ISSN 2410-3918 Academic Journal of Business, Administration, Law and Social Sciences Vol. 4 No. 1 Acces online at www.iipccl.org IIPCCL Publishing, Graz-Austria March, 2018 The disappearance of competence of headlines PhD (C.) Muhamet Mavraj University of Pristina Abstract The title is the text locomotive. It draws all the other compositions behind. Newspaper texts are termed as productions or reproductions of reality but are oft en denied their literary feature. It seems to be hasty denial. Endless examples show that news headlines have extraordinary power of expression. The transition from printed journalism to online journalism is degrading the stylistic power of news headlines. This article explains some of the types of degradation and the reasons related to the new concepts imposed by online journalism. The main factor that is degrading the title is clickbait, and it is not the only one. The titles either consist of two or three words, followed by reticence... to robbing clicks or being transformed into novels. Consequently, the title competence is vanishing. The measurements of the words in newspaper headlines at diff erent times and in two ideological blocks signal that the titles are being totalitarianized. Meanwhile, the competence of the locomotive is being transferred to wagons. Keywords: style, headline, newspaper, click, clickbait, empty calories of information. Introduction If the headline is a coherent, natural title, it looks like a head in its body, however, the fi rst identifying sign of a nature. It has many functions. Three of them are: the headline summarizes the news, it shows the importance of writing and pulls the reader to turn it into active. 1 It is the message that warns the text and has some autonomy to the text it represents, but not always full independence. Newspaper texts are termed as productions or reproductions of reality but are oft en denied the literary feature. Texts are constructions of words, sentences, and paragraphs. The same theorists, who deny the literary value an informative text, divide the text into indicative, descriptive, explanatory, and compelling texts. Structurally, the title is part of the small texts (proverbs, phrases, aphorisms, graffi ti, mockery, vowels, slogans, announcements), and they share many common qualities, according to Halliday (1994), oft en out of the grammatical rules that characterize other texts. Any kind of title is a fi gure. The diffi culty lies in its defi nition, whether it is grammatical - of which type or subtype, if it is literary - of which type or subtype. The identifi cation process should sometimes be seen in relation to the accompanying text, with the body text. We exclaim so as long as we see the title as the head of that body as a coordinating center of the underlying linguistic activities and the possible stylistic activities underneath it (in the body text). There are scholars who see the title as a fi gure even when constructed with denotative language, or simply appear as word-sentences, in a single word, verb verb, eg: “Continue ...” (the second term), 1 Manual për gazetarët e Europës Qendrore dhe Lindore, 1997, 81. 227 ISSN 2410-3918 Academic Journal of Business, Administration, Law and Social Sciences Vol. 4 No. 1 Acces online at www.iipccl.org IIPCCL Publishing, Graz-Austria March, 2018 or by name, when it usually exceeds the denotative language and builds a stylistic fi gure with just one word, for example: “Apocalypse”, - hyperbole, for a local event in Gjilan. How is this justifi ed? Again based on the overall body of the text and putt ing it in relationship with the head. The titles oft en carry the features of the paraphrase, and, at least this feature makes the title a guaranteed fi gure, a position that takes it by function. But, according to Ivas, reason lies in the privileged position of the title at the top of the follow up text (Ivas, 2004, 9-34). Generally speaking, the language of professional newspapers is the language of the Declaration, simply, an informative language. The news section of the newspaper is covered by the columns of news reporters. The informative nature of journalistic textbooks in the face of recipients of diff erent intellectual levels imposes denotative language. This is expressed by lexicon and convenient syntax construction to communicate the news without subjective hues, to be understood by readers’ levels, and to keep them as closely linked to the media. The lexical word fi eld, syntax fi eld, meaning, etc., are put into the function of direct discourse and meaning. For impartiality, the verbal sentence prevails. To avoid monotony of reading, commonly used synonyms for words, phrases or syntax synonyms within the same text. Even for these types of texts dominate the view that they are not literary texts. But, at the end, they are texts. “There are, so they should be studied,” says Allan