"The article deals with selected concepts used for media discourse analysis. Concepts of discourse analysis balancing on the edge of linguistics, pragmatics and semantics will be introduced. The importance is put on the transdisciplinarity and contextual framework of single concepts while reflecting heterogeneous media texts. The first part of the paper describes very convenient but rarely used semantic approach to media production. With the help of the theory of semantic blocs we propose to structure single texts into detailed lexical networks based on the language units and by that discover hidden discursive relations. Media products are often characterised by the presence of polyphonic structure and intertextual and interdiscursive means. Continuing in a similar way of thinking the author contemplates the traditional term metaphor which appears very often in the media message analysis. Finally, the author proposes other subject areas which should be in the centre of analysis in the future."@en . "\u010Cl\u00E1nek se zab\u00FDv\u00E1 vybran\u00FDmi koncepty anal\u00FDzy medi\u00E1ln\u00EDho diskurzu. P\u0159edstavuje koncepty diskurzn\u00ED anal\u00FDzy balancuj\u00EDc\u00ED na pomez\u00ED lingvistiky, pragmatiky a s\u00E9mantiky. D\u016Fraz je kladen na interdisciplinaritu a kontextu\u00E1ln\u00ED r\u00E1mec jednotliv\u00FDch koncept\u016F, p\u0159i\u010Dem\u017E se zab\u00FDv\u00E1 r\u016Fznorod\u00FDmi medi\u00E1ln\u00ED texty. V prvn\u00ED \u010D\u00E1sti je pops\u00E1n velmi vhodn\u00FD, ale z\u0159\u00EDdka pou\u017E\u00EDv\u00FD s\u00E9mantick\u00FD p\u0159\u00EDstup k medi\u00E1ln\u00ED produkc\u00ED. S pomoc\u00ED teorie s\u00E9mantick\u00FDch blok\u016F navrhujeme roz\u010Dle\u0148ovat jednotliv\u00E9 texty do podrobn\u00FDch slovn\u00EDch s\u00EDt\u00ED zalo\u017Een\u00FDch na jazykov\u00FDch jednotk\u00E1ch, a t\u00EDm odhalit skryt\u00E9 diskurzn\u00ED vztahy. Medi\u00E1ln\u00ED produkty jsou \u010Dasto charakteristick\u00E9 p\u0159\u00EDtomnost\u00ED polyfonn\u00ED struktury a intertextu\u00E1ln\u00EDch a interdiskurzivn\u00EDch prost\u0159edk\u016F. V podobn\u00E9m zp\u016Fsobu uva\u017Eov\u00E1n\u00ED autorka p\u0159em\u00FD\u0161l\u00ED nad tradi\u010Dn\u00EDm v\u00FDrazem metafora, kter\u00FD se \u010Dasto objevuje v anal\u00FDz\u00E1ch medi\u00E1ln\u00EDho sd\u011Blen\u00ED. Na z\u00E1v\u011Br autorka navrhuje dal\u0161\u00ED oblasti, kter\u00E9 by m\u011Bly b\u00FDt p\u0159edm\u011Btem anal\u00FDzy v budoucnosti."@cs . . "K mnohozna\u010Dnosti medi\u00E1ln\u00EDho diskurzu"@cs . "CZ - \u010Cesk\u00E1 republika" . "S" . . . "\u010Cl\u00E1nek se zab\u00FDv\u00E1 vybran\u00FDmi koncepty anal\u00FDzy medi\u00E1ln\u00EDho diskurzu. P\u0159edstavuje koncepty diskurzn\u00ED anal\u00FDzy balancuj\u00EDc\u00ED na pomez\u00ED lingvistiky, pragmatiky a s\u00E9mantiky. D\u016Fraz je kladen na interdisciplinaritu a kontextu\u00E1ln\u00ED r\u00E1mec jednotliv\u00FDch koncept\u016F, p\u0159i\u010Dem\u017E se zab\u00FDv\u00E1 r\u016Fznorod\u00FDmi medi\u00E1ln\u00ED texty. V prvn\u00ED \u010D\u00E1sti je pops\u00E1n velmi vhodn\u00FD, ale z\u0159\u00EDdka pou\u017E\u00EDv\u00FD s\u00E9mantick\u00FD p\u0159\u00EDstup k medi\u00E1ln\u00ED produkc\u00ED. S pomoc\u00ED teorie s\u00E9mantick\u00FDch blok\u016F navrhujeme roz\u010Dle\u0148ovat jednotliv\u00E9 texty do podrobn\u00FDch slovn\u00EDch s\u00EDt\u00ED zalo\u017Een\u00FDch na jazykov\u00FDch jednotk\u00E1ch, a t\u00EDm odhalit skryt\u00E9 diskurzn\u00ED vztahy. Medi\u00E1ln\u00ED produkty jsou \u010Dasto charakteristick\u00E9 p\u0159\u00EDtomnost\u00ED polyfonn\u00ED struktury a intertextu\u00E1ln\u00EDch a interdiskurzivn\u00EDch prost\u0159edk\u016F. V podobn\u00E9m zp\u016Fsobu uva\u017Eov\u00E1n\u00ED autorka p\u0159em\u00FD\u0161l\u00ED nad tradi\u010Dn\u00EDm v\u00FDrazem metafora, kter\u00FD se \u010Dasto objevuje v anal\u00FDz\u00E1ch medi\u00E1ln\u00EDho sd\u011Blen\u00ED. Na z\u00E1v\u011Br autorka navrhuje dal\u0161\u00ED oblasti, kter\u00E9 by m\u011Bly b\u00FDt p\u0159edm\u011Btem anal\u00FDzy v budoucnosti." . . . "6"^^ . "K mnohozna\u010Dnosti medi\u00E1ln\u00EDho diskurzu" . . "56" . "On Polysemy of Media Discourse"@en . . "0036-5351" . "206794" . . . "11230" . . . . "[541FB9F09DD8]" . "Semantics; Polyphony; Metaphor; Media; Linguistics; Interdiscourse; Discourse Analysis; Discourse"@en . "RIV/00216208:11230/11:10102913!RIV12-MSM-11230___" . "1"^^ . "K mnohozna\u010Dnosti medi\u00E1ln\u00EDho diskurzu"@cs . . "1"^^ . "RIV/00216208:11230/11:10102913" . . . "K mnohozna\u010Dnosti medi\u00E1ln\u00EDho diskurzu" . "On Polysemy of Media Discourse"@en . . . . "Sborn\u00EDk N\u00E1rodn\u00EDho muzea v Praze. \u0158ada C, Liter\u00E1rn\u00ED historie (Acta Musei Nationalis Pragae. Series C, Historia Litterarum.)" . . . "R\u00E1bov\u00E1, Tereza" . "3-4" .