World modeling potential of regional marked media concept: concept <i>oil </i>in tomsk media sphere
World modeling potential of media concept - its ability in the course of associative-semantic expansion in a mass media text continuum to carry out lingvo mental creative and transformativ functions, forming constantly evolving fragment of a collective picture of the world at a certain stage of development of society. Naturally that concepts, the most significant for economic, social, cultural life of this or that region, actively participate in formation and development of public consciousness, a linguistic cultural background of territory and a regional picture of the world as a whole. One of such senses staticized in mass-media of any oil-extracting region, including the Tomsk region, as has shown our research, is media concept oil, in many respects determining the public opinion of regional society. Many typical models of semantic expansion given concept undergo the specific transformations in a Tomsk press caused by total economic and infrastructural dependence on the oil factor, big quantity of the inhabitants occupied in oil sector, the reference points of image, not allowing to discredit «feeding» sphere. So, such typical site of а model riches-oil, as the salary of the oil industry worker which has become by the standard of high incomes and worthy standard of living is considerably transformed in media space of oil-extracting region. The imperative of social responsibility of oil branch for social sphere of region has influenced development in mass media themes of Tomsk football. Thus, locally marked media concept, joining in various associative-semantic interrelations with others actual both for national and for local media sphere conceptual dominants (oil - riches; oil - power; oil - football), find out rather strong world modeling potential and reflect in the course of the discursive expansions specificity of regional consciousness and regional culture.