The youth's idols and ideals in the media

The thesis "The Youth's ldols and ldeals in the Media" investigates media' s influence on young people. The theoretical section presents a general introduction into the issue ofmedia's influence followed by an analysis ofthe present media situation in relation to young people and psychological aspects of the media-youth relation. A particular attention is given to the workings of advertising industry's and celebrities' influence on young people. Violence on television is also briefly considered. Based on a questionnaire research, the empirical part of the paper examines how first-year students of the Czech 4-year university-preparatory schools and the Czech apprentice vocational schools perceive the influence of celebrities and advertising on their peers