英语网络信息诱惑式标题分析

A Study of English Clickbait Headlines of Web Articles

标题是文章最重要的组成部分,它能够概括文章内容、吸引受众的注意力。但是在“注意力经济”和“流量至上”的网络环境下,媒体想方设法使用各种各样极具诱惑的标题。文章首先对英文中Clickbait(诱惑式标题)词源进行考证,认为clickbait是中性词,并进一步对网络信息中使用诱惑式标题的触发机制、语言特征及其利弊进行分析,以期提高网民在新媒体环境下的媒体素养。

The headline or title,one of the important components of an article,not only summarizes the content of the article but also draws the attention of readers.For this reason,media outlets try to use various clickbait headlines in the online environment of attention economy and network traffic first.This paper firstly makes a textual research on the etymology of English clickbait and holds that the newly-invented word“clickbait”is of neutral color,and further analyzes its trigger mechanism,verbal characteristics and pros and cons,aiming to enhance the media literacy of netizens in the new media environment.