Media language is a prototype of the public consent for the media to be defined through compromise as a fourth position in the paradigm of power as a philosophical category, whose explications before the media are legislative, executive, judicial. The linguistic norm and the cognitive-rhetorical characteristic of the media discourse are the prototype of the metaphor of the "fourth power". The formation of the information-language culture and the preservation of the language norm is the high social responsibility of the media discourse. The media is a prototype of public consciousness, a “picture” of national identity – a unit of political and socio-economic information and cultural “taste” (a sample of art and its list).