The article presents a comprehensive pragmalinguistic analysis of the functioning of the dialectal lexical family with the root -khos(e)n- (khosen, khisna, khosnuvaty, khosennyi) in the discourse of the modern Zakarpattia press. The relevance of the study is driven by the general trend towards the democratization of the national media discourse and the rethinking of the role of regional dialects, which are transforming from markers of low style into effective means of communicative influence. Based on material from the newspapers Novyny Zakarpattia and Staryi Zamok “Palanok” (2010–2024), the dynamics of semantic and stylistic transformations of this vocabulary, borrowed from the Hungarian language but deeply adapted, have been investigated.It has been found that within the studied corpus, dialectisms of this group function predominantly without graphic highlighting (quotation marks, italics), indicating their organic integration into the region’s linguistic consciousness and their status as a norm of usage. It has been determined that the pragmatic potential of the lexeme khosen extends far beyond the nomination of utilitarian concepts (“benefit,” “profit”). In journalistic texts, it also acts as an instrument of social criticism and evaluation, marking the position of “community common sense” in opposition to officialdom or the declarativeness of the authorities.The role of the studied units in strategies of language play (creating a comic effect through the contrast of “economic” semantics and intimate context) and euphemization is analyzed. Particular attention is paid to the gnomic function of the dialectism: it is revealed that in opinion columns and interviews, the word khosen is often used to formulate life credos, advice, and moral guidelines. The use of this vocabulary in the discourse of identity, where it serves as a means of legitimizing the regional linguistic code, is also traced. It is proven that in modern media text, the dialectism evolves from a means of creating local color to a polyfunctional instrument for realizing authorial modality and building trust with the readership.