Humanities & Social Sciences 7 (2016 9) 1594-1604 ~ ~ ~ УДК 811.161.1’06 Variation of the Types of a Popular Scientific Online Article’s Subject Organization as a Way to Involve the Reader in its Subject Content Dar’ia V. Il’ina* Novosibirsk State University 2 Pirogov Str., Novosibirsk, 630090, Russia Received 11.02.2016, received in revised form 17.04.2016, accepted 29.04.2016 This article describes the mechanisms of authentication and addressing involved in the creation of the effect of the reader’s involvement in the interaction with a linguistic object (the object of a popular scientific linguistic article). <...> This technique is considered as a means of implementing the supportive task of the popular scientific text that is awakening and maintaining the reader’s interest. <...> The article describes two ways of representing a linguistic object. <...> The first way represents the object as the one separated from communicants and the pragmatic situation (traditional one), while the second way represents it as the one that incorporates them. <...> Based on the example of a popular scientific article on linguistics, the author demonstrates a technique of analysing the interaction of participants of the pragmatic situation and characters of the text (the subject organization of the text), which resulted in: (1) the description of the types of such an interaction (the object type, in which the interaction does not occur, and several varieties of the subject type, in which the author and the pragmatic addressee are the potential referents of different types of characters); (2) the identification of authorization and addressing means, enabling the reader to relate oneself and the author to the characters of the text, and (3) an attempt to rank these means in accordance to the probability of this correlation, which often turns out to be potential, rather than explicate. <...> Keywords: popular scientific sphere of communication, popular scientific article, communication, communicative situation, point of view, authorization, addressing. <...> Introduction The target of the popular scientific sphere of communication is to deliver scientific knowledge to non-specialists. <...> In fact, the transformation of the channels of communication in recent decades, the emergence of online communication Dar’ia V. Il’ina. <...> Variation of the Types of a Popular Scientific Online Article’s Subject Organization as a Way to Involve. have led to the appearance of popular scientific texts in non-specialized spaces, such as the news feeds of social networks, the results of search queries, etc. <...> Today, the community <...>