That's what i'm talking about. Especially in the new media age, audiences are flooded with massive pieces of information with distinctive, differentiated titlesAttracting readersI don't know. On the news client, the news is arranged in the form of a title list in the “news supermarket”, the subject is separated and the news is like the “bride” hiding under the “title veil” and the audience can only be connected to the content of the news through hyperlinks to the title. Title, as the most important bridge between audiences and news and as a catalystPublic information disseminationOne of the most powerful tools is much more important than traditional media。
After a recent comparative study of official media news clients (people's daily, news watch), social media news clients (fox search, web-eys), and some public figures, the issue of how to create news titles in the new media age is now shared。
I. Translation
To attract the attention of the audience, the vast amount of information that is available to the audience is required to extract the most important parts of news events as titles, which are more numerous and suitable for news and for general and comprehensive coverage. On the one hand, it is relatively concise and can be said to be straightforward, on the other hand, it provides a comprehensive and accurate overview of events and is more complete。
Such titles are used more frequently in the people's daily and in the optimistic news, especially when major events occur, and are referred to as “the less words, the bigger the matter”。
For example, on august 12th, the people's daily reported that guangzhou was being held accountable for the new coronary outbreak and its consequences
On 15 august, the daily light reported the title of the earthquake in haiti: 304 people had died as a result of the earthquake in haiti
On august 15, when xinhua network reported that yangzhou was being held accountable for the new outbreak, the title was: 12 yangzhou leadership cadres were being processed
On 19 july, the people's daily newspaper reported on the decision of the chinese space science and technology group to deal with zhang tao's case under the heading: double-share! Arrest
On 9 july, the daily people's newspaper reported that the central bank had reduced the reserve rate for financial institutions, with a clear title: the central bank's cut
In the application of such headings, care is taken to reflect the outcome of the event in the title, and in the title production of the new media, the importance of the 5w element is ranked as result, location, person。
Ii. Suspicion-suspense type
The production of suspense titles, known in the traditional media as “sorts”, today attracts readers with suspense titles, with the extra-strings of “suspension-like”, which are more stimulating to the audience's attention, expectations of psychology and reading passions, as well as a precise guide to reading trends。
Setting up a suspense in the title would require capturing one or two key news elements, drawing on the latest and most interesting facts in the news, keeping pace with the latest developments in news events, but breaking their causal link, obscuring in their expression, remaining invisible, resolving “suspensive” doubts through “twices” that cut through the main news facts, opening the scene of the events and drawing attention to the reader。
The daily people's journal, in several articles at the tokyo olympic games, has used suspense-like titles, for example: people's daily, on 5 august, reported the title of the story: "the queen of the red star" with the full score, and did not expect her previous wish to be..
On august 4th, the daily people's journal, reporting on the morning balance win, the news was entitled: zoom in! Four words were written on the morning knee..
July 26th, people's daily: he went up with a kitchen knife
While the title of doubt can attract readers, it is not appropriate to create suspense in the title for some very important, far-reaching, highly influential, policy-oriented news in the political, economic and human categories。
Iii. Hotspot events + internet popular language
On 10 november 2010, the people's daily newspaper jiangsu, a newspaper known as the people's daily newspaper “culture power province”, used the internet popular word “contribution” in its headline with a strong authority. With the beginning of the people's daily newspaper, the internet popular language is rapidly becoming popular, and the official microblogging, microblogging, and client circles of the major traditional media have flourished even further. Today, the use of internet popular language in news titles is a necessary trend in favour of young readers。
For example, on 1 august, when the people's daily news news reported the 9-second 98th final for the 100-metre man at the olympic games, the news was entitled: "suping, yyds!"
Yyds, which is meant to be “god for all”, is often used by fans to admire their bean (image) and represents language culture after 90 years。
It is more rejuvenation-oriented in title production and is consistent with the language habits of mainstream readers。
On 7 august, the daily people's journal compared the remarkable moments of each of the tokyo olympic games and china's participation in history, entitled " misplaced time and space " , which drew the attention of the audience through the current vibrating song " misplaced time and space " 。
On 9 august, the daily people's journal, reporting on the situation in the country's home, was entitled: "the home of the family is surrounded" and the father's approach is praised as "sane."
