{"id":22302,"date":"2026-05-14T11:19:17","date_gmt":"2026-05-14T09:19:17","guid":{"rendered":"https:\/\/thinktopaz.cz\/?p=22302"},"modified":"2026-05-14T11:20:33","modified_gmt":"2026-05-14T09:20:33","slug":"richard-susa-medialni-obraz-poslancu-v-ceskem-dennim-tisku-policy-paper-1-2026","status":"publish","type":"post","link":"https:\/\/thinktopaz.cz\/en\/2026\/05\/14\/richard-susa-medialni-obraz-poslancu-v-ceskem-dennim-tisku-policy-paper-1-2026\/","title":{"rendered":"Richard S\u016fsa: Medi\u00e1ln\u00ed obraz poslanc\u016f v \u010desk\u00e9m denn\u00edm tisku – Policy paper 1\/2026 \u00a0"},"content":{"rendered":"

\u00davod<\/strong><\/p>\n\n\n\n

Politici prezentuj\u00ed a zveli\u010duj\u00ed sv\u00e9 \u00fasp\u011bchy ve snaze dos\u00e1hnout op\u011btovn\u00e9ho zvolen\u00ed. Jak poznamen\u00e1v\u00e1 americk\u00fd politolog Brian F. Schaffner, ka\u017ed\u00fd kongresman m\u016f\u017ee v Kapitolu t\u011b\u017ece pracovat pro ob\u010dany sv\u00e9ho obvodu, ale jen ten, kter\u00fd jim o sv\u00e9m \u00fasil\u00ed dok\u00e1\u017ee \u0159\u00edkat, bude odm\u011bn\u011bn znovuzvolen\u00edm do funkce. P\u0159\u00edpadn\u00e9 ignorov\u00e1n\u00ed m\u00e9di\u00ed p\u0159irovn\u00e1v\u00e1 Kioko Ireri k psan\u00ed vlastn\u00edho politick\u00e9ho epitafu. Z\u00e1sadn\u00ed \u00falohu sehr\u00e1vaj\u00ed m\u00e9dia, je\u017e p\u0159ibli\u017euj\u00ed politick\u00e9 d\u011bn\u00ed ve\u0159ejnosti.<\/p>\n\n\n\n

Masov\u00e1 m\u00e9dia se ji\u017e v dob\u011b sv\u00e9ho vzniku stala kl\u00ed\u010dov\u00fdm zprost\u0159edkovatelem informac\u00ed mezi politikou a ve\u0159ejnost\u00ed. Nam\u00edsto \u00fazk\u00e9ho okruhu osob u panovnick\u00e9ho dvora se mocn\u00ed museli za\u010d\u00edt prezentovat p\u0159ed \u0161ir\u0161\u00ed ve\u0159ejnost\u00ed. Ka\u017ed\u00fd den \u010del\u00ed noviny volebn\u00edmu aktu ve snaze p\u0159im\u011bt ve\u0159ejnost ke konzumaci nab\u00edzen\u00e9ho obsahu, zat\u00edmco, slovy Jamese Currana, politici jsou voleni pouze ob\u010das. Podobn\u00fd styl uva\u017eov\u00e1n\u00ed se prosadil i v samotn\u00e9 politice ve form\u011b fenom\u00e9nu permanentn\u00ed kampan\u011b: od 70. let 20. stolet\u00ed se v\u00fdrazn\u011b st\u00edral rozd\u00edl mezi kampan\u00ed a vl\u00e1dnut\u00edm a snaha oslovovat ve\u0159ejnost prob\u00edh\u00e1 neust\u00e1le.<\/p>\n\n\n\n

