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Irina Erofeeva and Olga Ushnikova


The research aims at discovering the basic elements of energy potential in a media text. On the basis of the analysis of journalistic and advertising texts internal and external factors of the text energy circulation are singled out. The authors argue that a media text, representing a national worldview, contributes to the author’s and addressees’ energy augmentation as well as supports sustainable cultural meanings, fixed in the text.