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This article describes the mechanisms of authentication and addressing involved in the creation of the effect of the reader’s involvement in the interaction with a linguistic object (the object of a popular scientific linguistic article). This technique is considered as a means of implementing the supportive task of the popular scientific text that is awakening and maintaining the reader’s interest. The article describes two ways of representing a linguistic object. The first way represents the object as the one separated from communicants and the pragmatic situation (traditional one), while the second way represents it as the one that incorporates them. The latter appears to be more efficient to perform the task of the text. Based on the example of a popular scientific article on linguistics, the author demonstrates a technique of analysing the interaction of participants of the pragmatic situation and characters of the text (the subject organization of the text), which resulted in: (1) the description of the types of such an interaction (the object type, in which the interaction does not occur, and several varieties of the subject type, in which the author and the pragmatic addressee are the potential referents of different types of characters); (2) the identification of authorization and addressing means, enabling the reader to relate oneself and the author to the characters of the text, and (3) an attempt to rank these means in accordance to the probability of this correlation, which often turns out to be potential, rather than explicate.

Variation of the types of a popular scientific online article’s subject organization as a way to involve the reader in its subject con