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This article addresses the issues of organizing the communicative space of modern media. The main focus is on considering the names of podcasts - audio blogs on the Internet - in terms of the various language techniques used in them. The material for the study was podcasts operating on the platforms of the Internet site YouTube and the social network Vkontakte in Russia. 9 groups of podcast titles were identified by the type of reception underlying each name. It has been established that the corpus of titles in the podcasting industry is characterized by a wide variety. Among them, original names predominate, built on the basis of a language game, precedent texts, borrowings from other languages, stylistically marked words or implicit meaning, metaphorical, symbolic, ironic component embedded in them, which work on the implementation of a contact-establishing strategy for subsequent communication between mediators and the audience listeners.

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The article reveals the specific features of the expression of pejorative evaluation in the media discourse of fashion, aimed at a wide mass audience, using tv-shows in the genre of make-over-show “Fashionable sentence” and “Take it off immediately”. The analysis of lexical units containing negative valuation meanings in the denotative component of meaning (general valuation and private valuation), as well as contextually determined lexemes acquiring negative coloring in the context of discourse of fashion, is presented. The author of the article comes to the conclusion that the explicit and implicit evaluative characteristics with a peer-to-peer component used by the leading programs — professionals in the field of fashion, realize the maximum impact on the mind and behavior of the addressee and the formation of the values necessary for the addressee in relation to appearance.

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