The object of research of the article is the “qualitative” Spanish media: linguocreative means of analytical newspaper articles used as a means for dialogization in the communicative aspect of “addresser-addressee” are analyzed here. Interacting with metaphoric means of the newspaper article (metaphor, personification, etc.) linguocreative means (neologisms, transformed quotes and idioms, polysemantic titles) form its pragmatic orientation. They are aimed at expressing the author’s position, but require some special linguistic efforts to interpret them in the context of the whole article. In the article we point out the tendency of the modern Spanish media text to stylistic contamination, which is also considered like a method of speech influence on the recipient: colloquial, low colloquial (including rude vernacular) elements are transformed to peculiar markers of the author’s view of current political events.

linguocreative means, addresser, addressee, stylistic contamination