Image & Text Of The Grassroots Carnival

In information age, traditional media taking advantage of micro-media become a top priority in future development. Today propagation’s characteristic is the fast speed of information dissemination. The audience choose whether or not to continue to focus on only through the news headlines, so how to edit headlines to attract audience attention successfully becomes the most critical part.The author study WeChat official accounts and entertainment theory using method of literature analysis and content analysis. Selecting top reading 500 article of data clearing broad-New Media Index (www.gsdata.cn) published in 2015 as the analysis samples, analyzing reading propagation characteristics of wechat through keywords of headlines of "hot articles", I make sure of the relationship between discourse of titles and WeChat users, then combine them and analyze the reason and users of Wechat platform using entertainment theory, the main demand for information, as well as articles’ characteristics and the way to express.Through summary, the edition characteristics and rules of these titles is to present entertainment, light reading trends, the titles’ sentence deliberately edited to trigger curiosity, using "show limit", "exaggerated" and other types of mode of discourse, manufacturing incite emotion. Make sure that the purpose of these "hot articles" generation is to attract the eyes and reach the amount of reading, aiming to broaden their communication channels and enhance their brand influence. But the results show that "hot articles" which can lead to high amount of reading do not have direct relationship with the purposes for "hot articles".The characteristics and rules of "hot articles" title and content in this study finally summarized aims to provide useful reference on new media creation and editing which may has some reference value.