Authors

The article is devoted to the description of peculiarities of the structure of news text (media-text) in Internet discourse, which from the structural point of view is a complex communicative unity of text, hypertext, dynamic (static) image and sound, providing non-linear, multi-channel, multi-layered and multi-dimensional perception of the conceptual meaning of the text. A distinctive structural feature of a media text, the main function of which in today’s media space is to manipulate and shape the recipient’s opinion, is its shaping in accordance with the model of an advertising text, based on the key strategies of an advertising message construction. The purpose of this article is to analyze the structural characteristics of news text (media-text) as the main form of information and psychological impact realization. The authors conclude that a modern news text resorts to the use of rhetorical and organizational techniques to influence the target audience, using appropriate advertising techniques. Creating it, the addresser is guided by different linguopragmatic principles. A model of a media-text similar to an advertising text seems to be justified as it is a part of a unified consumer society, where advertising and online discourse have defined the main patterns of interaction between the addresser and the addressee.