The aim of this paper is to characterise the manner in which onto- logical structures are created in press discourse on the example of French newspaper editorials describing political, socio-economic conflicts between the public and the government. Ontological structures and their conceptualisation refer to one of the stages of development of global meaning in the discourse by journalists selecting and categorising the information they wish to provide to their addressees. Therefore, according to the methodology proposed by Miczka, connecting psycholinguistics with (...) the socio-cognitive perspective, this pa- per will attempt to describe the discursive mechanisms of creating a common horizon for interpretation in view of persuasive function of the media language. The paper proceeds with analysis of editorials on the basis of the concept of Goffman’s framework teamed with Langacker’s cognitive event, as cognitive schemata organise the structure of the experimental frame. It should also be noted that the persuasiveness in the information layer of the utterance forces to ask the question of the responsibility of the media addresser towards the addressee. (shrink)