Abstract
The article focuses on the issue of representing the category of alterity in the communicative sphere of massmedia by indicating its discursive character. Such discursive characteristics as the topic, partners, situation, presuppositions of the interlocutors, linguistic means and transformation of at least one of them, bring forth the variable nature of alterity, i.e., relations within the system Self – Other. The change of the discursive characteristics may result in modifications of both Self-image and Other-image. This is a reverse type of correlation: the change of self-identity of the communicative partners may fluctuate the parametres of the discourse.
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