Based on the analysis of the articles published in the magazine “Ženský svět”, the author of the research completed the image of “a new type of woman” in the Czech lands. The period of study was defined by an active struggle for women’s suffrage taken in 1900–1907. It was also shown how the deliverance of women’s consciousness from gender stereotypes took place. It was presented in their desire to go beyond the usual framework defined by the society and through the expansion of women’s secondary education, the development of vocational education and the creation of a higher education system strengthened their professionalism and independence.

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The article deals with the process of creating a new festive culture in Czechoslovakia after the communist coup d’état. The analysis of the topics presented on the pages of Rudé právo helps to show how Christmas celebrations, which had a long tradition in Czechoslovakia, began to be incorporated into a new framework of values, and also that New Year celebrations gradually acquired their own heroes, rules and norms. Attention is also paid to the selection of gifts and the festive meal preparations of the Czechs and Slovaks which were carried out in a difficult socio-economic situation in the country. Also analysed is the assistance - from the state, state-owned enterprises, public organisations and individual Czechoslovak citizens - to the most vulnerable segments of the population. The characteristics of the seasonal decorations of homes and city streets are examined. The place of Ded Moroz (Father Frost) in the festivities is determined. The article shows how new ideological attitudes and values, as well as the standard of living of the population are reflected in the Christmas and New Year celebrations.

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The process of constructing the image of Klement Gottwald on the basis of materials presented in the newspaper Rudé parvo on the occasion of the birthday of the leader of the Communist Party of Czechoslovakia is analysed in the article. The mechanisms of formation of the personality cult, which were used by party functionaries and newspaper journalists, are shown. The role of language and its use in creating the image of Klement Gottwald, the chairman of the Communist Party of Czechoslovakia, in the minds of citizens and in maintaining their sympathy to him was revealed. The evolution of the strategies utilised to influence public opinion was determined by the changes which took place in the state between 1945 and 1953. The set of practices developed in the media space which ensured the exaltation of Klement Gottwald and asserted his exceptional and sacral status are also shown.