The socio-economic and political situation in society creates certain conditions for successful or unsuccessful media communication. Mass media influence on socioeconomic and political country life. Media discourse reflects socio-economic and cultural relations in the state and between the states, defines interests of modern society. This article discusses some unresolved issues of the discourse and influence theories, namely establishment of institutional, stereotypical and mythological media markers of modern society. External and internal institutional media communication types are allocated. Mass media institutionality correlates with the leading pragmatical principle of interest and the oracle as a prognostic message based on stereotypes and myths, creating different images.