{"id":1485,"date":"2023-08-30T17:28:54","date_gmt":"2023-08-30T15:28:54","guid":{"rendered":"https:\/\/evaltep.xcreative.cz\/uncategorized\/analyza-modelu-komunikace-regionalni-politiky-eu-v-cr\/"},"modified":"2023-09-18T09:18:19","modified_gmt":"2023-09-18T07:18:19","slug":"analysis-of-the-communication-model-of-eu-regional-policy-in-the-czech-republic","status":"publish","type":"post","link":"https:\/\/evaltep.xcreative.cz\/en\/articles\/analysis-of-the-communication-model-of-eu-regional-policy-in-the-czech-republic\/","title":{"rendered":"Analysis of the Communication Model of EU Regional Policy in the Czech Republic"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Analysis of the Communication Model of EU Regional Policy in the Czech Republic<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Abstrakt<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Komunika\u010dn\u00ed aktivity p\u0159isp\u00edvaj\u00ed k napl\u0148ov\u00e1n\u00ed c\u00edl\u016f region\u00e1ln\u00ed politiky EU a&nbsp;tvo\u0159\u00ed proto jej\u00ed d\u016fle\u017eitou sou\u010d\u00e1st. Z&nbsp;hlediska evaluace komunika\u010dn\u00edch aktivit je vedle identifikace konkr\u00e9tn\u00edch dopad\u016f d\u016fle\u017eit\u00e9 v\u011bnovat pozornost tak\u00e9 samotn\u00e9mu pr\u016fb\u011bhu procesu komunikace. C\u00edlem t\u00e9to stati je p\u0159ibl\u00ed\u017eit v\u00fdznam komunikace region\u00e1ln\u00ed politiky, konfrontovat jednotliv\u00e9 prvky komunika\u010dn\u00edho procesu s&nbsp;pot\u0159ebami a postoji obyvatel \u010cR a identifikovat probl\u00e9mov\u00e9 oblasti komunikace.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Abstract<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Communication activities contribute to reaching the aims of EU regional policy and therefore it is an important part of the regional policy. Beside the analysis of impacts of such communication, it is important to evaluate and analyze the process of communication. The aim of this paper is to&nbsp;explain communication process of EU regional policy, to provide confrontation of its particular domains with needs and attitudes of inhabitants of the Czech Republic and to identify possible gaps in communication.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Kl\u00ed\u010dov\u00e1 slova<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">komunika\u010dn\u00ed proces, komunika\u010dn\u00ed model, komunika\u010dn\u00ed n\u00e1stroje, region\u00e1ln\u00ed politika, evropsk\u00e9 fondy<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Keywords<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Communication process, communication model, communication tools, regional policy, EU funds<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u00davod a c\u00edl pr\u00e1ce<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00fdzkumy ve\u0159ejn\u00e9ho m\u00edn\u011bn\u00ed realizovan\u00e9 v jednotliv\u00fdch zem\u00edch Evropsk\u00e9 unie (d\u00e1le jen EU)<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn1\">[1]<\/a>&nbsp;ukazuj\u00ed, \u017ee dotazovan\u00ed maj\u00ed m\u00e1lo informac\u00ed o EU a&nbsp;jej\u00edm fungov\u00e1n\u00ed. Nap\u0159\u00edklad podle v\u00fdzkumu Eurobarometer 189a<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn2\">[2]<\/a>&nbsp;t\u00e9m\u011b\u0159 dv\u011b t\u0159etiny obyvatel EU v roce 2006 uvedly, \u017ee n\u00e1rodn\u00ed m\u00e9dia poskytuj\u00ed p\u0159\u00edli\u0161 m\u00e1lo informac\u00ed o EU. Obyvatel\u00e9 maj\u00ed d\u00e1le pocit, \u017ee nemohou adekv\u00e1tn\u011b ovliv\u0148ovat rozhodovac\u00ed procesy v r\u00e1mci EU. Z v\u00fdsledk\u016f v\u00fdzkumu Standard Eurobarometer 79<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn3\">[3]<\/a>&nbsp;je pak patrn\u00e9, \u017ee pod\u00edl obyvatel, podle kter\u00fdch nem\u00e1 jejich hlas \u017e\u00e1dnou v\u00e1hu, dosahuje dvou t\u0159etin, p\u0159i\u010dem\u017e od&nbsp;roku 2009, kdy byl pod\u00edl t\u011bchto obyvatel nejni\u017e\u0161\u00ed za posledn\u00edch 10 let (53 %), se&nbsp;v&nbsp;roce 2013 zv\u00fd\u0161il pod\u00edl obyvatel s&nbsp;t\u00edmto n\u00e1zorem o \u010dtrn\u00e1ct procentn\u00edch bod\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">EU usiluje o zm\u00edrn\u011bn\u00ed t\u00e9to mezery mezi n\u00ed a jej\u00edmi ob\u010dany pomoc\u00ed c\u00edlen\u00fdch aktivit, mezi kter\u00e9 pat\u0159\u00ed snaha o zlep\u0161en\u00ed komunikace mezi org\u00e1ny EU a&nbsp;ob\u010dany. Jak uv\u00e1d\u00ed Josan (2008), komunikace je nepostradateln\u00fd n\u00e1stroj pro soci\u00e1ln\u00ed, ekonomick\u00fd a kulturn\u00ed v\u00fdvoj evropsk\u00e9 spole\u010dnosti. EU by m\u011bla prost\u0159ednictv\u00edm komunikace zd\u016fraz\u0148ovat dopady sv\u00e9ho fungov\u00e1n\u00ed na b\u011b\u017en\u00fd \u017eivot ob\u010dan\u016f, zvy\u0161ovat z\u00e1jem ob\u010dan\u016f o fungov\u00e1n\u00ed EU, m\u011bla by pou\u017e\u00edvat p\u0159\u00edm\u00e9 komunika\u010dn\u00ed kan\u00e1ly pro komunikaci se sv\u00fdmi obyvateli a&nbsp;ve v\u011bt\u0161\u00ed m\u00ed\u0159e vyu\u017e\u00edvat z\u00edskanou zp\u011btnou vazbu od ob\u010dan\u016f ke zvy\u0161ov\u00e1n\u00ed d\u016fv\u011bryhodnosti jak cel\u00e9 EU, tak jej\u00edch jednotliv\u00fdch org\u00e1n\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V minulosti se EU zam\u011b\u0159ovala na zlep\u0161en\u00ed komunikace, a pokusila se tak eliminovat bari\u00e9ry mezi n\u00ed a jej\u00edmi ob\u010dany. Po\u0159\u00e1d to v\u0161ak byla komunikace zam\u011b\u0159en\u00e1 sp\u00ed\u0161e na \u0161\u00ed\u0159en\u00ed pov\u011bdom\u00ed o \u010dinnosti EU a m\u00e9n\u011b pozornosti bylo v\u011bnov\u00e1no n\u00e1zor\u016fm a postoj\u016fm obyvatel. Ob\u010dan\u00e9 tak m\u011bli pocit, \u017ee komunika\u010dn\u00ed kan\u00e1ly, prost\u0159ednictv\u00edm kter\u00fdch se mohli zapojit do ve\u0159ejn\u00e9 debaty o fungov\u00e1n\u00ed EU, jsou limitovan\u00e9, \u0161patn\u011b dostupn\u00e9 a ve sv\u00e9m d\u016fsledku nevedou k eliminaci bari\u00e9r a mezer mezi nimi a EU. Evropsk\u00e1 komise se&nbsp;proto rozhodla vyu\u017e\u00edt nov\u00fd p\u0159\u00edstup: opustit jednosm\u011brnou komunikaci a&nbsp;vyzdvihnout v\u00fdznam dialogu, odklonit se od institucion\u00e1ln\u011b orientovan\u00e9 komunikace vych\u00e1zej\u00edc\u00ed \u201ez Bruselu\u201c a uplat\u0148ovat komunikaci orientovanou na ob\u010dany. Nov\u00e1 forma komunikace je nav\u00edc decentralizovan\u00e1, co\u017e&nbsp;znamen\u00e1, \u017ee se lid\u00e9 dozv\u00eddaj\u00ed o jednotliv\u00fdch politik\u00e1ch a politick\u00fdch t\u00e9matech EU p\u0159edev\u0161\u00edm prost\u0159ednictv\u00edm n\u00e1rodn\u00edch, region\u00e1ln\u00edch a lok\u00e1ln\u00edch m\u00e9di\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V r\u00e1mci zlep\u0161en\u00ed komunikace byl Evropskou komis\u00ed schv\u00e1len \u201eAk\u010dn\u00ed pl\u00e1n na zlep\u0161en\u00ed komunikace EU\u201c&nbsp;<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn4\">[4]<\/a>, kter\u00fd zav\u00e1d\u00ed zlep\u0161en\u00ed komunikace s obyvateli a \u201ePl\u00e1n D pro demokracii, dialog a debatu\u201c&nbsp;<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn5\">[5]<\/a>, kter\u00fd si klade za c\u00edl zapojit ob\u010dany do diskuze o EU. Pl\u00e1novan\u00e9 aktivity v\u0161ak mohou b\u00fdt efektivn\u00ed pouze za p\u0159edpokladu, \u017ee budou zaanga\u017eov\u00e1ny skute\u010dn\u011b v\u0161echny kl\u00ed\u010dov\u00e9 subjekty, tj. jak jednotliv\u00e9 instituce EU, tak tak\u00e9 n\u00e1rodn\u00ed, region\u00e1ln\u00ed a lok\u00e1ln\u00ed autority ve \u010dlensk\u00fdch zem\u00edch, a rovn\u011b\u017e tak\u00e9 politick\u00e9 strany, ob\u010dansk\u00fd sektor apod. D\u016fle\u017eitost zapojov\u00e1n\u00ed \u0161irok\u00e9ho spektra zainteresovan\u00fdch stran zd\u016fraz\u0148uje tak\u00e9 B\u00edl\u00e1 kniha o evropsk\u00e9 komunika\u010dn\u00ed politice<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn6\">[6]<\/a>, kter\u00e1 vyzdvihuje v\u00fdznam zapojen\u00ed jednotliv\u00fdch subjekt\u016f v diskuzi o mo\u017enostech spolupr\u00e1ce a p\u0159i p\u0159\u00edprav\u011b agendy sm\u011b\u0159uj\u00edc\u00ed k lep\u0161\u00ed komunikaci a&nbsp;otev\u0159en\u00e9 ve\u0159ejn\u00e9 debat\u011b v r\u00e1mci EU.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jak vypl\u00fdv\u00e1 ze z\u00e1v\u011br\u016f v\u00fdzkumu Eurobarometer 189a, t\u00e9m\u011b\u0159 v\u0161ichni respondenti souhlas\u00ed se z\u00e1kladn\u00edm c\u00edlem B\u00edl\u00e9 knihy, a to s pr\u00e1vem obyvatel na p\u0159\u00edstup k informac\u00edm a dostupnost\u00ed informac\u00ed v jejich mate\u0159sk\u00e9m jazyce. Z v\u00fdsledk\u016f tohoto v\u00fdzkumu d\u00e1le vypl\u00fdv\u00e1, \u017ee pro \u010dty\u0159i p\u011btiny obyvatel EU jsou d\u016fle\u017eit\u00e9 informace o evropsk\u00e9 politice a evropsk\u00fdch z\u00e1le\u017eitostech, p\u0159i\u010dem\u017e mezi hlavn\u00ed motivy tohoto z\u00e1jmu pat\u0159\u00ed zvy\u0161ov\u00e1n\u00ed znalost\u00ed o&nbsp;vlastn\u00edch pr\u00e1vech, snaha sezn\u00e1mit se s t\u00edm, co evropsk\u00e9 instituce d\u011blaj\u00ed pro sv\u00e9 ob\u010dany a l\u00e9pe pochopit roli EU ve sv\u011bt\u011b (tuto motivace m\u00e1 p\u0159ibli\u017en\u011b sedm respondent\u016f z deseti). Celkem \u0161est z deseti respondent\u016f pak uvedlo, \u017ee chce b\u00fdt alespo\u0148 touto formou zapojeno do procesu budov\u00e1n\u00ed Evropy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V r\u00e1mci politiky soudr\u017enosti EU p\u0159erozd\u011bluje finan\u010dn\u00ed \u010d\u00e1stky sm\u011brem k&nbsp;jednotliv\u00fdm \u010dlensk\u00fdm zem\u00edm a pro napln\u011bn\u00ed c\u00edl\u016f t\u00e9to politiky je nutn\u00e9 zajistit tak\u00e9 efektivn\u00ed komunikaci. Jednotliv\u00e9 \u010dlensk\u00e9 st\u00e1ty, resp. subjekty odpov\u011bdn\u00e9 za \u010derp\u00e1n\u00ed t\u011bchto finan\u010dn\u00edch prost\u0159edk\u016f, jsou v t\u00e9to souvislosti povinny zajistit na jedn\u00e9 stran\u011b informov\u00e1n\u00ed potenci\u00e1ln\u00edch \u017eadatel\u016f o st\u00e1vaj\u00edc\u00edch mo\u017enostech financov\u00e1n\u00ed a na druh\u00e9 stran\u011b zajistit informov\u00e1n\u00ed ob\u010dan\u016f o uskute\u010dn\u011bn\u00fdch investic\u00edch, jejich v\u00fdsledc\u00edch a dopadech. V z\u00e1jmu transparentn\u00edho nakl\u00e1d\u00e1n\u00ed s ve\u0159ejn\u00fdmi prost\u0159edky proto \u010dlensk\u00e9 st\u00e1ty poskytuj\u00ed pravideln\u00e9 a \u00fapln\u00e9 informace o dostupn\u00fdch investi\u010dn\u00edch p\u0159\u00edle\u017eitostech a programech a zve\u0159ej\u0148uj\u00ed informace o jednotliv\u00fdch projektech a&nbsp;p\u0159\u00edjemc\u00edch podpory.