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Often there are situations when the message content allows different options for its
design. The same thesis can be proved in different ways, scientifically rigorous and

logically correct definition can be unjustifiably complicated and therefore require
the replacement of an accessible destination by the equivalent. The bigger the

arsenal of logical means during creating and processing the text, the more
opportunities for choosing shapes, and therefore more likely to achieve the

predicted effect.

However, it should be remembered that the variability of the semantic

organization of the text is not unlimited, it acts within the limits of certain

normative assessments of information (reliability, accuracy, consistency),

guaranteeing its logical benignity. From this point of view, a very significant

aspect of semantic normalization of the text should be the problem of combating

logic errors.

The specificity of the editorial affairs itself in the process of creating a book

or journalistic material is determined by the work on those elements of the

message, on which the intensity of the communicative effect of the publication

depends, that is, the power of its influence on each recipient, and hence on society

as a whole. The communicative effect of any publication is formed under the

influence of many factors, not all of which are controlled by the editor. This

includes, for example, the social authority of the source of information (the author,

publication, printed matter), the reader's inclination, why he reads this particular

material, and not the other, advertising and many other factors. In the creative

collaboration with the author, the editor controls the semantic, linguistic and other

properties of the text, which in general can affect the reader with different strength,

and thus cause a communicative effect of varying degrees of intensity. The work of

the editor in this section on the product has only a social significance, since the

overall communicative effect of the publication depends on the extensiveness and

intensity at the same time.

A high rating of the media can not be based solely on their great

extensiveness. The true communicative effect is always extensively intense, it is