According to the survey, 78.7% of the respondents had been cheated by the title party.

　　"Title Party" refers to the behavior or people who deliberately attract netizens to click and watch with exaggerated and sensational article titles in the network. Many titles have nothing to do with the content or have little connection. The National Network Information Office, together with relevant departments, has carried out special actions of "headline party" such as rectifying titles and distorting the original intention of news, and formulated and issued the "Regulations on the Standardized Management of Internet News Information Titles (Provisional)".

　　Last week, a survey of 2005 respondents was conducted by the Social Investigation Center of China Youth Newspaper. It showed that 78.7% of the respondents had been cheated by the title party. Exaggerating facts (65.5%), taking things out of context (61.6%) and keeping suspense (49.1%) are the most common "title party" behaviors. 66.0% of the respondents bluntly said that the "headline party" would greatly reduce their recognition of the article and the possibility of forwarding it. 73.8% of the respondents believe that the media industry should abide by news ethics and prohibit deliberate speculation of public opinion "hot spots".

　　Among the respondents, 0.9% were born after 00, 21.2% after 90, 50.4% after 80, 19.8% after 70, 6.1% after 60 and 1.4% after 50.

　　80.5% of the respondents feel that there are many news about the "headline party"

　　Chen Siyu, a graduate student of Xiamen University, once ran a self-media WeChat official account. "On WeChat ‘ Subscription number ’ Page, each WeChat official account can only display the title of a dozen words at most. Whether you can attract users to click through these dozens of words will test the level of the proposed title. " She admits that in order to attract attention and increase the number of clicks, it takes a lot of thought to make a title every time. If it is right, it is an incisive "god title", and if it is wrong, it will become a "title party".

　　“‘ Title Party ’ It can be seen everywhere, and it is even more unusual in Weibo and WeChat. " Wu Xiaoyao, a college student in Henan Province, said, "With ‘ Don’t look at regret ’ ‘ Surprise the secret ’ ‘ The truth turned out to be … … ’ Titles of words such as ‘ are not uncommon, and every time you click in, you find & lsquo; Cheated ’ The ".

　　Wu Xiaoyao found that it is not only entertainment news, but also some current political news. "There was an expert who expounded a point of view on a current political issue, but this point of view has preconditions. Some websites directly take the expert’s opinion as the title, deliberately ignore the preconditions and fuzzy logic, and the result has caused controversy. "

　　In the survey, 78.7% of the respondents had been cheated by the title party. At the same time, 80.5% of the respondents believe that there are many "headline party" news.

　　Zhao Wen (a pseudonym) used to be an online media editor. She admitted that the reading volume of "headline party" articles was indeed significantly higher than other articles.

　　The behavior of "headline party" which exaggerates the facts (65.5%) and takes it out of context (61.6%) is the most common. In addition, there are also suspense (49.1%), stealing concepts (44.7%) and making things out of nothing (41.7%).

　　66.0% of the respondents said that the "headline party" would greatly reduce their recognition of the article and the possibility of forwarding.

　　Among the interviewees, 66.0% said that the "headline party" would greatly reduce their recognition of the article and the possibility of forwarding it, 13.6% would not, and 20.4% would consider it as appropriate.

　　In Zhao Wen’s view, the click-through rate and reading volume of articles are the life of network platform operators. "For online media, news is presented to readers in the form of headlines. There are many WeChat WeChat official account and news clients now. If the title is not attractive enough and the content is wonderful, it is difficult to have a high reading volume. "

　　Qiu Hongfeng, an associate professor at the School of Journalism and Communication, Xiamen University, pointed out that the "headline party" aims to catch the picky and fast-moving audience. "In the past, everyone’s daily contact with information was limited, and an evening paper could not be put down from beginning to end. At that time ‘ Title Party ’ There is no place for it. Now ‘ Title Party ’ What is discovered is often not the news value of the event itself, but the information points that can attract the attention of the audience in the news report, even very marginal information points, are enlarged to attract as many audiences as possible. "

　　Qiu Hongfeng believes that the most serious harm brought by the "headline party" is to dispel the social significance of serious news. Attracting attention in a way that caters to the original needs of the audience may dissolve the ability of the news media to set serious social issues for the public. He also said that some "headline parties" enhanced the controversy of news, "such as an ordinary traffic accident, by emphasizing the perpetrator in the title ‘ Rich second generation ’ The identity of, make it have ‘ Class conflict ’ Framework; Another example is a rape case, the past ‘ Gangster ’ The identification of the suspect is the suspect himself, which may now be highlighted in the title ‘ Cowardly husband ’ , even regard him as ‘ Gangster ’ And tortured. "

　　In the survey, 64.2% of the respondents think that the "headline party" is a marketing gimmick and grandstanding, 54.7% think that the "headline party" is an act of disrespecting readers, and 51.8% think that the "headline party" wastes readers’ reading time. In addition, respondents’ views on the "headline party" include: reducing the popularity of the platform (39.2%), encouraging impetuous and unhealthy trends (37.2%), increasing reading pleasure (13.9%) and the website’s understandable intention to increase traffic (9.0%).

　　73.8% of the respondents believe that the media industry should abide by news ethics and prohibit deliberate speculation on "hot spots" of public opinion.

　　"The title is the reporter’s editor’s in-depth understanding and high refinement of news value." Qiu Hongfeng was engaged in journalism in his early years. He recalled that at that time, the journalism industry was very serious and disciplined in the drafting of headlines, and paid more attention to the accuracy, literariness and artistry of headline words. "The pursuit of news value also prompted reporters to explore the conflict of the event itself." Today’s "title party", he thinks, is the product of information overload but attention scarcity in the network age.

　　In Chen Siyu’s view, the phenomenon of "title party" is also related to the homogeneous information environment. "For the self-media, most of them don’t have the ability to fight with professional media. Generally, after a hot spot appears, they write pushes and explain their opinions. At this time, in addition to spelling information increment and spelling speed, it is the title of the eye. " In addition, Chen Siyu believes that the loose control over online media and self-media, as well as the lack of professionalism and weak sense of social responsibility of practitioners are also important reasons.

　　Qiu Hongfeng suggested managing the "title party" from three aspects. "First of all, we should evaluate ‘ Title Party ’ The social impact, to determine which way is the need for reasonable norms. Secondly, the secondary treatment of the original title when the website reprints news can be used as a governance direction to regulate the reprinting behavior, such as requiring the original news title to be retained when reprinting. In addition, if the original news can be more substantially protected by copyright, then the traditional news media’s own network platforms may attract more views, and these news network platforms may be consistent with the traditional media in the taste and norms of titles. "

　　In order to improve the phenomenon of "headline party", 73.8% of the respondents believe that the media industry should abide by news ethics and prohibit deliberate speculation of public opinion "hot spots"; 62.5% of the respondents believe that media and websites with serious "title party" behavior should be punished; 47.0% of the respondents hope that netizens will refuse to open news that is too sensational and suspected of being a "headline party".