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Krom\u011b komunikace na \u00farovni EU je d\u016fraz kladen zejm\u00e9na na komunikaci na \u00farovni jednotliv\u00fdch \u010dlensk\u00fdch zem\u00ed. \u0158\u00eddic\u00ed org\u00e1ny jednotliv\u00fdch opera\u010dn\u00edch program\u016f maj\u00ed podle Na\u0159\u00edzen\u00ed Rady (ES) \u010d. 1083\/2006 povinnost propagovat a poskytovat ob\u010dan\u016fm EU a p\u0159\u00edjemc\u016fm informace o programech a operac\u00edch spolufinancovan\u00fdch z evropsk\u00fdch fond\u016f s c\u00edlem zd\u016fraznit roli Spole\u010denstv\u00ed a zajistit, aby byla pomoc z fond\u016f transparentn\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Je\u0161t\u011b p\u0159ed samotn\u00fdm zah\u00e1jen\u00edm komunika\u010dn\u00edho procesu jsou \u0159\u00eddic\u00ed org\u00e1ny opera\u010dn\u00edch program\u016f na z\u00e1klad\u011b Na\u0159\u00edzen\u00ed Komise (ES) \u010d. 1828\/2006 povinny vypracovat komunika\u010dn\u00ed pl\u00e1n, podle kter\u00e9ho jsou prov\u00e1d\u011bny aktivity v oblasti komunikace a publicity. Komunika\u010dn\u00ed pl\u00e1n mus\u00ed obsahovat p\u0159inejmen\u0161\u00edm c\u00edle a c\u00edlov\u00e9 skupiny, strategii a obsah informa\u010dn\u00edch a&nbsp;propaga\u010dn\u00edch opat\u0159en\u00ed, je\u017e jsou zam\u011b\u0159ena na (potenci\u00e1ln\u00ed) p\u0159\u00edjemce a&nbsp;na&nbsp;ve\u0159ejnost, s ohledem na p\u0159\u00ednos pomoci Spole\u010denstv\u00ed na vnitrost\u00e1tn\u00ed, region\u00e1ln\u00ed a m\u00edstn\u00ed \u00farovni. D\u00e1le mus\u00ed obsahovat orienta\u010dn\u00ed rozpo\u010det na&nbsp;proveden\u00ed pl\u00e1nu, informaci o tom, kter\u00e9 spr\u00e1vn\u00ed odd\u011blen\u00ed nebo subjekty jsou odpov\u011bdn\u00e9 za prov\u00e1d\u011bn\u00ed informa\u010dn\u00edch a propaga\u010dn\u00edch opat\u0159en\u00ed a&nbsp;\u00fadaj o tom, jak budou informa\u010dn\u00ed a propaga\u010dn\u00ed akce vyhodnoceny. Pr\u00e1vn\u00ed r\u00e1mec komunikace opera\u010dn\u00edch program\u016f je d\u00e1le vymezen Na\u0159\u00edzen\u00edm Rady (ES) \u010d. 1083\/2006.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V pr\u016fb\u011bhu programov\u00e9ho obdob\u00ed pak \u0159\u00eddic\u00ed org\u00e1ny opera\u010dn\u00edch program\u016f realizuj\u00ed jednotliv\u00e9 komunika\u010dn\u00ed aktivity a opat\u0159en\u00ed definovan\u00e9 v komunika\u010dn\u00edch pl\u00e1nech, kter\u00e9 by m\u011bly v\u00e9st k napl\u0148ov\u00e1n\u00ed jednotliv\u00fdch strategick\u00fdch i glob\u00e1ln\u00edch komunika\u010dn\u00edch c\u00edl\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Krom\u011b samotn\u00e9 realizace komunika\u010dn\u00edch aktivit a opat\u0159en\u00ed je v\u0161ak z hlediska napl\u0148ov\u00e1n\u00ed c\u00edl\u016f d\u016fle\u017eit\u00e9 pr\u016fb\u011b\u017en\u011b tyto realizovan\u00e9 aktivity monitorovat a vyhodnocovat (Remr, 2012). Jen tak je mo\u017en\u00e9 prov\u00e1d\u011bt p\u0159\u00edpadn\u00e9 \u00fapravy komunika\u010dn\u00edch pl\u00e1n\u016f vedouc\u00ed k zaji\u0161t\u011bn\u00ed lep\u0161\u00edho napl\u0148ov\u00e1n\u00ed definovan\u00fdch c\u00edl\u016f. Monitorov\u00e1n\u00ed a hodnocen\u00ed je tedy d\u016fle\u017eitou sou\u010d\u00e1st\u00ed cel\u00e9ho procesu komunikace.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00edlem t\u00e9to pr\u00e1ce je na z\u00e1klad\u011b anal\u00fdzy jednotliv\u00fdch f\u00e1z\u00ed komunika\u010dn\u00edho modelu region\u00e1ln\u00ed politiky EU porovnat zp\u016fsob a nastaven\u00ed t\u00e9to komunikace s&nbsp;postoji a preferencemi jednotliv\u00fdch c\u00edlov\u00fdch skupin (zejm\u00e9na pak ve\u0159ejnosti), pouk\u00e1zat na kritick\u00e9 prvky komunika\u010dn\u00edho procesu a ov\u011b\u0159it spr\u00e1vnost a adekv\u00e1tnost komunikace.<strong><\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Vymezen\u00ed komunikace a komunika\u010dn\u00edch model\u016f<\/strong><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Lunenburg (2010), Keyton (2011) a mnoz\u00ed dal\u0161\u00ed definuj\u00ed komunikaci jako proces p\u0159enosu informac\u00ed a spole\u010dn\u00e9ho porozum\u011bn\u00ed mezi dv\u011bma subjekty. Poukazuj\u00ed t\u00edm na fakt, \u017ee nezbytnou sou\u010d\u00e1st\u00ed komunikace a spole\u010dn\u00e9ho porozum\u011bn\u00ed je v\u00fdm\u011bna informac\u00ed. Cheney (2011) a Lunenburg (2010) popisuj\u00ed komunikaci jako proces, na jeho\u017e po\u010d\u00e1tku stoj\u00ed odes\u00edlatel (p\u016fvodce sd\u011blen\u00ed), kter\u00fd sv\u00e9 my\u0161lenky \u010di postoje k\u00f3duje prost\u0159ednictv\u00edm slov, gest \u010di symbol\u016f a vytv\u00e1\u0159\u00ed verb\u00e1ln\u00ed, neverb\u00e1ln\u00ed \u010di psanou zpr\u00e1vu. Prost\u0159ednictv\u00edm p\u0159enosov\u00e9ho m\u00e9dia, kter\u00fdm m\u016f\u017ee b\u00fdt osobn\u00ed konverzace, telefonn\u00ed hovor, e-mail, Internet, r\u00e1dio, televize \u010di psan\u00fd text (knihy, \u010dasopisy apod.) se zpr\u00e1va dost\u00e1v\u00e1 k&nbsp;p\u0159\u00edjemci, kter\u00fd ji dek\u00f3duje a z\u00edsk\u00e1v\u00e1 t\u00edm smysluplnou informaci nutnou pro pochopen\u00ed v\u00fdznamu sd\u011blen\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uveden\u00e9 definice vych\u00e1zej\u00ed ze stejn\u00e9ho modelu line\u00e1rn\u00ed \u010di jednosm\u011brn\u00e9 komunikace, kdy sd\u011blen\u00ed putuje od odes\u00edlatele k&nbsp;p\u0159\u00edjemci. Jeden z prvn\u00edch line\u00e1rn\u00edch model\u016f komunikace p\u0159edstavil v roce 1948 Harold Laswell, kter\u00fd ve sv\u00e9m p\u0159\u00edstupu rozli\u0161il p\u011bt kl\u00ed\u010dov\u00fdch prvk\u016f. Konkr\u00e9tn\u011b se jedn\u00e1 o:&nbsp;<em>Kdo? Co sd\u011bluje? Prost\u0159ednictv\u00edm jak\u00e9ho kan\u00e1lu? Komu? Jak\u00fd je efekt?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Shannon a Weaver (1949) rozvinuli a zdokonalili line\u00e1rn\u00ed model komunikace obsahuj\u00edc\u00ed nav\u00edc \u0161umy, kter\u00e9 mohou zkreslovat porozum\u011bn\u00ed<br>mezi jednotliv\u00fdmi \u00fa\u010dastn\u00edky komunikace.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"569\" height=\"202\" src=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/1-15.jpg\" alt=\"\" class=\"wp-image-922\" srcset=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/1-15.jpg 569w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/1-15-300x107.jpg 300w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/1-15-150x53.jpg 150w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/1-15-480x170.jpg 480w\" sizes=\"auto, (max-width:767px) 480px, 569px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">ine\u00e1rn\u00ed modely v\u0161ak navozuj\u00ed dojem, \u017ee zdroj pouze vys\u00edl\u00e1 a nikdy nep\u0159ij\u00edm\u00e1, zat\u00edmco p\u0159\u00edjemce jen p\u0159ij\u00edm\u00e1 a nikdy nevys\u00edl\u00e1 \u017e\u00e1dn\u00e9 zpr\u00e1vy. Realita v\u011bt\u0161iny komunika\u010dn\u00edch proces\u016f je v\u0161ak komplexn\u011bj\u0161\u00ed. Proto byly krom\u011b line\u00e1rn\u00edch model\u016f rozvinuty je\u0161t\u011b modely interaktivn\u00ed, ve kter\u00fdch figuruje tak\u00e9 zp\u011btn\u00e1 vazba od p\u0159\u00edjemce ke zdroji. Nap\u0159\u00edklad Fougler (2004) poukazuje na modifikaci Shannonova line\u00e1rn\u00edho modelu p\u0159id\u00e1n\u00edm zp\u011btn\u00e9 vazby, kter\u00e1 je p\u0159en\u00e1\u0161ena, p\u0159ij\u00edm\u00e1na a potenci\u00e1ln\u011b zkreslov\u00e1na \u0161umy. Zp\u011btnou vazbu ve sv\u00e9m komunika\u010dn\u00edm modelu vyu\u017eil tak\u00e9 Schramm (1955), kter\u00fd d\u00e1le upozor\u0148uje na to, \u017ee zp\u011btn\u00e1 vazba m\u016f\u017ee b\u00fdt verb\u00e1ln\u00ed i&nbsp;neverb\u00e1ln\u00ed, a m\u016f\u017ee b\u00fdt zam\u00fd\u0161len\u00e1 nebo nezam\u00fd\u0161len\u00e1. Schramm\u016fv interaktivn\u00ed komunika\u010dn\u00ed model ukazuje, \u017ee zpr\u00e1vy jsou vytv\u00e1\u0159eny a interpretov\u00e1ny v r\u00e1mci osobn\u00edho pole zku\u0161enost\u00ed; cel\u00fd model je pak zalo\u017een na&nbsp;interaktivn\u00edm procesu, v&nbsp;n\u011bm\u017e zdroj i p\u0159\u00edjemce aktivn\u011b vystupuj\u00ed.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"490\" height=\"202\" src=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/2-13.jpg\" alt=\"\" class=\"wp-image-924\" srcset=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/2-13.jpg 490w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/2-13-300x124.jpg 300w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/2-13-150x62.jpg 150w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/2-13-480x198.jpg 480w\" sizes=\"auto, (max-width:767px) 480px, 490px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Omezen\u00ed interaktivn\u00edch model\u016f spo\u010d\u00edv\u00e1 v tom, \u017ee neberou v potaz du\u00e1ln\u00ed charakter jednotliv\u00fdch subjekt\u016f komunikace, kter\u00e9 sou\u010dasn\u011b vys\u00edlaj\u00ed a&nbsp;p\u0159ij\u00edmaj\u00ed (Wood, 2012). Tento nedostatek interaktivn\u00edch model\u016f \u0159e\u0161\u00ed modely transak\u010dn\u00ed, kter\u00e9 nerozli\u0161uj\u00ed zdroje a p\u0159\u00edjemce zpr\u00e1v, n\u00fdbr\u017e v\u0161echny subjekty \u00fa\u010dastn\u00edc\u00ed se komunika\u010dn\u00edho procesu naz\u00fdvaj\u00ed komunik\u00e1tory. Komunik\u00e1to\u0159i tedy zpr\u00e1vy vys\u00edlaj\u00ed i p\u0159ij\u00edmaj\u00ed (Foulger 2004). Transak\u010dn\u00ed modely komunikace d\u00e1le ukazuj\u00ed, \u017ee komunikace je dynamick\u00e1 a m\u011bn\u00ed se v \u010dase v z\u00e1vislosti na ud\u00e1lostech mezi komunik\u00e1tory.<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"2\">\n<li><strong>Model komunikace region\u00e1ln\u00ed politiky EU<\/strong><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Komunikace region\u00e1ln\u00ed politiky EU tak, jak vypl\u00fdv\u00e1 z jej\u00edch c\u00edl\u016f, je zalo\u017eena na diseminaci informac\u00ed o fungov\u00e1n\u00ed a napl\u0148ov\u00e1n\u00ed t\u00e9to politiky. Komunikace region\u00e1ln\u00ed politiky EU tedy odpov\u00edd\u00e1 line\u00e1rn\u00edmu modelu komunikace. Model definovan\u00fd P\u0159ikrylovou a Jahodovou (2010) se skl\u00e1d\u00e1 z&nbsp;celkem osmi prvk\u016f, a to ze zdroje komunikace, zak\u00f3dov\u00e1n\u00ed, sd\u011blen\u00ed, p\u0159enosu, dek\u00f3dov\u00e1n\u00ed, p\u0159\u00edjemce, zp\u011btn\u00e9 vazby a z komunika\u010dn\u00edch \u0161um\u016f.