Терлецька, Еліна Федорівна (2025) Заголовок як засіб привернення уваги аудиторії на платформі "Інстаграм" [Composition] Другий (магістерський). Шифр академічної групи: МКм-1-24-1.4з. Дата захисту: 19.12.2025, Київський столичний університет імені Бориса Грінченка.
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Abstract
The master's thesis is devoted to the study of headlines as a communication tool for attracting audience attention on the Instagram platform. The research combines theoretical analysis of headline functions in media and practical testing through the development of an author media project «post_title_secrets», implemented on Instagram. The work examines key scientific approaches to the understanding of headlines, including structural, semiotic, cognitive and pragmatic perspectives, and analyzes psychological mechanisms of audience perception in the conditions of fragmented attention and rapid content consumption. Special attention is paid to the modern tendencies of headline use in digital media, with a focus on formats specific to Instagram, such as carousel posts, micro-tips and text overlays in Reels. The practical part of the thesis presents a media project created to test the effectiveness of various headline types: informative, emotional, intriguing, problem- oriented and call-to-action headlines. The project includes content production, analytical posts, and educational materials, as well as monitoring of engagement metrics (views, saves, reactions, profile actions). A SWOT analysis was conducted to determine the strengths, limitations, opportunities and potential threats of the project. The results of the study demonstrate that headlines with a clear promise of value, emotional tone or elements of curiosity significantly increase engagement and stimulate user interaction. The thesis emphasizes the importance of headline design as a strategic component of digital communication and provides practical recommendations for journalists, media creators and SMM specialists. The media project highlights the relevance of developing a responsible information environment and promotes digital literacy by forming an understanding of effective communication tools in social networks.
| Item Type: | Composition (Другий (магістерський)) |
|---|---|
| Uncontrolled Keywords: | media communication; Instagram; social media; headline strategies; digital journalism; content engagement; SMM |
| Шифр освітньої програми: | 061.00.04 |
| Шифр академічної групи: | МКм-1-24-1.4з |
| ПІБ наукового керівника: | Петренко Світлана Іванівна |
| Дата захисту: | 19.12.2025 |
| Місце захисту: | Київський столичний університет імені Бориса Грінченка |
| Subjects: | Qualification works of applicants > Медіакомунікації |
| Divisions: | Факультет журналістики > Кафедра журналістики та нових медіа |
| Depositing User: | Анастасія Микитівна Івлєва |
| Date Deposited: | 22 Dec 2025 15:21 |
| Last Modified: | 22 Dec 2025 15:21 |
| URI: | https://elibrary.kubg.edu.ua/id/eprint/55466 |
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