(ii) headline inflammation, rephraseing “star, sexual”
With the emergence of microblogging, twitter, clients and various forms of media, a wave of entertainment has swept the media. The strategy of creating a boom and attracting users to become the preferred mass media, some of which, by carefully crafting and advertising, have resorted to radicalization and recreation. The introduction of “stars, sex”, the promotion of murder, pornography, violence, a focus on privacy, and the insertion of “heavy bombs” in the title in order to arouse the desire of the audience to read are prominent expressions of passion in the production of the title. In january 2015, a nanjing girl was rescued from the river, and the local media has yet to intervene, with nandu network, a news client, taking the lead and making the title " nanjing people watching naked women jumping " . In fact, the message was to link the fall of a rescuer in hubei huanggang with the “cluttering” of nanjing, a woman who had nothing to do with the two things, and the editor had moved the flowers so that she could create a “naked woman's view” and make it look like “stars, sex” in order to attract the audience. In the long run, the media will not only diminish their own credibility, but also the public's moral and political literacy, with adverse effects on the media's cultural environment。
(iii) abuse of internet language
The spread of the network has accelerated the dissemination of information and, in order to keep pace with the progress of popular culture, many media have been able to duly refer to some of the online languages to adapt to the changing needs of audiences. This would not only increase the profile of news coverage, but also bring it closer to the audience, in particular to the web audience, and to a larger audience. Jiangsu province has made a strong effort to promote culture, which has increasingly played a rallying role in economic development, and the daily people's newspaper, which reports on the front page under the title jiangsu li li “cultural power province”, has received better results. But everything has a “degree”, beyond a certain limit, and things go backwards. In recent years, some media, particularly newspapers and online media, have relied heavily on online languages, and examples of the misuse of internet popular language titles are frequently found in daily coverage. Words such as “stupid”, “painting”, “smuggling” and “smuggling” appear in the headline of the serious political and economic news, leading to the obfuscation of articles and the lowering of tone。
(iv) severe disconnection between title and content and inconsistency of title
The first nature of the facts and the second nature of the reports are the basic principles of the press, and the basic requirements for their authenticity and accuracy. However, some media, in pursuit of a sensational effect, produce titles that deviate from these principles, with one-sided emphasis on one aspect of the news fact, or exaggerate or even falsify the news fact, creating an awkward situation where the title does not correspond to, or is even very different from, the content of the news. For example, in an interview with whitestone to taipei, there was a media launch entitled " whitestone queens in taipei night market with a beautiful voice " , which, while clicking on the text, found that it had been taipei's best friend for the press, arranged for female journalists to be guided to present taiwan to whitestone. Whitestone thanked them for their kind words, while the call for “sweet fortunes” was a mere lie, with a title that was clearly at variance with the content of the document. (v)Title partyI don't know
Encyclopedia interprets the term “title party” as “the creation of high-profile titles in forums or media represented by the internet to draw the attention of the audience and click in to find that the title is significantly different and reasonable in order to achieve the combined names of website editors, journalists, managers and internet users for various purposes, including increasing the number or visibility of hits”. The title party produces news in the hope that the conflict will not be so intense, that the netizens will not be too comfortable, and that, despite the basic principles behind the title of the news, it will attract the attention of its audience as a tireless pursuit, sometimes ignoring the reality of the news. For example, in response to the fact that some of the reputable experts did not focus on their own academic research, guo dechen had a few years earlier denounced the experts as hooligans. On this issue, an online media interview with a professor at the university of qinghua, who believed that guo de gyeong had accused the experts of self-prosecution and refused to show them as professors. However, since then, the media has launched a heavy story entitled " professor qinghua: guo deo zheng is a cultural hooligan " , which has created a false picture of the abuse of university professors and entertainment stars. Guo dechen and the professor were not at odds with each other, let alone interviewed in public, so that the title was produced in a purely arbitrary manner, in grave violation of the news facts and undermining the image of the media itself。
IiThe internet ageReasons for the breakdown of press titles
It is no accident that the headline of news in the age of the internet appears to be out of place, both as an objective reason for mass communication resulting from the changing communications environment and the diversification of the mass media, as well as as as a subjective factor for the media to respond to market competition and to respond positively to the demand for information and consumption。
Objective aspects: the emergence of networks has changed the communications environment, the growing diversity of the mass media, and the fact that the mass media have entered the age of mass communication, and the poor quality of the mass media are the objective reasons for the deterioration of the headlines. In the age of traditional media, newspapers and radio and television stations are the subjects of communication and the audience passively receives messages and views from the media. Media-regulated processing of information and complete layers of revision are closed, and titles are generally disciplined. The emergence of networks has broken the information monopoly of traditional media and ushered in a new era of pluralistic transmission of human information and ideas. The zero-entry threshold of the network allows news to be published freely, and anyone can “residence” and publish information online, becoming a popular host and editor. The fact that everyone is the subject of communication, while the media common sense of the subject of communication, the relative lack of information literacy and the lack of uniformity make it difficult to ensure that the information disseminated is in accordance with the norms。
