Literature review

In journalism studies, news values are the fundamental criteria that determine whether an event is newsworthy [10]. News values not only act as aids for journalists in the process of making editorial decisions but also significantly affect the interest of users reading the news, including in terms of their level of engagement [11]. The more the news values dimensions provided in a headline are enriched, the more likely users are to click, comment, and share [12]. The characteristics of resonance, eliteness, personalization, proximity, and negativity in headlines increase the likelihood of high levels of readership [13].

Linguistically, news values are not predetermined phenomena; rather, they are created by journalistic discourse [14,15]. Through the use of lexical selection, syntactic processes and evaluative language, journalists draw the attention of audiences to selected events by identifying and defining them as newsworthy. To uncover the way these discursive strategies create meaning and determine the interface between news content and the user behavior, a DNVA is employed; which is a method that shows the processes of meaning making in news content. The theory by Bednarek and Caple argues that producers of news have preconceptions of what news value entails and that this view finds its way into the headlines under discourse strategies that make users consider some events to be important or worthy of attention. The news discourse, therefore, acts as the third party between the producers and the users, and the language strategy can be viewed as a powerful force that shapes interactions with the audience [16].

Although this theory has been frequently utilised in research related to Western commercial media, so far no thorough investigation exists regarding Chinese mainstream media’s use of discourses for balancing communication power with value guidance when conducting ideological dissemination work under new circumstances. Under a situation where dominant is the communication environment, news headlines should be able to capture user attention and maintain ideological unification through consistent messages [4]. To expand on the use of DNVA within the Chinese context specifically, as this link is so tight between news media and the government in mainland China.

Findings

The distribution of news value elements in the headlines of the official CCTV News WeChat account over the past decade is illustrated in Fig 1.

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Fig 1. Distribution of the news value elements in CCTV News WeChat Headlines (2014–2024).

https://doi.org/10.1371/journal.pone.0359636.g001

In the total number of 218 news headlines studied in this research, personalization was used the most often (n = 75, 34.4%). It was then followed by proximity (n = 64, 29.36%), and eliteness (n = 61, 27.98%) came last. In addition, negativity (n = 58, 26.61%) and positivity (n = 55, 25.23%) also appeared relatively frequently. The news values that appeared less frequently included impact (n = 40, 18.35%), unexpectedness (n = 38, 17.43%), resonance (n = 38, 17.43%), and timeliness (n = 34, 15.06%).

These results indicate that the top three news values each appeared more than 60 times. Furthermore, negativity and positivity—both being highly affective news values—collectively accounted for 113 instances, representing 51.44% of the total. On this basis, the analysis conducted for this study focuses on the top five most frequently occurring news values.

Personalization as a people-oriented discursive strategy

As a news value, personalization refers to the practice of presenting broader issues in ways that are linked to individual emotions and personal experiences [15]. In news discourse, personalization is realized by highlighting the feelings, experiences, and viewpoints of ordinary people [21].

In the official CCTV News WeChat account, personalized language strategies are frequently observed in news headlines. These strategies include the use of emotive language, emphasis on individual experiences, and the inclusion of voices from ordinary people.

1. (1) 痛心!男童掉进工地井坑身亡, 谁来为致命的“缺失”负责? (“Heartbreaking! Young Boy Falls into Construction Site Pit and Dies—Who Is Responsible for the Deadly ‘Negligence’?”) (2019-11-12)
2. (2) 央视专访奶西村被打少年: 被打后怕见生人 (“CCTV Exclusive Interview with the Beaten Boy from Naixi Village: ‘After Being Beaten, I Am Afraid to See Strangers’”) (2014-06-24)
3. (3) 警惕/一个小小的“神器" 就可能把你卡上的信息全部复制!细思极恐 (“Warning: A Tiny ‘Magic Device’ Could Copy All the Data on Your Bank Card! Chilling Upon Reflection” (2017-11-20)

The headline (1) “Heartbreaking! Young Boy Falls into Construction Site Pit and Dies—Who Is Responsible for the Deadly ‘Negligence’?” employs the highly emotive term “heartbreaking.” Headline (3) uses popular expressions such as “magic device” and “chilling upon reflection,” which are drawn from internet slang and serve to enhance the immediacy and emotional appeal of the news. Headline (2), “After being beaten, I’m afraid to meet anyone”, uses first-person point of view and expresses fear through an immediate sense (“afraid”) in this way to show how the person feels. Generally speaking, these kinds of names are often expressed emotionally in a vivid manner using expressions such as experience, or through colloquial language for expression.