Belli in top of 13 strong reasons for studying the language of newspapers (Bell, 1991, 3-5). And, since they are texts, they contain style. More than the big text in a newspaper article, the small texts inside their construktion, such as middle titles, subtitling, heading, or some subtitles for self-advertising content, require greater focus on their construction, so oft en they give their readers textual pleasure that provoke thinking with the proposing language (suggestion), unlike the language of the Declaration. But especially the headlines, because of the motoric role they carry, present in many cases a real stylistic moment. It is not necessary to avoid the grammatical rule to build expression fi gures. We have seen how easily created fi gures such as irony, parabola, antiphrase, paraphrase, metonymy, synecdoche, and in many cases even metaphors, the super fi gure of rhetoric, the queen of tropes. This was called “fi gure of fi gures” (Michel Deguy), or “trope of tropes” (Jacques Sojcher), while Gerrard Genett e saw it as “heart, essence and almost all rhetoric” (Zhenet, 1985, 89). News headlines are pragmatic rhetoric. Combinations of controversial words easily create stylistic tension for reading (When Nasa deleted the fi rst landing records on the moon, the reporter wrote the article titled: “Small step for man, giant gaff e for Nasa”(Borenstein, 2009), according to antonymic analogy, which belongs to Nasa, “That’s one small step for a man, one giant leap for mankind”. 2 Title style helps to diff erentiate the “hand” in the media plurality; is a tool for creating a media identity, especially when reporting on the same event. The “non-literary” qualifi cation sett ing of newspaper texts is hasty Literary colors in news headlines and throughout the text may be lighter than typical literary essays, but part of the news headlines are not at all far literary texts. Literature has the luxury 2 This is a styllematic saying, are the fi rst words, from the fi rst man to the moon, Neil Armstrong. There is a constant debate about the importance of “a” (man), in the fi rst human words on the moon. Technology has proven that “a man” is emphasized. 228 ISSN 2410-3918 Academic Journal of Business, Administration, Law and Social Sciences Vol. 4 No. 1 Acces online at www.iipccl.org IIPCCL Publishing, Graz-Austria March, 2018 of making the essence of the text from free imagination, unlike information media that can not invent the facts but should investigate and identify them. Building a news headline is the fi rst sign of diff erence in the media crowd and, not infrequently, is the main source of stylistic expression. Everyone makes it easy to distinguish the titles for the same event of August 12, 2010, issue with concession of Pristina International Airport: “Nënshkruhet kontrata për Aeroportin” 3 (“The contract for the Airport signed”),“Koncesionimi i Aeroportit” 4 (“Airport Concession”), “Rehatohet Aeroporti” 5 (“Airport Comforts”), “Turkish company to build Kosovo’s new gateway to the world” 6, “Limak-Airport de Lyon gets the concession for PIA” 7, “Nënshkruhet kontrata për dhënien me koncesion të ANP-së”, “Nënshkruhet kontrata për koncesionimin e ANP-së” (The contract for granting the PIA with concession is signed), “Havalimani i Prishtinës” 8 (Pristina Havalimani) etj. Of these 8 titles for the same event, 6 are media in Albanian and 2 in English (by a Turkish media and by the international group Eciks. 9 Six titles are constructed with denotative language, nothing is hidden beyond them, only what is said and does not get subjective color (authors are not involved in the event), no sides taken, the sentences keep the demonstrative (indicative) character. While, two distinct titles from the same newspaper are clearly distinguished. They are from the same newspaper (“Express”) and have connotative ideas and form att ractive fi gures: “Comforts airport” (verb + name) and “Pristina Havaliman” (in Albanian “Havalimani i Prishtinës”: name + adjective). Both titles are constructed with two oriental words. The second title contains a secret protest against the “turquoise” of the airport (In Turkish “Havaliman” means Airport). Such was the title on May 15, 2010, when the winner of the concession was announced, who several months later (August 12, 2010) signed the contract. It has been one of the monumental titles throughout the history of journalism: “Airport Flies”. Not the birds and not the planes, but the Airport! Walking through titles in two ideological periods Headlines also express a structure of thought. In the former communist countries there are still old ways of performance in news headlines. They are a part of the subconsciousness from the earlier periods of informing monopoly. Although we do not really care about the ideology of language, but another headline structure, we will consider a bit of the past of Albanian headlines.