Features of the title of the social project text

the title as the most important element of the text has become the object of research in the works of a number of Russian scientists. The title is characterized by brevity and a fixed position, implements the communicative strategy of the authors and expresses the main theme of the text. The purpose of the study is to consider the role of the subject and predicate, modeling a specific speech situation, to analyze the productive types of syntactic constructions and to study the types of axiological concepts realized in the titles. The conducted analysis showed that the constructions used in the titles of the texts of social projects are directly related to the semantic organization of the text; non-verbal (paralinguistic) means perform a significant function in a number of titles. The titles of the texts implement communicative strategies of information and influence and represent a “core” proposition expressing the most important topic (topic) based on the conducted analysis of the text. The analysis of projects posted on open competition platforms showed the productivity of nominative, generalized-personal constructions and two-part constructions with a nominal compound predicate: generalized-personal constructions are represented mainly by proverbs, sayings and set expressions, in which cultural concepts are realized. The practical significance of the study lies in determining the mechanisms for implementing the high pragmatic potential of the titles of social project texts. The absence of a predicate (action) in the titles of social project texts is due to the actualization of the result of actions (the goal of the project) in the message, and not the actions themselves (the process). The main information carriers in the titles of social project texts are keywords, which are stable thematic components and search queries on the Internet and electronic catalogs. A number of social project texts use specific vocabulary expressing the relevance and novelty of the idea, and in some cases allowing to graduate the degree of expression of these features.

concept, gradual function, title, keywords in the text title, precedent name