, but also monitors the use of new technologies when communicating with the Czech public. The compiled topic is founded on the study of scientific literature dealing with public diplomacy, and the subsequent application of a particular case. This thesis also examines how cooperation works between the various governmental departments in Madrid and among actors in the Czech Republic. Based on this analysis, the author concludes that the Spanish public diplomacy activities in the Czech Republic primarily have a cultural character and are presented through new media, which proves that the Spanish agenda is able to adapt flexibly to new trends in diplomacy. The main contribution of this thesis is a comprehensive presentation of all the actors of the Spanish public diplomacy and its activities, that are still deficient in wider attention in the Czech Republic.