In the age of digital content, information does not reach people only through standard and established linguistic and genre forms. In addition to hybrids, it is possible to experience many other genres in public, in accordance with the context of current reality. The first journalistic genre singled out from the world of literature -the column -today is not just small-scale literature. There are currents in it that we can observe from the angle of literary and journalistic studies because it retains the standardized genre properties, giving new dimensions of meaning. There is little genealogical research in the field of media. Preserving the features of traditional genres is as difficult as shaping new genres that can be labeled as alternatives. The column in public discourse today is not neglected, but, on the contrary, it attracts the attention of young generations (weeklies, portals, new media platforms such as YouTube or Ted talk). The column as a counter-genre is a proven "habit" of the text to take shape against expectations. The columnist himself determines his genre boundaries. The ironic-parodic, negative, nihilistic side of the column stems from the uncertainty of journalistic discourse. The constant meandering of the form affects its perception. The anti-genre features of the column make it critically oriented towards genealogical conventions. The column has no strict conventions, other than conventions breaking conventions and trying to be "unconventional." The column pushes the boundaries and meanings of genres and contributes to the decentralization of contemporary media discourse. It is becoming the new structural dominant of contemporary journalism.