PRECEDENT TITLES FROM MASS CULTURE TEXTS IN UKRAINIAN MEDIA DISCOURSE

Abstract

The article analyzes the precedent units that are most fully realized in the Ukrainian media discourse, in particular in the headline complexes of the newspaper text, which are distinguished from mass culture texts by origin. Such headings are easily perceived and recognized by recipients. They don’t require in-depth interpretation. It has been proven that mass communication demonstrates such an interdiscursive level of interaction. On the one hand, newspaper discourse, on the other – a complete mass-media space. The main forms of representation of which are cinema, television, pop music, as well as directly newspaper and magazine discourse. The common information space enables the wide application and penetration of various elements of other types of discourses in the mass media space into the newspaper discourse and their large-scale nature. It is noted that the main group of titles is represented by the names of films and animated films and television series. First of all, they use altered titles of foreign films and quotes from well-known animated films for Ukrainian audience. Quotations have acquired a precedent status and a certain aphorism, so their use in newspaper discourse is justified. The second group of precedent headings is advertising discourse on political topics. Numerous political slogans and slogans of presidential, parliamentary and regional elections which were replicated through outdoor advertising that is widely used in newspaper articles, mostly in a transformed form. In such headlines the main component slogan is presented almost unchanged. Secondary component is a comment on the slogan. They mainly have a two-part structure: they consist of a nuclear component, which has a precedential character and an auxiliary one. The third group of precedent units of mass culture, which constitutes pop or show discourse including the names of television projects, programs, quotes from original songs and from films. Most of such quotes are presented in a transformed form exclusively at the lexical level, so the recipient easily establishes the pretext.