Communicative potential of literary phraseology in the media

The article is devoted to stylistic functions of literary phraseology in media communication. author opinion that the sphere a special type verbalized language consciousness commensurates with actual processes development formulated and argued. Language markers, representative for media, their origin, functional resource, effective forms presentation, analysis ability influence semantic form cultural field modern mass are important issues linguist such investigation objectivity. emphasis made on fact active information societies cause transformation communication, particular where intentions word significant effective. biblical author's Ukrainian writers communication considered, primarily from point view transformation, unite text. Special attention also focused intertextual possibilities as intercultural circles outline associative aesthetic ethical potential European culture. interprets phraseological units multivariate communicative units, characterized by field, aptness, stability mentioned emotional, expressive potential, collectively allows perform manipulative function strengthen recipient's consciousness. use which determined these conciseness form, symbolize, combine humanistic ideas ties civilization, elaborated. Emphasis placed expediency perspective interpreting space media.