In today's newspapers, especially metropolis daily and evening paper, people often refer to "hype" as "planning". It is true that news planning and news hype have certain connections. They come down in one continuous line, and they are all planning and designing activities for news reporting activities by communicators in the process of news dissemination. Since the emergence of mass media, communicators have tried to grasp the initiative of news communication to influence the audience. With the development of the media industry, the competition between and within the media is becoming more and more fierce, and the audience demand has become the guidance of the media. Communicators must consider the needs of the audience, so their initiative must also be reflected in specific news reporting activities. In this sense, news planning and news hype are both manifestations that communicators actively adapt to the modern communication environment.

However, there is a clear line between news hype and news planning.

First of all, they have great differences in the value judgment of news themes. News hype is essentially based on a deformed news value. In the selection of materials, they tend to be social news topics, trivial, small and vague, and have little news value. However, news planning generally focuses on significant themes and carefully organizes news reporting activities to fully highlight its news value. The difference in material selection directly leads to the difference in organization and reporting between the two. Whether reporting "soft news" about social life or "hard news" with important themes, news planning strives to be objective, accurate and profound. News hype often uses the sensational technique of "yellow news" when organizing reports, emphasizing the story, sensationalism and superficiality of news. News hype often tells a lot of trivial things and exaggerates a lot of unimportant details at the expense of manpower, material resources and layout. A newspaper report about Wang Jun, the murderer in the case of "1.25" in Yuhang Qiaosi was full of hype. When describing Wang Jun's obstinacy in court, the news used a short sentence in a paragraph to express Wang's "calmness". For example, the news wrote:

-"Why did you choose to use a gun?"

-"The gun is more direct."

-"Are you a good marksman?"

-"Be proud."

This deliberate rendering is a typical performance of news hype.

Second, they have essential differences in the choice of moving objects. The word "news" contains three levels in Chinese semantics: news facts, news activities and news. Dialectical materialism holds that existence determines consciousness. The news fact itself is objective and primary, and it can't be planned at will, otherwise it will be a "fake event". News itself can only objectively and truly reflect the changes in the objective world, and can't engage in any planning or creativity. Therefore, the object of news planning activities is news reporting activities, which is a scientific and reasonable organizational planning of news cause according to news value and a creative planning of news business activities. However, some news hype intentionally over-strengthens news activities, which violates the scientific and reasonable principle. Some people make mistakes in their activities, forcibly "plan" news facts that belong to the first level, and even create "news". For example, some newspapers often set a topic in advance, and then instruct a department or a reader to implement it, and then the newspaper will "follow up" for a long time. This practice clearly violates the press law.

Third, their purposes and functions are completely different. Successful news planning can effectively combine the initiative and creativity of communicators with the needs of the audience and become one of the powerful weapons of media competition. Its purpose is to "better allocate and use news resources, create characteristics and achieve the best social benefits." For example, the People's Daily organized reports on some major themes, such as "Welcome to the 15th National Congress" and "Hong Kong's Return", and the continuous reports, such as "Quality Miles in China" planned by the Economic Daily, aroused widespread concern and affirmation from all walks of life. These are all examples of news planning. But news hype is not. At present, the main purpose of many news hype is to satisfy readers' curiosity, artificially create "selling points" and pursue short-term economic benefits. Although it attracted some audiences at the beginning of the competition, from the long-term interests, it deviated from the law of news value because of its unreasonable allocation of news resources, which would greatly damage the long-term interests of the media. Moreover, because the selection of materials is too trivial and boring, and the form is too extravagant, it is easy to lead to the proliferation of "yellow news", which ultimately affects the reputation of the media and loses readers. In addition, news hype pursues artificial sensational effect, which is easy to form a vicious interaction with social atmosphere and is not conducive to the construction of socialist spiritual civilization.

Through the above comparative analysis, we can draw the following conclusions: news hype is a kind of alienation of news planning. It is the improper planning and design of news reporting activities by communicators. News hype essentially deviates from the news law. News hype either artificially exaggerates and exaggerates the news value of the material, or actively participates in "manufacturing" news to gain readers and economic benefits. At present, some newspapers blindly pursue the so-called "selling point" and mistake "hype" for "planning", which is an unreasonable allocation of valuable news resources. We should advocate news planning and oppose news hype.

Of course, it is not comprehensive to simply attribute the reason of news hype to the misunderstanding of news planning. We believe that its appearance is driven by the economic interests in the fierce competition of news dissemination towards marketization.

From the development history of western journalism, we can clearly see the clues of news hype. 19 Before the 1930s, modern western newspapers were mainly party newspapers. Newspapers are mainly used as a tool of political party struggle, focusing on party propaganda, debate and criticism. With the victory of bourgeois revolution in Europe and America, the development of capitalist economy and the popularization of education, a cheap paper-The Sun in new york appeared in the United States 1833. In the subsequent wave of newspaper commercialization, most newspapers at that time ran newspapers in the form of "popular talk", and published and speculated a lot of social news to attract lower readers and crush opponents. Some world-famous newspapers such as Pulitzer's Le Monde and Japan's Daily News also joined the tide of secularization at that time. He Sen Wanyuan's news hype social news and sensational way of running a newspaper played a certain role in further stimulating the development of modern newspaper industry and promoting its transformation to commercial modern newspaper industry. The development of newspaper industry in contemporary China conforms to this law in some aspects, so the emergence of news hype is not unexpected.

News hype is not news planning, it violates news laws in practice. The press can't seek the so-called "governing by doing nothing", but should consciously use the news law to guide correctly.