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The postmodern culture in its discourse tends to create a new reality instead of real-life reflection. Regional TV news in the Late Modernity doesn’t reflect a real picture, but invites people to join the one that seems natural and reliable to their creators. The aim of researchers is to find the special “optic” for watching such kinds of regional news. The authors of this chapter tried to apply the wide cultural frame to their phenomenological analysis. On the one hand, the methodology of study is based on the narrative theory that functioned at different linguistic levels: semantic, syntax and pragmatics. The research question that is posed in this chapter is whether the concept of magic realism could be applied not only to the literature – as the method of rethinking and creation of “marvellous words” – but also to journalism itself. The authors believe that this phenomenon relates to the special type of post-Soviet and mass communication cultures, with their mix of commercialisation, old “phone right” and media self-censorship. The analysis of TV items showed the role of regional news as conventional way of political and public relations (PR) communication. The method of content analysis enables to see propaganda and PR intentions and attempts in reflection of life dramaturgy on regional TV news, describes both the evident and the latent or subliminal traits of hero images of Crimea and the events themselves. We went through the numbers of news bulletin programmes of different time periods within 2019/2020 and analysed the genres of the plots, heroes, linguistics, gist, paralinguistic and visual markers of PR frame that have been found. As a result we introduced the notion of magic realism as the method of media content definition.