This article is devoted to identifying the features of the transformation of precedent phenomena at different language levels in the headlines of the mass media and the specifics of their perception. The work uses a descriptive method, a method of direct linguistic observation, a continuous sampling method, a descriptive method with elements of interpretive analysis. As the study shows, the transformation of precedent phenomena can significantly increase the expressiveness of headlines and attract readers’ attention to the article, however, the impact on the perception of the headline by the addressee is possible only if the reader is familiar with the original precedent phenomenon and is aware of the reference to it. The analysis of precedent phenomena functioning in modern mass media made it possible to propose their typology according to the methods of transformation, as well as in the introduction of new factual material into scientific circulation.
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