Beijing Network Evaluation Committee: Network news headlines production must not “play gimmick”
 
Core Tip: 9 afternoon, the Beijing Internet news information council to convene the sixth meeting of the year, the meeting pointed out that the distortion produced by the network news headlines news and the facts or distort the original intent of coverage and other issues. Network media council will be asked to make every effort to the 60th anniversary of founding of New China network coverage, enhance the overall quality of network news production.

PRC Beijing September 9 Xinhua September 9, 2009 afternoon, the Beijing Internet news information council to convene the sixth meeting of this year’s theme: Network news headlines production should be accurate and standardized.

Council pointed out that the news headlines of the production is all kinds of news media products for content production, processing, an important part of the media editing a daily news operations. The title is the subject of news summary, is also an important means to attract readers, especially in the Internet media, it is, users select news and read the news content of the “starting point.” News Headlines production level, quality and taste, directly reflect the operational status of the media and value orientation.

Internet media today has become an important platform for the dissemination of information, daily output capacity is not only a huge amount, but also a very heterogeneous category. The network media, the daily published the news that forward a large number of traditional media, news, therefore, the title of the work produced are mostly of traditional media to re-create the title. Ability to accurately extract has also become a standard measure of web site editing is an important criteria.

Network Media formed in the development of the title of their own production characteristics, such as network news headlines over the basic facts of the number of words to describe an extremely limited line of real problems; due to timeliness requirements, their production can not be carefully considered, in a fast-essays entitled Real-time news dissemination state; if published and found the title problems or expressions are not satisfied with the title, you can then modify the re-published; site editor’s headlines produced by the traditional media the relative autonomy of higher audit mechanism is not rigorous; In addition, some traditional media, graphic news, the title itself is problematic, is the network edited without screening to determine reproduced directly used.

Be allowed to publish news site, operation continues to improve with the news editor of the specification, including the production of news headlines. But in the fierce market competition, in order to compete for the reader’s eye, all kinds of “extraordinary” situations happen very often. Mainly as follows:

A, distort facts or distort news coverage intent of the individual factors, an isolated phenomenon to enlarge the overall problem, users of extreme emotions stimulate the role of fermentation;

Second, the use of such vulgar contain sexually suggestive words, has become the most common approach, so as to meet the needs of some users unhealthy;

3, and deliberately making and completely unrelated to the content of the sensational title, for readers to deceive;

4, the abuse of exaggerated, bizarre vocabularies, in order to achieve the purpose of grandstanding to try to arouse the curiosity of users, prompting them to click on;

5, the title appears in a critical typo, missing word, cause significant errors, resulting in undesirable and even serious consequences.

Council pointed out that the characteristics of the headline-making, to significantly improve the intrinsic value of news, so as to earn click-through rate, is the norm in today’s online media operation. However, left to irresponsible and arbitrary title production, is bound to Internet users would be misleading, misleading public opinion consequences. Needless to say, traditional media emerged in recent years, “the title party” phenomenon, greatly influenced the emerging Internet media and online media in turn has fueled the phenomenon is more role. In November 2007, a website to forward a traditional media reporting on students, because of changes to the title after a serious distortion of the facts, rights and interests of the parties causing damage and triggered lawsuits should be the online media cited the event that training .

The frequent occurrence of problems caused by news headlines is the root cause of the ideological biases website operators, as well as edit the sense of responsibility, the lack of legal awareness. The basic requirements for making headlines as “title text in line”, that is the first title should be able to accurately reveal the basic content of the news, to avoid subjective judgments or subjective, I wish to engage in the expression of bias or out of context, especially to avoid the adoption of orientation errors, of low-grade title convey the wrong message. News headlines do make emotional rather than sensational, popular but not vulgar, humor instead of Fuhua in order to really concern the content and depth of thought to attract Internet users, a Web site every news editor should be taken seriously question. Executives from the web site editor every one must be aware that, in order to make online media as soon as possible to maturity, must abandon the operation of a variety of poor practices.

The council, Beijing Association of Online Media Web site editor will have the network making news headlines and other relevant content for training aimed at improving the standard of business Web site editor, sense of responsibility, law-abiding awareness and aesthetic capacity to cope with the new China well 60th anniversary of the establishment of the network coverage, enhance the overall quality of network news production.