Internet News Headline, Will You Still Have an Obession Only to Take People's Attention?

Hwang Eun-Hyun, Heo Ji-Sool½ÂÀÎ2010.08.31l¼öÁ¤2015.05.11 10:58l300È£ 7¸é

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As I turn on the computer, I click the internet icon habitually. And then I see the center of a portal site as casual. I scan through the headlines of today's news. There are some headlines that catch my eyes. One of these is that the article named ‘Comedian Shin Doung-Yeob seeks his wife.’ He already has a wife, and is he looking for another one? I couldn’t stand but to click that news. However, the headline was different from the content as I thought. It meant that the comedian would appear on the TV show produced by his wife to help her, because the rating of the TV program is low. Like this, there are numerous indiscreet headlines in this society, there is no one who haven’t been deceived by these tricky head titles. At first, many people indicated this as a problem. But now, people just click the provocative headlines even though they know that they will be tricked themselves. We click them passively led by these kind of titles, while the sensational contents colour people's mind.

There are some people who have been hurt by decoy headlines. For example, soccer player Lee Cheon-Soo was criticized without any reasons, because of the headline titled ‘Lee Cheon-Soo Said “I am a stroke above Park Ji-Sung.”’ Actually the content of the interview was different to the title. In the article, he said “OO player and I are the best in the FIFA game and the next players are JiSung and **.” Through this, we can see that even it had the right contents, but it has a misleading title. As seeing this, we know that title causes misunderstandings.

Yang Hae-Won in a postgraduate course of Communication in Seoul National University, proved as a truth that wrong titles interrupt comprehension of news articles. She performed an interesting experiment on her master's thesis named ‘A study of differences in comprehension, remembrance and assessment, when reading internet news with headlines.’ According to this thesis, the comprehension of articles headlined with a provocative title was the lowest with the result that the experiment that reads the same content news article with each article having a different title to the subject.

How could these unrefined, sensational words become brimful? Unlike the days when they could supply news unilaterally with newspapers and broadcasting, nowadays people click the news on the internet by themselves. So along came the needs to attract on first sight; the headline. For this reason, titles using 3B(Baby, Beast, Beauty) and 3S(Sports, Sex, Screen) increased to induce the number of hits. Especially in the cases of Sports and Entertainment section, these titles mount up, because of competition between rival presses. Somehow, it is clear that the yellow journalism has been allowed by the press, granted it will bring financial benefits and more readers. But as a matter of fact, the mass media should be faithful to their role, which is so important. Mr. Kim, a reporter of the Herald Business said “I think attracting titles are necessary. Because people only read the headlines, they underestimate the content if they don’t take interest in it. Of course the title shouldn’t confuse the point. But because the headlines and titles are made at the Editorial department, we can’t help it even though we write the article with our own hands. I wish we had the rights to decide our own titles.”

Naver(a portal site) is trying to prevent this excessive competition between the presses and reduce provocative headlines. Naver has changed the front of its homepage as ‘Newscast’ early this year. Before this change, each press could be seen separatedly from Naver's news and it was able to edit their own newscast. Usually gossipy news were on the main. But Naver has rolled out a new service not seeing by each press but seeing in topic. Through this, the users can check the news classified in theme. You can’t deny the significance of headlines as we live in the flood of informations that flows out every second. ‘Headlines’ can not only lead people by taking their attention, but also become harmonious with the contents and the photo and create a Synergy Effect. However, the title shouldn’t be beyond its role; to show the subject well. We look forward to see reinforcing public functions of the press and find its proper place.


Hwang Eun-Hyun, Heo Ji-Soo  kimmonika95@naver.com
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