The article is devoted to the current key words appearance factors,
capturing the society speech refl ection regarding the information agenda.
The article is focused on the creation of the lexical and semantic fi eld
around such words. In particular the subject of studying is the stylistically
labeled evaluative synonymous occurrence, which are occupying shadow
position relative to the central lexical units. The research is based on the
author’s current key word selecting and analyzing methodics. The empirical
materials source is the mass media in the broad sense including social media
materials.