摘要：In recent years, media critics have expressed great concern about a blurring of the lines between two types of content in the press: advertisements and editorial content. The aim of this article is to reveal hybrid journalistic and adertising discourse on the level of text and discourse processes. I use Fairclough's Critical Discourse Analysis approach and combine text analysis with an analysis of discourse processes in studying text production and interpretation. The aim of article is also to show the usefulness of expanding Fairclough’s version of Critical Discourse Analysis through hybrid message discourse in review print with participant observation and indepth interviews. I analyse how hybrid messages in the magazine Obrazi were constructed and who influenced their production. The results show that there are two genres of hybrid messages: short news items and hybrid advice articles. Hybrid messages take precedence over nonhybrid articles. Before a magazine goes to print, advertisers can check hybrid messages and change them. In so doing, they interfere with the journalists' role, making the journalist no longer the one who decides how content will be presented. The analysis of production practice has uncovered the motives and purposes of participants in the production process of hybrid messages. The analysis of interdiscursivity has shown how, through textual devices, journalists incorporate discursive elements of promotion which are drawn upon within the discourse of hybrid messages.
关键词：hybrid messages; lifestyle magazine; advertising; journalism; inter-discursivity; production practice
