《人民日报》微信公众号新闻标题中跳脱辞格论析

Analysis of the Aposiopesis in the WeChat Official Accounts Title of People's Daily

《人民日报》微信公众号新闻推送与传统纸媒有所不同,微信平台新闻追求更多的点击量和阅读量,其内容与形式上的创新是吸引读者点击查阅的关键。近十年《人民日报》微信公众号新闻标题中最常用的辞格是跳脱。跳脱标题形式上的停延具有设置悬念、启发读者思考、增强情感表达的作用。《人民日报》微信公众号在标题中使用跳脱辞格能为读者接受与理解,受关联论制约,明示——推理与语境效果共同影响读者接受使用跳脱辞格的标题。

The news push of the WeChat official accounts of People's Daily is different from traditional paper media.WeChat platform news pursues more clicks and readings,and its content and form innovations are the key to attracting readers to click and read.In the past ten years,the most commonly used rhetoric in the news headline of the WeChat official accounts of People's Daily is aposiopesis.The pause and extension in the title form of using aposiopesis words have the effect of setting suspense,inspiring readers to think and enhance emotional expression.The use of aposiopesis words in the title of the WeChat official accounts of People's Daily can be accepted and understood by readers.It is restricted by Relevance Theory,and the otension-inference and contextual effects jointly affect readers'acceptance of the use of aposiopesis words.