Intertextuality of the headline complexes in mediatexts

The article deals with the functional-stylistic and communicative-pragmatic features of intertextuality in headline complexes their compositional role modern mediatexts (based on publications information-analytical weekly "Dzerkalo tyzhnya"). Intertext is a cognitive-communicative category text-forming element, which implements author's idea. intertextual techniques are used main headings, subheadings, inner epigraphs, leads. They serve to pay attention problem, express attitude leading opinion publication, draw parallels, comparisons, analogies between intertext mediadiscourse. These components concisely set topic, reveal idea, concept or create subtext, adjust reader appropriate perception publication. means proverbs sayings, winged expressions, quotes, titles literary works films, characters, etc. Analysis has shown that they included headlines transformed form more often, structure semantics original changed. Allusions as methods imagery expressiveness media evoke metaphorical associations hinting at well-known social-historical facts, events, phrases, characters other texts. elements mediatext (epigraph, lead, summary etc) complement headings. epigraph an optional element complex laconic technique. Before text accurate quotation helps understand problem-thematic parameters mediatext. provokes emotional semantic associations, facilitate text, but do not topic content article, attract interest only pragmatically. contribute language economy same time expand perspective headline, successfully implement advertising function – interest, intrigue, influence subconscious referring texts images. game expresses aesthetically, attracts productive knowing analytical understanding reality.