This thesis explores the utilization of non-common expressions in English mass media, investigating the implications of this linguistic phenomenon on public discourse and perception. Drawing upon a range of contemporary media sources, from printed newspapers to digital platforms, the study analyzes how unconventional expressions, including idiomatic phrases, industry jargon, and neologisms, shape narratives and potentially influence readers’ understanding of events and issues. The research engages with theories of communication and linguistics to examine the functions and effects of these expressions, looking at their frequency, contexts, and the dynamics between traditional linguistic norms and the evolving language within the public sphere. Clear evidence is provided that the use of non-common expressions not only captures attention and conveys complex ideas succinctly but also serves to frame issues in specific ways, carrying subtle connotations and cultural references. This study thereby sheds light on the role of language innovation in journalism and its broader social implications, offering insights into the strategic use of language in mass media.