从网络新闻标题的最佳关联性看媒体的态度意义

The Optimal Relevance of Net News Headlines——A Mirror of the Press’s Attitudinal Meaning

网络新闻借助于互联网媒体已经成为新闻传播的重要组成部分，是媒体影响大众舆论的一种重要手段。在网络新闻阅读这一语言交际活动中，网络读者总是先看到新闻页面的标题，通过点击标题才能看到相关报道。这种阅读过程决定了标题在网络新闻传播过程中，具有远远超过其在传统媒体的重要作用。根据关联理论，任何一个交际行为都传递着最佳相关性的假定或期待，受话者总是以最小的认知努力来获得最大的语境效果，并以此推导说话者的交际意图。网络新闻标题通过解释性描述、描写性描述和词汇选择等语言手段引导网络读者建立最佳关联，以帮助他们推断媒体的交际意图。这就突出了在网络新闻阅读教学中，增强学生批评性阅读意识，解读媒体态度意义的重要性。

Functioning as an important part of news transmission, net news has become a vital channel for the media to manipulate the public＇s opinion due to rapid development of the Internet. In the communicative act to read net news, readers in web environment can not read the news proper immediately until they read the net news headline and choose to press the button to read the report. So the net news headline plays an even more important role than its counterpart in the traditional media. Couched within relevance theory, every communicative act will optimize the relevance of the information with the addressee achieving the greatest contextual effect for the smallest processing effort and inducing the commu- nicative intention of the addresser as a result. The net news headline uses such linguistic devices as explanatory and descriptive expressions and lexical choice to direct readers in web environment to build up optimal relevance of the news in order to help them infer the intended information of the media. All these attach importance to the enhancement of students＇ awareness to have critical reading of the media＇s attitudinal meaning.