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"562\" height=\"211\" src=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/3-11.jpg\" alt=\"\" class=\"wp-image-926\" srcset=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/3-11.jpg 562w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/3-11-300x113.jpg 300w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/3-11-150x56.jpg 150w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/3-11-480x180.jpg 480w\" sizes=\"auto, (max-width:767px) 480px, 562px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong><\/strong>Subjektem komunikace je organizace, osoba \u010di skupina osob, kter\u00e1 vys\u00edl\u00e1 informaci p\u0159\u00edjemci. Prost\u0159ednictv\u00edm komunika\u010dn\u00edch kan\u00e1l\u016f a prost\u0159edk\u016f sm\u011b\u0159uje komunikace od zdroje k p\u0159\u00edjemci. Aby byla komunikace \u00fa\u010dinn\u00e1, mus\u00ed b\u00fdt zdroj p\u0159ijateln\u00fd (d\u016fv\u011bryhodn\u00fd a odborn\u011b zp\u016fsobil\u00fd) a atraktivn\u00ed. V p\u0159\u00edpad\u011b region\u00e1ln\u00ed politiky m\u016f\u017ee b\u00fdt subjektem komunikace DG Regio<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn7\">[7]<\/a>, na n\u00e1rodn\u00ed \u00farovni pak \u0159\u00eddic\u00ed org\u00e1ny jednotliv\u00fdch opera\u010dn\u00edch program\u016f a&nbsp;p\u0159\u00edjemci podpory. Sd\u011blen\u00ed je suma informac\u00ed, kter\u00e9 se zdroj sna\u017e\u00ed vyslat p\u0159\u00edjemci prost\u0159ednictv\u00edm komunika\u010dn\u00edch m\u00e9di\u00ed. Zak\u00f3dov\u00e1n\u00ed je proces p\u0159evodu sd\u011blovan\u00fdch informac\u00ed do podoby, kter\u00e9 p\u0159\u00edjemce rozum\u00ed. Proces k\u00f3dov\u00e1n\u00ed m\u00e1 v&nbsp;tomto ohledu t\u0159i z\u00e1kladn\u00ed funkce:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>upoutat pozornost,<\/li>\n\n\n\n<li>vyvolat \u010di podpo\u0159it akci,<\/li>\n\n\n\n<li>vyj\u00e1d\u0159it z\u00e1m\u011br, n\u00e1zor, existenci \u010di zn\u00e1most.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">V p\u0159\u00edpad\u011b komunikace region\u00e1ln\u00ed politiky lze za sd\u011blen\u00ed pova\u017eovat nap\u0159\u00edklad informace o existenci struktur\u00e1ln\u00edch fond\u016f a opera\u010dn\u00edch program\u016f, informace o zam\u011b\u0159en\u00ed jednotliv\u00fdch opera\u010dn\u00edch program\u016f, informace o&nbsp;podm\u00ednk\u00e1ch z\u00edsk\u00e1n\u00ed prost\u0159edk\u016f z fond\u016f EU, informace o p\u0159\u00edjemc\u00edch podpory, informace o \u00fasp\u011b\u0161n\u011b realizovan\u00fdch projektech, informace o dopadech a p\u0159\u00ednosech evropsk\u00fdch dotac\u00ed apod. Jak v\u0161ak tato sd\u011blen\u00ed koresponduj\u00ed s t\u00edm, jak\u00e9 informace o region\u00e1ln\u00ed politice a evropsk\u00fdch fondech preferuj\u00ed obyvatel\u00e9 \u010cesk\u00e9 republiky? O co se v t\u00e9to souvislosti obyvatel\u00e9 \u010cR nejv\u00edce zaj\u00edmaj\u00ed? Data o preferovan\u00fdch informac\u00edch t\u00fdkaj\u00edc\u00edch se t\u00e9to oblasti poskytuje v\u00fdzkum, kter\u00fd provedl Institut evaluac\u00ed a soci\u00e1ln\u00edch anal\u00fdz (INESAN) v&nbsp;roce 2013. Z v\u00fdsledk\u016f vypl\u00fdv\u00e1, \u017ee o informace o region\u00e1ln\u00ed politice EU se zaj\u00edm\u00e1 t\u00e9m\u011b\u0159 60 % obyvatel. Z konkr\u00e9tn\u00edch informac\u00ed se nej\u010dast\u011bji zaj\u00edmaj\u00ed&nbsp;<em>o vyu\u017eit\u00ed dotac\u00ed z evropsk\u00fdch fond\u016f, o charakter projekt\u016f, kter\u00e9 se jimi financuj\u00ed, o celkovou v\u00fd\u0161i alokace pro \u010ceskou republiku na obdob\u00ed 2007\u20132013, o mo\u017en\u00e9 zp\u016fsoby \u010derp\u00e1n\u00ed evropsk\u00fdch dotac\u00ed a o podm\u00ednky jejich z\u00edsk\u00e1n\u00ed<\/em>. Podrobn\u011bj\u0161\u00ed p\u0159ehled nej\u010dast\u011bji uv\u00e1d\u011bn\u00fdch odpov\u011bd\u00ed je zachycen v&nbsp;n\u00e1sleduj\u00edc\u00ed tabulce:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"577\" height=\"425\" src=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/4-11.jpg\" alt=\"\" class=\"wp-image-928\" srcset=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/4-11.jpg 577w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/4-11-300x221.jpg 300w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/4-11-102x75.jpg 102w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/4-11-480x354.jpg 480w\" sizes=\"auto, (max-width:767px) 480px, 577px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong><\/strong>Z realizovan\u00fdch interim evaluac\u00ed<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn8\">[8]<\/a>&nbsp;zam\u011b\u0159en\u00fdch na zhodnocen\u00ed pln\u011bn\u00ed komunika\u010dn\u00edch pl\u00e1n\u016f jednotliv\u00fdch opera\u010dn\u00edch program\u016f v&nbsp;\u010cR vypl\u00fdv\u00e1, \u017ee&nbsp;komunikace s ve\u0159ejnost\u00ed by se m\u011bla zam\u011b\u0159it p\u0159edev\u0161\u00edm na p\u0159\u00ednosy fond\u016f EU pro spole\u010dnost, na pozitivn\u00ed p\u0159\u00ednosy jednotliv\u00fdch projekt\u016f financovan\u00fdch z opera\u010dn\u00edch program\u016f a na celkov\u00fd p\u0159\u00ednos EU (\u010eur\u010fa, 2014: 61). Takto stanoven\u00fd obsah komunikace p\u0159itom m\u016f\u017ee pomoci p\u0159i napl\u0148ov\u00e1n\u00ed c\u00edl\u016f definovan\u00fdch v komunika\u010dn\u00edch pl\u00e1nech jednotliv\u00fdch opera\u010dn\u00edch program\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Krom\u011b konkr\u00e9tn\u00edho z\u00e1jmu o informace o region\u00e1ln\u00ed politice a evropsk\u00fdch fondech je d\u016fle\u017eit\u00e9 charakterizovat tak\u00e9 hodnocen\u00ed informac\u00ed, kter\u00e9 jsou obyvatel\u016fm \u010cR dostupn\u00e9. O hodnocen\u00ed t\u011bchto informac\u00ed vypov\u00edd\u00e1 v\u00fdzkum spole\u010dnosti STEM\/MARK<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn9\">[9]<\/a>. Osoby dotazovan\u00e9 v r\u00e1mci tohoto v\u00fdzkumu, kter\u00e9 se o problematiku fond\u016f EU zaj\u00edmaj\u00ed alespo\u0148 pasivn\u011b, hodnot\u00ed komunikovan\u00e9 informace o t\u011bchto fondech jako dob\u0159e dostupn\u00e9 (75&nbsp;%), dostate\u010dn\u00e9 a d\u016fv\u011bryhodn\u00e9\/pravdiv\u00e9 (shodn\u011b 58 %). P\u0159ibli\u017en\u011b polovina respondent\u016f si mysl\u00ed, \u017ee jsou zaj\u00edmav\u011b zpracovan\u00e9, konkr\u00e9tn\u00ed\/v\u011bcn\u00e9 a jasn\u00e9\/srozumiteln\u00e9. M\u00e9n\u011b ne\u017e polovina dot\u00e1zan\u00fdch v\u0161ak pova\u017euje uv\u00e1d\u011bn\u00e9 informace za p\u0159esn\u00e9.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"546\" height=\"318\" src=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/5-10.jpg\" alt=\"\" class=\"wp-image-930\" srcset=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/5-10.jpg 546w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/5-10-300x175.jpg 300w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/5-10-129x75.jpg 129w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/5-10-480x280.jpg 480w\" sizes=\"auto, (max-width:767px) 480px, 546px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong><\/strong>Dal\u0161\u00edm prvkem komunika\u010dn\u00edho procesu je p\u0159enos sd\u011blen\u00ed, kter\u00fd se uskute\u010d\u0148uje prost\u0159ednictv\u00edm konkr\u00e9tn\u00edch komunika\u010dn\u00edch kan\u00e1l\u016f. Spr\u00e1vn\u011b zvolen\u00e9 kan\u00e1ly jsou \u00fa\u010dinnou podporou sd\u011blen\u00ed, nespr\u00e1vn\u011b zvolen\u00e9 mohou b\u00fdt jeho destrukc\u00ed. Pro realizaci komunika\u010dn\u00edho procesu existuj\u00ed dv\u011b z\u00e1kladn\u00ed skupiny komunika\u010dn\u00edch prost\u0159edk\u016f (P\u0159ikrylov\u00e1, Jahodov\u00e1, 2010):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>prost\u0159edky individu\u00e1ln\u00edho p\u016fsoben\u00ed, pro kter\u00e9 je typick\u00fd osobn\u00ed kontakt zainteresovan\u00fdch stran \u2013 osobn\u00ed rozhovor, telefonn\u00ed rozhovor, dopisy, e-maily, telekonference, videokonference,<\/li>\n\n\n\n<li>prost\u0159edky skupinov\u00e9ho p\u016fsoben\u00ed \u2013 konference, ti\u0161t\u011bn\u00e9 prost\u0159edky (let\u00e1ky, plak\u00e1ty, bro\u017eury, publikace, bulletiny, zpravodaje, \u010dasopisy atd.) a masm\u00e9dia (tiskov\u00e1 \u010di elektronick\u00e1).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Jednotliv\u00e9 komunika\u010dn\u00ed n\u00e1stroje jsou obvykle vyu\u017e\u00edv\u00e1ny ve vz\u00e1jemn\u00fdch kombinac\u00edch a vytv\u00e1\u0159ej\u00ed tak tzv. komunika\u010dn\u00ed mix, kter\u00fd je tvo\u0159en jak n\u00e1stroji osobn\u00ed, tak tak\u00e9 masov\u00e9 komunikace (De Pelsmacker et al., 2003).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jak\u00e9 komunika\u010dn\u00ed n\u00e1stroje vyu\u017e\u00edvaj\u00ed jednotliv\u00e9 subjekty zodpov\u011bdn\u00e9 za&nbsp;komunikaci region\u00e1ln\u00ed politiky EU? DG Regio zodpov\u011bdn\u00e9 za komunikaci na nadn\u00e1rodn\u00ed \u00farovni, vyu\u017e\u00edv\u00e1 ke komunikaci zejm\u00e9na tyto:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>webov\u00e9 str\u00e1nky \u2013 web \u201eInforegio\u201c, kter\u00fd je jedn\u00edm z nejd\u016fle\u017eit\u011bj\u0161\u00edch komunika\u010dn\u00edch n\u00e1stroj\u016f,<\/li>\n\n\n\n<li>RegioNetwork 2020 \u2013 podob\u00e1 se soci\u00e1ln\u00edm s\u00edt\u00edm, podporuje v\u00fdm\u011bnu informac\u00ed mezi regiony a umo\u017e\u0148uje u\u017eivatel\u016fm sd\u00edlet informace o t\u00e9matech t\u00fdkaj\u00edc\u00edch se region\u00e1ln\u00ed politiky EU a vytv\u00e1\u0159et jejich vlastn\u00ed profily; DG Regio m\u016f\u017ee tento n\u00e1stroj vyu\u017e\u00edvat tak\u00e9 k&nbsp;\u0161\u00ed\u0159en\u00ed informac\u00ed o priorit\u00e1ch a t\u00e9matech region\u00e1ln\u00ed politiky,<\/li>\n\n\n\n<li>publikace (v elektronick\u00e9 i ti\u0161t\u011bn\u00e9 podob\u011b),<\/li>\n\n\n\n<li>ve\u0159ejn\u00e9 akce (nap\u0159. konference),<\/li>\n\n\n\n<li>multimedi\u00e1ln\u00ed produkty (nap\u0159. propaga\u010dn\u00ed videa),<\/li>\n\n\n\n<li>masm\u00e9dia (nap\u0159. \u010dl\u00e1nky a rozhovory v&nbsp;tisku),<\/li>\n\n\n\n<li>soci\u00e1ln\u00ed s\u00edt\u011b.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">V \u010cesk\u00e9 republice vyu\u017e\u00edvaj\u00ed \u0159\u00eddic\u00ed org\u00e1ny jednotliv\u00fdch opera\u010dn\u00edch pro-gram\u016f pro napln\u011bn\u00ed informa\u010dn\u00edch priorit komunika\u010dn\u00edch pl\u00e1n\u016f a zaji\u0161t\u011bn\u00ed adekv\u00e1tn\u00ed informovanosti a komunikace s jednotliv\u00fdmi c\u00edlov\u00fdmi skupinami n\u00e1sleduj\u00edc\u00ed komunika\u010dn\u00ed n\u00e1stroje: (1) medi\u00e1ln\u00ed komunikace, (2) on-line komunikace, (3) p\u0159\u00edm\u00e1 komunikace, (4) publika\u010dn\u00ed aktivity a (5) ostatn\u00ed komunika\u010dn\u00ed prost\u0159edky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V r\u00e1mci medi\u00e1ln\u00ed komunikace jsou vyu\u017e\u00edv\u00e1ny zejm\u00e9na \u010dl\u00e1nky a inzerce v&nbsp;tisku, tiskov\u00e9 zpr\u00e1vy a tiskov\u00e9 konference. V obdob\u00ed 2007\u20132013 vyu\u017e\u00edvaly inzerci, \u010dl\u00e1nky a po\u0159ady v m\u00e9di\u00edch a tiskov\u00e9 zpr\u00e1vy ke sv\u00e9 komunikaci v\u0161echny opera\u010dn\u00ed programy. Tiskov\u00e9 konference a presstripy<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn10\">[10]<\/a>&nbsp;vyu\u017e\u00edvaly v&nbsp;nejv\u011bt\u0161\u00ed m\u00ed\u0159e zejm\u00e9na region\u00e1ln\u00ed opera\u010dn\u00ed programy. Z tematick\u00fdch opera\u010dn\u00edch program\u016f je vyu\u017e\u00edvaly zejm\u00e9na OP Vzd\u011bl\u00e1v\u00e1n\u00ed pro konkurenceschopnost, OP Lidsk\u00e9 zdroje a zam\u011bstnanost a OP \u017divotn\u00ed prost\u0159ed\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V r\u00e1mci online komunikace jsou vyu\u017e\u00edv\u00e1ny