网络新闻标题失范现象解析——以第三十届夏季奥运会网络新闻标题为例

The Analysis on the Phenomenon of Barbarism in the Network News Headlines Foul Phenomenon——Taking the Network News Headlines on the 30th Summer Olympics as an Example

标题作为网络新闻的"眼睛",肩负着吸引受众阅读和提高点击率的重任。由于受到利益的驱使,加之存在新闻同质化、编辑素质不高等原因,使得部分媒体在标题制作策略和方法上出现偏差,直接导致了网络新闻公信度的下降并削弱了网民对网络媒体的信任。文章以第三十届夏季奥运会网络标题为例,探讨网络新闻标题的失范现象,提出网络媒体应从坚守新闻标题制作的专业主义和加强受众的素养教育等方面入手来提高网络媒体的报道质量,提高网络媒体的竞争力。

The headline,as the eye of news,plays an important role in attracting audience and improving the clicking rate.Driven by the interests and owing to the news homogenization and lack of high-quality editors,some media deviate in the headline-making strategies and methods,which leads to the decline in the credibility of network news and weakens the users＇ trust in network media.Taking the network news on the 30th Summer Olympics as an example,this paper explores the phenomenon of barbarism in the network news headlines and propases that in order to improve the quality and competitiveness of network media,network media should stick to the news headline professionalism and strengthen quality education of the audience.