Phraseologisms-transformers in the headlines of electronic mass media (based on the articles of "Ukrainskyi tyzhden" Internet periodical)
Changes going on in the social and political, economic, scientific, cultural life of the state are promptly reflected in the language of electronic mass media. The headline is the first and basic source of information for the readers skimming the homepage of the site. The headline performs
at least three important tasks – it conveys the subject matter of the article as concisely as possible, attracts reader’s attention to the article and forms an emotional and evaluative attitude to the text. A considerable emotional and expressive charge is available in the headlines containing
transformed phraseological units. In the headlines of the periodical we can observe transformed and customary phraseological units, performing a pragmatic and stylistic function of expressiveness. Structural and semantic transformation is prevalent, due to a number of communicative and stylistic effects. Occasional substitution is aimed at the convenient insertion of the renewed phraseological unit into the article, linking it to certain social and political events, public figures, actualities of the modern life, etc. Journalists extend the componential composition of a phraseological unit with the purpose of specification and concretization of the situation and provision of a detailed description of a person. Also we come across the reduction of the componential composition – reduction of its particular components. In order to make the headline sound concise, intellectual and euphemistic, a phraseological hint consisting in the decomposition of set expressions into separate components is broadly used. One of the most productive ways of semantic modification is double actualization of the phraseological unit – a simultaneous combination of lexical and
phraseological, free and bound meanings in it. We, therefore, assume that phraseological transformers make headlines expressive, actualize
additional connotations in them, convey author’s attitude to the situation and are an effective means of influencing the way text is perceived by a recipient, and at the same time they are markers of language means of social and political journalism of a certain historical period.
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