webov\u00e9 prezentace opera\u010dn\u00edch program\u016f, na kter\u00fdch jsou dostupn\u00e9 jak z\u00e1kladn\u00ed informace a dokumenty, tak tak\u00e9 novinky, seznamy p\u0159\u00edjemc\u016f atd. Vlastn\u00ed internetov\u00e9 str\u00e1nky jsou opera\u010dn\u00edmi programy vyu\u017e\u00edv\u00e1ny jako nosn\u00fd n\u00e1stroj komunikace p\u0159i napl\u0148ov\u00e1n\u00ed c\u00edl\u016f definovan\u00fdch v komunika\u010dn\u00edch pl\u00e1nech. V r\u00e1mci online komunikace jsou rovn\u011b\u017e vyu\u017e\u00edv\u00e1ny elektronick\u00e9 zpravodaje\/newslettery. Elektronick\u00e9 zpravodaje vyu\u017e\u00edvaly v&nbsp;obdob\u00ed 2007\u20132013 jen n\u011bkter\u00e9 opera\u010dn\u00ed programy, mezi n\u011b\u017e pat\u0159\u00ed nap\u0159. OP Doprava, OP Vzd\u011bl\u00e1v\u00e1n\u00ed pro konkurenceschopnost, OP Lidsk\u00e9 zdroje a zam\u011bstnanost, Integrovan\u00fd OP a zejm\u00e9na pak region\u00e1ln\u00ed opera\u010dn\u00ed programy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mezi n\u00e1stroje p\u0159\u00edm\u00e9 komunikace pat\u0159\u00ed zejm\u00e9na workshopy, semin\u00e1\u0159e, konference, veletrhy a osobn\u00ed, telefonn\u00ed nebo emailov\u00e9 konzultace. Vyu\u017e\u00edvan\u00fd je tak\u00e9 datab\u00e1zov\u00fd mailing. N\u00e1stroje p\u0159\u00edm\u00e9 komunikace vyu\u017e\u00edvaly v&nbsp;obdob\u00ed 2007\u20132013 v\u0161echny opera\u010dn\u00ed programy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Z hlediska publika\u010dn\u00edch aktivit vyu\u017e\u00edvaj\u00ed v\u0161echny opera\u010dn\u00ed programy let\u00e1ky, informa\u010dn\u00ed bro\u017eury, publikace nebo \u010dasopisy\/bulletiny. Za ka\u017ed\u00fd rok jsou pak \u0159\u00eddic\u00ed org\u00e1ny povinny vypracovat v\u00fdro\u010dn\u00ed zpr\u00e1vu o pr\u016fb\u011bhu realizace opera\u010dn\u00edho programu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mezi ostatn\u00ed vyu\u017e\u00edvan\u00e9 komunika\u010dn\u00ed n\u00e1stroje pat\u0159\u00ed propaga\u010dn\u00ed p\u0159edm\u011bty, venkovn\u00ed reklama a akce pro ve\u0159ejnost. Propaga\u010dn\u00ed p\u0159edm\u011bty vyu\u017e\u00edvaly v&nbsp;obdob\u00ed 2007\u20132013 ke sv\u00e9 propagaci v\u0161echny opera\u010dn\u00ed programy, naproti tomu venkovn\u00ed reklamu a akce pro ve\u0159ejnost vyu\u017e\u00edvaly typicky region\u00e1ln\u00ed opera\u010dn\u00ed programy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mezi z\u00e1kladn\u00ed pil\u00ed\u0159e komunikace tedy pat\u0159ily takov\u00e9 n\u00e1stroje jako inzer\u00e1ty, \u010dl\u00e1nky v m\u00e9di\u00edch a tiskov\u00e9 zpr\u00e1vy. D\u016fle\u017eit\u00e9 byly tak\u00e9 formy p\u0159\u00edm\u00e9 komunikace v podob\u011b semin\u00e1\u0159\u016f, workshop\u016f, konferenc\u00ed a konzultac\u00ed. Rovn\u011b\u017e plat\u00ed, \u017ee n\u00e1stroje nep\u0159\u00edm\u00e9 komunikace byly pou\u017e\u00edv\u00e1ny p\u0159i komunikaci s&nbsp;ve\u0159ejnost\u00ed, naproti tomu p\u0159\u00edm\u00e9 n\u00e1stroje byly zac\u00edleny na skupinu (potenci\u00e1ln\u00edch) \u017eadatel\u016f a p\u0159\u00edjemc\u016f podpory.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jak\u00e9 informa\u010dn\u00ed n\u00e1stroje vyu\u017e\u00edvaj\u00ed k z\u00edsk\u00e1v\u00e1n\u00ed informac\u00ed o evropsk\u00fdch politick\u00fdch t\u00e9matech a z\u00e1le\u017eitostech obyvatel\u00e9 \u010cR? Odpov\u011bdi na tuto ot\u00e1zku poskytuje nap\u0159\u00edklad v\u00fdzkum Eurobarometer 78 realizovan\u00fd na&nbsp;podzim 2012. Ze spont\u00e1nn\u00edch odpov\u011bd\u00ed vztahuj\u00edc\u00edch se k respondent\u016fm z \u010cR vypl\u00fdv\u00e1, \u017ee jako hlavn\u00ed zdroj informac\u00ed o n\u00e1rodn\u00edch i evropsk\u00fdch politick\u00fdch t\u00e9matech a z\u00e1le\u017eitostech vyu\u017e\u00edvaj\u00ed obyvatel\u00e9 \u010cR p\u0159edev\u0161\u00edm televizi (p\u0159ibli\u017en\u011b \u010dty\u0159i p\u011btiny). Tisk slou\u017e\u00ed jako hlavn\u00ed zdroj informac\u00ed dv\u011bma p\u011btin\u00e1m obyvatel, Internet a r\u00e1dio pova\u017euje v&nbsp;t\u00e9to souvislosti za&nbsp;hlavn\u00ed zdroj informac\u00ed v\u00edce ne\u017e t\u0159etina obyvatel \u010cR.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"548\" height=\"215\" src=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/6-8.jpg\" alt=\"\" class=\"wp-image-932\" srcset=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/6-8.jpg 548w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/6-8-300x118.jpg 300w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/6-8-150x59.jpg 150w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/6-8-480x188.jpg 480w\" sizes=\"auto, (max-width:767px) 480px, 548px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">elevize je tedy nejv\u00edce roz\u0161\u00ed\u0159en\u00fdm zdrojem informac\u00ed o politick\u00fdch t\u00e9matech a z\u00e1le\u017eitostech t\u00fdkaj\u00edc\u00edch se \u010cR i EU. Z\u00e1rove\u0148 plat\u00ed, \u017ee komunikace region\u00e1ln\u00ed politiky je zalo\u017eena zejm\u00e9na na medi\u00e1ln\u00ed komunikaci, a p\u0159edev\u0161\u00edm pak na komunikaci prost\u0159ednictv\u00edm Internetu. Zvolen\u00fd komunika\u010dn\u00ed mix tedy do&nbsp;zna\u010dn\u00e9 m\u00edry koresponduje s re\u00e1ln\u011b vyu\u017e\u00edvan\u00fdmi komunika\u010dn\u00edmi n\u00e1stroji ze strany obyvatel \u010cR. Prostor pro zv\u00fd\u0161en\u00ed z\u00e1sahu existuje zejm\u00e9na v&nbsp;p\u0159\u00edpad\u011b televize; jej\u00ed za\u010dlen\u011bn\u00ed do komunika\u010dn\u00edho mixu je v\u0161ak problematick\u00e9 z&nbsp;d\u016fvodu p\u0159\u00edli\u0161 vysok\u00fdch n\u00e1klad\u016f. V souvislosti s vyu\u017eit\u00edm Internetu jako komunika\u010dn\u00edho n\u00e1stroje je d\u016fle\u017eit\u00e9 identifikovat, na jak\u00fdch konkr\u00e9tn\u00edch serverech se obyvatel\u00e9 \u010cR dozv\u00eddaj\u00ed jak o n\u00e1rodn\u00edch, tak evropsk\u00fdch politick\u00fdch t\u00e9matech. V\u016fbec nej\u010dast\u011bji je to na informa\u010dn\u00edch port\u00e1lech (dv\u011b t\u0159etiny obyvatel), p\u0159ibli\u017en\u011b p\u011btina obyvatel tyto informace \u010derp\u00e1 na soci\u00e1ln\u00edch s\u00edt\u00edch a stejn\u00fd pod\u00edl vyu\u017e\u00edv\u00e1 ofici\u00e1ln\u00ed webov\u00e9 str\u00e1nky jednotliv\u00fdch instituc\u00ed a opera\u010dn\u00edch program\u016f. Obyvatel\u00e9 \u010cR tedy prim\u00e1rn\u011b nenav\u0161t\u011bvuj\u00ed ofici\u00e1ln\u00ed str\u00e1nky instituc\u00ed, ale dan\u00e9 informace zaznamen\u00e1vaj\u00ed na v\u0161eobecn\u00fdch informa\u010dn\u00edch serverech.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"560\" height=\"250\" src=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/7-8.jpg\" alt=\"\" class=\"wp-image-934\" srcset=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/7-8.jpg 560w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/7-8-300x134.jpg 300w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/7-8-150x67.jpg 150w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/7-8-480x214.jpg 480w\" sizes=\"auto, (max-width:767px) 480px, 560px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Potenci\u00e1l v oblasti komunikace na Internetu maj\u00ed soci\u00e1ln\u00ed s\u00edt\u011b, blogy a&nbsp;diskuzn\u00ed f\u00f3ra (Kr\u00e1l\u00ed\u010dek, Kr\u00e1l 2011), zejm\u00e9na pak Facebook, Google+, Myspace, Youtube nebo Twitter. V&nbsp;\u010cR bylo vyu\u017e\u00edv\u00e1n\u00ed Facebooku na za\u010d\u00e1tku roku 2009 okrajovou z\u00e1le\u017eitost\u00ed<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn11\">[11]<\/a>, zat\u00edmco v polovin\u011b roku 2013 m\u011bl necel\u00e9 4 miliony u\u017eivatel\u016f<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn12\">[12]<\/a>. Soci\u00e1ln\u00ed s\u00edt\u011b jsou \u00fa\u010dinn\u00fdm komunika\u010dn\u00edm n\u00e1strojem zejm\u00e9na pro komunikaci s mlad\u00fdmi lidmi, nebo\u0165 dle Kr\u00e1l\u00ed\u010dka a&nbsp;Kr\u00e1le (2011) byly v srpnu 2010 \u010dty\u0159i p\u011btiny u\u017eivatel\u016f Facebooku v&nbsp;\u010cR mlad\u0161\u00ed 35 let. DG Regio ji\u017e za\u0159adilo soci\u00e1ln\u00ed m\u00e9dia mezi vyu\u017e\u00edvan\u00e9 komunika\u010dn\u00ed n\u00e1stroje, jak vypl\u00fdv\u00e1 z informa\u010dn\u00edch a komunika\u010dn\u00edch pl\u00e1n\u016f DG Regio na roky 2012 a 2013<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn13\">[13]<\/a>. Prost\u0159ednictv\u00edm t\u011bchto soci\u00e1ln\u00edch m\u00e9di\u00ed \u0161\u00ed\u0159\u00ed DG Regio informace o t\u00e9matech spojen\u00fdch s region\u00e1ln\u00ed politikou EU, a&nbsp;nav\u00edc z\u00edsk\u00e1v\u00e1 zp\u011btnou vazbu od jejich u\u017eivatel\u016f. Jak vypl\u00fdv\u00e1 z evaluac\u00ed pln\u011bn\u00ed komunika\u010dn\u00edch pl\u00e1n\u016f jednotliv\u00fdch opera\u010dn\u00edch program\u016f v \u010cR, bylo \u0159\u00eddic\u00edm org\u00e1n\u016fm doporu\u010deno tuto oblast komunikace tak\u00e9 vyu\u017e\u00edvat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u016fle\u017eitost medi\u00e1ln\u00ed komunikace dokl\u00e1d\u00e1 tak\u00e9 v\u00fdzkum Flash Eurobarometer 298 z roku 2010, kter\u00fd se zab\u00fdval ot\u00e1zkami spojen\u00fdmi p\u0159\u00edmo s region\u00e1ln\u00ed politikou EU. Z jeho v\u00fdsledk\u016f v t\u00e9to souvislosti vypl\u00fdv\u00e1, \u017ee o projektech spolufinancovan\u00fdch z prost\u0159edk\u016f EU se obyvatel\u00e9 \u010cR dozv\u00eddaj\u00ed jednozna\u010dn\u011b nej\u010dast\u011bji prost\u0159ednictv\u00edm televize (dv\u011b t\u0159etiny z nich). Prost\u0159ednictv\u00edm region\u00e1ln\u00edho a celost\u00e1tn\u00edho tisku a prost\u0159ednictv\u00edm Internetu se o projektech financovan\u00fdch z EU dozv\u00edd\u00e1 p\u0159ibli\u017en\u011b \u010dtvrtina obyvatel \u010cR. Ostatn\u00ed dotazovan\u00e9 zdroje informac\u00ed, jako jsou r\u00e1dio, billboardy, informa\u010dn\u00ed bro\u017eury a dal\u0161\u00ed vyu\u017e\u00edv\u00e1 jako zdroj informac\u00ed o projektech spolufinancovan\u00fdch z evropsk\u00fdch fond\u016f m\u00e9n\u011b ne\u017e p\u011btina obyvatel.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"554\" height=\"301\" src=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/8-7.jpg\" alt=\"\" class=\"wp-image-936\" srcset=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/8-7.jpg 554w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/8-7-300x163.jpg 300w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/8-7-138x75.jpg 138w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/8-7-480x261.jpg 480w\" sizes=\"auto, (max-width:767px) 480px, 554px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">V\u00fdznamnou roli medi\u00e1ln\u00ed a online komunikace v oblasti region\u00e1ln\u00ed politiky EU dokl\u00e1daj\u00ed tak\u00e9 v\u00fdsledky v\u00fdzkumu spole\u010dnosti STEM\/MARK<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn14\">[14]<\/a>&nbsp;realizovan\u00e9ho v roce 2011, kter\u00e9 se t\u00fdkaj\u00ed informa\u010dn\u00edch zdroj\u016f o evropsk\u00fdch fondech. V\u00fdsledky potvrzuj\u00ed, \u017ee obyvatel\u00e9 \u010cR z\u00edsk\u00e1vaj\u00ed informace o evropsk\u00fdch fondech nej\u010dast\u011bji z televize (80 %) a z tisku (56 %). \u010cast\u00fdm informa\u010dn\u00edm zdrojem je v tomto p\u0159\u00edpad\u011b tak\u00e9 Internet vyu\u017e\u00edvan\u00fd 42 % obyvatel. Nejm\u00e9n\u011b vyu\u017e\u00edvan\u00fdmi komunika\u010dn\u00edmi n\u00e1stroji jsou pak rozhlas (33&nbsp;%) a bro\u017eury\/let\u00e1ky (25 %).