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Библиогр.: 21 назв.

The aim of the paper is to indicate main techniques of modeling the media text structure for the purpose of finding practical solutions for their description and to identify essential characteristics i.e. functional and stylistic features of the media genres etc. The paper deals with a wide range of media text issues as a cultural object where current views on its nature and criteria for an adequate understanding are given. The problem of "Other" and "Foreign" in the reflection of modern media by all evidence is one of the most difficult to comprehend. The article is devoted to the modern manifestations of national-specific information encoded within the media text. The paper also focuses on the problems of the cultural transfer as a key question that manifests the values of media texts which can be reconstructed through the trans-cultural analyses. The forms of cultural specifics are analyzed, whereas the concept of cultural intertextuality is introduced and discussed as an important fact for pragmatic and cultural text retrieval. The defined forms of cultural specifics are illustrated by several examples taken from media texts that may have practical and didactical implications. Based on comparative analysis the study of cultural connotations reflects current opportunities and solutions for intercultural information policy and especially for emotional impact on the audience in a multicultural and globalizing world.