| NBA(National Basketball Association)is one of the most successful professional competitions in the world,with the historical development it has a deep influence on basketball culture.NBA enjoyed a great popularity in China,especially after Tencent that bought out the exclusive rights in China's network.Chinese NBA audiences are becoming Tencent NBA fans.Tencent NBA is the first choice for them to obtain videos and news information,there is no denying that this change contribute greatly to the development of Tencent NBA.However,the more audiences it gets,the higher requirements it should meet for its news productions.Among all the news features,news headline is the most direct form of news quality and news sales.As is known to all,the audience can only read the news selectively through the title,because news headlines in the network has the special presentation of the list style.Therefore NBA network news headline's the form is more unique and the content is more diverse in the process of gradual improvement which have a research value.This paper used the literature theoretical method quantitative data statistics,content analysis,interview method,and case study to analyzed and examined information concerning previously mentioned question.This paper takes the 2016-2017 season Tencent NBA News headline as the object of study and carries out a research from the prospective of linguistics,the communication and the cross-culture,analyzing the language and form characteristics of NBA network news headline,as well as contents of the news and social impacts.The result shows that Tencent NBA news headlines use monosyllabic words,numerals,basketball professional vocabulary,popular words and punctuation marks,short sentence relationship is mainly for juxtaposition and obedience,elliptical sentence patterns are more,common rhetoric is metonymy,personification,exaggeration,metaphor and memes;the communicators Tencent NBA news enrich news content by making stars,adding news sections and women's topics,The respondents are more interested in the news headlines of direct speech,suspense type and contradictory conflict.The content of Tencent NBA news headlines enrich the basketball world and reveal highlight the basketball culture.The study found: firstly,Tencent NBA news headlines exist specialization and colloquial trend on word of the languages,syntactic variation is prominent,and the rhetoric is widely used;secondly,the author analyzes the influence of the two aspects of Tencent NBA news headlines' writing,the disseminator mainly takes star-making as the core content,strengthens the star in the audience heart position;thirdly,analyzing the news content of Tencent's NBA news headlines,which embodies that shows the commonality of NBA basketball and social cultures and values,and inherits the special connotation of NBA classic historical figures and events,highlights native elements with respect for cultural differences through focusing on aspects of the Chinese native athletes and feelings and non-American athletes. |
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