摘要：“微信公众号”（分为订阅号和服务号）作为微信中的一项特色服务，为媒体和个人提供了宣传和推广的平台，编辑为了使自己的新闻和信息吸引受众的“眼球”，难免出现了同网络新闻一样的顽疾——“标题”现象，即是：利用受众的阅读心理，使用各种手段制作出煽情、暴力、怪诞、夸张的标题吸引受众。在对其标题研究的基础上，探析微信“标题”现象的表现形式及其成因，总结出“标题”现象在信息传播中误导受众、透支媒体公信力、降低社会道德水平等危害，并从媒体、受众、国家三个层面提出相应的解决策略，希望能对微信公众号内容标题的制作有一定的借鉴作用。43027

毕业论文关键词：微信公众号；标题；受众

The analysis of Wechat public number "title party" Phenomenon

    Abstract："WeChat public" (pided into subscription and services) as a feature in the WeChat services, for the media and inpidual provide the propaganda and promotion platform, the editor in order to make their own news and information to attract the audience's "eye", it appeared the same problem with the network news, "the title party" phenomenon, that is: use the reading psychology of the audience, using a variety of means to create emotional, violence, the title of the bizarre, exaggerated to attract the audience. On the basis of the research on its title, discusses WeChat manifestation of "the title party" phenomenon and its causes, sums up the phenomenon of "the title party" to mislead the audience in information transmission, overdraw the media credibility, to reduce the harm such as social moral level, and from the media, the audience, the national three aspects put forward the corresponding solution strategies, hoping to number of WeChat public content production has a certain reference value to the title.

 Key words:WeChat Subscription ；The title of the party ；Audience

   目    录

摘  要 1

Abstract 1

一、微信公众号“标题”现象概述 2

（一）“标题”概念界定 2

（二）微信公众号“标题”概念界定 2

二、微信公众号“标题”现象的表现形式 3

（一）低俗恶俗炒作型 3

（二）断章取义误导型 4

（三）制造噱头煽动型 5

三、微信公众号“标题”现象出现的原因 6

（一）经济利益的驱使 6

（二）受众娱乐化心理需求的推动 7

（三）内容生产者社会责任感的缺失 7

四、微信公众号“标题”现象的危害 8

（一）不良信息误导受众 8

（二）透支公信力 9

（三）降低社会道德水准 9

五、微信传播中“标题”现象的应对策略 10

（一）提高微信编辑职业素养 10

（二）加强受众信息辨别能力 11

（三）完善微信信息审查制度