Norms of creating texts are a part of cultural traditions of a certain territory. The result is influenced by the nature of the particular language, but on a general level similarities can be found among texts performing identical or similar function(s). Those similarities are caused by imitating certain models (either learned or intuitive) as well as by some external factors; eg by the norms of scholarly communication or limited length of contributions. Existence of parallel texts, thanks to which textual panels can originate, plays a significant role as well. Integration of stylistic norms can be observed also in changes of using varieties of language in public communication. A shift from traditional following the rules of standard language can be observed not only in fiction, but also in journalism or in scholarly texts aimed at popularizing the particular disciplines. The variety of means of expression present in such texts is actually an indicator of integration, of a common tendency towards a diversified expression that (with the exception of administrative communication) is characteristic of todays cultures of the developed part of the world.