| In the ever-changing information era, Internet, known as the "fourth media", is playing an increasingly important role as a new type of communication media and takes deep impact on all perspectives of social life. Reading news on the Internet has become indispensable to people’s daily life. However, being limited by the time and the features that news headlines and news content are separated with each other in layout, netizens usually browse the news headlines first and then choose whatever they are interested in to read in detail. Such new reading habits and fast-food-style information consumption means allow the Internet news headlines to play a far more significant roles in Internet news than the news on traditional media. Under the shock of electronic media, Internet news titles also deliver information by multimodal symbols such as images, colors and texts.This paper reviews the literature of theoretical framework of multimodal discourse analysis and relevance-adaptation theory, based on which a research plan is proposed. First of all, this paper selects over200multimodal Internet news headlines as the research object. Then these headlines are classified based on the cooperation means of the multiple modes contained therein. Based on the analysis, the most typical news headlines are selected for case analysis of meaning conveyance and cognitive effects from the perspective of visual grammar and relevance-adaptation theory. Then three suggestions are given for bettering the composition of multimodal Internet news headlines.At the same time, application of multimodal discourse analysis and relevance-adaptation mode to the analysis of multimodal Internet news headlines will also offer a new visual angle to journalists to compose more attractive multimodal news headlines that may contribute to the increase of the click-through rate. Besides, application of this theory also helps readers to understand the headlines and acquire their desired information faster and better. |
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