Stylistic-discursive evolution of an «abated» media concept (based on the concept «glasnost»)

The paper considers discursive and extra-discursive factors, which caused the «fading» of the concept glasnost, which was topical for the domestic mass-media of the middle 1980s – the early 1990s. Based on an analysis of texts of the weekly journal «Arguments and facts» (1987 – 1993) the author proves that the short duration of life cycle of the concept and the weakness of its world-modeling potential were caused by a substantial reduction and axiological unambiguity of its se-mantic expansion in the media discourse.