The article presents the personification and visualization practiceof social content discourses on the example of Russian Federation pensionlegislation reform TV coverage in 2018. Visual images are considered as the mosteffective semantic components of media messages. The personalization trendin modern television content contributes to the wide range of those who act asexperts, and the specificity of social issues makes it possible also to use individualstories as arguments. The visualized experience illustrates the arguments insupport of the reform, it creates a positive emotional background for the processof political discussions, and promotes appropriate patterns of social behavior.The purpose of the study was: to trace in what visual images the pensionreform was presented on Russian TV in 2018 and to determine the discursivenessof coverage in the process of adopting of amendments in the pension legislationof the Russian Federation.Protection and necessity discourse is the main one, since it exists in theoverwhelming majority of news stories, however, it is visually uninformative,is not associated with the content of the message, and is significant due toconstantly presented status actors. The discourse is visually presented withby general and collective views, close-ups of opinion leaders, static, repeated,similar pictures.The discourse of opportunities and prospects, being additional, appears ina small number of news stories, however it is personified, associated with thecontent, visually bears the main sense of messages.The discourse is represented by reportage footage and dynamic views,diversity of images and pictures; there are individual stories and positivecharacters, heroes are at the workplace in the process of activity. They are allprofessional, enthusiastic, energetic, healthy, optimistic and promising, that is,able-bodied and ready to work. These characteristics corresponded to the thesesthat were used in the argument about the need to adopt amendments to thepension legislation.