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Background: modern linguists, who study language features of media, fix significant increase in irony and language games in headlines and heading complexes. Authors of media messages abundantly use the puns based on a polysemy of words, use different kinds of metaphors, precedent texts and names. Specificity of mainstreaming precedent phenomena in the media headlines is the fact that the headline is a complex linguistic phenomenon, possessing cognitive performance. Heading complex, as well as media discourse as a ...