Słowa kluczowe: modality, multimodality, audiovisuality, projection, error, communication, journalism, management, stylistics, medialinguistics, modern journalistic expression, syntax of the press texts, segmentation, subphraseing, opinion journalism, Tygodnik Powszechny, serious journalism, public opinion, television, violence, bias, mass media theory, Bronisław Łagowski, self-promotion, media management, information architecture, program, Euromaidan, Ukraine, Gazeta Wyborcza, Rzeczpospolita, adolescents, self-improvement, self-education, youth magazines, letters, Empire, media multiplatform, media brand, Internet, adaptive model, parody, comedy, entertainment, use of mass communication, Mel Brooks, “High Anxiety”, Alfred Hitchcock, press for children, 19th century, history, Central Offi ce of Press Control, Main Control Offi ce of Press, Publication and Performances, Glavlit, censorship in PRL Celem, Polish People’s Republic, horseracing press, racegoers audience, intervention, social movement, Horse Racetracks State Enterprise, content analysis, life-long learning, popularisation of science, press, scientific domains, Pokemon, media discourse, CDA, technoscepticism, Magda Gessler, “Kitchen Nightmares”, TV studies, media studies, TV character, roles, makeover show