Abstract
The subject of this article is fascination as a type of communicative influence on the addressees, the purpose of which is to attract or retain the attention to the message and/or its source. In public communication, fascination serves to activate the processing of semantic information, to create a positive image of the source of information and its preferences in the face of increasing market competition, the prolongation of communicative contact as an opportunity to distribute the advertising copies. Fascination is one of the definite characteristics of modern media culture. Fascination as a stylistic phenomenon is based on different means, which fall into four categories: the language code, the cognitive system (mental thesaurus, worldview), the system of social relations, and the physical environment. Semantic information is subordinated on the Internet to the principle of attractiveness. This concerns such its characteristics of it as the preference for events in the sphere of politics, occasionality, sensationalism, dangerous trains, intracultural attitude.
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