ZaKODowani — manifestations of linguistic creativity in the press discourse (on the example of graphic means in the headlines of the weekly “Polityka” from 2015–2017)

The aim of the article is to present and discuss graphic means used in press headlines. The material constituting the basis of the analysis was excerpted from several hundred issues of the weekly “Polityka”. This choice was dictated primarily by the variety of texts and headings included in it, as well as the important role of the weekly on the Polish press market. The analysis covers press headlines from 2015–2017. For the graphic means, also referred to as a graphic medium or a wider charting, every clearly marked elements of heading segmentation (brackets, spacing), exposed fragments (capital letters, lowercase, italics) were considered and also all elements accompanying the headings (symbols). The material was analyzed formally and then an attempt was made to indicate the function of such treatments in the broadly understood discourse. These action made it possible to determine the role of linguistic creativity in the functioning of press releases by showing the relationship between the form of communication (linguistic and graphic) and its meaning. The conclusions drawn from the analysis confirm the thesis that despite the apparent openness to the multiplicity of meanings of press releases, the number of possible readings of the message is limited and predetermined by the sender. The recipient can only join certain predefined schemes, reacting in accordance with the intention of the broadcaster