The article is devoted to the study of the axiological component of the English-language media discourse, which has not received due consideration in current linguistic theories. With the purpose of revealing the communicative message of the content of modern media, the paper features an attempt to analyse a variety of the collective British values and culturological characteristics, translated into the mass consciousness of the reader, as exemplified in the English-language Internet periodicals («The Guardian», «The Independent», «The Telegraph»). The codes transmitted by the English-language media discourse influence the world outlook of the recipient, as well as contribute to the assimilation of social and behavioural norms and principles. Since the axiological component can acquire a special role in organizing the meaning of the text, it is necessary to take into account the possible variants of coding of the latter for full-fledged perception of the text. From the standpoint of cognitive linguistics, the research reveals the fact that the texts of online media are characterized by a predominant appeal to such mental concepts as privacy, individuality, stability, tolerance, traditionalism, past. It represents, in general terms, the system of language devices and means used for communicative field formation of media discourse; the conclusion about its socio-cultural nature is drawn.