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| 1 | This article examines a partwork as a peripheral media genre and a product of mass culture which is functioning in the modern media system, the series «Dolls in Folk Costumes» is characterized according to the typology of partworks. The incentive, cognitive and didactic functions of this type of publication are described by the example of the «Dolls in Folk Costumes» partwork, as well as communicative strategies which are realized in the typography of the partwork. The authors pay particular attention to the verbal component of the communicative strategy aimed to create a complex image of the collection of dolls in folk costumes. It includes the image of the area, the image of the national culture and, finally, the image of the doll which can personify a representative of the people, a carrier of the national culture, and a resident of this area. Keywords: partwork, linguistics of media, ethnolinguistics | 1526 | ||||