Personalization appears prominently in the headline across the samples through techniques such as emotional expression, direct allusion to individual experience, citation of others’ words or phrases, the inclusion of internet slang, popular expressions etc. Such “people-oriented” linguistic strategies have activated audience interest by using the mechanism of empathy in Chinese political culture to reconcile two aspects – guidance of public sentiment and arousing emotional resonance [4]. Therefore, the mainstream media’s reporting practice can maximally ensure its own direction of people-centred journalism. It is no longer just an engine for increasing user stickiness but also serves to build a cultural identity and political legitimacy [5]. In addition, personalization for the case of newsgathering via social media platforms such as WeChat falls under this general trend of digitised communication adjusting the content according to individual’s interest and social status to improve the effect of disseminating information [22].

Eliteness as an authoritative discursive strategy

Eliteness as a type of news value refers to individuals or organizations with high visibility and notable achievements [23]. In news discourse, eliteness is realized through certain linguistic strategies, including positional labels, well-known individuals’ names, and citations of recognitions and awards. Eliteness is consistently evident in the news headlines of the official CCTV News WeChat account through various language strategies. These strategies include the use of positional labels (such as “General Secretary” or “Academician”), the mention of celebrity names (such as “Xi Jinping” or “Zhong Nanshan”), and the description of achievements or official events (such as “high-level reception” or “award-winning figures”).

1. (4) 习近平会见联合国秘书长古特雷斯 (“Xi Jinping Meets with UN Secretary-General Guterres”) (2022-11-16)
2. (5) 独家V观/习近平在辽宁考察 (“Exclusive Video/Xi Jinping’s Inspection Tour in Liaoning”) (2018-09-27)
3. (6) 习近平访英 英王室将高规格接待 (“Xi Jinping’s Visit to the UK: Royal Family to Provide High-Profile Reception”) (2015-10-16)
4. (7) 感动中国2013年度十大人物揭晓 (“The Top Ten Most Inspiring Chinese People of 2013 Announced”) (2014-02-10)

Headline (4) falls into both the domestically-focused and internationally-oriented categories. Another example of headlines (5) as follows: “Exclusive video | Xi Jinping’s inspection tour in Liaoning”, and has added an exclusive mark. Headlines can also use description of language to express formality or recognition. Headline (6) refers to “High-Profile” in relation to the event. Some headlines highlight either the awards for individual or collective achievements, such as Headline (7): “Top Ten Most Inspirational Chinese of 2013 Have Been Recognised”, which lists recognised individuals.

In the analyzed sample, eliteness was predominantly realised in headlines through a variety of linguistic strategies, including positional titles, well-known names, descriptive terms, and references to recognitions and awards. According to observations by Mañoso-Pacheco in 2020 that there are clear links between elites and determining authorities, representativeness and influencing news-subject constructions. This study also indicates similar relationships among elites [23]. By highlighting the prominent status and achievements of individuals and institutions in headlines, media outlets not only enhance the reach of their reporting but also reinforce the narrative framework of national ideology. Through emphasis on the pivotal position and contributions of outstanding individuals or institutions in the headline to expand coverage and promote shared ideology through this medium.

Furthermore, according to Bednarek and Caple (2017), identity labels have become highly abstract representations of corresponding attributes [18]. In Chinese mainstream media, positional labels such as ‘Xiaomi’, celebrities’ names, positive reviews, and descriptive achievements are generally used to systematically form an authoritative discourse framework. These measures show an institution’s image construction [24], while being closely related to national value orientations and the mainstream social ideology of collectivism and patriotism [9].

Emphasising the news value of eliteness in official Chinese social media news is essential for creating a certain kind of authority and trustworthiness to help realise the government’s plans and restore public confidence [25]. In terms of psychological assistance for the public and promoting a positive attitude towards government policies, at this time, people generally have faith in political leadership as an underlying belief among Chinese society.

Proximity as a strategy of national identification

Proximity as a type of news value can be defined as geographical, cultural or emotional distance from the target audience for news events [16]. In news writing, a sense of nearness can be achieved in terms of language by explicitly referring to places, using deixis (e.g., “here” or “we”), activating collective memories, etc.

