Medium jako remedium. Retoryka początku w polskiej prasie XX i XXI wieku

The article is devoted to the analysis of editorial texts included in the first, newly created issues of newspapers and magazines. The focus on the rhetoric of the beginning in the Polish press of the 20th and 21st centuries allows to distinguish several basic mechanisms which organize the analyzed material. Regardless of the time in which the title appears, the proposed topic or the assumed periodicity, the rhetoric of the press launch is based on the promise to improve the situation. The essence of the proposed narratives contained in the first editorial texts is the interpretive frame: the medium is a remedy for the ills of the time in which it is created.