Abstract
The precedent phenomenon is estimated as a productive source for creating the language game in the headlines of political media discourse. Headlines based on a language game draw the attention of the reader more quickly. There are often used precedent phenomena, understood as culturally loaded signs, known to a major part of the representatives of the same national community. That is a precedent phenomenon that may serve multiple purposes. We have focused on its effect applied in the headings. The coincidence of the background knowledge of the author and the reader contributes to the hidden influence on the images of politicians formed in the mind of the reader.