The article dwells on the methodological basis of studying the world picture specificity through the prism of social-political discourse. World picture as a system of knowledge, ideas, value judgments developed by all the members of a linguacultural community and represented in words and texts, reflects the results of a cognitive activity that permits to study it as a structured and systemic phenomenon. The authors propose a set of methods and procedures of modelling the parameters of world picture with special reference to the seasonal data collection from the Canadian newspaper Le Devoir (issued in French in the Province of Quebec), such as: distinguishing key concepts, modelling a cognitive, field, and semantic structure of concepts as elements of the world picture.