The specifics of the use of derivative funds of impact in modern electronic media are considered. Expressive and evaluative potential of derivational neologisms is analyzed, depending on its structure, semantic and stylistic characteristics, communicative situation use.
The specifics of the use of word-forming neologisms in the headings of modern electronic media in the aspect of their pragmatic conditioning are considered. The article analyzes neologisms created by usual and non-usual methods, with particular attention paid to the most relevant for modern media headword creation methods of derivation: contamination, derivational substitution, graphic word formation. Structural and semantic features of neologisms are considered in the context of realization of their influencing potential, participation in the processes of expression, formation of the evaluation of media texts in the framework of Internet discourse.