NAME OF THE NEWSPAPER: COMMUNICATIVE-FUNCTIONAL APPROACH

Abstract

The article is devoted to the linguistic status of hemeronyms – the names of media publications – on the material of newspaper titles. They represent a variety of proper names and are qualified as a word / wordform, sentence or primitive text, being the subject of research of various disciplines – onomastics, syntax and text linguistics. In addition, the names of publications are in the focus of attention of specialists in the field of media design and marketing communication (more specifically – naming). The functional approach to the object under study allows us to emphasize a specific goal setting of the identification / individualization of the media market object and to focus on three variants of the indicated names: a) as a structural element (subtext) of the integral complex sign, which is the aggregate text of the publication – the collective and periodic intellectual product functioning in a market economy; the name represents the core element of the header / title complex – as a rule, it has a polycode character, which is manifested also metagraphemically (through the headset, font size, font color), and illustratively (with the help of drawings, emblems, awards); b) as an independent element (primitive text) of marketing discourse (on city and office signboards and indexes) and c) as a nominative unit in works of various styles and genres on the functioning of print media (in subscription catalogs, in consumer dialogues at newspaper kiosks, in the news, analytics, etc.). The proposed communicative-functional approach to the study of the names of periodicals helps to apply the integrative models to its description, which in turn makes possible the most complete representation of the various semiotic methods of reflecting the pragmatic attitudes of publishers in it