Please use this identifier to cite or link to this item: http://elar.urfu.ru/handle/10995/122499
Title: The Newspaper Headline in the Digital Reality: From ˋˋHook'' to Text Surrogate
Authors: Anisimov, R. Y.
Issue Date: 2021
Publisher: Knowledge E
Citation: Anisimov R. Y. The Newspaper Headline in the Digital Reality: From ˋˋHook'' to Text Surrogate / R. Y. Anisimov // XXIII International Conference "Сulture, personality, society in the conditions of digitalization: methodology and experience of empirical research conference" (Ekaterinburg, Russia, 19–21 March, 2020). – Dubai : Knowledge E, 2021. – pp. 721–727. – DOI: 10.18502/kss.v5i2.8421
Abstract: Modern print media, for the most part, have a representation in the Internet, and the headings of articles turn into clickable links that the reader can click on to decide whether to read or not to read this text. As a result, a number of media outlets followed the path of ‘flashy’ headlines that do not predict the content of the text, but attract the attention of a potential reader. Such headings go back to the structure of the text adopted in the Byzantine rhetorical tradition: the beginning of the text was the first sign that attracted attention. Other media outlets choose the headline strategy as “ersatz text”: the headline is a concise summary of the text. In the context of digital text consumption, such a strategy is more beneficial for the consumer: by the title, he can already read the contents of the text and not open it if necessary. This strategy inherits the Roman tradition of the beginning of the text: in Quintilian’s scheme it was assumed that the first character of the text is a short retelling-announcement, designed to unite the audience and allowing making a decision whether or not to perceive this text. An analysis of the latest headlines in digital versions of Russian and English newspapers showed that the first strategy that goes back to the rhetoric of Byzantium prevails in Russia, and the second strategy that goes back to the rhetoric of the Roman Empire prevails in Great Britain and the USA. This allows us to talk about the continuation of the traditions of the cultural paradigm in the era of digitalization and the continuity of the cultural code.
Keywords: MASS MEDIA
NEWSPAPER LANGUAGE
HEADLINE
TEXT
SEMIOTICS
URI: http://elar.urfu.ru/handle/10995/122499
Access: Creative Commons Attribution License
License text: https://creativecommons.org/licenses/by/4.0/
Conference name: XXIII International Conference "Culture, Personality, Society in the Conditions of Digitalization: Methodology and Experience of Empirical Research Conference"
Conference date: 19.03.2020-21.03.2020
ISSN: 2518-668X
DOI: 10.18502/kss.v5i2.8421
Origin: XXIII International Conference "Culture, Personality, Society in the Conditions of Digitalization: Methodology and Experience of Empirical Research Conference". — Ekaterinburg, 2020
Appears in Collections:Когановские чтения

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