Transformation of headlines in online media under the influence of content distribution channels

Modern journalism is undergoing a profound transformation driven primarily by the development of contemporary technologies for content creation (artificial intelligence) and distribution (social networks, messengers). This change affects not only the content of journalistic creativity but also the forms of media products. We are witnessing the emergence of a new genre system in the media that demonstrates a shift in traditional approaches to creating text elements. The subject of the study is the headline as a component of journalistic material. Today, headlines are created not only to attract the reader's attention and to accumulate important content or ideas of the text but also considering the technical characteristics of content distribution on the Internet. The article examines the influence of content distribution channels on headline construction to capture another relatively new condition when formulating headlines in Internet media. The empirical basis of the study includes the regional and city internet agencies Ura.ru and "Verstov.Info". The headlines of texts from these media were analyzed using qualitative content analysis. As a result of the research, the author concludes that the role of the headline becomes especially pronounced in the context of unprecedented competition for readers' attention. In an attempt to attract the audience's attention, media outlets transform the semantics, syntax, and formatting of headlines. In the realm of semantics, we observe a rigid, sometimes borderline linguistic play with the use of buzzwords such as sensation, exclusive, scandal, etc. In terms of layout, compound tag-like headlines, "ears," and headline complexes with illustrations (for example, the author's photo) are actively used. Online publications, when formulating headlines, must consider the influence of content distribution channels. The latter largely dictate the formulations of headlines in online media, sometimes contrary to professional standards. In formulating headlines, there is an overall trend of attracting and retaining audience attention. At the same time, there is a tendency towards formalization: headlines are often artificially adjusted to fit the structure necessary for successful content distribution, which carries certain risks – standardization of content in online media, departure from traditional principles of headlines such as informativeness and succinctness, and a conscious allowance for factual inaccuracies and the effect of disappointed expectations for the reader.

journalism, online media, content distribution, seo, news aggregator, audience, headline, mass media, text, news agenda