Аннотация
Among the current and promising areas of media text research, the authors of the article see obser-vation of the techniques of its functioning in the regional media field. The process of the formation of cultural discourse does not leave the focus of increased interest of scholars and practicing journalists, while for the publications themselves the theme of culture invariably falls into the category of low at-tractiveness. In the era of globalization challenges, politicians and cultural scientists seek to highlight the national component in determining their identity. Building a cultural paradigm becomes a strategic resource of social and political practices. The polyfunctional nature of the media word, in accordance with the working hypothesis of the authors, allows the publicist to create a full-fledged dialogue with his reader, which, in turn, focuses on the message of any media resource. The ultimate goal of the presented fragment is to discover the markers of the cultural paradigm of the region by studying the nature of the media word. The practical significance of the work results is due to the need to model the prospects for the de-velopment of regional print media and enhance journalistic skills.