Аннотация
New research should be conducted in Kazakh linguistics in order to identify the potential and functioning of the modern written language in society. The language of the periodical press is an actual form of communication between society and government, communicative and informational activity, as a vivid expression of the written language. Therefore, it is important to analyze changes in the language and the dynamics of language development using newspaper vocabulary. An important structural part of the newspaper is the newspaper headline. The headline in the newspaper discourse is designed to realize its main functions: influencing, evaluative and informational. Journalists, as subjects of speech, use various linguistic means that can most fully realize the planned communicative goals. At the same time, special attention is paid to the title, which, being both a component of the text and an independent unit of speech, should attract the attention of the addressee to the publication, encourage him to read the published information. The headings are very indicative in this regard precedent texts, as well as a precedent name. This article examines the effectiveness of the newspaper headline and semantic features of the vocabulary