Językoznawca na medialnym polu badawczym

Depicting the feasible actions of a linguist interested in media research, the autlior presents two dominant research approaches and the problems relaled therewilh. She hypothetically distinguishes the role of a linguist - hegemonie leader and the role of a linguist - sovereign.The hegemonie approach means a clearly specified research subject, i.e. the media language, a precisely specified scope of analyses and the supremacy of research methods deriving from linguistics.The linguist - sovereign prefers an open approach, considering the appropriately selected achievements of media studies and related disciplines in his/her analyses and interpretations. He/she characterizes irt his/her own manner the media vision of the world, the stylistic diversification of media messages, media genres, placing the selected issues in a discourse perspective. The dynamics of research shaped in such manner has resulled in proclaiming a new sub-discipline within linguistics referred to as media linguistics