Abstract  This research examines opportunities in the development of students’ analytical and projective abilities offered by audio-visual learning technologies. Analysis of the data produced the following findings. The study results show that these technologies can be used both in classroom activities and for homework. Furthermore, this article discusses the features of audiovisual media texts use in a series of social sciences and humanities in the University curriculum. In total, analysis shows that audiovisual and media texts are an important addition to traditional pedagogical means that are available to help in broadening socio-cultural experience and cognitive schemas of the students. As long as they are initially not ready for the didactic use, the author offers patterns for turning them into teaching devices rather than entertaining ones. The following work also gives criteria for choosing the best media texts for studying.  Keywords: media text, cognitive scheme, didactic adaptation of media texts 

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