The article deals with the image of a political enemy in the Russian and American media. The authors find out and describe the main lexical and grammatical means of creating a media image of a political enemy in the Russian and American linguistic cultures in the XXI century. It presents the similarities and differences in the use of verbal means by Russian and American media senders aimed to create the image of a political enemy in the mass media of Russia and the USA.

The article deals with the main discursive characteristics of the Chinese sports media advertisement based onthe video material of the sports channels and printed media. Such discursive components of the Chinese sports media discourse as participants, purpose, chronotope, values are under consideration in the article.

The article deals with the basic verbal characteristics of the Chinese and Russian medical and cosmetic media advertisement based on the video and printed media texts. It is proved that in the Chinese and Russian linguistic cultures the grammatical and lexico-stylistic devices contribute to creating a vivid, accurate, convincing medical and cosmetic media advertisement, the purpose of which is to motivate the recipient to buy the advertised product or service.

The article deals with the concept “way” in the works by V.P. Astafiev. The implementation of the individual author’s concept “way” is traced by the example of the story “The Will to be Alive”.

There are revealed the basic strategies and tactics of rumour realization in foreign mass media and considered the pragmatic aspect of their influence on the addressee. There is proved that the absence of the information required is filled with doubtful messages by the means of some strategies and verbal tactics, ways and language markers aimed at changes in addressee’s mind. There is stated that the pragmatic aspect is revealed in the influence on people’s minds and behaviours, as rumours change public opininon, may cause antisocial behavior of a particular part of the population, provoke the destruction of social relations between people and lead to mass riots.