The subject of the present research is the discursive practice of online media content comments. The object is the technology of engaging readers in communication, aimed at manipulating their perception, imposing a specific interpretation of facts and events. The world-modeling function of a media text is under consideration. The analysis of the heading undertakes it. The heading "launches" the process of variable interpretation of reality. The function reveals itself also through the analysis

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... f comments. Comments present the effectiveness or ineffectiveness of the applied manipulative techniques. One of them is the claw back communication technology applied in news headlines. The technology presupposes the intention to influence the emotional sphere primarily to lower the critical thinking ability in further information perception. When drawing up headlines, a journalist appeals to a publication community's shared values, agreements, and cultural codes. A community is a unity of readers, like-minded people out of the same stable. The present research analyzes, on the one hand, the predictability of online community feedback, its assessments and interpretations provided for a selection of news range, as well as the peculiarities of their presentation, and, on the other hand, the resistance of the manipulative claw back technology if it is evident to the audience. The study's empirical basis is presented by comments from Meduza Novosti i SMI subscribers community on Facebook during 2020.