Abstract
The article defines the specific character of the regional media texts in online media. The authors emphasize that the mediatext in regional online media has properties of hypertextuality, multimedia and interactivity that contribute to forming its informative and communicative structure. Communicative elements such as users’ comments complete the body of the main text and transform the direction of its perception. As for the structure of a media text in the Internet media, it is presented in two versions – brief and expanded. A special informative load is given in the title and the leading paragraph. The paper emphasizes that the title of the Internet media must meet the following requirements: refer to the facts or the solution to the problem; be concise, informative and emotionally charged; contain a verb in the past or future tense; be consistent with the principles of SEO-Optimization. The authors point out that the existing types of lead paragraphs are used in various genres of media texts with various degrees of intensity. The most popular in the structure of informative genres are lead paragraphs that have an announcing character (a question-narration, “with one stroke”, a shocking lead, a riddle-lead). The leading paragraphs such as a panoramic lead, “delayed jump”, “just fancy”, a historical lead are prevalent in analytical and publicistic genres of media texts.
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