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The article presents the origins, main research trends and development perspectives of the science of genre types and variations in the media. Genological knowledge can be used in research on communication both in the historical and the contemporary take, it allows analysing the media discourse, comparing the changing norms and formal features of press, radio and Internet statements. Knowledge of genre conventions, typological features and journalistic genre functions is also an important part of didactics during journalistic studies. The authors point to the dynamics of genre transformation, influenced by technological changes in media, which lead to creating mixed, hybrid structures, unclassified in the established typological conventions. This acceleration, together with the fast, ongoing convergence of media, all the more justifies the need for further in-depth genological research. [ABSTRACT FROM AUTHOR]