The paper presents the analyses of the discourse dramaturgy. The case in point is the diaries of the Arctic floating university as a constituent part of the presentational media discourse of the university site. The entries of 61 days of the AFU’s diaries underwent analysis. The main objectives of the research were to figure out the level of dramaturgy related to the efficiency of the strategies chosen by the subject of the discourse and the language means of the strategies’ implementation. Discourse dramaturgy is the phenomenon inherent to any type of discourse and presupposes a certain design and plan of the discourse’s subject behind the process of the discourse construing. The features of the discourse dramaturgy are specific means, constituting communicative strategies. As the main method of research the author exploits linguo-pragmatic analysis together with the elements of semiotic analysis. The research follows the scheme: finding the key lexical and syntagmatic nominations, defining the tonality type and interpreting the axiogenic situations. The results of the research allow considering the discourse of the Arctic Floating University’s diaries as highly dramaturgic which is determined by the pragmatic type of the diaries’ texts and the necessity to promote the main values of the university.