【作者】 孙晨钟；

【导师】 李苓；

【作者基本信息】 四川大学 ， 传播学， 2007， 硕士

【摘要】 网络是我们这个时代的标志，能反应这一时代特征的文本需从网络中寻找。而作为一个新型的传播方式，网络吏应具有自身的符号系统。本研究即基于这样的认识，对网络信息传播中的新闻信息传播及其符号标识系统提出了思考。在此过程中，笔者发现其符号标识系统模糊，前人的研究局限于传统媒介视野，如新闻标题的研究更多地在语词的角度给予了足够的关注，而缺乏对网络语言交流的较为全面和充分的认识，未能有效地建构起网络新闻信息的符号系统。本研究认为，要建立这样一个符号系统的工作量是巨大的，考虑到新闻标题在新闻信息传播中相对于其他要素程式化特征更加突出的特点，以新闻标题为切入点作为整个建构工作的起点，并为新闻标题的研究提供一个新的视野并预测其发展是完全可行和必要的。网络语境中的新闻标题，尤其是传统媒介理论中狭义的新闻消息的标题和报纸、电视、广播为代表的传统媒介中的标题相比，具有自身独特的个性特征和存在价值。最简单、直接的证据是，在读题时代的背景下，由网络的超文本特性所带来的以简要、明快为基本特征的信息消费要求，与新闻标题的本质属性是完全一致的，这让受众在信息拥挤、空间有限、结构呆板的网页平面(Web Page)内快速阅读成为可能，这也让新闻标题在网络环境下的重要性被格外突出了。然而当前对网络新闻标题的研究存在着某种认识上的盲点。麦克卢汉说，媒介即信息，媒介的重要性自不待言，而网络新闻及其标题产生的变化与广播电视诞生时所带来的变化相比更加巨大，不过这种重要性至少在目前仍被研究者所忽视。在本研究的绪论中可以发现，多数针对网络新闻标题的研究源自于对传统的报刊新闻标题研究，并在很大程度上受到原有框架的限制。相当数量的新闻标题研究继承了传统媒介以语言学、修辞学为主要手段的研究方法，这对于挖掘网络新闻标题背后所蕴藏的某些规律并无大的帮助。当然，也有一些研究和著述提及网络媒介对新闻标题带来的冲击，这些研究虽然仍旧以从报纸研究中得出的诸如读题时代这样的略显陈旧的观点为基本支撑点，但毕竟将网络媒介特征和受众阅读习惯等因素加入了对网络新闻标题的思考，这是一种进步。只不过这样的研究还不能说足够的深入和透彻。过去针对传统媒介的受众研究成果和方法当然是本研究最重要的基础之一，但是网络时代的阅读毕竟产生了翻天覆地的变化，对新闻标题的研究必须充分考虑到这一点。本文的第二三部分即基于这样的观点展开，其主要目的是继承已有研究成果，确定相关概念和研究范围(结构、修辞、功能)，并根据网络新闻及新闻标题的传播特征、网络信息的传播结构，结合有关网络受众信息接受习惯的观点和理论，总结出网络受众接受新闻信息的基本规律。新闻写作实践所包含的标题结构、修辞方式，与更为重要的以议程设置为代表的网络新闻标题的功能，均是深入研究网络新闻标题必不可少的环节。一方面，前者通过对比网络新闻标题和报纸新闻标题，发现网络新闻标题在信息含量、版面布局、标题结构和修辞运用上均发生了某些变化，当然这些变化至少从表象上看并未脱离传统新闻标题的制作规律。另一方面，本研究需要特别论证的是，为网络新闻标题带来真正革命性变化的是植根于网络媒介特性的、深层的信息组织方式及它所带来的深刻影响。例如大量网络新闻标题通过版面的组合关系、夸张的视觉效果对新闻主题进行排序和强调主次关系，以及通过频繁暗示的倾向性表达在潜移默化中影响着人们对新闻事件、新闻主题甚而社会价值的判断。本文第四部分即进行上述结构、修辞、功能的论证。正因为人们对网络新闻标题缺乏系统的认识和充分的重视，其质量良莠不齐，使网络新闻标题无法在信息传递、审美和其他方面发挥出应有的价值。这些问题中的多数与报纸新闻标题中出现的问题一致，如语义不明、滥用俗语、缺乏人文关怀等；还有一些问题是由编辑在拟定标题的过程中缺乏对网络新闻信息传播规律的认识，一味照搬报纸标题而引发的，这些都需要引起网络编辑工作者的充分注意。本文第五部分提出的整体性思维方式，就是希望能够为网络新闻编辑工作提出一些值得参考的思路。本研究在总结前人研究成果的基础上，通过传统媒体和网络媒体的对比研究，发现问题、认识问题、提出注意。具体而言，即从受众的角度出发，阐述网络新闻标题研究的意义与价值；从新闻实践的角度出发，探寻网络新闻标题的制作规律；通过引入传播学经典理论，揭示网络新闻标题的革命性存在。更多还原