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na v\u00fdznam medi\u00e1ln\u00edch a online komunika\u010dn\u00edch n\u00e1stroj\u016f poukazuje v&nbsp;neposledn\u00ed \u0159ad\u011b tak\u00e9 v\u00fdzkum GfK<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn15\">[15]<\/a>&nbsp;realizovan\u00fd v roce 2011. V r\u00e1mci tohoto v\u00fdzkumu je mimo jin\u00e9 hodnocena vhodnost komunika\u010dn\u00edch n\u00e1stroj\u016f k&nbsp;\u0161\u00ed\u0159en\u00ed informac\u00ed o \u010derp\u00e1n\u00ed pen\u011bz ze struktur\u00e1ln\u00edch fond\u016f EU, kdy&nbsp;jsou tisk, televize a Internet hodnoceny jako nejvhodn\u011bj\u0161\u00ed komunika\u010dn\u00ed kan\u00e1ly p\u0159i komunikaci s&nbsp;ve\u0159ejnost\u00ed. O vhodnosti informov\u00e1n\u00ed o struktur\u00e1ln\u00edch fondech prost\u0159ednictv\u00edm t\u011bchto t\u0159\u00ed komunika\u010dn\u00edch kan\u00e1l\u016f je p\u0159esv\u011bd\u010deno 70 % a\u017e 75 % dot\u00e1zan\u00fdch. Jako m\u00e9n\u011b vhodn\u00e9 respondenti hodnotili informa\u010dn\u00ed let\u00e1ky, rozhlas a billboardy a za nejm\u00e9n\u011b vhodn\u00e9 pova\u017euj\u00ed n\u00e1stroje p\u0159\u00edm\u00e9 komunikace (konference, semin\u00e1\u0159e, konzultace apod.).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jednotliv\u00e9 v\u00fdzkumy zab\u00fdvaj\u00edc\u00ed se komunikac\u00ed t\u00e9mat spojen\u00fdch s EU a jej\u00ed region\u00e1ln\u00ed politikou tedy souhrnn\u011b potvrzuj\u00ed v\u00fdznam masm\u00e9di\u00ed (zvl\u00e1\u0161t\u011b pak televize) a online m\u00e9di\u00ed. Komunikace region\u00e1ln\u00ed politiky zam\u011b\u0159en\u00e1 na&nbsp;ve\u0159ejnost je v&nbsp;\u010cR zalo\u017eena zejm\u00e9na na t\u011bchto n\u00e1stroj\u00edch a komunika\u010dn\u00ed mix zvolen\u00fd \u0159\u00eddic\u00edmi org\u00e1ny jednotliv\u00fdch opera\u010dn\u00edch program\u016f lze proto pova\u017eovat za adekv\u00e1tn\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vhodn\u00e9 nastaven\u00ed komunika\u010dn\u00edho mixu potvrzuj\u00ed tak\u00e9 zji\u0161t\u011bn\u00ed a z\u00e1v\u011bry proveden\u00fdch interim evaluac\u00ed pln\u011bn\u00ed komunika\u010dn\u00edch pl\u00e1n\u016f jednotliv\u00fdch opera\u010dn\u00edch program\u016f. Vypl\u00fdv\u00e1 z&nbsp;nich, \u017ee mezi kl\u00ed\u010dov\u00e9 komunika\u010dn\u00ed n\u00e1stroje, jak ze strany zdroj\u016f komunikace (\u0159\u00eddic\u00edch org\u00e1n\u016f OP), tak ze strany p\u0159\u00edjemc\u016f sd\u011blen\u00ed (c\u00edlov\u00fdch skupin), pat\u0159\u00ed n\u00e1stroje online, medi\u00e1ln\u00ed a p\u0159\u00edm\u00e9 komunikace. V n\u00e1sleduj\u00edc\u00ed tabulce jsou \u010dern\u00fdm \u010dtvere\u010dkem ozna\u010deny komunika\u010dn\u00ed n\u00e1stroje, na kter\u00fdch je komunikace dan\u00e9ho opera\u010dn\u00edho programu zalo\u017eena (ostatn\u00ed n\u00e1stroje jsou pou\u017eity sp\u00ed\u0161e jen dopl\u0148kov\u011b). \u0160edou te\u010dkou jsou ozna\u010deny komunika\u010dn\u00ed n\u00e1stroje vyu\u017e\u00edvan\u00e9 ve\u0159ejnost\u00ed.<strong><\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"579\" height=\"603\" src=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/9-3.jpg\" alt=\"\" class=\"wp-image-938\" srcset=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/9-3.jpg 579w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/9-3-288x300.jpg 288w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/9-3-72x75.jpg 72w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/9-3-480x500.jpg 480w\" sizes=\"auto, (max-width:767px) 480px, 579px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">V r\u00e1mci proveden\u00fdch evaluac\u00ed bylo potvrzeno \u00fa\u010deln\u00e9 zam\u011b\u0159en\u00ed komunika\u010dn\u00edch aktivit vzhledem k&nbsp;ve\u0159ejnosti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na konci komunika\u010dn\u00edho procesu stoj\u00ed p\u0159\u00edjemci, resp. objekty komunikace. V p\u0159\u00edpad\u011b komunikace region\u00e1ln\u00ed politiky EU jde na nadn\u00e1rodn\u00ed \u00farovni, za kterou je zodpov\u011bdn\u00e9 DG Regio, o ve\u0159ejnost, zainteresovan\u00e9 strany a&nbsp;m\u00e9dia. Z Informa\u010dn\u00edch a komunika\u010dn\u00edch pl\u00e1n\u016f DG Regio<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn16\">[16]<\/a>&nbsp;vypl\u00fdv\u00e1, \u017ee:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ve\u0159ejnost<\/strong>&nbsp;zahrnuje obyvatele Evropy, kte\u0159\u00ed se zaj\u00edmaj\u00ed o to, jak&nbsp;region\u00e1ln\u00ed politika EU funguje. K dispozici je jim p\u0159edev\u0161\u00edm web \u201eInforegio\u201c, kde mohou nal\u00e9zt informace o mo\u017enostech podpory a projektech v jejich regionu \u010di obci.<\/li>\n\n\n\n<li><strong>Zainteresovan\u00e9 strany<\/strong>&nbsp;zahrnuj\u00ed odborn\u00edky zapojen\u00e9 do \u0159\u00edzen\u00ed a&nbsp;rozvoje politiky soudr\u017enosti a region\u00e1ln\u00ed politiky. Tyto subjekty pracuj\u00ed bu\u010f pro org\u00e1ny ve\u0159ejn\u00e9 nebo region\u00e1ln\u00ed spr\u00e1vy zab\u00fdvaj\u00edc\u00ed se \u0159\u00edzen\u00edm struktur\u00e1ln\u00edch fond\u016f, Fondu soudr\u017enosti \u010di region\u00e1ln\u00edch rozvojov\u00fdch agentur nebo jsou \u010dleny monitorovac\u00edch komis\u00ed. Mohou to b\u00fdt tak\u00e9 \u010dlenov\u00e9 n\u00e1rodn\u00edch nebo evropsk\u00fdch instituc\u00ed, jako jsou parlament, politick\u00e9 strany apod. Pro v\u0161echny tyto subjekty jsou k dispozici zejm\u00e9na web \u201eInforegio\u201c, \u201eRadioflash\u201c elektronick\u00e9 zpr\u00e1vy, publikace a specifick\u00e9, tematicky zam\u011b\u0159en\u00e9 akce.<\/li>\n\n\n\n<li><strong>M\u00e9dia<\/strong>&nbsp;zahrnuj\u00ed novin\u00e1\u0159e pracuj\u00edc\u00ed pro region\u00e1ln\u00ed \u010di celost\u00e1tn\u00ed m\u00e9dia. Pro tyto subjekty p\u0159edstavuj\u00ed intervence politiky soudr\u017enosti a region\u00e1ln\u00ed politiky v jejich regionu \u010di obci \u010dasto nejkonkr\u00e9tn\u011bj\u0161\u00ed zn\u00e1mky p\u016fsoben\u00ed EU. Okam\u017eit\u00e9 medi\u00e1ln\u00ed informace jsou novin\u00e1\u0159\u016fm k dispozici prost\u0159ednictv\u00edm tiskov\u00e9 mluv\u010d\u00ed komisa\u0159e pro region\u00e1ln\u00ed politiku, k dispozici jsou jim d\u00e1le medi\u00e1ln\u00ed bal\u00ed\u010dky a informace o pl\u00e1novan\u00fdch akc\u00edch v jejich regionu, informace o po\u0159\u00e1dan\u00fdch semin\u00e1\u0159\u00edch apod.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Krom\u011b t\u011bchto t\u0159\u00ed hlavn\u00edch skupin lze za objekty komunikace pova\u017eovat lektory, studenty a v\u00fdzkumn\u00e9 pracovn\u00edky, kte\u0159\u00ed se zab\u00fdvaj\u00ed politikou soudr\u017enosti a dal\u0161\u00ed subjekty mimo EU, kter\u00e9 se o danou oblast zaj\u00edmaj\u00ed<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn17\">[17]<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mezi objekty komunikace na n\u00e1rodn\u00ed \u00farovni, za kterou odpov\u00eddaj\u00ed \u0159\u00eddic\u00ed org\u00e1ny jednotliv\u00fdch opera\u010dn\u00edch program\u016f v \u010cR, pat\u0159\u00ed zejm\u00e9na:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>potenci\u00e1ln\u00ed \u017eadatel\u00e9\/p\u0159\u00edjemci<\/strong>, kter\u00fdm \u0159\u00eddic\u00ed org\u00e1ny zaji\u0161\u0165uj\u00ed informace o mo\u017enostech financov\u00e1n\u00ed projekt\u016f, informace o podm\u00ednk\u00e1ch zp\u016fsobilosti, informace o zp\u016fsobu hodnocen\u00ed a schvalov\u00e1n\u00ed projektov\u00fdch \u017e\u00e1dost\u00ed a v neposledn\u00ed \u0159ad\u011b kontakty na osoby, kter\u00e9 mohou poskytnout informace o opera\u010dn\u00edch programech,<br>a to na vnitrost\u00e1tn\u00ed, region\u00e1ln\u00ed i m\u00edstn\u00ed \u00farovni<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn18\">[18]<\/a>,<\/li>\n\n\n\n<li><strong>\u017eadatel\u00e9<\/strong>, kter\u00fdm je poskytov\u00e1na informa\u010dn\u00ed podpora zam\u011b\u0159en\u00e1 na \u00fasp\u011b\u0161nou realizaci projekt\u016f,<\/li>\n\n\n\n<li><strong>p\u0159\u00edjemci<\/strong>, kte\u0159\u00ed sami zaji\u0161\u0165uj\u00ed publicitu sv\u00fdch projekt\u016f<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn19\">[19]<\/a>,<\/li>\n\n\n\n<li><strong>ve\u0159ejnost<\/strong>, kter\u00e1 je informov\u00e1na o podpo\u0159e ze strany EU a o dopadech a p\u0159\u00ednosech t\u00e9to podpory<a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftn20\">[20]<\/a>,<\/li>\n\n\n\n<li><strong>odborn\u00e1 ve\u0159ejnost<\/strong>,<\/li>\n\n\n\n<li><strong>subjekty implementa\u010dn\u00ed struktury opera\u010dn\u00edch program\u016f<\/strong>,<\/li>\n\n\n\n<li><strong>dal\u0161\u00ed zainteresovan\u00e9 strany<\/strong>&nbsp;jak\u00fdmi jsou nap\u0159\u00edklad potenci\u00e1ln\u00ed a&nbsp;kone\u010dn\u00ed u\u017eivatel\u00e9, hospod\u00e1\u0159\u0161t\u00ed a soci\u00e1ln\u00ed partne\u0159i, experti, zpracovatel\u00e9 projekt\u016f, region\u00e1ln\u00ed a m\u00edstn\u00ed \u00fa\u0159ady, monitorovac\u00ed v\u00fdbory a Evropsk\u00e1 komise.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00fdzkum Institutu evaluac\u00ed a soci\u00e1ln\u00edch anal\u00fdz (INESAN) umo\u017e\u0148uje prov\u00e9st segmentaci p\u0159\u00edjemc\u016f komunikace region\u00e1ln\u00ed politiky na z\u00e1klad\u011b m\u00edry jejich z\u00e1jmu o informace o evropsk\u00fdch fondech a opera\u010dn\u00edch programech a&nbsp;hodnocen\u00ed jejich znalost\u00ed o t\u011bchto oblastech. Na z\u00e1klad\u011b t\u00e9to segmentace byly definov\u00e1ny celkem \u010dty\u0159i skupiny respondent\u016f:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>informovan\u00ed z\u00e1jemci, kte\u0159\u00ed se o informace aktivn\u011b zaj\u00edmaj\u00ed a z\u00e1rove\u0148 maj\u00ed t\u011bchto informac\u00ed dostatek,<\/li>\n\n\n\n<li>neinformovan\u00ed z\u00e1jemci, kte\u0159\u00ed se o informace aktivn\u011b zaj\u00edmaj\u00ed, ale&nbsp;maj\u00ed t\u011bchto informac\u00ed nedostatek nebo je nemaj\u00ed v\u016fbec,<\/li>\n\n\n\n<li>informovan\u00ed bez z\u00e1jmu, kte\u0159\u00ed maj\u00ed t\u011bchto informac\u00ed dostatek a&nbsp;\u017e\u00e1dn\u00e9 dal\u0161\u00ed informace nepo\u017eaduj\u00ed,<\/li>\n\n\n\n<li>neinformovan\u00ed bez z\u00e1jmu, kte\u0159\u00ed \u017e\u00e1dn\u00fdmi informacemi nedisponuj\u00ed a ani o n\u011b nemaj\u00ed z\u00e1jem.