Name of the newspaper: communicative-functional approach

AutorLiliya R. Muhametzyanova - Leyla A. Mardieva - Elena S. Kara-Murza
CargoKazan Federal University. - Kazan Federal University. - Moscow State University. aklilya@bk.ru.
Páginas408-417
Periódico do Núcleo de Estudos e Pesquisas sobre Gênero e Direito
Centro de Ciências Jurídicas - Universidade Federal da Paraíba
V. 8 - Nº 05 - Ano 2019
ISSN | 2179-7137 | http://periodicos.ufpb.br/ojs2/index.php/ged/index
408
NAME OF THE NEWSPAPER: COMMUNICATIVE-FUNCTIONAL
APPROACH
Liliya R. Muhametzyanova1
Leyla A. Mardieva2
Elena S. Kara-Murza3
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
1 Kazan Federal University.
2 Kazan Federal University.
3 Moscow State University. aklilya@bk.ru.
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

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