Development of text genre studies demands to address a problem of the genre categories allowing to define essential, i. e. categorial, signs of a type of text. The article is devoted to the description of the field of genre personality category presented in the journalistic texts created in a speech genre “Creative portrait”. The personality category is referent in this genre. In the article the system of the composite and text, language and visual means allowing to transfer the subject field of a speech genre “Creative portrait” is described. The genre and semantic field of a personality is presented at least by three microfields: 1) the nomination of the person, 2) descriptions of the person, 3) indexes on its actions. On the example of texts about writers the organization, composition, combination theory of language means is shown in the texts embodying various communicative scenarios: dedication to “the hero of an event”, anniversary dedication, obituary.