Abstract
The aim of this paper is the analysis of the translation features, typical of BBC article headlines. The material included 107 news headlines selected randomly, which had their Russian equivalents. A semantic and comparative analysis served as the research method. The close attention to media texts in the era of digital technology proliferation explains the relevance of the study. The findings show that translation equivalents convey both the communicative and pragmatic potential of the original headlines. For this purpose, a complex of semantic transformations is used for maintaining the adequate meaning of original news in the target language, considering background knowledge of the target audience. The theoretical value lies in the fact that media headlines constitute an individual sub-genre which requires special research. The results can be used in the practice of teaching translation techniques to students specializing in linguistics and translation studies.
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