MEGATRENDS AND MEDIA

TRANSCULTURAL COMMUNICATION AND MEDIA ART
It was found that in the most cases, the articles focused on the Roma
minority were of an evaluative character (Aktualne.cz 71 %, iDnes.cz up
to 80 %). Positive-sounding articles were more often identiied on iDnes.
cz (8 %). In contrast with this, articles on Aktualne.cz had a positive
tone in only 2 % of cases. It is evident that in the analyzed media only
a few messages without value judgments can be found, comprising less
than 16 % of the reports relating to this topic. 20 The fact that the Roma
minority is mainly presented in association with negative phenomena
conirms the stereotypical notion that the Roma minority (meaning all
Roma people with only a few exceptions) is related to problems which
threaten social order and harmony among the readers of the media.
The negative perception of the Roma minority among the majority is
also strengthened by negatively oriented statements aimed at the Roma
by representatives of the state apparatus. As was determined, although
their comments in 86 % of cases were assessed as neutral, a signiicant
amount (13 %) of negative statements also appeared in the articles.
Likewise, if members of the Roma minority were given space, their
statements regarding non-Roma were predominantly neutral (62 %),
though positive comments (28 %) appeared more frequently. Negative
connotations were identiied in 10 % of cases. A disturbing inding is the
fact, that in the media members of the majority are given far more space
to comment on events (82 % of all citations). 21 This disparity illustrates
the fact that the role of the media largely contributes to the reproduction
of stereotypes about the Roma minority, rather than to create objective
reporting.
5 Values and attitudes of high school students in relation
to different ethnicity and culture
In 2011-2012 we conducted a survey of values and attitudes of students,
focusing on how they perceive members of different cultures and
ethnicity. 22 Most of the surveyed students perceived Czech society as
20 BARTOŇ, M.: Média a menšiny v České republice. Vytváření mediálního
obrazu romské menšiny v České republice. [Bachelor Thesis]. Olomouc :
Filozoická fakulta Univerzity Palackého, 2012, p. 41.
21 BARTOŇ, M.: Média a menšiny v České republice. Vytváření mediálního
obrazu romské menšiny v České republice. [Bachelor Thesis]. Olomouc :
Filozoická fakulta Univerzity Palackého, 2012, p. 42-44.
22 PREISSOVÁ KREJČÍ, A., CICHÁ, M., GULOVÁ, L.: Jinakost, předsudky,
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