Logoepistemes in the Headlines of the Russian and Arabic Press: a Linguocultural Aspect

A discussion is focused on the relationship between language and culture as a prerequisite for the emergence of the term “logoepisteme”, and it is also proposed to consider the reasons for the steady increase in the number of logoepistems in use in Russian and Arabic newspapers, which reflects the tendency to use such techniques as а parody, a language game, etc., which led to the “carnivalization” of language. The study is devoted to the problem of analysis and explication of the specifics of the use of logoepistems in the headlines of modern Russian and Arabic press in a comparative aspect. At the same time, the analysis of those functions that are designed to implement logoepistems in the discourses of newspapers is proposed. A special place in the article is devoted to the consideration of the process of transformation of logoepistems, identification of similarities and differences in the use of the studied units in the Russian and Arabic press. The study also discusses different sources of logoepistems, which provides important information about the dominant values and the most urgent issues of the Russian and Arabic national-linguocultural communities and gives the key to understanding their way of thinking. A study of the use of logoepistemes in headlines in the Russian and Arab press shows that both Russian and Arabic journalists resort to the same techniques. They especially use them in the process of the so-called “language game” and with the aim of causing the effect of “misguided expectations” in order to attract the reader’s attention and encourage him to familiarize himself with the text. The use of logoepistemes is associated with the search for the most adequate expressive means of expression and with the tendency to mix newspaper, journalistic and conversational styles, which, according to press experts, can provide the most adequate effect on today’s readership.