Stylistics of headlines in advertising texts of admission campaigns through the prism of emotional intelligence (accounts of Chinese universities on the Weibo media-platform)

Cover Page

Cite item

Full Text

Abstract

Stylistic features of headings in advertising texts posted in the official accounts of Chinese universities on the Weibo Internet platform are analyzed in the context of ideas about emotional intelligence. The main research method is a content analysis of cases collected from the accounts of the top ten Chinese universities, selected according to the results of the Weibo University Influence Ranking announced by ―WeiboCampus‖ in February 2023, as a result of selecting advertising titles of admission texts for the keyword ―Admission‖ from June 2022 to January 2023, and analysis of the linguistic stylistic means of these headings. Based on the generalization of the characteristics of style means used in the headlines of university advertising texts on new media platforms, their significance and effective potential in terms of the formation of emotional attractiveness in the network media space are revealed. The results show that network communication determines the significance of the emotional mode realized with the help of stylistic devices that are used in the headlines of university advertising texts. It is concluded that the colloquial manner, Internet slang, language play, components of non-verbal communication, as well as the use of certain syntactic structures make the style of headings casual and witty, and this, in turn, contributes to emotional rapprochement with the audience, improves the quality of communication and ultimately leads to to a better understanding of information. 

About the authors

Yu Song

Lanzhou University; Peoples’ Friendship University of Russia named after Patrice Lumumba

Email: 135845291@mail.ru
ORCID iD: 0000-0002-8215-7217

Research Scholar of Research Center “One Belt, One Way”

