The article examines the using of media rumors as pragmatic influence mechanism in the modern communication. The printed and electronic messages with rumors make the material of research. The complex methods of analysis of the rumors role in the modern society are used. The inductive, descriptive and comparative, cognitive and discursive, semantic, definitional, functional and stylistic analysis is carried out. For the complex analysis of rumors in the modern media discourse, verbal means of rumors impact on the addressee in modern foreign-language and Russian mass media linguacultural, linguapragmatic, discursive approaches are applied. In the article, we realize the aim of the study. We identify the role of media rumors in the modern society. The ways of analysis are useful for development of rumorology, communication theory, linguapragmatics, sociolinguistics, cultural linguistics, media linguistics. In the article, we establish that mass media trying to realize the function of estimation and critics create and spread rumors themselves, use actively pseudo arguments and lie instead of exposure of various rumors, pseudo arguments, lies.