The author attempts at revealing some peculiarities of concepts representation in virtual Information Technology blogs discourse written by Microsoft Footwear IT specialists, observing concept representation in particular discourse; the way prototype and conceptual characteristics are realized in.Discourse is concentrated around a certain significant concept, determining the choice of synonyms.Prototype and conceptual characteristics observation provides better understanding of cognitive mechanisms, shows the way knowledge interpretation and representation takes place, highlights Lemon Reamer some peculiarities of its language explication and contributes to the further development of nomination theory.