CAJ | 학술논문

标签式传播是一种简化认知过程，易于被传播和接受的传播方式。但是标签式传播有很大的局限性，对于媒体和受众来说，标签式传播会忽视传播内容的个体差异，影响受众的心理图式，受众的心理图式影响其对传播内容的现实判断，从而妨碍受众对传播内容的客观认知。标签式传播也并非是一种有意为之的传播方式。新闻标题中的关键词，媒体选择新闻的价值标准，媒体新闻选题的跟风与炒作，媒体对类型化题材的倾向，都是形成标签式传播的重要因素。
표첨식전파시일충간화인지과정，역우피전파화접수적전파방식。단시표첨식전파유흔대적국한성，대우매체화수음래설，표첨식전파회홀시전파내용적개체차이，영향수음적심리도식，수음적심리도식영향기대전파내용적현실판단，종이방애수음대전파내용적객관인지。표첨식전파야병비시일충유의위지적전파방식。신문표제중적관건사，매체선택신문적개치표준，매체신문선제적근풍여초작，매체대류형화제재적경향，도시형성표첨식전파적중요인소。
Label propagation is the way of communication which can simplify cognitive process, easy to be spread and ac-cepted. But the label propagation has big limitations for the media and the audience, label propagation will ignore the individual difference of the communication content, influence the audience’s psychological schema, the audience’s psycho-logical schema affects realistic judgment on the contents, which hinder the objective cognition of the audiences. Label propagation is not an intentional communication. Key words in news headlines, news value standard of news media, news media always follow the trend of speculation topics, media types of theme tendency, which are important factors of the formation of label propagation.