Song Titles And Fragments: A Playful Tool In Current Press

Abstract

A very recurrent titling procedure in current press consists in the use of linguistic models found in the common cultural heritage (cinema, literature, songs, advertising, mass media, history or religion). On this occasion, we have focused on headings composed of song titles and fragments with or without variations, although we must point out that this approach is not limited to titling, since it can also be seen very often within the press text, thus reinforcing the cohesion of the whole press statement. It is a playful tool (even a humorous one) with a very special communicative efficacy, especially when the words from the original song have been changed or updated. The goal of this investigation consists in reflecting the vitality and possibilities of this linguistic procedure in the current press written in Spanish. The research sample includes newspapers and magazines, paper and digital, from several Spanish-speaking countries, collected from May to September 2011.