Parceling in headlines: the dynamic aspect (based on the newspaper "Kommersant")

In the 1980-90s our country suffered a dramatic social, economic and political transformation. Elimination of censorship led to the emancipation of traditional standard media language. Monotony, pattern and standard were replaced by creative search intensified by the struggle for newspaper readers. Modern newspaper journalism is characterised by catchy, intriguing headlines aimed to attract attention, because the reader begins their acquaintance with a new issue of a newspaper and chooses interesting information by reading a headline. Title is a stylistically strong position of a media text. Title reflects the abstract of a text and often sets the tone of the text, the evaluation giving a possibility to anticipate the content of a publication. Parceling plays an important role in the proper understanding of the title, because the point is a graphically highlighted mark important for the perception of information segment. In this article, parceling means a special method of communicative and stylistic text organization, aimed to intensify the emotional, intellectual and informational influence upon the reader. The present study is done on the material of parceled headlines chosen by random access from the electronic version of the newspaper "Kommersant". The data for the years 1992-2000 and 2012-2013 are compared. Analysis of the material leads to the following conclusions. Parceling is an effective tool of creating a headline, able to attract reader's interest contributing to the perception of a newspaper article. Parceled title is a feature of not only the personal author's, but also a collective style of a newspaper. Juxtaposition of parceled headlines proves the fact that the authors are constantly looking for new models of parceling because of the need to "catch" the reader by a "fresh" construction with bright expressive potential. Each time interval has its own dominant and specific models. In 1992, the dominant models included the headline parceling of circumstances of manner and a compound sentence. Data of 1999-2000s constitute a bright palette of various models of parceling titles, among which circumstances of place and conditional clauses are parceled. Constructions with the author's words and appositions are referred to specific models. In 2012-2013 the prevailing model of headlines are the models with parceling of compound sentence with the conjunction "but" and parceled adverbial participles and constructions with the meaning of purpose. The dynamic nature of the limitation of semantic and syntactic and morphological features of parceling titles is evident. In this case, a number of characteristics proper to constantly parceled titles is identified.

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