Politik disponuje plnou kontrolou nad sv\u00fdm sd\u011blen\u00edm nap\u0159\u00edklad p\u0159i vyu\u017e\u00edv\u00e1n\u00ed online m\u00e9di\u00ed, telefonov\u00e1n\u00ed s voli\u010di \u010di prost\u0159ednictv\u00edm plak\u00e1t\u016f. Naopak mediovanou, tj. nep\u0159\u00edmou komunikaci p\u0159edstavuj\u00ed zejm\u00e9na koment\u00e1\u0159e a rozhovory, kde se mo\u017enost prezentace odv\u00edj\u00ed od obdr\u017een\u00e9ho prostoru a polo\u017een\u00fdch ot\u00e1zek. Politik\u016fm \u0161kod\u00ed, kdy\u017e je novin\u00e1\u0159i kritizuj\u00ed nebo ignoruj\u00ed \u2013 opom\u00edjen\u00ed je nep\u0159\u00edmo r\u00e1mcuje jako m\u00e9n\u011b d\u016fle\u017eit\u00e9. Politici a novin\u00e1\u0159i se ovliv\u0148uj\u00ed navz\u00e1jem, a\u010dkoliv v\u00fdzkumy podot\u00fdkaj\u00ed, \u017ee si \u017eurnalist\u00e9 svou silnou pozici nemus\u00ed uv\u011bdomovat.<\/p>\n\n\n\n

Projevuje se rovn\u011b\u017e neust\u00e1l\u00e1 sout\u011b\u017e o t\u00e9mata. Strana se st\u00e1v\u00e1 vlastn\u00edkem t\u00e9matu (tzv. issue-ownership), pokud ji voli\u010di pova\u017euj\u00ed za nejkompetentn\u011bj\u0161\u00ed pro jeho \u0159e\u0161en\u00ed. Stranick\u00e1 sout\u011b\u017e tkv\u00ed ve schopnosti p\u0159itahovat pozornost k prioritn\u00edm oblastem, p\u0159i\u010dem\u017e opozice m\u016f\u017ee s\u00e1hnout i k tzv. issue-trespassing \u2013 tedy ke kritice vl\u00e1dn\u00ed politiky v oblastech, kter\u00e9 si jinak za sv\u00e9 nep\u0159ivlast\u0148uje.<\/p>\n\n\n\n

Jak\u00e9 charakteristiky ovliv\u0148uj\u00ed medi\u00e1ln\u00ed viditelnost poslanc\u016f?<\/strong><\/p>\n\n\n\n

P\u0159i posuzov\u00e1n\u00ed viditelnosti politik\u016f se jednotliv\u00e9 atributy d\u011bl\u00ed na institucion\u00e1ln\u00ed charakteristiky spojen\u00e9 s v\u00fdkonem funkce a neinstitucion\u00e1ln\u00ed. K institucion\u00e1ln\u00edm pat\u0159\u00ed zejm\u00e9na posty p\u0159edsed\u016f stran, poslaneck\u00fdch klub\u016f \u010di v\u00fdbor\u016f; k neinstitucion\u00e1ln\u00edm pak v\u011bk, p\u0159\u00edslu\u0161nost k siln\u00e9 stran\u011b, pohlav\u00ed \u010di atraktivita. Dr\u017eitel\u00e9 nejvy\u0161\u0161\u00edch funkc\u00ed maj\u00ed tak\u0159ka zaji\u0161t\u011bn\u00fd p\u0159\u00edstup do m\u00e9di\u00ed, jeliko\u017e jejich \u010dinnosti a rozhodnut\u00ed maj\u00ed zna\u010dn\u00e9 dopady na t\u00e9m\u011b\u0159 ve\u0161ker\u00e9 spole\u010densk\u00e9 d\u011bn\u00ed.<\/p>\n\n\n\n

Nejsiln\u011bj\u0161\u00ed pozici m\u00e1 hlava moci v\u00fdkonn\u00e9, spolu s n\u00ed i \u010dlenov\u00e9 vl\u00e1dy a l\u00edd\u0159i nejsiln\u011bj\u0161\u00edch parlamentn\u00edch stran. Vl\u00e1dn\u00ed strany z\u00edsk\u00e1vaj\u00ed tzv. incumbency bonus za moment\u00e1ln\u00ed dr\u017een\u00ed funkce. \u010clenov\u00e9 vl\u00e1dy a poslanci t\u011bchto stran mohou re\u00e1ln\u011b ovliv\u0148ovat chod zem\u011b, zat\u00edmco opozice m\u00e1, slovy Debby Vosov\u00e9, pouze p\u0159\u00edle\u017eitost mluvit a kritizovat. Vliv bonusu kles\u00e1, \u010d\u00edm v\u00edce se bl\u00ed\u017e\u00ed volby, v z\u00e1jmu objektivn\u00ed \u017eurnalistiky.<\/p>\n\n\n\n

