The texture of a media text as its key parameter

INTRODUCTION. The article presents an understanding of one of the parameters of a media text – its texture – in terms of its relationship with other parameters. At the same time, such a potential characteristic of a media text as polytexture is interpreted and the goal is set – to show how it determines the circulation of a text in the modern media sphere. MATERIALS AND METHODS. The study is methodologically based on a semiotic interpretation of a media text and attention to the regional media field, within which texts of different discourses form texture paradigms and function along texture routes, which determines the use of discourse analysis in their study, as well as methods of semantic and stylistic analysis. RESULTS AND DISCUSSION . The examination of two texture paradigms of media texts – news from the discourses of health and culture – allows us to show that, taking into account the chronology of the emergence of media texts, their genres (announcement, news, post in a telegram channel, etc.), intertextuality, the relationship between the verbal and visual, etc., it is possible to establish that the initial element of the paradigms is teletext, which is explained by the commitment of the regional audience to television as a communication channel. CONCLUSION. The texture of a media text is its key parameter, which largely determines its circulation in the regional media field, the presence of its content in the attention zone of different segments of the regional audience, which essentially.