The article examines the using of media rumors as pragmatic influence mechanism in the modern communication. The printed and electronic messages with rumors make the material of research. The complex methods of analysis of the rumors role in the modern society are used. The inductive, descriptive and comparative, cognitive and discursive, semantic, definitional, functional and stylistic analysis is carried out. For the complex analysis of rumors in the modern media discourse, verbal means of rumors impact on the addressee in modern foreign-language and Russian mass media linguacultural, linguapragmatic, discursive approaches are applied. In the article, we realize the aim of the study. We identify the role of media rumors in the modern society. The ways of analysis are useful for development of rumorology, communication theory, linguapragmatics, sociolinguistics, cultural linguistics, media linguistics. In the article, we establish that mass media trying to realize the function of estimation and critics create and spread rumors themselves, use actively pseudo arguments and lie instead of exposure of various rumors, pseudo arguments, lies.

Borodina, S.N. & Zheltukhina, M.R. (2013). Rumors and their Function in the Modern Media Discourse. Person. Language. Culture: Scientific Articles Coll. Kiev: Print. House D. Burago, 622-632.

Borodina, S.N. & Zheltukhina, M.R. (2015a). Grammatical Means of Rumors’ Influence in Russian and English Mass Media. Bulletin of the Moscow City Teacher Training University. Series: Philology. Theory of Language. Language Education, 2(18), 65-74.

Borodina, S.N. & Zheltukhina, M.R. (2015b). Strategies and Tactics of Rumour Realization in Foreign Mass Media. Proceedings of the Volgograd State Pedagogical University, 1(96), 132-139.

Busygina, M.V. & Zheltukhina, M.R. (2015). Correlation of the notions “press release”, “news”, “advertising” in modern media discourse. Cognitive explorations of language, 20, 641-653.

Dmitriyev, A.V., Latynov V.V. & Khlopyev A.T. (1997). Informal political communication. Moscow: ROSSPEN, 197 p.

Dobronichenko, E.V., Zheltukhina, M.R., Magomadova, T.D. & Slyshkin, G.G. (2012). Military Metaphorization of Wedding Media Performance. Initiatives of the XXI Century, 1, 178-180.

Knapp, R.M. (2004). A Psychology of Rumor. Public Opinion Quarterly, 8, 12-37.

Le Bon G. (1998). Psychology of crowds. Opinion and crowd. G. Tard. Moscow: Institute of Psychology of RAS, 412 p.

Miller, G.E. (2006). Rumor: An Examination of Some Stereotypes. Symbolic Interaction, 28(4), 505-519.

Olshansky, D.V. (2001). Foundation of political psychology. Yekaterinburg: Business Book, 496 p.

Pendleton, S.C. (1998). Rumor Research Revisited and Expanded. Language & Communication, 18, 69-86.

Slyshkin, G.G. & Chizh, N.V. (2008). City as a Sociocultural Value. City sociology, 1, 12-20.

Slyshkin, G.G., Zheltukhina, M.R., Baybikova, S.I. & Zubareva, T.T. (2014). The Linguistic-Cultural Conceptology as a Trend in Contemporary Russian Linguistics. Science and Humanity, 4, 134-137.

Zasursky, Ya.N. (2008). Mass media of Russia. Moscow: Aspekt-Press, 380 p.

Zheltukhina, M.R. & Omelchenko, A.V. (2008). Communicative technologies in the 21st Century. Volgograd: ShAMAO, 100 p.

Zheltukhina, M.R. & Omelchenko, A.V. (2011). Rumors functions in the modern media discourse. Horizons of Modern Philology: collection of scientific works, 3, 35-40.

Zheltukhina, M.R. & Razmerova, K.V. (2010). Rumors as a form of spontaneous information transfer in modern mass communication. Changing communication in the changing world. Volgograd: VAGS, 92-93.

Zheltukhina, M.R. (2003). Tropological Suggestiveness of Mass Media Discourse: on the Issue of Speech Impact of Tropes in Mass Media Language: Monograph. Мoscow: Institute of linguistics of RAS; Volgograd: Publishing House of VF MUPK, 656 p.

Zheltukhina, M.R. (2010). Media Discourse: Structural Specifics. Media Text: Strategy – Functions – Style. In L.I. Grishayeva, A.G. Pastukhov & T.V. Chernyshova (Eds.). Orel: Orel State Institute of Arts and Culture: Printing Company “Gorizont”, 19-32.

Zheltukhina, M.R. (2011). Linguopragmatic Mechanism of the Comic in Political Discourse. IVth International Conference on Pragmalinguistics and Speech Practices. Cambridge: Cambridge Scholars Publishing, 97-116.

Zheltukhina, M.R. (2014a). Interkulturelle semantische und pragmatische Parallelen im modernen Mediendiskurs: der funktionale Aspekt. Interkulturalität unter dem Blickwinkel von Semantik und Pragmatik. Tübingen: Narr, 257-275.

Zheltukhina, M.R. (2014b). Modern Media İnfluence: Human İdentity Manipulation. Ways of Development of the Post-Socialist World: Cross-Disciplinary Analysis. Moscow: Academia, 22-37.

Zheltukhina, M.R. (2015). Institutional, Stereotypical and Mythological Media Markers of Modern Society. Biosciences Biotechnology Research Asia, 12(1), 913-920.

Zheltukhina, M.R., Krasavsky, N.A., Slyshkin, G.G. & Ponomarenko, E.B. (2016a). Utilitarian and Aesthetic Values in the Modern German Society (Through the Example of Print Media Advertisements). IEJME-Mathematics Education, 11(5), 1411-1418.

Zheltukhina, M.R., Vikulova, L.G., Slyshkin, G.G. & Vasileva, E.G. (2016b). Naming as Instrument of Strengthening of the Dynastic Power in the Early Middle Ages (France, England, Vth–XIth Centuries). International Journal of Environmental and Science Education, 11(14), 7195-7205.

Zheltukhina, M.R., Zinkovskaya, A.V., Katermina, V.V. & Shershneva, N.B. (2016c). Dialogue as a Constıtuent Resource for Dramatıc Dıscourse: Language, Person And Culture. International Journal of Environmental and Science Education, 11(15), 7408-7420.