Abstract
The article is devoted to the phenomenon of hidden meaning in a media text. The research is based on a conventional understanding of focusing and a new approach to meaningful information. The author sees the correlation between the categories of this approach - prototype, relevance and pertinence - and the categories of the sentence functional cleaving - theme, rema, focus and topic. The material of the research was both news texts and examples of the individual style in media discourse. The author used methods of interpretation, implying the interpretation of semantic units with a figurative meaning, and pragmatic analysis, which makes it possible to identify the functional spectrum of the communicative elements. Their pragmatic potential was analyzed. The study showed that pertinent focus becomes an element of the individual style, as well as humorous genres.
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