Abstract: The subject of this article is the differences in speech and evocative effects in the online media discourse. The author considers  the speech and evocative effects and reveals the concept of evocative effects in a media discourse. The article discusses  the theoretical aspect of studying the impact of media texts on the recipient of information, special attention being paid to the cognitive and medialinguistic approaches to this phenomenon. The author of the article analyzes the linguistic means of representation of the evocative impact in the news media text and examines the account of the author of the background knowledge of the recipient. She also analyzes the evocative impact of headlines and media texts of news selected by the method of continuous sampling. In her study Konovalova uses the methods of observation, generalization and description of linguistic phenomena. The novelty of the study is caused by the fact that linguistic indicators are first considered from the standpoint of the evocative impact of the news media text on the recipient. It has been proved that the language means of the evocative impact are present both in the title of the media text and in the text of the news. It has also been established that the evocative impact is embodied with the help of linguistic means designed to intensify the background knowledge of the recipient when perceiving the news text.

Abstract: The article is devoted to the theoretical and practical interpretation of definitions 'media text' and 'media discourse'. Within the framework of this research, media text is viewed from the point of view of media linguistics. Konovalova clarifies the definition of media text based on Teun Adrianus van Dijk's interpretation taking into account modern approaches thereto. The aim of the research is to analyze features of media text and media discourse in classical and contemporary concepts. The object of the research is media discourse, the subject of the research is media text as a static cut of it that enables the analysis of verbal components and discursive featurse of a media speech work. In her article Konovalova provides an example of the analysis of a media text where she analyses linguistic means used to represent discursive features of media texts. The research methods include observation, analysis of media text parameters based on T. Dobroskkonsky, elements of the discourse analysis of the formal content and contextual cognitive levels of media discourse. The novelty of the present research is caused by the fact that the author provides the theoretical substantiation of the interpretation of news media text as a static 'cut' of media discourse as well as carries out a practical study of the language means of representing its formal content and contextual cognitive levels. The main results of the research is the description of the language means, and their classification depending on the levels and features of media discourse. 

Abstract: The subject of this article is the analysis of evocative representation and influence from cognitive attitudes. The information concept is opened from the point of view of the media discourse and media information. Evocative influence is considered by the author as a subtype of speech influence, special attention is paid to the representation of conceptual features in the headline of the media text. In her article Konovalova provides definitions of evocative representation and influence. The material of the study was media texts in various languages. The research is based on the following research methods: 1) observation as a method of collecting empirical information; and 2) cognitive-matrix analysis of headlines of media texts. The results of the cognitive-matrix analysis of the US, British and German press headings are presented, during which several types of information concepts are considered. The novelty of the research is caused by the fact that the signs of information concepts in the headlines of media texts are first considered from the standpoint of the evocative impact on the recipient. It is proved that the verbalization of the concept in the title of the media text is carried out with the aim of providing an evocative influence.