The Optimal Relevance of Net News Headlines——A Mirror of the Press's Attitudinal Meaning

Functioning as an important part of news transmission,net news has become a vital channel for the media to manipulate the public's opinion due to rapid development of the Internet.In the communicative act to read net news,readers in web environment can not read the news proper immediately until they read the net news headline and choose to press the button to read the report.So the net news headline plays an even more important role than its counterpart in the traditional media.Couched within relevance theory,every communicative act will optimize the relevance of the information with the addressee achieving the greatest contextual effect for the smallest processing effort and inducing the communicative intention of the addresser as a result.The net news headline uses such linguistic devices as explanatory and descriptive expressions and lexical choice to direct readers in web environment to build up optimal relevance of the news in order to help them infer the intended information of the media.All these attach importance to the enhancement of students' awareness to have critical reading of the media's attitudinal meaning.