The article is devoted to the varieties of semantic derivation in the modern Ukrainian language. It is established that the productive types of semantic changes are the expansion of the word meaning due to the processes of metaphorization, metonymization and determinologization and narrowing of the word semantics as a result of terminologization.The use of descriptive and comparative method, contextual analysis allows to determine the productive types of semantic changes in the discourse of the media, to find out the basic models of their creation. For argument the author used explanatory dictionaries of the Ukrainian language.The materials of the research were the texts of newspapers ("Uryadovy courier", "Ukrainian truth", "young Ukraine" "Day", "Lviv newspaper" "Mirror of the week", etc.) and news.It was found that the overwhelming majority of new derived meanings of words were formed as a result of the metaphorization of the primary ones. Productivity marks the creation of metaphorical nominations for zoomorphic, anthropomorphic, and synesthetic metaphorical models. However, at the present stage of speech development there is a narrowing of the range of zoomorphic metaphors. Creation of anthropomorphic metaphorical nominations in modern mass media intersects with conceptual spheres Anatomy and Physiology", "Disease", "Homeland". Due to synesthetic metaphors, the Ukrainian language was enriched with bright visual, tasteful, odorative, tactile, auditory images. Among the spatial metaphors of the breed was not revealed.The analysis of metonymic transfers showed the highest frequency of their creation by local type. Temporal, causal and attributive metonymy are less common in modern media.It is proved that activation of terminology is determined by the intensive development of science and technology, the socio-political life of the country, as well as the updating of existing terminology systems. Metaphorization, metonymization, determinism assists in the creation of original texts of messages with witty characteristics and vivid images.