Anotace
This subject encompasses pieces of knowledge of natural language, which were accessed by linguistics as assumptions for study and description of communicational usage, norms and codifications in media communication. It is based on the double role of language in media: 1. phenomenon (semiotic code) which is an undisputable bearer of the codification accuracy and culture of expressing, 2. phenomenon (semiotic code) which is the best described system of symbolic signs for the construction of media reality.
Actual linguistic findings can therefore service as an instrument for understanding the linguistic and communicational culture in structural and functional paradigm, as well as an instrument for detection of the construction of media reality after the paradigm turn.