The article is devoted to the diachronical review of the peculiarities of Andrey Arshavin’s, one of the best players in Russian football history, professional and personal reputation formation, while Eugeniy Lovchev, the newspaper “Soviet Sport” observer, played the active role in this process. The basis of this process are complex interpersonal relations, which arose as an offence result and led to long term resentment and uncompromising criticism by the expert, who negatively spoke for many years about the football player through various media channels and used common speech techniques of Soviet blame rhetoric (communicative aggression). Reconciliation came only after A. Arshavin finished his professional career and began to work as a sports commentator. This situation is both significant as a lively example of the generations collision and worldviews conflict and of their expression in the deontology of journalism refraction, and its speech aspect quite fully demonstrates the media speech image forming potential.