The article aims to assess the scale of the new paradigms formation of journalists’ speech behavior and the feedback frame with readers. The object of the study was the network version of Novaya Gazeta, which is hosted on the social network VKontakte. For the first time, the cumulative content of publications and comments in social networks is studied, for which the methods of discourse analysis and content analysis were used. The topic of modern transformations of euphemisms functioning on the Internet and profanity, ways of forming a network identity are considered. The article explores the functioning in the network space of media texts with provocative content, forming a social underground in new media. The results of the publications content study in online versions of top publications demonstrate popular strategies of the media: criticism of the authorities and control over the authorities’ actions. Participants of communication in the style of irony and sarcasm develop political themes. User comments are identified as feedback. Journalists who generate provocative discourse play a special role in the configuration of social space. Social psychologists and political scientists believe that this may be the reason for the design of “twitter revolutions”, “Facebook revolutions”. The study of the consequences of journalists’ professional participation in the information opposition actualizes the problem of theoretical understanding of the destructive content information and the role of professional journalists in maintaining a culture of communication in the country’s media space. The theoretical substantiation of the development of an actual practical journalism strategy is necessary. The article analyzes the media text of journalist D. Bykov as a matrix of provocative discourse that causes a chain reaction of comments with polar connotation. The task is to clarify some of the relationship problems between linguistic and non-linguistic (“extra linguistic”) factors affecting the emotional load of the text, its cultural and cultural specifics.
