Abstract
The article deals with selected concepts used for media discourse analysis. Concepts of discourse analysis balancing on the edge of linguistics, pragmatics and semantics will be introduced.
The importance is put on the transdisciplinarity and contextual framework of single concepts while reflecting heterogeneous media texts. The first part of the paper describes very convenient but rarely used semantic approach to media production.
With the help of the theory of semantic blocs we propose to structure single texts into detailed lexical networks based on the language units and by that discover hidden discursive relations. Media products are often characterised by the presence of polyphonic structure and intertextual and interdiscursive means.
Continuing in a similar way of thinking the author contemplates the traditional term metaphor which appears very often in the media message analysis. Finally, the author proposes other subject areas which should be in the centre of analysis in the future.