The article considers the mechanism of interpretation of reality in the Russian media discourse through the prism of the event – a key  category of journalistic text. From the position of the theory of  variational interpretation of the text, the event appears as a "verbal  construct", which is represented in the media by a certain number  (n-number) of interpretative-cognitive models, each of which is  constructed by n-number of semantic versions – variants of the  author's interpretation of reality. The created model is determined by a number of factors: information expectations of the addressee,  communicative intention of the author, specificity of media and  socio-political contexts. In this case, the nature of the event  (catastrophe event or provocation event) is the starting point for the  development of the vector of author's interpretation, setting  markers on the basis of which an interpretation field of a  monocentric or polycentric type is formed. The first type is  represented by one interpretation-cognitive model that dominates  the discourse of the Russian press; the second type of field includes  a certain (more than two) number of interpretative-cognitive models. The mechanism for interpreting events of different types is  examined on specific examples that have received wide resonance in  Russian media, e.g. the catastrophe event "The accident with the  Bulgaria ship "produces a monocentric type of the interpretation field; the provocation event "The action of the punk group "Pussy  Riot" in the Cathedral of Christ the Savior" forms a polycentric interpretation field.

This research featured the semiotics of student corporate culture at the Kemerovo State University (Kemerovo, Russia) and the concept of corporate campus culture in scientific literature. Corporate culture unites the semiotics of behavioral patterns, university events, student communities, university media, etc. New subjects of the academic process get integrated into the established corporate culture according to the basic laws of the semiosphere, i.e. rituals and initiations. The initiation character of university culture can be explained by the fact that students find themselves in threshold situations much more often than members of other social groups. Academics (mentors) pass the code of university ethics to students (neophytes). Not only do academic activities develop knowledge and skills, but they also integrate students into the new sociocultural environment, promote their development, and encourage self-realization, thus emphasizing their belonging to the university community. In the modern digital environment, university media are especially important for corporate culture. At the Kemerovo State University, students publish newspapers and make TV programs. University media consolidate the corporate members, i.e. students, academic staff, and employees, as well as attract the external audience, i.e. applicants, partner organizations, etc. Traditional forms with updated content proved to be the most effective ways of including first-year students in corporate culture.