Abstract
V tomto pĹĂspÄvku jsou analyzovĂĄny hlavnĂ trendy ve vytvĂĄĹenĂ a recepci specifickĂ˝ch ĂştvarĹŻ komunikaÄnĂ provozu v on-line mĂŠdiĂch - komunikaÄnĂch stereotypĹŻ jako ustĂĄlenĂ˝ch znakovĂ˝ch struktur. InterpretaÄnĂm vĂ˝chodiskem je teze, Ĺže fungovĂĄnĂ komunikaÄnĂch stereotypĹŻ v on-line mĂŠdiĂch je kulturnÄ, sociĂĄlnÄ a mentĂĄlnÄ podmĂnÄnĂŠ a vĂ˝sledkem tohoto fungovĂĄnĂ je konstruovĂĄnĂ sociokulturnĂch izoglos ve spoleÄnosti, tedy rozĹĄĂĹenĂ pouĹžitĂ jistĂ˝ch komunikaÄnĂch vĂ˝znamĹŻ, jistĂŠho zpĹŻsobu "ÄtenĂ textu". ZvlĂĄĹĄtnĂ pozornost je v textu vÄnovĂĄna fungovĂĄnĂ mediĂĄlnĂch presetĹŻ, komplexnÄ zpracovĂĄvanĂ˝ch a ĹĄĂĹenĂ˝ch ĹĄablon a dĹŻsledkĹŻm, kterĂŠ pouĹžitĂ presetĹŻ v on-line mĂŠdiĂch vyvolĂĄvĂĄ (i vzhledem k jejich vyuĹžitĂ v marketingovaej komunikaci): extenzifikaci on-line provozu a oslabovĂĄnĂ interpretaÄnĂho vztahu uĹživatele k textu.
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