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Nejv\u011bt\u0161\u00ed skupinu obyvatel \u010cR tvo\u0159\u00ed neinformovan\u00ed bez z\u00e1jmu, kter\u00fdch jsou dv\u011b t\u0159etiny (66 %), zat\u00edmco informovan\u00fdch bez z\u00e1jmu je celkem 11 %. V\u00edce ne\u017e t\u0159i \u010dtvrtiny respondent\u016f se tedy o problematiku evropsk\u00fdch fond\u016f a opera\u010dn\u00edch program\u016f nezaj\u00edmaj\u00ed. Ostatn\u00ed dot\u00e1zan\u00ed (23&nbsp;%) se o problematiku zaj\u00edmaj\u00ed, p\u0159i\u010dem\u017e v\u00fdznamn\u00e1 v\u011bt\u0161ina t\u011bchto respondent\u016f hodnot\u00ed svou informovanost v t\u00e9to oblasti jako dostate\u010dnou.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"565\" height=\"312\" src=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/10-3.jpg\" alt=\"\" class=\"wp-image-940\" srcset=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/10-3.jpg 565w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/10-3-300x166.jpg 300w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/10-3-136x75.jpg 136w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/10-3-480x265.jpg 480w\" sizes=\"auto, (max-width:767px) 480px, 565px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong><\/strong>Zaj\u00edmav\u00fd je pohled na jednotliv\u00e9 segmenty z hlediska politick\u00e9 orientace respondent\u016f. V segmentu informovan\u00fdch z\u00e1jemc\u016f dominuj\u00ed voli\u010di ODS, kter\u00fdch je celkem 28 %, naopak nejmen\u0161\u00ed zastoupen\u00ed maj\u00ed v tomto segmentu voli\u010di KS\u010cM (t\u011bch je 17 %). Voli\u010di KS\u010cM spolu s voli\u010di \u010cSSD dominuj\u00ed se 66 % resp. 64 % v segmentu neinformovan\u00fdch bez z\u00e1jmu.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"561\" height=\"307\" src=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/11-2.jpg\" alt=\"\" class=\"wp-image-942\" srcset=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/11-2.jpg 561w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/11-2-300x164.jpg 300w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/11-2-137x75.jpg 137w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/11-2-480x263.jpg 480w\" sizes=\"auto, (max-width:767px) 480px, 561px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Zp\u011btn\u00e1 vazba je v komunika\u010dn\u00edm procesu pova\u017eov\u00e1na za v\u00fdznamn\u00fd prvek. Jde o sd\u011blen\u00ed, kter\u00e9 p\u0159\u00edjemce vys\u00edl\u00e1 zp\u011bt ke zdroji a p\u0159edstavuje ur\u010ditou formu reakce na z\u00edskanou informaci. Zp\u011btn\u00e1 vazba umo\u017e\u0148uje poznat \u00fa\u010dinnost komunikace a d\u00e1v\u00e1 podn\u011bt pro p\u0159\u00edpadn\u00e9 zm\u011bny v budouc\u00edm obdob\u00ed. Jako zp\u011btn\u00e1 vazba m\u016f\u017ee slou\u017eit nap\u0159\u00edklad hodnocen\u00ed dostupnosti komunikovan\u00fdch sd\u011blen\u00ed ze strany p\u0159\u00edjemc\u016f t\u011bchto sd\u011blen\u00ed. O hodnocen\u00ed dostupnosti informac\u00ed o evropsk\u00fdch fondech vypov\u00eddaj\u00ed tak\u00e9 v\u00fdsledky v\u00fdzkumu Institutu evaluac\u00ed a soci\u00e1ln\u00edch anal\u00fdz (INESAN), z&nbsp;nich\u017e vypl\u00fdv\u00e1, \u017ee z\u00edskat aktu\u00e1ln\u00ed informace o evropsk\u00fdch fondech je pro obyvatele \u010cR v\u011bt\u0161inou obt\u00ed\u017en\u00e9. Jako obt\u00ed\u017en\u011b dostupn\u00e9 toti\u017e tyto informace hodnot\u00ed t\u00e9m\u011b\u0159 t\u0159i \u010dtvrtiny dot\u00e1zan\u00fdch; naopak jako dostupn\u00e9 je hodnot\u00ed 28 % dot\u00e1zan\u00fdch osob a za snadno dostupn\u00e9 je pova\u017euje 5 % dot\u00e1zan\u00fdch.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"558\" height=\"323\" src=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/12-2.jpg\" alt=\"\" class=\"wp-image-944\" srcset=\"https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/12-2.jpg 558w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/12-2-300x174.jpg 300w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/12-2-130x75.jpg 130w, https:\/\/evaltep.xcreative.cz\/wp-content\/uploads\/2023\/08\/12-2-480x278.jpg 480w\" sizes=\"auto, (max-width:767px) 480px, 558px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Z porovn\u00e1n\u00ed odpov\u011bd\u00ed respondent\u016f, kte\u0159\u00ed maj\u00ed informace o evropsk\u00fdch fondech a opera\u010dn\u00edch programech dostatek s&nbsp;odpov\u011b\u010fmi ostatn\u00edch dotazovan\u00fdch je patrn\u00e1 rozd\u00edln\u00e1 \u00farove\u0148 z\u00e1jmu o dan\u00e9 informace. Ti, kte\u0159\u00ed se zaj\u00edmaj\u00ed, hodnot\u00ed dan\u00e9 informace jako dostupn\u011bj\u0161\u00ed ne\u017e respondenti, kte\u0159\u00ed se o tuto problematiku nezaj\u00edmaj\u00ed (60 % oproti 75 %). Podobn\u011b plat\u00ed, \u017ee aktu\u00e1ln\u00ed informace jsou obt\u00ed\u017en\u011b dostupn\u00e9 zejm\u00e9na pro dot\u00e1zan\u00e9, kte\u0159\u00ed o evropsk\u00fdch fondech nemaj\u00ed \u017e\u00e1dn\u00e9 nebo t\u00e9m\u011b\u0159 \u017e\u00e1dn\u00e9 informace (79&nbsp;%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Posledn\u00edm prvkem v komunika\u010dn\u00edm procesu jsou \u0161umy, kter\u00e9 vznikaj\u00ed z&nbsp;d\u016fvodu p\u0159\u00edli\u0161 obecn\u00e9ho pojet\u00ed komunika\u010dn\u00edho sd\u011blen\u00ed, kdy m\u016f\u017ee doch\u00e1zet k probl\u00e9m\u016fm v p\u0159ijet\u00ed n\u011bkter\u00fdch sd\u011blen\u00ed. \u0160umy vznikaj\u00ed tak\u00e9 z d\u016fvodu z\u00e1m\u011bny pojm\u016f \u010di nep\u0159ehlednosti. P\u0159i komunikaci region\u00e1ln\u00ed politiky mohou \u0161umy vznikat nap\u0159\u00edklad z d\u016fvodu n\u00edzk\u00e9 informovanosti obyvatel o&nbsp;z\u00e1kladn\u00edch principech a mechanismech region\u00e1ln\u00ed politiky \u010di v d\u016fsledku nep\u0159ehledn\u00e9 implementa\u010dn\u00ed struktury.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Z\u00e1v\u011br<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Komunikace je d\u016fle\u017eitou sou\u010d\u00e1st\u00ed realizace region\u00e1ln\u00ed politiky EU, kter\u00e1 si klade za c\u00edl informovat o t\u00e9to politice, prezentovat pozitivn\u00ed dopady intervenc\u00ed z evropsk\u00fdch fond\u016f, p\u0159isp\u00edvat k transparentnosti jej\u00ed realizace a napomoci ke zvy\u0161ov\u00e1n\u00ed absorp\u010dn\u00ed kapacity. Prost\u0159ednictv\u00edm komunikace jsou ovliv\u0148ov\u00e1ny postoje a zvy\u0161ov\u00e1ny znalosti, v\u011bdomosti a poznatky jednotliv\u00fdch c\u00edlov\u00fdch skupin, zejm\u00e9na pak ve\u0159ejnosti. Aby byla tato komunikace efektivn\u00ed a \u00fa\u010dinn\u00e1, je pot\u0159eba zvolit vhodn\u00e1 komunika\u010dn\u00ed sd\u011blen\u00ed, kter\u00e1 koresponduj\u00ed s&nbsp;pot\u0159ebami jednotliv\u00fdch c\u00edlov\u00fdch skupin, a kter\u00e1 budou \u0161\u00ed\u0159ena prost\u0159ednictv\u00edm vhodn\u00fdch komunika\u010dn\u00edch kan\u00e1l\u016f. Obyvatel\u00e9 \u010cR se v souvislosti s evropsk\u00fdmi fondy zaj\u00edmaj\u00ed p\u0159edev\u0161\u00edm o to, na co v\u0161e se prost\u0159edky z evropsk\u00fdch fond\u016f vynakl\u00e1daj\u00ed, jak\u00e9 projekty se s&nbsp;nimi financuj\u00ed a jak\u00fd je celkov\u00fd objem finan\u010dn\u00edch prost\u0159edk\u016f, kter\u00e9 m\u016f\u017ee \u010cR \u010derpat. D\u00e1le se zaj\u00edmaj\u00ed o mo\u017enosti \u010derp\u00e1n\u00ed dotac\u00ed a o podm\u00ednky, kter\u00e9 je nutn\u00e9 splnit pro jejich z\u00edsk\u00e1n\u00ed. Proveden\u00e1 anal\u00fdza potvrdila, \u017ee&nbsp;informa\u010dn\u00ed pot\u0159eby a preference obyvatel \u010cR koresponduj\u00ed s t\u00edm, jak\u00e9 informace jim poskytuj\u00ed \u0159\u00eddic\u00ed org\u00e1ny jednotliv\u00fdch opera\u010dn\u00edch program\u016f. Krom\u011b shody v obsahu sd\u011blen\u00ed existuje shoda tak\u00e9 v mixu komunika\u010dn\u00edch n\u00e1stroj\u016f, je\u017e \u0159\u00eddic\u00ed org\u00e1ny ke komunikaci vyu\u017e\u00edvaj\u00ed. Sou\u010dasn\u011b v\u0161ak plat\u00ed, \u017ee i p\u0159es relativn\u00ed shodu z hlediska obsahu sd\u011blen\u00ed a vyu\u017eit\u00ed komunika\u010dn\u00edch kan\u00e1l\u016f vn\u00edmaj\u00ed obyvatel\u00e9 \u010cR informace o evropsk\u00fdch fondech a dotac\u00edch jako h\u016f\u0159e dostupn\u00e9.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Prameny<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[1]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; DE PELSMACKER, P., GEUENS, M., VAN DER BERGH, J. (2003) Marketingov\u00e1 komunikace. Praha: Grada Publishing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[2]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; \u010eUR\u010eA, O. (2014) \u201eAnal\u00fdza pov\u011bdom\u00ed o opera\u010dn\u00edch programech a projektech spolufinancovan\u00fdch z evropsk\u00fdch fond\u016f\u201c.&nbsp;<em>Evalua\u010dn\u00ed teorie a praxe<\/em>&nbsp;2(1): 53\u201378<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[3]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; FOULGER, D (2004) Models of the Communication Process [online]. New York. [cit. 2014\u201308\u201324]. Dostupn\u00e9 z: http:\/\/davis.foulger.info\/research\/unifiedModelOfCommunication.htm<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[4]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; CHENEY, G. (2011) Organizational Communication in an Age of Globalization: Issues, Reflections, Practices. Long Grove, IL: Waveland Press.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[5]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; JOSAN, I. J. (2008) European union strategic development in the communication field. In: 4th International Conference of ASECU \u201cDevelopment Cooperation and Competitiveness\u201d. Dostupn\u00fd z: http:\/\/www.asecu.gr\/en_Proceedings.html<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[6]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; KARL\u00cd\u010cEK, M., KR\u00c1L, P. (2011) Marketingov\u00e1 komunikace, Jak komunikovat na na\u0161em trhu. Praha: Grada Publishing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[7]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; KEYTON, J. (2011) Communication and Organizational Culture: A Key to&nbsp;Understanding Work Experience. Thousand Oaks, CA: Sage.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[8]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; LUNENBURG, F. C. (2010) Communication: The Process, Barriers, And&nbsp;Improving Effectiveness.&nbsp;<em>Schooling<\/em>, Vol 1(1).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[9]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; P\u0158IKRYLOV\u00c1, J., JAHODOV\u00c1, H. (2010) Modern\u00ed marketingov\u00e1 komunikace. Praha: Grada Publishing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[10]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; REMR, J. (2012) Lazarsfeld\u00b4s Approach to Researching Media Effectiveness. In: Haas H., Je\u0159\u00e1bek H., Petersen T., The Early Days of Survey Research. Vienna: Braumueller.