Subjectivity: most of the media in our country have the dual attributes of “business, business” and the way in which they operate autonomously and at their own expense determines the media's necessary pursuit of commercial interests. The media at all levels have responded to intense market competition and have responded proactively to the demand for leisure and new and varied news consumption by some audiences, which is the subjective cause of the failure of the headlines. When human civilization reaches a certain stage, when basic material needs are met and the problem of food and clothing is resolved, there is a spiritual quest. In addition to the high pace and stress of people's work in today's society, there is a greater desire to have some leisure, relaxation and information after work. The separate format of web-age news and information articles makes it impossible for audiences to browse the main text of the report without clicking on the title, and media at all levels have no intention of creating a sensational effect through the title to capture the audience's eyeballs. There are even professional editors whose swords are biased in order to gain the number of hits, to satisfy the eccentricity of the audience, to ignore the basic respect for the facts of the news, to embedding sensitive elements such as violence, pornography and secrecy in the title, and to produce a large number of low-profile titles, which also contribute to the spread of the under-titled news。
Iii. Responses to the erosion of news titles in the cyber age
The tumultuous production of web-age news titles had affected the prestige of the media and journalism among its audiences and must be addressed effectively。
(i) clear and conscious adherence to the basic principles of the production of information titles
The title is “indicator” of the news content. Both traditional and new media have fixed time and page limits, and concise titles can quickly inform audiences about the content of news and then decide whether to read it in detail. Longer titles, however, not only consume a large volume of page resources, but also waste valuable time on their audiences. Especially in this age of “fast-up” news messages, which are used to “fast-food reading” and which, in the face of a great deal of news, cannot inspire the reader's desire to read without a clear and concise summary of news facts in a good title, or an obscure title. Therefore, the first principle in the production of news titles should be to be concise and straightforward。
2. Consistency and objectivity
If a prominent news headline attracts an audience and clicks on it, it discovers that the content of the news is not much linked to the title, that not only does it lack the information it wants, but that it wastes time and feelings, and that the audience, in addition to feeling fooled, creates resentment and anger, which in turn creates distrust of the media. Consistency and objectivity are therefore another basic principle of title creation. Truth was the life of the news, and the title must be an objective summary of the news facts, in keeping with the principles of authenticity, objectivity, accuracy and consistency of the news content. The title should be prepared in a manner that respects objective facts, is not exaggerated, is not elevated, is uncensored, does not override editorial subjective intentions over news facts, and does not use ambiguous language that can lead to ambiguity。
Appropriate use of rhetorical techniques
News titles serve as a guide to the intrinsic value of news stories and provide a basis for the selection of news to audiences. The expression of the subject matter of the news using image metaphors or drawings can make the title vivid and interesting. It is not only a simple image, but also a warning, to use “skinned” as a means of saving money from the united states military, so that the main content of the news can be clearly presented without a waste of time. Also, as in “who gives me a book bag on “weight loss?” , the introduction of the term “weight loss” in our lives reflects the social reality of students' overburdened school life, both creative and inspiring audiences to think deeper。
(ii) accelerated public information legislation and strengthened industry regulation, with a slight lag in the corresponding national regulatory measures for the rapid development of the internet media. In september 2005, the press office of the state council and the department of information industry jointly issued the regulation on the management of information and information services on the internet, which provides for the administrative licensing, legal responsibility and guidelines for internet news and information services, but does not provide operational follow-up to the rules on the production of online news, review of clearances, etc. The relevant state agencies should speed up the pace of public information legislation, establish a specific, clear, complete and operational legal and regulatory system for the dissemination of information, regulate and regulate relations in the dissemination of information activities, and ensure that web-enabled news reports are conducted in accordance with the law and that title-making is regulated. The supervisory authorities should effectively carry out their duties in accordance with the law by regulating the erosion of titles and by preventing the appearance of false, vulgar, subjective and exaggerated titles, and should seriously investigate and punish the “heading party” with serious consequences and, depending on the circumstances, impose penalties such as interviewing, reporting criticism, fines and even closing off media sites。
(iii) to improve the quality and self-regulation of the press. The code of ethics for chinese journalists clearly stipulates that journalists should promote scientific theory, disseminate advanced culture, develop a good mind, promote social integrity, promote a sense of social responsibility, and firmly reject elements that are harmful to the physical and mental health of people. To that end, journalists should strengthen their theoretical and operational learning, upgrade their professional journalism and equip themselves with a wealth of knowledge, hard language, stronger social activities and research capabilities. Journalists are expected to adhere to the ethics of journalism, to the principles of authenticity of the news and opinion orientation, and to be faithful to the facts themselves when making titles. Regulates the use of verbs in news titles, be careful to use emotive vocabulary; scientificly defines the scope of the selection, with no firm reference to unproven forums, microblogging information; and introduces a web-based issuer system, which closes the review of web-based articles and closes the loophole of missing titles from the source。
It is called the “eyes” of the news, which, in the age of the internet, regulates the erosion of the headlines, eliminates the breeding ground for the “headlines” and helps to cleanse the market for news products, regulates the conduct of journalism, and will play an important role in preserving the authority of the press and in better harnessing its social function as an inspiration, inspiration and sound guide to public opinion。
