The article explores the strategies for nominate a person in the texts of the pre-election discourse. Nomination practices are a way of representing status-role relations in a particular discourse. The authors describe how practices of person nomination form strategies for reflecting reality, on the one hand, through the relationship with the social norm, status, on the other hand, through the deconstruction of the norm. The pre-election discourse of Internet media revealed strategies to discredit and provoke official norms. The nomination tactics are based on the use of lexical units from the discourse of marginalized communities, jargon, as well as on generalization, when the proper name (person name) becomes a sign of status-role relations, a minimized script that defines the person’s media representation. The second generalization mechanism is based on the use of an additional component determined by discourse, in combination with a neutral lexical unit of nomination. The use of such strategies indicates the expression of opposition views on all political events in the country, including elections. Status-role relations in the pre-election discourse of Internet media are deconstructed, since the norm itself is disputed as the basis of the existing political regime. This is one of the discursive ways of the presence of a “minority” in the media field, an option for exercising his right to a visible presence in the media field.