互联网传播中“标题党”现象的根源、影响与规范

The Origin, Inf luence and Controls of Clickbait Headlines in the Internet Era

作为一种新闻失范现象,"标题党"屡禁不止。近来国家网信办出台相关规定,强化对这一现象的治理与规范。文章从新闻生产、网络文化与媒介管理三个方面,详细分析了"标题党"现象的根源、影响与治理路径。文章重点讨论了媒介技术变革对新闻生产的改变、"标题党"与网络文化的关系,并对管理新规作出一定的分析。文章丰富了"标题党"现象研究的视角。

As a phenomenon of journalism anomie, ＂clickbait headlines＂ still happens frequently. Recently, the relevant regulations of the Cyberspace Administration of China （CAC） issues strengthen the management of this phenomenon. This paper analyzes the origin, influence and controls of ＂clickbait headline＂ from three aspects： news production, cyberculture and media management. This paper focuses on the changes of media contents caused by technology innovation, the relationship between ＂clickbait headlines＂ and cyberculture, and makes a certain analysis of new management regulations. The paper enriches the research perspective of the ＂clickbait headlines＂.