Beech Forests as a new Czech UNESCO heritage

The bachelor's thesis deals with the analysis of media discourse related to the inscription of the Jizera Mountains Beech Forest on the UNESCO World Heritage List. The aim of the thesis is to evaluate how this inscription is interpreted in various types of media and institutional sources and what meanings are attributed to this location in the national, regional and local context. The thesis also includes placing the inscription in a regional framework with a focus on actors and forms of local presentation. The thesis is based on a qualitative comparative analysis of the media discourse of news, institutional, promotional and touristic and regional sources published in the period before the inscription, immediately after it and with a time gap. The results show that the media discourse changes over time from emphasizing the prestige and uniqueness of the inscription to a greater emphasis on the protection of the territory, public education and a sustainable approach to the presentation of natural heritage. Keywords: Jizera Mountains beech forests, natural heritage, UNESCO, CHKO Jizera Mountains, Jizera Mountains, List of World Cultural and Natural Heritage, European beech forest