International Scientific-Pedagogical Organization of Philologists (ISPOP) 66 MEDIA CULTURE DOI: POLYCODE PHENOMENON OF THE NEWS TEXT IN ONLINE MEDIA Alevtina A. Kolosova Candidate of Historical Sciences, Associate Professor (Moscow, Russia) e-mail: Kolosova-aa@rudn.ru Natalia V. Poplavskaya PhD in Philology, lecturer (Moscow, Russia) e-mail: Poplavskaya-nv@rudn.ru Abstract. The active introduction of the latest technologies in the field of mass communication has led to new approaches to the creation and analysis of news texts in online media. Until recently, the informational function of news media texts was considered to be the main one. However, due to the growing role of non-verbal means in informational messages and the use of a multimedia language - graphics, color, photographs, drawings, various audio-visual elements - the impact function is becoming the dominant onein integrated, or so called polycode news texts. Keywords: polycode phenomenon, online media, news text, media discourse - e-mail:Kolosova-aa@rudn.ru e-mail: Poplavskaya-nv@rudn.ru - - News online texts in the structure of news journalism. Today, news journalism occupies one of the leading places in the struct number of Russian universities, e.g. Murmansk State University for the Humanities, Tver State University, Neftekamsk branch of Bashkir State University (Kim 2005). expl 2011). A significant proportion of news media texts are online or Internet news journalism.