Поликодовость заголовков современных медиатекстов в аспекте языковой игры
The report on the material of titles of Russian electronic media analyzes the polycode phenomenon as one of the specific features of the modern media text, caused by tendency to aesthetization process of verbal communication in the media discourse, enhancing the gaming part, the influence of globalization processes in the society on the specifics of communication. We study such manifestation of polycode phenomenon as the use of a foreign graphic in the Russian-language text headlines. The headers of Russian internet media actively involve untapped foreignlanguage graphical elements, including onimas, poligraphixation, transliteration, Russian words in a foreign graphics. Analyzed the specific character of functioning of inographic element in the context, the interaction of policode headline with the text. These occasional elements have great expressive potential to use them as part of the language game. Foreign-language elements are used for the formal transformation of precedent phenomena by replacing one of the components to transliterated lexeme, are played semantically and phonetically as part of puns. As part of titles these formation perform entertainment functions and enable to attract the reader's attention..