Abstract
The article concerns with changes of higher education media image in years 1989-2008. The study uses qualitative media analysis of chosen daily press titles (Rudé Právo (Právo), Mladá fronta (MF DNES), Blesk) in the chosen periods.
Main aim of the study is to find out, how have the agenda setting and spectrum of acters in media image of higher education changed. The arcticle shows the process of regionalization of higher education’s media image.
The media image is shifting from relative homogenity to heterogenity. The spectrum of persons involved is becoming wider and more multifarious.
The author found three types of agenda setting. First the socialistic political agenda setting typical for year 1989, than in 1990 the agenda turns to postrevolutionary transformation.
In last two periods analyse we can speak about agenda setting of academic everydayness.