Functioning of discourse: from precendent cultural text to synchronous discourse

The article deals with the functioning of precendent cultural text and synchronous discourses. We suggest that precedent cultural text is based on reinterpretation of well-known cultural phenomena from the standpoint of modernity. This change means the development of diachronic discourse which has arised in historic space of culture. Diachronic discourses support the cultural identity of a person. Their functioning is associated with national models of thinking and perception of reality. Synchronous discourses use pragmatic mechanisms of intertextuality, they do not affect the precendent text, but take it adventures to enhance their own status and influence. Often mechanisms of synchronous discourses development resemble precedent mechanisms. For example, texts of the national edition "Number One" are organized in a static model of messages to the mass audience. For the authors of publications this model is a kind of pattern reminiscent of precedent text.