A Case Study of the WeChat Official Account China Youth Daily
Abstract
Against the backdrop of new media, rhetorical strategies serve as the core means for news headlines to balance information delivery and communication effects. The rhetorical choices of mainstream official media integrate professional norms with communication value. Taking news headlines published on the WeChat official account China Youth Daily as research samples, this study adopts a combination of quantitative statistics and qualitative analysis to sort out the distribution characteristics of various rhetorical devices, and analyze the expressive functions and applicable scenarios of different figures of speech. The research finds that the sampled headlines feature restrained use of rhetoric, hierarchical functions of core rhetorical devices, and differentiated adaptation across news themes, forming a rhetorical system that balances information efficiency, media credibility and communication traffic. This research can provide references for the application of rhetoric in news headlines on new media platforms run by mainstream media outlets.
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