This article focuses on the principles of topic analysis of electronic hypertext. E-hypertext is defined as a communicative-cognitive phenomenon, which has all the signs of textuality, and is also characterized by a complex structure and non-linear connection between text fragments. We are developing an algorithm that reveals the thematic connections in the three-part elements of e-hypertext. As a result, thematic dominants in the structure of media discourse are identified, as well as two strategies of topic organization of e-hypertext: monothematic and polythematic transitions.