The key word "revival" in Shor culture materials of the city newspaper "Kuznetsky rabochy" (the late 20<sup>th</sup> - early 21<sup>st</sup> centuries)
The paper deals with one of the local study dominants of the city newspaper «Kuznetsky rabochy» (Novokuznetsk) - Shor culture topic. The semantic and stylistic features of this subject are analyzed, taking into account the dynamics of the Russian value picture of the world that took place in the perestroika period and later. The analysis of text syntagmatics and text paradigms proved the important semantic and stylistic role of the word revival. This word is used in texts as a key one and as «a key word of current moment» (the term of T. V. Shmeleva). The research showed that «the rise period» of using the word revival in media discourse, which had happened in the late 1980s and early 1990s, was connected with the life context. The context consisted in active spiritual quest of society that believed in the possibility of positive changes. However, the word revival loses its key role in regional media discourse of the early 21<sup>st</sup> century. This fact permits us to estimate the change in public conscience and emphasizes the mass media peculiarity in the perestroika period and in the 1990s.