“Why attacking the Bureau of Industry and Commerce?”: news value flow to news comments on Chinese social media

Abstract

Comments on social media provide a suitable site to view text-reader relations from the perspective of news reading. This article interrogates readers’ evaluative responses to Weibo shared news in China. The study, drawing upon Discursive News Values Analysis and appraisal, first identifies the news values of Eliteness, Personalization, Negativity and Positivity in a news story about car quality sourced from the Weibo network of People’s Daily. Then the following 1027 comments, including Chinese characters and emojis, are investigated by using a mixed-methods approach. The corpus analysis shows that business Eliteness (the Mercedes dealership) and Personalization (the buyer) are convergently valued news actors, while readers evaluate authoritative Eliteness (the Bureau) in an unexpected way. Close examination of the appraisal devices in the comments uncovers a divergence between negative judgment toward Eliteness and positive affect/judgment for Personalization. Emojis play an important role in activating attitudes through the interplay with language. In commentary journalism, the readers’ response can influence news value decisions when there is a mismatch between the news values promoted by news organizations and the values that readers perceive as newsworthy.