"1942"^^ . . "Mainstreaming"@cs . . . "24"^^ . . "Mainstreaming je pojem z oboru medi\u00E1ln\u00EDch studi\u00ED, kam ho roku 1980 vnesl George Gerbner. Definoval ho jako proces, p\u0159i n\u011Bm\u017E intenzivn\u00ED p\u0159\u00EDjem hlavn\u00EDho proudu medi\u00E1ln\u00EDch sd\u011Blen\u00ED (tzv. mainstreamu) vede k n\u00E1zorov\u00E9mu a hodnotov\u00E9mu zestej\u0148ov\u00E1n\u00ED div\u00E1k\u016F z r\u016Fzn\u00FDch soci\u00E1ln\u00EDch vrstev a kulturn\u00EDch prost\u0159ed\u00ED. Gerbner\u016Fv p\u0159\u00EDstup, n\u011Bkdy t\u00E9\u017E naz\u00FDvan\u00FD \"kultiva\u010Dn\u00ED teorie\" (nebo\u0165 autor v\u011B\u0159\u00ED, \u017Ee m\u00E9dia mohou div\u00E1ka \"kultivovat\", ve smyslu \"pozvolna pozm\u011B\u0148ovat\") je jeden z nejvlivn\u011Bj\u0161\u00EDch koncept\u016F vlivu m\u00E9di\u00ED.Maistreaming George Gerbner objevil v 70. letech 20. stolet\u00ED u siln\u00FDch televizn\u00EDch div\u00E1k\u016F (sledovali televizi v\u00EDce jak 4 hodiny denn\u011B). Pojem prvn\u011B pou\u017Eil v pr\u00E1ci Mainstreaming of America roku 1980, kde konstatoval, \u017Ee ob\u010Dasn\u00ED div\u00E1ci televize si sv\u00E9 n\u00E1zory podr\u017E\u00ED, siln\u00ED div\u00E1ci se v\u0161ak postupn\u011B k sob\u011B navz\u00E1jem n\u00E1zorov\u011B p\u0159ibli\u017Euj\u00ED.George Gerbner popsal t\u00E9\u017E. tzv. efekt rezonance: kdy\u017E je poselstv\u00ED m\u00E9di\u00ED ve shod\u011B s osobn\u00EDm pro\u017Eitkem div\u00E1ka, vliv poselstv\u00ED se v\u00FDrazn\u011B zesiluje, Gerbrner hovo\u0159\u00ED o tzv. \"double dose\" (dvojit\u00E9 d\u00E1vce).K pojmu se Gerbner vr\u00E1til roku 1987 v knize Television's Populist Brew: The Three B's. T\u0159i \"B\" v n\u00E1zvu zna\u010D\u00ED bluring, blending a bending. T\u011Bmito pojmy Gerbner mainstreaming d\u00E1le rozv\u00EDj\u00ED: blending zmanen\u00E1, \u017Ee se v mainstreamu potk\u00E1vaj\u00ED r\u016Fzn\u00E9 soci\u00E1ln\u00ED skupiny, jejich\u017E rozd\u00EDlnost kles\u00E1 (nap\u0159. mu\u017Ei, \u017Eeny, sta\u0159\u00ED, mlad\u00ED), bluring, \u017Ee mainstream rozmaz\u00E1v\u00E1 tradi\u010Dn\u00ED t\u0159\u00EDdn\u00ED rozd\u00EDly a bending, \u017Ee div\u00E1ci p\u0159ij\u00EDmaj\u00ED p\u0159i mainstreamingu hodnoty, kter\u00E9 vyhovuj\u00ED m\u00E9di\u00EDm samotn\u00FDm."@cs . . "mainstreamingu"@cs . "15017161"^^ . . . . . . . . "mainstreaming"@cs . . "Mainstreaming"@cs . . "Mainstreaming je pojem z oboru medi\u00E1ln\u00EDch studi\u00ED, kam ho roku 1980 vnesl George Gerbner. Definoval ho jako proces, p\u0159i n\u011Bm\u017E intenzivn\u00ED p\u0159\u00EDjem hlavn\u00EDho proudu medi\u00E1ln\u00EDch sd\u011Blen\u00ED (tzv. mainstreamu) vede k n\u00E1zorov\u00E9mu a hodnotov\u00E9mu zestej\u0148ov\u00E1n\u00ED div\u00E1k\u016F z r\u016Fzn\u00FDch soci\u00E1ln\u00EDch vrstev a kulturn\u00EDch prost\u0159ed\u00ED."@cs . . "592048"^^ . . . . .