The Rise of Clickbait Headlines: A Study on Media Platforms from Bangladesh

Abstract

The purpose of the study is to find out the actual numbers or ratio of clickbait headlines used by specific Bangladeshi media, the reason behind the rise of clickbait headlines in the era of social media, and to disclose the perception of media personnel regarding clickbait headlines and their effect on audiences’ credibility. The qualitative method of research has been followed for the research. Content of four top-ranked media of Bangladesh have been analyzed and 12 media personnel from these media outlets have been interviewed. The study revealed a huge presence of clickbait components in each media’s content. Factors like getting more clicks to generate money, competition, and audience demand have been identified behind the rise of clickbait headlines in recent times. Media personnel have acknowledged that clickbait headlines have some negative effects on various dimensions, of which, losing audience credibility is notable. Keywords: clickbait, social media, competition, credibility, Facebook