The news headlines frequently carry an official CCTV News WeChat account’s pursuit of closeness by employing various linguistic strategies. Some ways to implement these strategies involve specifically mentioning certain geographical areas (“Kunming”), referencing political or cultural notions (“the Chinese Dream”), and employing deixes to create an atmosphere of immediate presence or common experience.

1. (8) 昆明火车站严重暴恐案公审 涉故意杀人等罪 (“Trial of Kunming Railway Station Terrorist Attack: Accused of Intentional Homicide and Other Crimes”) (2014-10-31)
2. (9) 两年了, 你真的了解“中国梦”? (“Two Years On, Do You Really Understand the ‘Chinese Dream’?”) (2014-11-29)
3. (10) 习近平行经三省 在辽宁他首先去了这座城市 (“Xi Jinping Passed Through Three Provinces: In Liaoning, He First Visited This City”) (2018-09-28)

Headline (8) is located in Kunming, as indicated by the use of the word “Kunming.” Headline (9), “Two Years On—Do You Really Understand the ‘Chinese Dream’?”, combines a sense of national belonging with a direct inquiry to the public. Proximity is also expressed more subtly through language, for example, via vague deixis. In Headline (10), the phrase “this city” functions as a non-specific reference that allows readers to form identification or participate in interpretation. These strategies can also involve second-person pronouns and the activation of shared cultural memories.

In the sample under analysis, proximity is mainly achieved in the headlines by direct geographic names, mentions of collective ideas, deixes, and pronouns that generate an impression of proximity or participation. To ensure that the audience and the content being reported have an emotional attachment, as Bednarek and Caple (2017) note, an aspect of proximity in news communication can be used to create a strong bond between the two. Such strategies facilitate the perceived proximity of the national narrative through the activation of either spatial, cultural, or emotional ties [26].

Balancing negativity and positivity as a discursive strategy

As news values, negativity and positivity refer to two opposing emotional orientations that form the emotional foundation of news and can significantly influence audience’ attitudes and engagement behaviors [27]. In news discourse, negativity is realized through the presentation of harm, conflict, disasters, or other adverse events, whereas positivity focuses on themes such as success, progress, and happiness [28]. In the official CCTV News WeChat account, language strategies that reflect negativity and positivity are frequently observed in news headlines.

1. (11) 视频还原苍南城管街头打人真相 (“Video Reconstructs the Truth Behind Cangnan Urban Management Beating Incident”) (2014-04-27)
2. (12) 祝福!中国航天! (“Best Wishes! China’s Space Program!”) (2018-04-24)
3. (13) 七夕, 领证去呀? (“Qixi Festival, Shall We Get Our Marriage Certificates?”) (2019-08-07)

For negativity, headlines often include negative vocabulary, critical evaluations, and emotionally charged expressions. Headline (8) uses words such as “Terrorist Attack” and “Homicide” to enhance the sense of tension and immediacy, and also employs emotional expressions such as “heartrending” and “deadly ‘negligence’” to arouse readers’ sense of responsibility towards justice. Headlines can also be evaluative, using words such as “beating” and “truth”; for example, in Headline (11), these expressions convey the public’s perspective on social injustice directly.

Headlines frequently use affirmative expressions, a kind of constructivist language style, and positive recognitions to showcase the national achievements, scientific developments, and cultural warmth. Headline (12) uses terms such as “blessings” and “achievement” to emphasize collective pride and progress. In personal or everyday contexts, Headline (13), “On Qixi, Let’s Go Get a Marriage Certificate?” (August 7, 2019), uses warm and affectionate language combined with holiday imagery, creating a positive and relatable atmosphere.

The negative and positive emotions expressed in news headlines are realized by means such as emotional words, evaluative phrases, mention of conflicts or achievements, urgency and hope combination. This kind of headline combination can maintain an appropriate proportion of social issues to achievements reporting so as to be consistent with many theories’ view that newspapers serve both to warn people and unite them. Positivity is presented as a method for building a supportive and encouraging report style, and in particular, it should take into account the situation of public crisis during the pandemic [9]. In terms of agency, initiative, and results; thus helping to support the governments’ hold on power and narrative about unity through generating feelings of social stability and cooperation among people.

Negative sentiments are typically news features of adverse events such as terrorism or scandals, but these sentiments are carefully managed within Chinese media to conform to political needs and ideological frameworks [25]. An appropriate framework for negative sentiments supports rather than undermines the construction of a “harmonious society.” In Chinese media practice, this balance between negativity and positivity aims to enhance cultural confidence, collective identity, and national pride [9].