222 Tianshuinanlu Ave, Lanzhou, 730000, Gansu, People’s Republic of China

N. I. Chesnokova

Peoples’ Friendship University of Russia named after Patrice Lumumba

Author for correspondence.
Email: chesnokova-ni@rudn.ru

PhD (Philology), Vice-Rector for the Organization of Reception

6 Miklukho-Maklaya St., Moscow, 117198, Russian Federation

References

  1. Kan C. On the title of online news [Master’s dissertation]. Shandong, 2005. (In Chinese).
  2. Zhang L A comparative study of Online news headlines and newspaper news headlines – take People’s Daily and People’s Daily as an example [Master’s dissertation]. Shandong, 2015. (In Chinese).
  3. Chen R. Rhetoric Tutorial. Beijing, Beijing University Press, 2014. (In Chinese).
  4. Van S. Chinese Rhetoric. The Commercial Press, 2013. (In Chinese).
  5. Jan S. Research on the rhetorical techniques of newspaper news headlines. China Press, 2019, no. 1, pp. 71-72. (In Chinese).
  6. Gong Sh. Research on language: Changes in the headline of the ”People’s Daily" news [Master’s disserta-tion]. Jiangxi, 2018. (In Chinese).
  7. Jan S. “Wuhan Evening News” News Title Language Research [Master’s dissertation]. Shanghai, 2018. (In Chinese).
  8. Zhang K. Research on the language: Characteristics of Weibo [Master’s dissertation]. Shaanxi, 2012. (In Chi-nese).
  9. Zhang J. Talking about the language characteristics and expression methods of the title of the Russian press [Master’s dissertation]. Shandong, 2011. (In Chinese).
  10. Wu Qing. Research on the use of Idioms in Russian newspaper headlines [Master’s dissertation]. Nanjing, 2019. (In Chinese).
  11. Fowler R. Language in the News: Discourse and Ideology in the Press. London, New York, Routledge Publ., 1991, 254 p. Available at: https://archive.org/details/languageinnewsdi0000fowl/page/n1/mode/2up
  12. Sanda M. Some typical linguistic features of English newspaper headlines. Linguistic and Philosophical Investi-gations, 2014, no. 13, pp. 708-714. Available at: https://www.semanticscholar.org/paper/Some-Typical-Linguistic-Features-of-English-Marcoci/59965eff0bf3c1ee0b3e3de69b2f1d192f5acc69
  13. Jeffrey K., Anne S., Martijn S., Maarten M. Effective headlines of newspaper articles in a digital environment. Digital Journalism, 2017, vol. 5, no. 10, pp. 1300-1314. http://dx.doi.org/10.1080/21670811.2017.1279978
  14. Goulman D. Emotsional’nyi intellekt: Pochemu on mozhet znachit’ bol’she, chem IQ [Emotional Intelligence: Why it Can Mean More than IQ]. Moscow, Mann, Ivanov i Ferber Publ., 2013, 536 p. (In Russ.) Available at: https://search.rsl.ru/ru/record/01006590695
  15. Goleman D. An EI-based theory of performance. The emotionally intelligent workplace. San Francisco, Jossey-Bass Publ., 2001, pp. 27-43. Available at: https://eiconsortium.org/reprints/ei_theory_performance.html
  16. Karuzo D., Selovei P. Emotsional’nyi intellekt rukovoditelya. Kak razvivat’ i primenyat’ [Emotional Intelligence of the Leader. How to Develop and Apply]. St. Petersburg, Piter Publ., 2016, 319 p. (In Russ.) Available at: https://search.rsl.ru/ru/record/01008549236
  17. Matthews G., Zeidner M. Emotional intelligence, adaptation to stressful encounters, and health outcomes. In: Bar-On R., Parker J.D.A. (eds.). Handbook of emotional intelligence. San Francisco, Jossey-Bass Publ., 2000, pp. 459-489. Available at: https://library.villanova.edu/Find/Record/534896/TOC
  18. Bar-On R. Emotional and social intelligence: insights from the emotional quotient inventory. In: Bar-On R., Parker J.D.A. (eds.). Handbook of emotional intelligence. San Francisco, Jossey-Bass Publ., 2000, pp. 363-388. Available at: https://openlibrary.org/books/OL16986794M/The_handbook_of_emotional_intelligence
  19. Spasibenko S.G. Emotsional’noe i ratsional’noe v sotsial’noi strukture cheloveka [Emotional and rational in the social structure of human]. Sotsial’no-gumanitarnye znaniya [Social and Humanitarian Knowledge], 2002, no. 2, pp. 109-125. (In Russ.) Available at: https://unis.shpl.ru/Pages/Search/BookInfo.aspx?Id=256458
  20. Kholmogorova A.B., Garanyan N.G. Kul’tura, emotsii i psikhicheskoe zdorov’e [Culture, emotions and mental health]. Voprosy psikhologii = Issues of Psychology, 1999, no. 2, pp. 61-74. (In Russ.) https://elibrary.ru/qzcfvp
  21. Ushakov D.V. Sotsial’nyi i emotsional’nyi intellekt: nadezhdy, somneniya, perspektivy [Social and emotional intelligence: hopes, doubts, prospects]. In: Lyusina D.V., Ushakov D.V. Sbornik statei «Sotsial’nyi i emotsion-al’nyi intellekt: Ot protsessov k izmereniyam» [Proceedings “Social and Emotional Intelligence: From Processes to Measurement”]. Moscow, Institut psikhologii RAN Publ., 2009, pp. 11-30. (In Russ.) https://elibrary.ru/sgbsbz
  22. Lyusin D.V. Sovremennye predstavleniya ob emotsional’nom intellekte [Modern concepts of emotional intelli-gence]. In: Lyusina D.V., Ushakov D.V. Sbornik statei «Sotsial’nyi intellekt: Teoriya, izmerenie, issledovaniya» [Proceedings “Social Intelligence: Theory, Measurement, Researches”]. Moscow, Institut psikhologii RAN Publ., 2004, pp. 29-36. (In Russ.) https://elibrary.ru/uvgygb
  23. Goulman D. Emotsional’nyi intellect [Emotional Intellect]. Moscow, ACT Publ., ACT MOSCOW Publ., Vla-dimir, VKT Publ., 2009, 478 p. (In Russ.) Available at: https://sdo.mgpu.ru/pluginfile.php?file=%2F498074%2Fmod_folder%2Fcontent%2F0%2FДэниел-Гоулман-Эмоциональный-интеллект.pdf&forcedownload=1
  24. Mayer J.D., DiPaolo M., Salovey P. Perceiving affective content in ambiguous visual stimuli: A component of emotional intelligence. Journal of Personality Assessment, 1990, vol. 54, no. 3-4, pp. 772-781. https://doi.org/10.1080/00223891.1990.9674037

Supplementary files

Supplementary Files
Action
1. JATS XML
Download


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Согласие на обработку персональных данных

 

Используя сайт https://journals.rcsi.science, я (далее – «Пользователь» или «Субъект персональных данных») даю согласие на обработку персональных данных на этом сайте (текст Согласия) и на обработку персональных данных с помощью сервиса «Яндекс.Метрика» (текст Согласия).