Expo jako prostor mezinárodní prezentace (1967- 2020)

This bachelor's thesis examines World Expos as a tool of international state representation and analyses the evolution of the presentation strategies of Czechoslovakia and the Czech Republic between 1967 and 2020. The aim of the thesis is to determine how the concept of state representation at selected World Expos has changed in response to political, social, and diplomatic developments and to identify the factors that have influenced these changes. The theoretical framework is based on the concepts of soft power, public diplomacy, and nation branding, which provide the analytical basis for examining Expo as a platform for international communication. The thesis also defines World Expos as a specific type of mega-event and discusses their role in shaping a country's international image. The empirical part applies a historical-comparative approach to three case studies: Expo 1967 in Montreal, Expo 2010 in Shanghai, and Expo 2020 in Dubai. The analysis focuses on the diplomatic context of participation, state representation strategies, and the key themes and symbolic elements of the national pavilions. The findings indicate that the presentation of Czechoslovakia and the Czech Republic has gradually evolved from an ideologically oriented representation towards an emphasis on innovation, sustainability, technological development, and the systematic promotion of the country's image through public diplomacy and nation branding.