Фрагментация текста как средство персуазивности в информационных интернет-сервисах

The article deals with the examples of communicative manipulation in the news services of the Russian Internet by means of fragmentation of the journalistic text. News presentation has a multi-stage, modular nature, and the individual modules (a kind of genre clones) differ in their content: the most generalized, axiologically and pragmatically labeled at the level of header, lid and announcement, more concrete filled with factual information at the level of the summary and the full text. Text fragmentation implements several functions: 1) perceptual and mnemonic; 2) prolongation of the communicative contact; 3) locating (opening space for accompanying, usually commerce information); 4) ideological programming/design.