Celost\u00e1tn\u00ed m\u00e9dia sleduj\u00ed legislativn\u00ed proces prost\u0159ednictv\u00edm politick\u00fdch l\u00eddr\u016f; \u0159adov\u00ed poslanci se st\u0159edem pozornosti st\u00e1vaj\u00ed jen obt\u00ed\u017en\u011b. Tento trend v\u0161ak neplat\u00ed u lok\u00e1ln\u00edch m\u00e9di\u00ed, kter\u00e1 svou pozornost mohou zam\u011b\u0159ovat na m\u00edstn\u00ed z\u00e1stupce bez ohledu na moment\u00e1ln\u00ed rozlo\u017een\u00ed parlamentn\u00ed v\u011bt\u0161iny. V\u011bk a slu\u017eebn\u00ed st\u00e1\u0159\u00ed jsou \u00fazce spjaty: dlouholet\u00ed politici b\u00fdvaj\u00ed znal\u00ed pr\u00e1ce s novin\u00e1\u0159i, co\u017e vyu\u017e\u00edvaj\u00ed k zaji\u0161t\u011bn\u00ed pozitivn\u011bj\u0161\u00edho pokryt\u00ed. Vzhled a obl\u00e9k\u00e1n\u00ed se v m\u00e9di\u00edch zd\u016fraz\u0148uj\u00ed sp\u00ed\u0161e u politi\u010dek, a\u010dkoliv ani mu\u017ei nejsou z tohoto vn\u00edm\u00e1n\u00ed zcela vy\u0148ati \u2013 nap\u0159\u00edklad \u0161ed\u00e9 vlasy p\u0159in\u00e1\u0161ej\u00ed zm\u00ednky o kompetentnosti.<\/p>\n\n\n\n

V\u00fdzkum<\/strong><\/p>\n\n\n\n

Anal\u00fdza obsahu \u010dtve\u0159ice nej\u010dten\u011bj\u0161\u00edch \u010desk\u00fdch den\u00edk\u016f \u2013 Blesk, Mlad\u00e1 fronta DNES, Metro a Pr\u00e1vo \u2013 za obdob\u00ed 2018 a\u017e 2021 se zam\u011b\u0159ila na poslance bez vl\u00e1dn\u00edch funkc\u00ed. V\u00fdsledky uk\u00e1zaly ohromn\u00fd vliv institucion\u00e1ln\u00edch charakteristik. Nejv\u00edce se psalo o p\u0159edsedech stran; v\u00fdznamn\u00fd vliv m\u011bla t\u00e9\u017e pozice p\u0159edsedy poslaneck\u00e9ho klubu. Mark\u00e9ta Pekarov\u00e1 Adamov\u00e1 t\u011b\u017eila z tohoto bonusu a um\u00edstila se mezi nejviditeln\u011bj\u0161\u00edmi z\u00e1konod\u00e1rci, a\u010dkoliv p\u0159edsedkyn\u00ed TOP 09 byla jen po dva ze \u010dty\u0159 zkouman\u00fdch let.<\/p>\n\n\n\n

Naproti tomu tak\u0159ka neviditeln\u00ed byli p\u0159edsedov\u00e9 v\u00fdbor\u016f, by\u0165 nap\u0159\u00edklad Rozpo\u010dtov\u00fd v\u00fdbor a Zahrani\u010dn\u00ed v\u00fdbor se st\u00e1valy p\u0159edm\u011btem siln\u00e9ho z\u00e1jmu. Mimo pozornost tisku st\u00e1li i ti m\u00edstop\u0159edsedov\u00e9 Poslaneck\u00e9 sn\u011bmovny, kte\u0159\u00ed nebyli z\u00e1rove\u0148 v \u010dele sv\u00fdch stran. Neinstitucion\u00e1ln\u00ed charakteristiky nem\u011bly na medi\u00e1ln\u00ed viditelnost t\u00e9m\u011b\u0159 \u017e\u00e1dn\u00fd vliv. \u017deny s d\u016fle\u017eit\u00fdmi funkcemi byly v m\u00e9di\u00edch prezentov\u00e1ny tak\u0159ka ve stejn\u00e9 m\u00ed\u0159e jako mu\u017ei v p\u0159edn\u00edch funkc\u00edch; tot\u00e9\u017e plat\u00ed p\u0159i srovn\u00e1n\u00ed poslanky\u0148 a poslanc\u016f bez viditeln\u00fdch post\u016f. Celkov\u011b slab\u0161\u00ed medi\u00e1ln\u00ed obraz poslanky\u0148 tedy vych\u00e1z\u00ed sp\u00ed\u0161e z toho, \u017ee ve zkouman\u00e9m obdob\u00ed nevedla \u017e\u00e1dn\u00e1 \u017eena poslaneck\u00fd klub a p\u0159edsedkyn\u00ed strany byla jen jedna.<\/p>\n\n\n\n

