This paper aims to analyze the deictic representations of person in the British and American media discourse, mostly focusing on such genres and subgenres as newspaper articles, interviews, letters to editors, opinions, headlines and advertisements. For this purpose, we wish to introduce a theoretical framework for the study and then we hope to present certain ways in which deictic expressions represent person. Theoretical framework for our study is based upon the socio-cognitive approach, which gives priority to individual practices and subjectivity (...) over social practices in discourse as well as the definition of discourse based on knowledge. The reason why we focus on the media discourse is obvious. The high degree of personalized conceptualization and contextualization dominated by a large number of subjective factors prevail in the above-mentioned genres and subgenres of media discourse. The deictic representations of person play the key role in this process. (shrink)