ПОВЫШЕНИЕ ЭМОЦИОГЕННОГО ПОТЕНЦИАЛА КАК СПОСОБ РЕАЛИЗАЦИИ РЕКЛАМНОЙ ФУНКЦИИ ЗАГОЛОВКА НОВОСТНОГО МЕДИАТЕКСТА

Л.В. Рыбакова

doi:10.17308/lic/1680-5755/2026/2/40-48

Authors

L.V. Rybakova Sochi Institute (branch) of the Peoples’ Friendship University of Russia named after Patrice Lumumba

DOI:

https://doi.org/10.17308/lic/1680-5755/2026/2/40-48

Keywords:

news media text, functions of the headline, advertising function, emotiveness, emotion-evocative discourse, verbal influence

Abstract

The article examines the advertising function of the headline of a news media text. The essence of this function is to encourage readers to turn to the main text of the publication. The effectiveness of this function depends on the headline's ability to evoke an emotional response in the recipient. The purpose of the article is to identify methods of activating emotionally significant for the addressee themes (emothemes), used to enhance the emotive potential of headlines. The primary sources of material are national Russian news resources with over a million subscribers. When selecting the material, a comparative analysis of quantitative indicators of reader activity and a qualitative analysis of the emotive component of reader comments were used. In the study of the selected material presented in the article, methods of semiotic analysis of the headline text, as well as comparative analysis of the informative component of headlines and main texts are used. As a result, there have been identified two ways of enhancing the emotive potential of headlines: 1) putting forward main text’s sub-themes related to the details of the informational occasion and 2) introducing themes that are false in relation to the main text and refer to the emothemes functioning in the media macrotext. Encoding of additional emothemes at the lexical level is achieved through selective headline nomination – a selection of linguistic signs from a paradigm of possible ones that, in the minds of the mass addressee, are associated with an emotheme already functioning in the media space. At the syntactic level, a combination of linguistic signs is used that facilitates an implicit introduction of an emotheme by forming additional meanings. It is concluded that, given the mass addressee, the identified mechanism of increasing the emotive potential of the informative component is an effective way to actualize the advertising function of a news headline. The results of this study, related to the mechanism of media speech influence, can be used to develop media competence of students, as well as in specialized courses on information warfare techniques.

Author Biography

L.V. Rybakova, Sochi Institute (branch) of the Peoples’ Friendship University of Russia named after Patrice Lumumba

Candidate of Philology, Associate Professor of the Foreign Languages Department

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