| "Headline Party" phenomenon is a way of editing that tries to create gimmicks, attract readers'attention in order to raise click rates. While appealing to the readers, those kind of headlines are usually irrelevant to the news content or overgeneralizing the news message. In pace with the transferring of news to the online platform, "Headline Party" phenomenon also appears on the online media website, transforming news reports as well as entertainment news.The thesis takes Tencent News, the most visited media site of China, as subject, and draws samples from news headlines of its seven main columns. Through sample survey, the study analyzes the existing "Headline Party" phenomenon of Tencent News. Taking it as representative, the study summarizes the main features of "Headline Party" phenomenon on Chinese media website. By applying the framing theory, the study analyzes the influence of elements within the online news communication ecology on the generation of "Headline Party" phenomenon, then summarizes the generative mechanism of "Headline Party" phenomenon. At first, new features of the online news communication environment cultivate the urge to rewrite the headlines in an incorrect way. Afterwards, in practical terms, the professional quality of online news editors and the preference change of the readers contribute to the emergence of "Headline Party" phenomenon. After the emergence of the phenomenon, due to the slack of online news communication supervisory management, "Headline Party" phenomenon has gained rampant development. Based on the generative mechanism, the thesis further studies the online news communication ecology that "Headline Party" phenomenon generated from. The study finds out the existing problems in the ecology, which are also the profound reasons for the generation of the "Headline Party" phenomenon. The problems include defect of journalism education> slack of online news communication supervisory management?low gate-keeper awareness of online news editors and the lack of readers' media literacy.Therefore, the remediation of "Headline Party" phenomenon should proceed from the situation as a whole in purpose to rebuild the online news communication ecology. The analysis of the generative mechanism of "Headline Party" phenomenon and the problems existing in the online news communication ecology system would provide inspiration for the follow-up remediation of the phenomenon and the remodeling of the online news communication ecology. |
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