ZorinArtemNikolayevichCountry: RussiaCity: SaratovCompany: Saratov State University, Russia, 410012, Saratov, Astrakhanskaya street, 83 Position: Professor, Chair of General Literary Studies and JournalismScientific degree: Doctor of PhilologyE-mail: art-zorin@yandex.ru Author's articles Theatre of the Book. Visual Appeal in the Russian Book Culture of the End of the XVIIth – the First Third of the XVIIIth Century ‘Negation of the Negation’ in the Media-criticism of the Magazine Journalist of the Last Years of the Soviet ‘Thaw’