Our research is devoted to the understanding of the creolized mass-media text. Article in the modern printing edition is creolized the media text and as the special text type, which emergence not in the last the turn is caused by need of improving competitiveness on to comparison with online-versions, has a number of features. Continuous development of mass media "directs" semiotics complicated media text on a way of further visualization, which involves change of habitual verbally issued structures, emergence of such microtexts, as, for example, "lead", " photolegend". The printing edition, offering the reader new assistants reference points, demands also from it possession of a bit different competences for judgment of the creolized media text. Purely verbal texts are a tradition of journalism, and creolized materials became a trend only a few decades ago. German medialist is characterized by a pragmatic approach -the journalist is thinking about how to successfully "sell" the result of his work. In addition, when choosing verbal and non-verbal means, the journalist suggests possible aberrant decoding of information, but not only to eliminate potential misunderstandings. Non-standard perception can be consciously introduced into the outline of the article as a special means of influence, even (up to manipulation), but also as the possibility of expanding the field of potential meanings, the ability of the reader to interpret the information message.
The focus of the proposed article is the introduction, or the lead paragraph, as a necessary element of any media text today. Particular attention is paid to the analysis of the views of domestic and foreign media linguists and practicing journalists on the essence of the lead paragraph, its structure and classification principles. The lead paragraph is one of the first structural elements of a modern media text that a reader encounters on a newspaper page. Its task in two or three sentences is not only to interest the potential reader, but also to briefly inform him about the main content of the article. That is why the lead paragraph is considered an independent text within the text. The present study traces the development of the lead paragraph in a dynamic aspect: that is, from the moment it appeared in the middle of the 19th century to the present day. Behavioral analysis suggests that the lead paragraph is a complex branched system that should be analyzed within the framework of a general paradigm. The most attractive for perception by the target audience may be compact introductions, typical for the German and partly for the Russian press.
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