The authors of the article pose the question about the necessity to study the influencing potential of the current key word. The empiric base includes such a genre of social media as a meme. The article is founded on the authors’ method of the analysis of the current key words: 1) distinguishing the key words in their close connection with the political agenda; 2) the linguistic stylistic analysis to describe the peculiarities of the word origin, the word-building model of its creation etc.; 3) the semantic analysis of the word and the combination of its connotations; 4) the definition of the phatic overtones appearing in the process of its use; 5) the consideration of interaction of speech and visual components in the text in the process of the word interpretation by the target audience; 6) the formation of the definition of the current key word with its further inclusion in the interactive media dictionary. A significant part of the analysis is the pragmatic use of the word in various spheres of the social life, in particular, in social media. The memes spread in the net, being a part of modern folklore, are the answer to the society on the presentations about the current political situation implemented by the government. The comic reconsideration of the event in memes leads to social relaxation, following the measures of the governmental foreign and home politics. Besides, the multiple use, including the memes, leads to the increase and formation of the word semantics, which unites both the impulse of the governmental politics influence on the society and the social answer to the attempt of this influence. As a result, there is a formation of social opinion about an event on the agenda. As a rule, there is some negation towards the key word, reflecting the current political situation.