COGNITIVE MECHANISMS OF HEADLINES AMBIGUITY IN THE NEWSPAPER DISCOURSE (based on Russian and English tabloids)

COGNITIVE MECHANISMS OF HEADLINES AMBIGUITY IN THE NEWSPAPER DISCOURSE (based on Russian and English tabloids)

Author:  O.B. Ponomareva

Affiliation:  Tumen State University

Abstract: 
The paper tackles the cognitive mechanisms of creating headlines ambiguity, polysemy and semantic derivation in the newspaper discourse. Ambiguity is based on conceptual integration causing the cognitive associated schemes which appear as cognitive paradoxes due to interaction of different associations. Cognitive paradoxes fulfil communicative and cognitive functions and are used for the purposes of attracting the audiences aware of the political and social life of the countries.

Keywords:  ambiguity, polysemy, semantic derivation, discourse, newspaper discourse, lexical prototype, cognitive-associative scheme, cognitive paradox