TO THE PROBLEM OF CREATING HEADLINES IN ONLINE BUSINESS PUBLICATIONS

Authors

  • Olga Zaykova South Ural State University

Keywords:

online business edition, headline, classification of headlines, types of headlines, functions of headlines

Abstract

The author draws attention to the change of approaches to creating headlines in online editions,
which often leads to distortion, incorrect interpretation of the body of articles. The article
summarizes the results of the study of the headlines of business publications performing their
main functions: attracting readers’ attention and conveying the meaning without distortion. To
do it the author analyzes main approaches to functions of headlines in historical perspective and
gives an outline of classifications of headlines. The most suitable for the study of online business
publications headlines is the typology put forward by A. Miroshnichenko who singles outan actual headline (used most often in creating business publications), an imaginative one (gaming),
and a header-plate. The author studies main trends in creating headlines in online business
publications, shows that authors to attract readers’ attention and proves that they fulfill their
main functions.

Author Biography

Olga Zaykova, South Ural State University

PhD in Culturology, Assosiate Professor, Mass Media Department, South Ural
State University (Chelyabinsk), zaikova74@mail.ru

References

Ергалиев, К. С. Функции газетного заголов-

ка / К.С. Ергалиев, К.М. Текжанов, Е.Б. Асанбаева

// Актуальные проблемы гуманитарных и естест-

венных наук. – 2014. - № 3-2. – С. 35–41.

Залюбовин, И.И. Типология заголовков в со-

временных печатных СМИ / И.И. Залюбовин // Тео-

ретические и прикладные аспекты лингвистики : сб.

материалов III Международной научно-практи-

ческой конференции молодых исследователей /

отв. ред. Ю. М. Шемчук. – М.: Изд-во Моск. гума-

нит. ун-та им. М. В. Шолохова, 2014. – С. 24–27.

Лазарева, Э.А. Заголовок в газете /

Э.А. Лазарева. – Свердловск, 1989. – 96 с.

Мирошниченко? А.А. Работа в пресс-

службе. Журналистика для пресс-секретарей /

А.А. Мирошниченко. – ИД «МедиаЛайн», Альпина

Паблишер, 2012. – 192 с.

Пушкарева, Д. Интернет-стратегии дело-

вых изданий Украины / Д. Пушкарева // Медиааль-

манах. – 2011. – № 1. – С. 57–62.

Шостак, М.И. Сочиняем заголовок /

М.И. Шостак // Журналист. – 1998. – № 3. – С. 61–64.

Щепилова, Г.Г. Реклама в СМИ: история,

технологии, классификация / Г.Г. Щепилова. – М.:

Изд-во Моск. Университета, 2010. – 464 с.

Rivers, W.L. The Mass Media: Reporting,

Writing, Editing / W.L. Rivers. – New York, Evanston,

and London : of Congress, 1964. – 531 p.

Westley, B. News Editing / B. Westley – USA :

Houghton Mifflin Company, 1953. – 433 p.

Issue

Vol. 13 No. 2 (2016)

Section

Articles