Clickbait as a planned strategy to entice people

Abstract

Online journalism has undergone significant changes in the way it is carried out. Nowadays, as well as the primary scope of informing the public, marketing and advertising also need to be factored in. ‘Clickbait’ is a term used to describe attractive and sensationalist headlines which are designed to pique the readers’ curiosity enough for them to click and read more. Apart from an attractive headline, clickbait is also effective when eye-catching visuals are included. These two main elements do not always work in the same way and it is not always easy to compose them perfectly. At times, the effectiveness of such elements also depends on the context and the subject of content. This research study includes a variety of perceptions and opinions on how and when the headline together with other elements work effectively. Both qualitative and quantitative research are used to discover how clickbait takes place. The main intentions behind clickbait are also mentioned in this research study, and all data which was gathered from the literature review, surveys, and interviews, concluded that the ultimate reason for clickbait is generating ad revenue. The participants who took part in this study also spoke about how clickbait can be unfair or unprofessional. There were common ideas which the participants agreed with and there were others which almost contradicted each other. Finally, conclusions were made as to what is the most effective element in clickbait as a planned strategy; the headline (text), the cover image (visuals) or altogether.