Odlehl\u00e9 hodnoty a mimoparlamentn\u00ed aktivita<\/strong><\/p>\n\n\n\n

N\u011bkte\u0159\u00ed poslanci vykazovali odlehl\u00e9 hodnoty, nebo\u0165 jejich medi\u00e1ln\u00ed obraz se op\u00edral i o jevy, kter\u00e9 v\u00fdzkum p\u0159\u00edmo nem\u011b\u0159il. Zejm\u00e9na mimoparlamentn\u00ed aktivita m\u016f\u017ee v\u00fdrazn\u011b ovlivnit, jak   moc se  o poslanc\u00edch p\u00ed\u0161e. Zna\u010dnou pozornost, kter\u00e1 neodpov\u00eddala jejich roli v Poslaneck\u00e9 sn\u011bmovn\u011b, z\u00edskali nap\u0159\u00edklad poslanci v d\u016fsledku af\u00e9r.<\/p>\n\n\n\n

Jaroslav Falt\u00fdnek (ANO 2011) byl p\u0159edm\u011btem z\u00e1jmu v souvislosti s kauzou Stoka a s n\u00e1v\u0161t\u011bvou restaurace, je\u017e m\u011bla b\u00fdt uzav\u0159ena kv\u016fli prob\u00edhaj\u00edc\u00ed pandemii. Vstup do domn\u011ble uzav\u0159en\u00e9ho podniku pos\u00edlil viditelnost Milana Hnili\u010dky (ANO 2011), o n\u011bm\u017e se jinak psalo tak\u0159ka v\u00fdhradn\u011b d\u00edky funkci p\u0159edsedy N\u00e1rodn\u00ed sportovn\u00ed agentury. Miroslav Kalousek (TOP 09) by se na str\u00e1nky tisku dost\u00e1val i pouze jako p\u0159edseda poslaneck\u00e9ho klubu, av\u0161ak nep\u0159im\u011b\u0159en\u011b \u010dast\u00e9 zm\u00ednky byly zp\u016fsobeny d\u0159\u00edv\u011bj\u0161\u00edm v\u00fdkonem funkce ministra financ\u00ed a jeho rol\u00ed p\u0159i vzniku strany \u2013 co\u017e z\u00e1rove\u0148 posilovalo viditelnost Karla Schwarzenberga. Vliv p\u0159i\u010d\u00edt\u00e1 autor v\u00fdzkumu i osobnostn\u00edm charakteristik\u00e1m, zejm\u00e9na Kalouskov\u011b v\u00fd\u0159e\u010dnosti.<\/p>\n\n\n\n

Z\u00e1v\u011br<\/strong><\/p>\n\n\n\n

Pozornosti m\u00e9di\u00ed se nejv\u00edce t\u011b\u0161\u00ed p\u0159edsedov\u00e9 stran a poslaneck\u00fdch klub\u016f, p\u0159\u00edpadn\u011b tak\u00e9 dal\u0161\u00ed v\u00fdrazn\u00e9 politick\u00e9 osobnosti. Za nimi se kr\u010d\u00ed prakticky \u010di zcela neviditeln\u00ed z\u00e1konod\u00e1rci, o jejich\u017e \u010dinnostech \u010di existenci m\u00e9dia tak\u0159ka nehovo\u0159\u00ed. Obraz stran se v\u00fdrazn\u011b op\u00edr\u00e1 o minim\u00e1ln\u00ed mno\u017estv\u00ed jejich \u010dlen\u016f \u2013 form\u00e1ln\u00edch \u010di neform\u00e1ln\u00edch v\u016fd\u010d\u00edch postav.<\/p>\n\n\n\n

