The article contains an analysis of a monothematic and isofunctional set of author’s utterances implementing genre conventions of the column. However, they are not analyzed in the genre per- spective. The author aims to illustrate the issue of identity parameters of texts, perceiving them as a mosaic of relations determined by concepts in the eld of culturally entangled communication such as: journalism, evangelization, (evangelistic, press) discourse, genre, and text. The arrange- ment of concepts from types of human activity, communication spaces and discourses through genre lters to texts allowed to extract and characterize the phenomenon of the column pro led evangelization journalism in analyses embedded in discourse analysis, yet without displaying its speci c current.