Specifics of Appealing Headlines in Russian Mass Media Materials Dedicated to Science

The article attempts to study the impact of headlines in science news and popular messages Russian agencies, Internet newspapers, on websites socio-political media, as well sites. It is noted that theme occupies one last places hierarchy content, which significantly limits possibility getting data information agenda. Thematic varieties effective headings are given, constants such health, life safety, sexual relations distinguished. Linguistic stylistic markers clickbait considered, among quantitative numerals, colloquialisms, hyperbole created by using epithet or superlative degree adjective. analysis syntactic features leads identification typical sentence schemes click-through ratio triggers determined, forcing user turn for details. organicity appealing concept infotainment, a productive mechanism popularising sites, approved. indicated corpus these resources characterised individual author’s decisions embodied with help comic mode, allusions, precedent texts quotes, differentiation “image” addressee, oxymoron, antithesis grotesque. In system science, become organic components news, gamified, animated messages. Keywords: Headline, clickbait, popularisation mass