A popular language such as “crazy” can be compatible with the language culture of modern young readers and more attractive to readers。
July 24th, people's daily: high flaming! Fight tokyo
Action tips + dry cargo sharing
In the new media age, where information is complex and the range of events requiring sustained attention is often limited to audiences who need a well-packaged “dry product” because of their own time constraints, and when the audience simply uses it, it is more attractive to draw attention to the audience's attention by placing a hint on the title, such as: quick look! Look。
This dry cargo-sharing title is particularly used during the epidemic. For example, add new cases of diagnosis xxx, click on the action track。
People's daily, 6 august, update! National central high risk area summary
The people's daily, precious! The entire 38-golden records of the tokyo olympics of the chinese army
"three olympic games, the nine palaces, have been assembled
14 july, people's daily: fast collection! The tokyo olympic games hot project watch calendar is here
In the social news, such titles were also being tried repeatedly。
On august 14th, the chinese government's network: the mask has new demands
On august 10, the chinese government network: look, it's good to have these downsides since this year
When xinhua reported on the nanjing outbreak, it was titled: nanjing hotspot tracking
Using the nanjing outbreak as an entry point, several hot spots of concern reported during the current round have been addressed in a unified manner and summarized。
Data presentation
Research analyses, people's eyes are much more sensitive to numbers when read than to chinese, and audiences are easily attracted when looking at numbers in the title. In addition, the title of the data presentation provides for suspense, highlights news facts, highlights themes and enhances the impact of press releases。
For example, on august 14th, when omega was reporting an over-characterization of korean melancholy carcinogens, it was entitled: a maximum of 148 times greater! This famous convenience store is in trouble
On august 14th, when the finance industry reported on the 7th new year's consumer economy, it was entitled, "the heat surges by 420%!" the search volume surged by 159%. In the last few days, everyone has been paying for them. Have you, "sweet consumption"
On 22 july, the daily people's newspaper, reporting on the effects of the storm in henan, entitled: painful! 33 killed and 8 disappeared
People's daily news, 21 july, reporting on the nanjing epidemic, title: nanjing's latest bulletin: 17 positive cases, 9 confirmed cases, full nucleic acid testing
On 16 july, the daily people's journal, reporting on our vaccine production capacity, was entitled: 5 billion
On 9 july, the daily people's journal, reporting on the real data on the corshing new crown vaccine in chile, was entitled: 90. 3%!
Introduction
Quoted news titles are the words that are most attractive to readers in the selection of news facts, the words that most reveal the value of the news, which are directly used as titles, both to demonstrate their objectivity in news coverage and to meet the humanized demands of news discourse. It is not easy for a journalist to make a direct statement and make a statement in the news, and it is a good idea to use the emotional personalized language of a person's speech as a title. As h. Dick said: “leave someone else's words or comments is a very effective strategy for journalists to break the limits of dehumanization, perspectives, reporting perspectives and formalization. So the words are either in quotation marks or in quotations from news figures.”
In the use of quote-type news titles, there are three main forms of marking: the first is the use of a colon, most commonly a colon after a person's name, but no longer a quote after a colon; the second is the use of double quotation marks, some of which are preceded by a colon and others directly by quotation marks; and the third is the use of quotation verbs, which are another sign for identifying quotations. There are many verbs quoted in the news, which are often “spoken, emphasized, pointed out, proposed, etc.”。
For example, on august 15, the people's daily newspaper: “ligu liang volunteered to invite us, and we were excited and ran over immediately.”
In a series of reports by the people's daily on the floods caused by heavy rains in henan on 28 july, a friend of the internet commented: “the crowd has the right to throw, the soldiers have gone in hiding.”
July 30th, people's daily, "the code? What's the code? There's no code
On 14 july, the daily people's journal hosted a regular press conference entitled “zhao lijin: i give you two jokes” in the coverage of the spokesman for the ministry of foreign affairs
On 11 july, the daily people's newspaper reported on the progress of the relocation of the elephant north, entitled “detector: state compensation for damage caused by the elephants”. Aunt: ha ha ha ha ha."
Vii. Federation presentation
The emotional inflammation of people has affected the intergenerational perception of readers as they read, and in the new media age, the demand for incipient reading of news is increasing. It's so sad and scary that it can quickly resonate with readers and attract them to the news。
For example, in march, in the run-up to the new coronal vaccine, the slogan “we fight together, we fight together, we grow together”, published by shenzhen health commission on twitter, broke into people's minds and, for a period of time, almost all over the country, under the title “we fight together”, directed public opinion throughout society to create a vaccination climate。
Among them are: the daily light, "this sign is too brainwashed to sing" (march 30), liao shen evening newspaper, "let's go! Let's go
Because of the dreary nature of the data news, such emotional titles appear in important data news, which are regularly used in the daily newspaper of the people's republic of china when important data are published, for example, on 3 june when the vaccinations were published, under the title “over 700 million! Climb up, the blue line”, in which the reader is not only able to see the current result data, but also “!” and “uplifting up” accurately convey the author's feelings。
In addition, such emotional titles often add value to press releases in reports of breaking social news. For example:
August 15th, people's daily: the elephant in your heart is coming home
On august 14th, the daylight newspaper reported a coal mine accident in chadar, entitled "scorch!" there's no time for a mud crash, 19 people trapped
August 11th, people's daily: a painting after the return of the red shirt
On 4 august, at an exciting time at the olympic games, the daily people's journal, reporting on the latest developments in space for astronauts, was entitled: remember? The three of them are still in the sky
July 27th, people's daily: nanking: drug lock
July 15th people's daily: zhang sin chul, you are not ashamed
On july 10th, the daily people's journal reported the incident in shanghai under the heading: anger
On july 24, xinhua network, reporting that yang zing had won the gold, mixed the flashes of each olympic games with the title: "i can see them 10,000 times
The above-mentioned type of new media client news headline creation is not isolated in the true title creation, but is complementary in many ways, with the various types being integrated, with the ultimate aim of attracting the attention of the audience and providing a precise guide。
