MODERN NEWS HEADLINE IN UKRAINIAN ONLINE MEDIA: BETWEEN CLICKBAITING AND INFORMATIVENESS

In modern Internet media, the function of searching for material by the words used in the title is added to its the nominal, informational, appellate, and advertising functions; often the headline is the only read element of the publication. News headlines create a kind of media picture of the world.

Some of the headlines in the Internet media are purely informative, they  exactly reproduce the content of the news. "Partially informative" headlines provide incomplete information and therefore may reflect distorted reality. Encouraging, intriguing headlines encourage reading. Rarely is there an intellectual variety of advertising and intriguing title, built on associations with images of literature, science, art, the use of phraseology, antonyms, paronyms and more. Such a title requires a certain level of knowledge from the recipient.

The desire for sensationalism determine other trends that often go beyond journalistic standards. The title may not reflect the content of the journalistic work, distort the facts. Common in some online media are clickbaits - headlines that make the user click on them. They used manipulations with quantity; words with the possibility of double interpretation are used; negative information about the minority is provided, while positive information about the majority is indicated only in the text of the publication; the title takes the form of a question to which the publication gives a negative answer. The low linguistic and professional competence of the authors leads to distortion of the information in the titles.

Today there are many reasons to consider the title as an completed work, because the recipient often reads only it. However, in modern headlines there is less and less literary and linguistic creativity, skillful use of vocabulary and phraseology. The informativeness of the title comes to the fore, but the information is often inaccurate, consciously or unconsciously distorted, which can lead to violations of ethical norms, distortions in the reproduction of reality.