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The article follows the trend of contemporary discursive research by approaching the problem of information media coverage. The main purpose is to describe discursive mechanisms responsible for creating conceptual social space necessary to perception process by individuals of a given society (social identity). The author presents a study of numerous discursive phenomena ordering them according to particular pragmatic objectives of media strategies, such as creating community environment,doi:10.14746/strop.2015.424.002 fatcat:qlfohrxydfc2loofmv44vjog6e