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The article studies dialogization of media monologue messages aimed at intensifying the interiorization of new information into the addressee’s picture of the world by stimulating a dialogue with the audience. There have been singled out two levels of dialogization–discourse and genre.

An important feature of advertising in social networks is its interactivity which transforms passive recipients into active participants of the advertising process. Internet users can ban an advertiser or, conversely, subscribe to its news. Moreover, they can post their evaluation of products and services, share advertisements with other users, cite and allude to commercials in virtual discussions, and use them as the basis for compiling their own advertisements.

The article considers a special place of the self-presentation genre in the poetry of the Russian futurism. this place was predetermined by the overall style of the epoch and the counterintuitive communicative strategy of the new poetic school, the connection between the self-presentation and advertisement genres is traced.