Number and thing in the biographic discourse of modern periodicals

The article explores journalist texts of «glossy» Russian edition «GalaBiography». From semiotic positions realization of these texts is considered in the paradigm of biographic discourse, explicating gender stereotypes, аs well as the ideology of «number» and «thing», which in its own way is the regulator of mass cultural norms and creates the so called commercial attractiveness of a modern edition.