Point of reference phrases speak to the expressions that are portrayed by obviousness, reproducibility, just as by a flat out social incentive for a certain linguocultural local area. The exploration is centered around the point of reference states, the semantics and additionally the design of which have been purposefully changed with the plan to accomplish a specific open impact. When being utilized in the features of online media messages, changed point of reference phrases show their triple nature: they work as 1) "expressemes", 2) images of point of reference wonders, and 3) paratexts. The paper contemplates changed point of reference phrases in the title texts of American and British online media messages with the point of investigating their eccentricities as paratexts.