【Abstract】 Network that contains the texts reflecting all the characteristics of this time is a remarkable symbol in our age. As a new communication way, network has its own symbol system. Based on this idea, this thesis raises the thoughts on the news and information’s delivery in the network communication and its symbol system. In this course, the author finds out that network’s symbol system is quite blurred and previous study is limited in traditional media view, for example: News titles put more attention on words but lack of round and enough recognization of network language intercourse, they fail to effectively establish the symbol system of network news information. The thesis holds the idea that, the task of building a symbol system is quite gigantic and it is totally practical and necessary that we take the outstanding pattern characteristic of news titles in news communication into account, start to construct the whole form at the point of news titles and provide the study with a new view to forecast the future development.However, there are still some blind spots in the course of studying network’s news titles. Marshall Mcluhan says, Media is information, so we can not deny the importance of media. But the change of network news and its titles is more immense compared with the change broadcasting and TV brought in the very beginning, anyway, this importance is neglected a lot by present researchers. It can be found in the introduction of this study that most of the research on network’s news titles are based on the study of traditional newspaper and limited in previous form to a degree. It helps a lot for quite a large quantity of study on news titles inherit traditional research methods to dig out some rules behind the titles, such as linguistics, rhetoric. It is sure that there are some study and bookmaking narrating the impacts on news titles by network media. Although those studies are mostly based on the old idea in title-read age, anyway it is a progress that they added network media features and people’s reading habits into their meditation on network’s news titles.News titles in cyberspace, especially those narrow-sensed news titles in traditional media theory, they have their own characteristics and value compared with the titles in the traditional media, such as TV, broadcasts.... The most simple and direct proof is that in the background of reading titles, the brief and fast requests on information consuming brought by network’s hyper text character is completely the same to news titles’ essential attributes. This sameness makes it possible for people to read fast in the information-crowed, space-limited, structure-stiff Web Page and makes news titles’ importance more outstanding in cyberspace.But we can not say that these studies are profound and intensive enough. The results and methods on traditional media’s study are one of the most important basements for this thesis. However, reading in cyberspace changes a lot, we have to take this into account. The second and third part of the thesis are outspread on this view to inherit the existing research fruits, to confirm relative concepts and research scopes (structure, rhetoric, function), to conclude the basic rules for network people accepting news information according to the communication features of cyberspace news and its titles and the structure of network communication when taking the views and theories on network people’s habits to accept information.The title structure, rhetoric form that news practice comprises, especially the function of network’s news titles represented by agenda-setting are all indispensable in deep study on network’s news titles. On the one hand, the former finds that it changes no matter in information content, structure of title or rhetoric using of network’s news titles when comparing news titles of network with the ones on newspaper, anyway, these changes never deviate from traditional news titles’ execution on the surface. On the other hand, one of the points should be emphasized a lot: It is the way information organized in the depth and based on network media’s feature and the profound influence brought by the way who really overturn news titles. We can set examples as below: vast network’s news titles order the news theme and the primary and secondary place of them through forming pages and high-sounding vision, exert a subtle influence on people’s judgement on news events and theme even social value. The forth part is to demonstrate above structure, rhetoric and function.Due to lack of enough recognization and regards on network’s news titles, their uneven quality make them fail to function well in delivering information, aesthetic and other aspects. Most of these problems are accordant to those in newspaper, such as semantic ambiguity, abusive slang, lack of humanity...There are some more problems aroused by editors’ failure of recognizing the rule of network’s information communication and their copy from newspaper. All of these are serious enough for network editors to pay more attention on it. The fifth part is to raise a whole thinking way on the hope that network editors could be provided with consultable direction.Based on previous research fruits, this thesis try to find the problems, recognize the problems and draw people’s attention through comparing study on traditional and network media. Materially, it analyzes the significance and value of network’s news titles study with people’s angle; search for the rule of making network’s news titles from news practice; reveal the revolutionary existence of network’s news titles by fetching in classical theory of communication.更多还原