The authors consider the discourse of a glossy magazine. They highlight the glossy magazine discourse, which appears in the framework of the General media discourse as an institutional discourse from the standpoint of the linguistical-rhetorical paradigm (LRP) of the Sochi scientific school. This type of discourse is a discursive process of a special type, acts as an explicit tool of globalization. The authors emphasize the novelty of this discourse in the context of its influence on the formation and transformation of the modern linguistic personality. The relevance of the study is emphasized by the fact that the glossy magazine discourse is the latest in terms of the chronology of the historical process. In addition, he actualizes the poly-ethno-socio-cultural and educational space (PESCES) of the beginning of the XXI century, on the example of glossy magazine discourse practices in Russia. For the first time, Glossy magazine discourse stimulates transformations in line with the leading trend of the formation of the "planetary language personality (PLP)" - globalization in the value orientations of the "philosophy of glamour".