Discourse of network mass media

The article describes network mass media, which appeared as a new type of discourse in Russian-speaking sector of the internet - runet - more than ten years ago, and are actively forming in socio-cultural space of Russia. It mentions both general features of the network and traditional mass media and specific characteristics of network editions, conditioned at first by technical possibilities of the internet (hypertextuality, interactivity, multimediability, etc). The major content of publication is connected with the display of speech epatage as a dominant style of the texts of network mass media. It is shown, for example, that the first phrase of the text (its peculiar headline-"hook") is aimed at getting maximum of the readers' interest to "hook" him and thus it is epatageous by its nature, goal. Such a phrase often turns out to be a unit having both linguistic and cultural meaning, called logoepisystems or logoepisystemoids (transformed logoepisystems). The main idea of the article is that the traditional journalistic pathos of mass media has changed in the internet to the tonality of total irony and language game, resulting in the fact that the text is perceived as an enigma to be not only read, but rather unriddled.