Public communication as a competence of the collective subject of public discourse must be a model of normative linguistic consciousness. It is an analogue of national speech culture and a national rhetorical ideal. The authority of media discourse builds standards in a democratic society, one of which is the high culture of communication. The index of this culture is language, of course. However, in addition to a culture of language, a culture of thinking is required to master the art of comprehension.
Key words: media language, rhetorics.