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[11]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; SHANNON, C. E., WEAVER, W. (1949): The mathematical theory of&nbsp;communication, Urbana, University of Illinois Press<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[12]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; SCHRAMM, W. (1955) The Process and Effects of Mass Communication. Urbana: University of Illinois Press.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[13]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; WOOD, J. T. (2012) Communication in Our Lives, Sixth Edition [online]. Boston [cit. 2014-09-20]. Dostupn\u00e9 z: http:\/\/www.cengagebrain.co.uk\/content\/wood45570_1111345570_02.01_chapter01.pdf.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dokumenty<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[1]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Evropsk\u00e1 komise: Region\u00e1ln\u00ed politika \u2013 Inforegio. Information and Communication Plan 2010 [online]. Evropsk\u00e1 komise. Dostupn\u00e9 z: http:\/\/ec.europa.eu\/dgs\/regional_policy\/index_en.htm#1<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[2]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Evropsk\u00e1 komise: Region\u00e1ln\u00ed politika \u2013 Inforegio. Information and Communication Plan 2011 [online]. Evropsk\u00e1 komise. Dostupn\u00e9 z: http:\/\/ec.europa.eu\/dgs\/regional_policy\/index_en.htm#1<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[3]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Evropsk\u00e1 komise: Region\u00e1ln\u00ed politika \u2013 Inforegio. Information and Communication Plan 2012 [online]. Evropsk\u00e1 komise. Dostupn\u00e9 z: http:\/\/ec.europa.eu\/dgs\/regional_policy\/index_en.htm#1<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[4]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; GFK. Informovanost \u0161irok\u00e9 a odborn\u00e9 ve\u0159ejnosti o struktur\u00e1ln\u00edch fondech OP LZZ [online]. GFK \u00a9 2011 [cit. 2014\u201306\u201320]. Dostupn\u00e9 z: https:\/\/oldforum.esfcr.cz\/dview.file.htm?ident=50&amp;fileid=3873&amp;md5=8bd1ccf4f6abb09fef3c079e33271c40&amp;1372336165<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[5]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; HOPE-E.S. Evaluace komunika\u010dn\u00edho pl\u00e1nu OP VK [online]. Brno: HOPE-E.S. [cit. 2014\u201305\u201330]. Dostupn\u00e9 z: http:\/\/www.esfcr.cz\/file\/8200\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[6]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; HOPE-E.S. Evaluace komunika\u010dn\u00ed strategie a publicity OP VaVpI [online]. Brno: HOPE-E.S. [cit. 2014\u201305\u201308]. Dostupn\u00e9 z: http:\/\/www.msmt.cz\/file\/16808<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[7]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Magistr\u00e1t hl. m. Prahy. V\u00fdro\u010dn\u00ed zpr\u00e1va za roky 2007 a\u017e 2013, OPPA [online]. Praha: Magistr\u00e1t hl. m. Prahy [cit. 2014\u201307\u201303]. Dostupn\u00e9 z: http:\/\/www.prahafondy.eu\/cz\/oppa\/dokumenty\/vyrocni-zpravy.html<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[8]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Magistr\u00e1t hl. m. Prahy. V\u00fdro\u010dn\u00ed zpr\u00e1va za roky 2007 a\u017e 2013, OPPK [online]. Praha: Magistr\u00e1t hl. m. Prahy [cit. 2014\u201307\u201303]. Dostupn\u00e9 z: http:\/\/www.prahafondy.eu\/cz\/oppk\/dokumenty\/vyrocni-zpravy.html<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[9]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; MD \u010cR. V\u00fdro\u010dn\u00ed zpr\u00e1va OP Doprava za roky 2007 a\u017e 2013 [online]. Praha: MD \u010cR [cit. 2014\u201307\u201305]. Dostupn\u00e9 z: http:\/\/www.opd.cz\/cz\/vyrocni-zpravy-OPD<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[10]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; MMR \u010cR. V\u00fdro\u010dn\u00ed zpr\u00e1va za roky 2007 a\u017e 2013, Integrovan\u00fd opera\u010dn\u00ed program [online]. Praha: MMR \u010cR [cit. 2014\u201307\u201301]. Dostupn\u00e9 z: http:\/\/www.strukturalni-fondycz\/cs\/Microsites\/Integrovany-OP\/O-programu\/Dokumenty<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[11]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; MPO \u010cR. V\u00fdro\u010dn\u00ed zpr\u00e1va Opera\u010dn\u00edho programu Podnik\u00e1n\u00ed a inovace za&nbsp;roky 2007 a\u017e 2013 [online]. Praha: MPO \u010cR [cit. 2014\u201307\u201305]. Dostupn\u00e9 z: http:\/\/www.mpo-oppi.cz\/media\/273-vyrocni-zpravy-oppi-za-roky-07-08-09-10-1112.html<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[12]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; MPSV \u010cR. V\u00fdro\u010dn\u00ed zpr\u00e1va o prov\u00e1d\u011bn\u00ed Opera\u010dn\u00edho programu Lidsk\u00e9 zdroje a zam\u011bstnanost 2007 a\u017e 2013 [online]. Praha: MPSV \u010cR [cit. 2013\u201307\u201312]. Dostupn\u00e9 z: http:\/\/www.esfcr.cz\/file\/7701\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[13]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; M\u0160MT \u010cR. V\u00fdro\u010dn\u00ed zpr\u00e1va o prov\u00e1d\u011bn\u00ed Opera\u010dn\u00edho programu V\u00fdzkum a&nbsp;v\u00fdvoj pro inovace za roky 2007 a\u017e 2013 [online]. Praha: M\u0160MT \u010cR [cit. 2014\u201307\u201310]. Dostupn\u00e9 z: http:\/\/www.msmt.cz\/strukturalni-fondy\/vyrocni-zprava-op-vavpi<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[14]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; M\u0160MT \u010cR. V\u00fdro\u010dn\u00ed zpr\u00e1va Opera\u010dn\u00edho programu Vzd\u011bl\u00e1v\u00e1n\u00ed pro konkurenceschopnost za roky 2007 a\u017e 2013 [online]. Praha: M\u0160MT \u010cR [cit. 2014\u201307\u201310]. Dostupn\u00e9 z: http:\/\/www.msmt.cz\/strukturalni-fondy\/vyrocni-zpravy-op-vk<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[15]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; M\u017dP \u010cR. V\u00fdro\u010dn\u00ed zpr\u00e1va za roky 2007 a\u017e 2013, OP\u017dP [online]. Praha: M\u017dP \u010cR [cit. 2014\u201307\u201320]. Dostupn\u00e9 z: http:\/\/www.opzp.cz\/sekce\/522\/vyrocni-zpravy\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[16]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Na\u0159\u00edzen\u00ed Komise (ES) \u010d. 1828\/2006, kter\u00fdm se stanov\u00ed prov\u00e1d\u011bc\u00ed pravidla k na\u0159\u00edzen\u00ed Rady (ES) \u010d. 1083\/2006 o obecn\u00fdch ustanoven\u00edch t\u00fdkaj\u00edc\u00edch se Evropsk\u00e9ho fondu pro region\u00e1ln\u00ed rozvoj, Evropsk\u00e9ho soci\u00e1ln\u00edho fondu a&nbsp;Fondu soudr\u017enosti a k na\u0159\u00edzen\u00ed Evropsk\u00e9ho parlamentu a Rady (ES) \u010d.&nbsp;1080\/2006 o Evropsk\u00e9m fondu pro region\u00e1ln\u00ed rozvoj. 2006. Dostupn\u00e9 tak\u00e9 z: http:\/\/eur-lex.europa.eu\/LexUriServ\/LexUriServ.do?uri=OJ:L:2006:371:0001:0163:CS:PDF<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[17]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Na\u0159\u00edzen\u00ed Rady (ES) \u010d. 1083\/2006 o obecn\u00fdch ustanoven\u00edch o Evropsk\u00e9m fondu pro region\u00e1ln\u00ed rozvoj, Evropsk\u00e9m soci\u00e1ln\u00edm fondu a Fondu soudr\u017enosti a o zru\u0161en\u00ed na\u0159\u00edzen\u00ed (ES) \u010d. 1260\/1999. 2006. Dostupn\u00e9 tak\u00e9 z: http:\/\/eur-lex.europa.eu\/LexUriServ\/LexUriServ.do?uri=OJ:L:2006:210:0025:0078:CS:PDF<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[18]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; NAVIGA 4. Evaluace komunika\u010dn\u00edch a propaga\u010dn\u00edch aktivit IOP [online]. Praha: NAVIGA 4 [cit. 2014\u201308\u201331]. Dostupn\u00e9 z: http:\/\/www.strukturalni-fondy.cz\/cs\/Microsites\/Integrovany-OP\/O-programu\/Dokumenty<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[19]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; NAVIGA 4. Evaluace komunika\u010dn\u00edch a propaga\u010dn\u00edch aktivit OP LZZ a&nbsp;realizace komunika\u010dn\u00edho pl\u00e1nu. [online]. Praha: NAVIGA 4 [cit. 2014\u201308\u201331]. Dostupn\u00e9 z: http:\/\/www.esfcr.cz\/file\/8122\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[20]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; NAVIGA 4. Evaluace komunika\u010dn\u00edch a propaga\u010dn\u00edch aktivit OPPA a&nbsp;OPPK [online]. Praha: NAVIGA 4 [cit. 2014\u201309\u201320]. Dostupn\u00e9 z: http:\/\/www.prahafondy.eu\/userfiles\/File\/OPPA%20dokumenty\/Evaluace\/Evaluace_KoP_OPPA_OPPK_Zaverecna_zprava.pdf<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[21]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Navreme Boheme. Evaluace realizace Komunika\u010dn\u00edho pl\u00e1nu Region\u00e1ln\u00edho opera\u010dn\u00edho programu NUTS II Severov\u00fdchod a realizace komunika\u010dn\u00edch a propaga\u010dn\u00edch aktivit [online]. Praha: Navreme Boheme [cit. 2014\u201309\u201319]. Dostupn\u00e9 z: http:\/\/www.rada-severovychod.cz\/file\/1434<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[22]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Region\u00e1ln\u00ed rada regionu soudr\u017enosti Jihov\u00fdchod. V\u00fdro\u010dn\u00ed zpr\u00e1va za roky 2007 a\u017e 2013, Region\u00e1ln\u00ed opera\u010dn\u00ed program Jihov\u00fdchod [online]. Brno: Region\u00e1ln\u00ed rada regionu soudr\u017enosti Jihov\u00fdchod [cit. 2014\u201307\u201325]. Dostupn\u00e9 z: http:\/\/www.jihovychod.cz\/vysledky-rop\/vyrocni-zpravy-rop-jv<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[23]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Region\u00e1ln\u00ed rada regionu soudr\u017enosti Jihov\u00fdchod. Evaluace dosavadn\u00edho prov\u00e1d\u011bn\u00ed Komunika\u010dn\u00edho pl\u00e1nu ROP Jihov\u00fdchod [online]. Brno: Region\u00e1ln\u00ed rada regionu soudr\u017enosti Jihov\u00fdchod [cit. 2014\u201308\u201325]. Dostupn\u00e9 z: http:\/\/www.jihovychod.cz\/vysledky-rop\/vyrocni-zpravy-rop-jv<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[24]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Region\u00e1ln\u00ed rada regionu soudr\u017enosti Jihoz\u00e1pad. V\u00fdro\u010dn\u00ed zpr\u00e1va o prov\u00e1d\u011bn\u00ed Region\u00e1ln\u00edho opera\u010dn\u00edho programu NUTS II Jihoz\u00e1pad za roky 2007 a\u017e 2013 [online]. \u010cesk\u00e9 Bud\u011bjovice: Region\u00e1ln\u00ed rada regionu soudr\u017enosti Jihoz\u00e1pad [cit. 2014\u201307\u201318]. Dostupn\u00e9 z: http:\/\/www.rr-jihozapad.cz\/?menu=rop-jihozapad&amp;art=prubeh-realizace-evaluace<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[25]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Region\u00e1ln\u00ed rada regionu soudr\u017enosti Jihoz\u00e1pad. Evaluace komunika\u010dn\u00edch a publicitn\u00edch aktivit ROP NUTS II Jihoz\u00e1pad [online]. \u010cesk\u00e9 Bud\u011bjovice: Region\u00e1ln\u00ed rada regionu soudr\u017enosti Jihoz\u00e1pad [cit. 2014\u201309\u201318]. Dostupn\u00e9 z: