Linguocreative and pragmatic potential of the headline of a modern media text
DOI:
https://doi.org/10.47475/2070-0695-2025-58-4-148-154Keywords:
title, media text, language game, pragmatic function, linguistic creativityAbstract
The article investigates the linguistic creativity and pragmatic potential of headlines in modern media texts, examining how language means (such as idioms, metaphors, wordplay, and precedent phenomena) are used to attract audience attention and shape a specific perception of the content, thereby fulfilling a media-influencing function. Using examples from headlines in regional media outlets, the study analyzes the techniques employed to capture attention, their verbal representation, and their pragmatic effects. The findings indicate that the use of linguistically creative devices makes headlines more engaging and emotionally appealing, effectively stimulating reader interest. As a result, the headline becomes a powerful tool for conveying the author's value stance on one hand, and for shaping the reader’s evaluative perspective on the text on the other. The communicative potential of the headline as a mediator between authorial intention and reader interest is realized most effectively when its pragmatic and linguocreative features are taken into account.
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