Abstract
The study aims to describe the pragmalinguistic features of the emotion-generating character of influencing texts in modern mass media. The scientific novelty of the paper is accounted for by carrying out a comprehensive psycho- and pragmalinguistic analysis of the nature of the emotivity category of modern media texts. As a result, it has been proved that the impact on the emotional sphere of an individual contributes to a significant increase in manipulative influence, provided that a set of emotemes focused on the recipient in specific communication conditions and realised by language markers and means of emotion expression is embedded in the content of the influencing text in accordance with the pragmatic intentions of its author.
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