In this paper are analyzed the main trends in the creation and reception of specific communication services operating in on-line media - communication stereotypes as a steady character structures. Interpretative starting point is the thesis that the functioning of communication stereotypes in online media is culturally, socially and mentally conditioned, a result of this function is construct of the sociocultural izoglosis in society, namely the extension of the use of certain communication of meaning, the same way of "reading the text". Particular attention is paid to the functioning of the media presets, comprehensively processed and disseminated templates and effects that use presets in online media raises (also with regard to their use in marketing communication): extensification on-line operation and weakening of user interpretative relation to the text.