Medi\u00e1ln\u00ed pokryt\u00ed p\u0159itom zmen\u0161uje rozd\u00edly mezi stranami, d\u00edky \u010demu\u017e se nejmen\u0161\u00ed sn\u011bmovn\u00ed strany dost\u00e1vaj\u00ed na str\u00e1nky novin v\u00edce, ne\u017e jak\u00fd pod\u00edl maj\u00ed jejich poslanci na slo\u017een\u00ed komory. V\u00fdzkum se v\u011bnoval pouze jednomu volebn\u00edmu obdob\u00ed Poslaneck\u00e9 sn\u011bmovny, v n\u011bm\u017e po\u010detn\u011b nezvykle dominovala jedna strana a do politick\u00e9ho \u017eivota v\u00fdrazn\u011b zas\u00e1hla pandemie covidu-19. V n\u00e1sleduj\u00edc\u00edm volebn\u00edm obdob\u00ed vzrostlo zastoupen\u00ed \u017een ve veden\u00ed Poslaneck\u00e9 sn\u011bmovny i poslaneck\u00fdch klub\u016f. Z\u016fst\u00e1v\u00e1 otev\u0159enou ot\u00e1zkou, zdali v dal\u0161\u00edch volebn\u00edch obdob\u00edch Poslaneck\u00e9 sn\u011bmovny bude medi\u00e1ln\u00ed obraz poslanc\u016f ovlivn\u011bn i dal\u0161\u00edmi charakteristikami.<\/p>","protected":false},"excerpt":{"rendered":"

\u00davod Politici prezentuj\u00ed a zveli\u010duj\u00ed sv\u00e9 \u00fasp\u011bchy ve snaze dos\u00e1hnout op\u011btovn\u00e9ho zvolen\u00ed. Jak poznamen\u00e1v\u00e1 americk\u00fd politolog Brian F. Schaffner, ka\u017ed\u00fd kongresman m\u016f\u017ee v Kapitolu t\u011b\u017ece pracovat pro ob\u010dany sv\u00e9ho obvodu, ale jen ten, kter\u00fd jim o sv\u00e9m \u00fasil\u00ed dok\u00e1\u017ee \u0159\u00edkat, bude odm\u011bn\u011bn znovuzvolen\u00edm do funkce. P\u0159\u00edpadn\u00e9 ignorov\u00e1n\u00ed m\u00e9di\u00ed p\u0159irovn\u00e1v\u00e1 Kioko Ireri k psan\u00ed vlastn\u00edho politick\u00e9ho epitafu. Z\u00e1sadn\u00ed \u00falohu sehr\u00e1vaj\u00ed […]<\/p>","protected":false},"author":8,"featured_media":22160,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,3],"tags":[],"class_list":["post-22302","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aktuality","category-policy-papers"],"_links":{"self":[{"href":"https:\/\/thinktopaz.cz\/en\/wp-json\/wp\/v2\/posts\/22302","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thinktopaz.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thinktopaz.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thinktopaz.cz\/en\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/thinktopaz.cz\/en\/wp-json\/wp\/v2\/comments?post=22302"}],"version-history":[{"count":1,"href":"https:\/\/thinktopaz.cz\/en\/wp-json\/wp\/v2\/posts\/22302\/revisions"}],"predecessor-version":[{"id":22303,"href":"https:\/\/thinktopaz.cz\/en\/wp-json\/wp\/v2\/posts\/22302\/revisions\/22303"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thinktopaz.cz\/en\/wp-json\/wp\/v2\/media\/22160"}],"wp:attachment":[{"href":"https:\/\/thinktopaz.cz\/en\/wp-json\/wp\/v2\/media?parent=22302"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thinktopaz.cz\/en\/wp-json\/wp\/v2\/categories?post=22302"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thinktopaz.cz\/en\/wp-json\/wp\/v2\/tags?post=22302"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}