http:\/\/www.rr-jihozapad.cz\/?menu=rop-jihozapad&amp;art=prubeh-realizace-evaluace<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[26]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Region\u00e1ln\u00ed rada regionu soudr\u017enosti Moravskoslezsko. V\u00fdro\u010dn\u00ed zpr\u00e1va o&nbsp;prov\u00e1d\u011bn\u00ed Region\u00e1ln\u00edho opera\u010dn\u00edho programu regionu soudr\u017enosti Moravskoslezsko za roky 2008 a\u017e 2013 [online]. Ostrava: Region\u00e1ln\u00ed rada regionu soudr\u017enosti Moravskoslezsko [cit. 2014\u201307\u201317]. Dostupn\u00e9 z: http:\/\/www.rr-moravskoslezsko.cz\/o-nas\/vyrocni-zpravy-rop-a-rrms<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[27]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Region\u00e1ln\u00ed rada regionu soudr\u017enosti Severov\u00fdchod. V\u00fdro\u010dn\u00ed zpr\u00e1va o&nbsp;realizaci ROP SV za roky 2007 a\u017e 2013 [online]. Hradec Kr\u00e1lov\u00e9: Region\u00e1ln\u00ed rada regionu soudr\u017enosti Severov\u00fdchod [cit. 2014\u201307\u201317]. Dostupn\u00e9 z: http:\/\/www.rada-severovychod.cz<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[28]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Region\u00e1ln\u00ed rada regionu soudr\u017enosti Severoz\u00e1pad. V\u00fdro\u010dn\u00ed zpr\u00e1va Region\u00e1ln\u00edho opera\u010dn\u00edho programu regionu soudr\u017enosti Severoz\u00e1pad za roky 2007 a\u017e 2013 [online]. \u00dast\u00ed nad Labem: Region\u00e1ln\u00ed rada regionu soudr\u017enosti Severoz\u00e1pad [cit. 2014\u201307\u201317]. =Dostupn\u00e9 z: http:\/\/www.nuts2severozapad.cz\/ropsz\/ropsz-info\/vyrocni-zpr\u00e1vy<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[29]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Region\u00e1ln\u00ed rada regionu soudr\u017enosti St\u0159edn\u00ed \u010cechy. V\u00fdro\u010dn\u00ed zpr\u00e1va o&nbsp;prov\u00e1d\u011bn\u00ed Region\u00e1ln\u00edho opera\u010dn\u00edho programu regionu soudr\u017enosti St\u0159edn\u00ed \u010cechy, roky 2008 a\u017e 2013 [online]. Praha: Region\u00e1ln\u00ed rada regionu soudr\u017enosti St\u0159edn\u00ed \u010cechy [cit. 2014\u201307\u201322]. Dostupn\u00e9 z: http:\/\/www.ropstrednicechy.cz\/documents.php?sid=t787k6en7s541kju7qqht9se20&amp;mid=f9edaf4e-d1f4-102b-9c5f-00e0814daf34<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[30]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Region\u00e1ln\u00ed rada regionu soudr\u017enosti St\u0159edn\u00ed \u010cechy. Evaluace realizace Komunika\u010dn\u00edho pl\u00e1nu ROP S\u010c [online]. Praha: Region\u00e1ln\u00ed rada regionu soudr\u017enosti St\u0159edn\u00ed \u010cechy [cit. 2014\u201309\u201322]. Dostupn\u00e9 z: http:\/\/www.ropstrednicechy.cz\/documents.php?mid=030441f2-1036-11e1-a696-5254003d369a<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[31]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Region\u00e1ln\u00ed rada regionu soudr\u017enosti St\u0159edn\u00ed Morava. V\u00fdro\u010dn\u00ed zpr\u00e1va o&nbsp;realizaci ROP St\u0159edn\u00ed Morava 2007 a\u017e 2013 [online]. Olomouc: Region\u00e1ln\u00ed rada regionu soudr\u017enosti St\u0159edn\u00ed Morava [cit. 2014\u201307\u201306]. Dostupn\u00e9 z: http:\/\/www.rr-strednimorava.cz\/urad-regionalni-rady<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[32]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Region\u00e1ln\u00ed rada regionu soudr\u017enosti St\u0159edn\u00ed Morava. Evaluace komunika\u010dn\u00edch aktivit v letech 2007\u20132010, ROP St\u0159edn\u00ed Morava [online]. Olomouc: Region\u00e1ln\u00ed rada regionu soudr\u017enosti St\u0159edn\u00ed Morava [cit. 2014\u201309\u201323]. Dostupn\u00e9 z: http:\/\/www.rr-strednimorava.cz\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[34]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; STEM\/MARK. Informovanost o fondech EU [online]. STEM\/MARK \u00a9 2011 [cit. 2014\u201304\u201323]. Dostupn\u00e9 z: https:\/\/www.strukturalni-fondy.cz\/cs\/Fondy-EU\/Narodni-organ-pro-koordinaci\/Publicita\/Novinky-Publicity\/Dotaznikove-setreni-Informovanost-o-EU-fondech<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[35]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The Gallup Organization. Citizens\u2019 awareness and perceptions of EU regional policy, Flash Eurobarometer 289 [online]. The Gallup Organization \u00a9 2010 [cit. 2014\u201306\u201310]. Dostupn\u00e9 z: http:\/\/ec.europa.eu\/public_opinion\/flash\/fl_298_en.pdf<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[36]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The Gallup Organization. EU Communication and the citizens, Flash Eurobarometer 189a [online]. The Gallup Organization \u00a9 2006 [cit. 2014\u201306\u201310]. Dostupn\u00e9 z: http:\/\/ http:\/\/ec.europa.eu\/public_opinion\/archives\/flash_arch_191_174_en.htm<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[37]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; TNS Opinion &amp; Social. Media use in the European Union, Standard Eurobarometer 78 [online]. TNS Opinion &amp; Social \u00a9 2012 [cit. 2014\u201306\u201312]. Dostupn\u00e9 z: http:\/\/ec.europa.eu\/public_opinion\/archives\/eb\/eb78\/eb78_en.htm<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[38]&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; TNS Opinion &amp; Social. Public opinion in the European Union, Standard Eurobarometer 79 [online]. TNS Opinion &amp; Social \u00a9 2013 [cit. 2014\u201306\u201311]. Dostupn\u00e9 z: http:\/\/http:\/\/ec.europa.eu\/public_opinion\/archives\/eb\/eb79\/eb79_en.htm<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref1\">[1]<\/a>&nbsp;nap\u0159. Eurobarometer Surveys viz http:\/\/ec.europa.eu\/public_opinion\/index_en.htm<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref2\">[2]<\/a>&nbsp;http:\/\/ec.europa.eu\/public_opinion\/archives\/flash_arch_191_174_en.htm<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref3\">[3]<\/a>&nbsp;http:\/\/ec.europa.eu\/public_opinion\/archives\/eb\/eb79\/eb79_first_en.pdf<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref4\">[4]<\/a>&nbsp;Action Plan: SEC (2005) 985 final, 20 July 2005<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref5\">[5]<\/a>&nbsp;Plan D: COM (2005) 494 final, 13 October 2005<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref6\">[6]<\/a>&nbsp;http:\/\/europa.eu\/legislation_summaries\/institutional_affairs\/decisionmaking_process\/l10105_cs.htm<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref7\">[7]<\/a>&nbsp;Gener\u00e1ln\u00ed \u0159editelstv\u00ed Evropsk\u00e9 Komise pro region\u00e1ln\u00ed politiku<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref8\">[8]<\/a>&nbsp;St\u0159edn\u011bdob\u00e9 vyhodnocen\u00ed prov\u00e1d\u011bn\u00e9 p\u0159ibli\u017en\u011b v polovin\u011b programov\u00e9ho obdob\u00ed<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref9\">[9]<\/a>&nbsp;Informovanost o fondech EU (2011)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref10\">[10]<\/a>&nbsp;Presstrip je organizovan\u00e1 n\u00e1v\u0161t\u011bva novin\u00e1\u0159\u016f na m\u00edst\u011b realizace konkr\u00e9tn\u00edch projekt\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref11\">[11]<\/a>&nbsp;Kr\u00e1l\u00ed\u010dek, Kr\u00e1l (2011)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref12\">[12]<\/a>&nbsp;zdroj: http:\/\/www.zoomsphere.com\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref13\">[13]<\/a>&nbsp;http:\/\/ec.europa.eu\/dgs\/regional_policy\/index_en.htm#1<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref14\">[14]<\/a>&nbsp;Informovanost o fondech EU (2011)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref15\">[15]<\/a>&nbsp;Informovanost \u0161irok\u00e9 a odborn\u00e9 ve\u0159ejnosti o struktur\u00e1ln\u00edch fondech a OP LZZ (2011)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref16\">[16]<\/a>&nbsp;http:\/\/ec.europa.eu\/dgs\/regional_policy\/index_en.htm#1<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref17\">[17]<\/a>&nbsp;http:\/\/ec.europa.eu\/dgs\/regional_policy\/index_en.htm#1<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref18\">[18]<\/a>&nbsp;Informa\u010dn\u00ed povinnosti \u0159\u00eddic\u00edch org\u00e1n\u016f v\u016f\u010di potenci\u00e1ln\u00edm p\u0159\u00edjemc\u016fm jsou definov\u00e1ny v&nbsp;Na\u0159\u00edzen\u00ed Komise (ES) \u010d. 1828\/2006, kapitola II, odd\u00edl 1, \u010dl\u00e1nek 5<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref19\">[19]<\/a>&nbsp;Informa\u010dn\u00ed povinnosti p\u0159\u00edjemc\u016f vzhledem k&nbsp;ve\u0159ejnosti jsou definov\u00e1ny v Na\u0159\u00edzen\u00ed Komise (ES) \u010d. 1828\/2006, kapitola II, odd\u00edl 1, \u010dl\u00e1nek 8<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.evaltep.cz\/inpage\/analyza-modelu-komunikace\/#_ftnref20\">[20]<\/a>&nbsp;Informa\u010dn\u00ed povinnosti \u0159\u00eddic\u00edch org\u00e1n\u016f v\u016f\u010di ve\u0159ejnosti jsou definov\u00e1ny v&nbsp;Na\u0159\u00edzen\u00ed Komise (ES) \u010d. 1828\/2006, kapitola II, odd\u00edl 1, \u010dl\u00e1nek 7<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Communication activities contribute to reaching the aims of EU regional policy and therefore it is an important part of the regional policy. Beside the analysis of impacts of such communication, it is important to evaluate and analyze the process of communication. The aim of this paper is to explain communication process of EU regional policy, to provide con-frontation of its particular domains with needs and attitudes of inhabitants of the Czech Republic and to identify possible gaps in communication.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26],"tags":[],"class_list":["post-1485","post","type-post","status-publish","format-standard","hentry","category-articles"],"acf":[],"_links":{"self":[{"href":"https:\/\/evaltep.xcreative.cz\/en\/wp-json\/wp\/v2\/posts\/1485","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/evaltep.xcreative.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/evaltep.xcreative.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/evaltep.xcreative.cz\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/evaltep.xcreative.cz\/en\/wp-json\/wp\/v2\/comments?post=1485"}],"version-history":[{"count":2,"href":"https:\/\/evaltep.xcreative.cz\/en\/wp-json\/wp\/v2\/posts\/1485\/revisions"}],"predecessor-version":[{"id":1487,"href":"https:\/\/evaltep.xcreative.cz\/en\/wp-json\/wp\/v2\/posts\/1485\/revisions\/1487"}],"wp:attachment":[{"href":"https:\/\/evaltep.xcreative.cz\/en\/wp-json\/wp\/v2\/media?parent=1485"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/evaltep.xcreative.cz\/en\/wp-json\/wp\/v2\/categories?post=1485"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/evaltep.xcreative.cz\/en\/wp-json\/wp\/v2\/tags?post=1485"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}