Paratexts in the mass media communication.

      Аннотация: „The receiver wants to get all the novel in three minutes” – as Ryszard Kapu?ci?ski wrote. The book you are keeping in your hands enhances this idea. Its subject matter is constituted by various textual acquisitions, which has become clear and recognisable in the modern media culure. The work is about escorting texts which present and recommend the proper texts. The task of the first is to lead the reader, the listener, the spectator and the navigator to the latter. The book treats of self-promotional strategies: of leads, previews and teasers. It is designed for communication specialists, genologists, media specialists and students of humanities.

Ключевые слова: the editorial introducing text, the lead, teasers, the presentation, the recomendation, escorting texts, the flash