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The article refers to the fact that the genres of journalistic texts, the functional purpose of which has historically been to inform the audience, today form the basis of multimedia formats in which information occurs with elements of entertainment. When analyzing the formats of new media, we came to the conclusion that the core of the format is made up of elements of a particular genre, that only the "packaging" is changing in order to promote the format and taking into account the new information needs of society. The next important conclusion of the study is that visualization is the main means of creating a format in view of the spectacular nature of modern culture.

The article examines the special projects of the publication "Arguments and Facts", which are a polycode journalistic text, determines the role of the media aesthetic component in creating a publicistic image. The theoretical basis of the research was the works of M. A. Berezhnoy, M. V. Zagidullina, E. Kats. The case method made it possible to characterize the main features of a polycode media text in terms of media aesthetic potential: interactivity, conceptual design, and organization of space. Together they allow you to create a coherent, convincing, expressive image, to establish contact with the addressee.

This study examines the phenomenon of social media segments functioning, focused on the presence of high-quality author's visual content in publications. It is the originality of the visual accompaniment of posts that becomes the basis for the popularity of the resource. It sets such a trend as the autonomous power of images in communication and giving a chance for the development of "pictorial" information exchange. The study analyzed the publication of the Russian popular science community "Educator" ("Ovrazovach") on the social network "VK". The main findings of the study is: 1) there is an autonomy of images and their independency in the process of creating interest to resource for audience; 2) the analysis of comments reveals a reduction of the content side of the popular science public; 3) user comments show the preservation of a high percentage of text messages, but this comments are related the picture, not on a scientific event. The authors believe that the phenomenon of autonomization of original images requires a detailed analysis on a wider number of examples.