У статті мова йде про основні методи, що використовують сучасні Інтернет-ЗМІ для привернення уваги аудиторії. Автор звертає увагу на те, що одним із найпопулярніших методів є провокація як метод загравання з аудиторією. Автор розглядає провокацію як соціально-комунікаційну технологію, що здатна призвести до мутаційних, інмутаційних чи абмутаційних змін, з огляду на теорію інмутації, яку розробив і запропонував Олександр Холод.
In this article, we are talking about basic methods that are used in modern online media to attract the attention of the audience. The author points out that one of the most popular methods is provocation as a method of flirting with the audience. Based on the theory inmutation which was developed and proposed by Alexander Holod, the author examines how social provocation and communication technologies can lead to mutation, inmutation or abmutation changes. Speaking about the peculiarities of functioning of the magazine „Ukrainian week” in the printed and online versions, was analyzed the correlation between the headlines to the publication in the print edition and on the publication in a social network. It so happened that headlines to the publications in the social network did not meet the identical titles of publications in the printed version. Moreover, they often did not disclose the essence of publication, but were bright cynically constructed on hints and associative relations. The main task of such kind of titles is not to reveal the contents of the publication, but to draw attention to this publication that audience could „like” and „repost” it on their own pages in social network or comment this publication, which helps to share this publication in among Internet users.
