Mardieva L.

The title name of periodical publications in terms of communicative reality


The article defines the scientific status of title names in mass media periodical publications (both printed and Internet publications). A review of literature on the research topic shows that in modern linguistics there exists no single standard approach to determining the linguistic status of the investigated object. The title names of mass media publications are qualified as proper nouns, sentences or a text-primitive and, accordingly, they are the subject-matter of research of various linguistic disciplines, such as onomastics, syntax and text linguistics. In addition, the title names are in the focus of research in the field of media design and marketing communications. The functional approach to the object under study allows us to focus on two forms of the indicated titles: a) those in the form of a relatively independent sign of an identifying character (proper noun/ sentence / primitive text) found in catalogs and texts of various styles and genres, b) and those in the form of a structural element of a whole complex sign, which is a cumulative newspaper or journal text. In the latter case (we are talking about the situation of the readers’ direct perception of the whole edition and their involvement in the process of direct textual interaction), the title of the publication is a core element of a special kind of independent text which is, as a rule, of a polycode nature. The proposed communicative and functional approach to the study of the title names in periodical publications allows us to apply complex and integrative models to represent verbal and verbal-non-verbal ways of reflecting the publishers’ pragmatic guidelines in newspaper or journal text.

Key words: 

name, hemeronym, title, text-primitive, title text, mass communication.

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