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| 1 | Introduction. The article is devoted to the analysis of the associative potential of precedent texts in media discourse. The relevance of the analysis is due to the communicative-activity approach to the study of language, in line with which the precedent texts act as a means of communication of the author and the addressee, accumulating quantum of cultural information and stimulating the complex of associations in the mind of the addressee. The aim of the article is to precise the specificity of textual associations of precedent phrases in media discourse. Material and methods. The types of associative links of precedent texts are considered on the material of the texts of periodicals Komsomolskaya Pravda, Izvestia, Trud, as well as electronic information portals. The study was carried out in line with the associative course of the communicative stylistics of the text. Results and discussion. The analysis made it possible to reveal typical extralinguistic associations of precedent texts, among which are the name of the author, the title of the work, the name of the character. The associative field of the precedent text includes figurative, thematic, situational, cognitive associations, stimulated both by the precedent text itself and by the topic, the recipient text genre. The results of the study may be of interest in the implementation of such courses as Stylistics, Philological Analysis of the Text, Text Activity in Different Areas of Communication, etc. Conclusion. The analysis showed that the associative field, stimulated by the precedent text, contains a complex of linguistic and extralinguistic associations, which are important for understanding both the precedent utterance and the recipient text. The precedent text, as a rule, has associative support in the recipient text and is a means of organizing the cognitive activity of the reader. Keywords: precedent text, precedent phenomenon, communicative stylistics of the text, publicistic discourse, text associations | 1529 | ||||