Abstract
<jats:p>The aim of the study is to systematize fluctuations in media discourse using cognitive-linguistic synergetic methodology in a diachronic perspective. The scientific novelty of the study lies in the fact that for the first time it proposes a classification of fluctuations according to the method of representation in media discourse, based on statistical data from automatic semantic analysis and their cognitive-linguasynergetic interpretation. The results showed that there are four main types of fluctuations in media discourse: lexico-semantic, narrative, evaluative/modal and quantitative. As a result, the first group includes indicators based on the appearance of new or sharply updated vocabulary, memorable metaphors. Narrative fluctuations are characterized by changes in the way of narration and argumentation, accompanied by the destruction of familiar ideas about the world, the use of rhetorical questions and hypothetical constructions, and conceptual confrontation. Evaluative fluctuations are expressed in fluctuations in evaluative judgments of phenomena and events that were previously evaluated unambiguously, while modal fluctuations are characterized by a transition from objective description to subjective expression using verbal constructions of desire, anxiety, and obligation. Statistical fluctuations manifest themselves in unexpected bursts of popularity, when a certain topic, event, or personality suddenly attracts a lot of attention.</jats:p>