Axiological potential of a media-political text`s form

An axiological potential of a media-political text form is considered in the article. The purpose of this article is to identify the values that are updated by the form of text, give a description of the main components of the form, and increase the «degree of value» of the mediaproduct. The main methods used in the study are the following: a pilot survey, a stylistic analysis and an axiological modeling. The axiological modeling is seen in different aspects: as the verbal activity, scientific and intuitive process. An authorship, language form and text genre are examined as axiological components, including a speech mask as the component of the author’s image. The author selects values that are associated with these components: ideological, intellectual, aesthetic. Authorship is included in the argumental structure as the value of intellectual («I know - and this is important / valuable»), of ideological («this is right - and this is important / valuable»), aesthetic («it is beautiful - and this is important / valuable»).