「」 don't seem to be 'quotation marks' in news article titles, what do they mean?


[A recent headline](http://headlines.yahoo.co.jp/hl?a=20151119-00000001-jct-
soci):

> 「レッドブル」飲んだ米国人「死亡報道」で大騒ぎ 日本のまとめサイト「デマ情報」に引っかかり、相次ぎ「謝罪」

Can someone help me understand how this works?

「」=Is this a quotation mark?

I can't understand what modifies what.




You really don't want to take writing cues from J-CAST “News”, as it is not
exactly a high-quality news source…

If you look at [Yomiuri](http://www.yomiuri.co.jp/) or
[Asahi](http://www.asahi.com/) headlines, you'll see that they don't abuse the
[brackets](https://en.wikipedia.org/wiki/Japanese_typographic_symbols#Brackets_and_quotation_marks)
(カギ括弧) in this fashion. Usually in headlines, they are for quotes, or to
emphasize an unfamiliar word.

In this case, most of the brackets are seemingly used to highlight keywords,
for the clickbait factor. I would say that the only warranted use is 「レッドブル」,
because Red Bull is a foreign brand name.

A saner rendition would be something like:

> 「レッドブル」飲んだ米国人の死亡報道で大騒ぎ デマ情報に引っかかった日本のまとめサイトが相次ぎ謝罪

The brackets around 死亡報道 can maybe be justified too, as a form of “sarcastic
quotes”, because the report turned out to be false. In fact, you might even
interpret all of the brackets to be sarcastic quotes, because it's “very
funny” that this trivial nonsense is masquerading as a “news article”.




You really don't want to take writing cues from J-CAST “News”, as it is not
exactly a high-quality news source…

If you look at [Yomiuri](http://www.yomiuri.co.jp/) or
[Asahi](http://www.asahi.com/) headlines, you'll see that they don't abuse the
[brackets](https://en.wikipedia.org/wiki/Japanese_typographic_symbols#Brackets_and_quotation_marks)
(カギ括弧) in this fashion. Usually in headlines, they are for quotes, or to
emphasize an unfamiliar word.

In this case, most of the brackets are seemingly used to highlight keywords,
for the clickbait factor. I would say that the only warranted use is 「レッドブル」,
because Red Bull is a foreign brand name.

A saner rendition would be something like:

> 「レッドブル」飲んだ米国人の死亡報道で大騒ぎ デマ情報に引っかかった日本のまとめサイトが相次ぎ謝罪

The brackets around 死亡報道 can maybe be justified too, as a form of “sarcastic
quotes”, because the report turned out to be false. In fact, you might even
interpret all of the brackets to be sarcastic quotes, because it's “very
funny” that this trivial nonsense is masquerading as a “news article”.

