Anti-rómsky bilbord: analýza obrazu a médií

The study deals critically with discursive activities of politics and newspapermen which serve as models for imitation of confirmation or on the contrary of opposing the negative stereotypes against Roma. The thesis that the media marketing of political parties misuses the discriminated and marginalized groups for achieving the party goals is empirically verified. The meaning structures of pre-election billboard are analyzed by the means of critical systemic linguistics and thus reveals the intentions of communication of political party with the public. The authors identify the discursive positions of diverse participants, alternatively their argumentation strategies, and critically reflect especially the asymmetry of their media presentation by procedures of critical discursive analysis of media texts about the anti-Roma billboard. The ways how the parliament party SNS implicitly (through the billboard) and explicitly (in its statements) discredit the whole ethnic group are described. From the analysis follows that although media present the opinions of different discourse participants, the texts are lacking the presentation of arguments that could help the wide public to understand why the dehonestation of this stigmatized group is unacceptable. The political misuse of „Roma problem“ was unmasked by newspapermen but the negative consequences of false ethnic attribution of unemployment, poverty, and public dehonestation of Roma were not explained.