Ролята на заглавието за привличане на внимание в интернет среда
The role of the title to attract attention in the Internet environment

Author(s): Vladimir Dosev
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: online journalism; headlines; click-bait; corona virus
Summary/Abstract: The major aim of this article is to investigate the importance of the media headlines for the digital journalism. Click-bait is a new term in the theory of journalism and it describes a headline which tempts the reader to click on the link and to read the whole article. Click-bait is often associated with headlines which are especially sensationalized. The paper investigates various language tools to make a headline sensationalized. The applied methods of the research are sociolinguistic analysis of media texts and discourse analysis. The object are the headlines of articles about corona virus, published in some of the biggest Bulgarian information sites from August to December 2020.

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