The article addresses a number of versatile problems that arise when analyzing regional text units. Having no solution in linguistics, these problems bring into the open the features and semantic content of the linguistic sign of linguoregionalism as a multidimensional phenomenon. The focus is made on the linguorregionalisms of the so‑called “Donetsk text”, their place on the scale, and the semantic range of the sign. The research objective is to provide an evidence‑based description of the range of semantic content of a regional word in a text in terms of the norms of word usage, with a focus on both a system‑centric and an anthropocentric approach to the norm. The reasons for addressing the stated topic are formulated. The controversial concept of the norm of word usage, as well as the occurrence of pragmatic settings for relevant decoding of the context by the recipient are clarified. Descriptive‑analytical, distributional, componential analysis, and text interpretation methods are used. In the course of the analysis of the text examples with lingvo‑regionalisms, the author provides grounds for the necessity of identifying the pragmatic functions of the sign and the author's attitudes. The conclusions about the cultural value of the information embedded in the regional linguistic sign as a lingvo‑cultural unit have been made.