The Language of Manipulation: Psychological and Communication Strategies of Online Financial Scams in the Czech Republic

The thesis analyses psychological manipulation techniques and persuasive language strategies used in online financial fraud within the Czech socio-cultural context. The qualitative research combines a content analysis of telephone calls between scammers and victims with a thematic analysis of interviews with cybersecurity experts. The aim is to deconstruct coercive tactics through the lens of Cialdini's principles of influence and to identify the attackers' specific linguistic strategies. Based on the findings, the author proposes strategic recommendations to strengthen prevention efforts. The conclusions suggest that effective prevention requires a unified, long-term and coordinated communication approach, stronger public action efficacy, and a shift away from victim stigmatisation towards shared responsibility across the state, institutions and citizens.