Some peculiarities of subtext and intertext in the structure of modern mediatext

The article deals with some issues of the meaning in modern mediatexts in particular the peculiarities of the use of subtext and intertext in its structure. Modern mediatext is seen as polycode text. Its structure often coincides with the ‘topic-commentary' scheme which is suitable for giving an intertextual link (clear or disguised) to some other text. A linguistic and semiotic game of this kind in such a scale is possible due to modern technical means (devices)