Abstract: The main objective of the study was to investigate the role of clickbait headlines on news consumption and opinion formation among students . This study is anchored on framing theory and Moral Panic theory to give the study the needed footing. A cross-sectional survey research method was adopted and questionnaires were used to elicit responses from respondents. The data were analyzed using descriptive statistics (frequency and percentage) and the data were presented with the aids tables. The study finds out that majority of the respondents 233 (64.7%) exposed to clickbait headlines to a high extent and majority of the respondents (97.5%) claimed to have clicked on clickbait headline. Also, a sizable number of the respondents (95.5%) said clickbait headlines influenced their decision to click on a news article. Equally, majority of the respondents (89%) agreed that clickbait headlines have a significant impact on shaping the public opinion among students. The study recommends that there is need to raise awareness about common clickbait tactics and their potential impact on opinion formation. Provide examples of sensationalized headlines and their misleading nature, helping students recognize when they are being manipulated. This awareness can empower them to make more informed choices about the content they consume.
TABLE OF CONTENTS
Title Page i
Certification ii
Dedication iii
Acknowledgement iv
Table of Contents vi
Abstract vii
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study________________________________________1
1.2 Statement of the Problem ________________________________________3
1.3 Objectives of the Study__________________________________________4
1.4 Research Questions_____________________________________________4
1.5 Significance of the Study________________________________________5
1.6 Scope of the Study_____________________________________________6
1.7 Operational Definition of Terms __________________________________6
References
CHAPTER TWO: LITERATURE REVIEW
2.0 Introduction__________________________________________________8
2.1 Conceptual Review____________________________________________20
2.2 Empirical Studies______________________________________________25
2.3 Theoretical Framework_________________________________________25
References
CHAPTER THREE: RESEARCH METHODOLOGY
3.0 Introduction_________________________________________________33
3.1 Research Design______________________________________________33
3.2 Research Method_____________________________________________33
3.3 Study Population_____________________________________________34
3.4 Sample Size _________________________________________________34
3.5 Sampling Technique __________________________________________34
3.6 Instrument for Data Collection___________________________________35
3.7 Validity and Reliability of Research Instrument______________________35
3.8 Data Collection Process_________________________________________36
3.9 Method of Data Analysis________________________________________36
References
CHAPTER FOUR: DATA ANALYSIS AND DISCUSSION OF FINDINGS
Introduction _________________________________________________39
4.1 Data Analysis ________________________________________________39
4.2 Discussion of Findings_________________________________________48
CHAPTER FIVE: SUMMARY, CONCLUSION, RECOMMENDATIONS AND LIMITATIONS
Introduction_________________________________________________50
5.1 Summary____________________________________________________50
5.2. Conclusions _________________________________________________51
5.3 Recommendations ____________________________________________52
5.4 Limitations to the Study________________________________________54
References
Appendix
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
In the proliferated age of technologies, the field of journalism has been faced with several challenges that have inevitably pushed journalism practice to unpreceded heights. Overtly, journalists have resorted to various strategies to compete with various media platforms, such as social media and other citizen journalistic strategies. Journalists have also resorted to the use of advertising/ and strategic communication methods to spice up their news stories and attract a large following. Particularly, journalists now use clickbait styles to draw more readership to their own stories (Wanda, Chipanjilo, Gondwe, & Kerunga, 2021).
However, in this information overload, news consumers, especially students, are constantly bombarded with sensationalized and exaggerated headlines, commonly referred to as “clickbait.” Clickbait headlines are designed to pique curiosity and lure readers into clicking on a news article. While they may effectively boost website traffic and advertising revenue, they also raise significant concerns about the quality of news, the erosion of critical thinking skills, and their impact on shaping public opinion.
According to Pengnate, Chen and Young (2021), a clickbait headline provides soft-news content that generally provokes readers’ curiosity and then postpones revealing the content of the story. Typically, clickbait headlines are created by a forward-referring narrative writing strategy that exploits a curiosity gap. Also, Clickbait has been defined as “a form of web content that employs writing formulas and linguistic techniques in headlines to trick readers into clicking links, but does not deliver on promises” (Jacob, 2019) cited in (Rony, Hassan, Yousef 2017).
Clickbait headlines often employ various tactics to capture readers’ attention, such as the use of exaggerated language or emotions to provoke a strong response, presenting information in a way that misrepresents the actual content of the article, teasing information without revealing the full story, encouraging readers to click to find out more, capitalizing on shocking or controversial elements to attract readers, utilizing emotional triggers to engage the reader’s empathy or outrage.
There is no doubt that clickbait headlines have become ubiquitous across digital media platforms, including social media, news websites, blogs, and even scholarly publications. Their prevalence has raised concerns about their impact on how students consume and engage with news. Clickbait is often used on social media platforms to drive engagement, leading students to consume news in bite-sized, sensationalized forms. Equally, even reputable news outlets occasionally resort to clickbait to increase readership and advertising revenue.
Hence, clickbait headlines can hinder students’ ability to think critically about news stories. When headlines prioritize shock value over accuracy, students may struggle to distinguish between credible and unreliable sources, also, clickbait often leads students to engage with shallow, incomplete information. This hampers their ability to develop robust information literacy skills, which are essential for informed citizenship. Emotional appeals in clickbait headlines can lead students to react emotionally rather than thoughtfully to news events, potentially exacerbating polarization and the spread of misinformation.
By and large, clickbait headlines can contribute to the polarization of public opinion by emphasizing divisive issues and amplifying extreme viewpoints. While clickbait may drive short-term engagement, it often fails to provide the depth and context necessary for well-informed opinions. Over time, this can lead to a more sensationalized and polarized public discourse.
Overall, the prevalence of clickbait headlines in news consumption poses significant challenges for students and society as a whole. While these headlines may be effective in generating short-term engagement, their long-term consequences on public opinion, critical thinking, and informed citizenship are concerning. Addressing this issue requires a concerted effort from educators, media organizations, and policymakers to promote media literacy and responsible journalism. It is against this background that research investigates the role of clickbait headlines on news consumption and opinion formation among students of Researchcage University, Lagos.
1.2 Statement of the Problem
Despite the growing popularity of clickbait headlines, there is still relatively little research on their impact on students’ news consumption and public opinion. Most of the existing research on clickbait has focused on short-term effects, such as whether or not users are more likely to click on clickbait headlines. Clickbait headlines often distort or sensationalize the news. This can lead to students having a misinformed understanding of current events.
However, there is still limited research on the extent to which clickbait is actually impacting students’ understanding of the news. This raises concerns about the potential for clickbait to be used to manipulate students’ public opinion. However, there is a need for more research to understand how clickbait is actually being used to shape students’ public opinion. It is against this background that the research investigates the role of clickbait headlines on news consumption and opinion formation among students of Researchcage University, Lagos.
1.3 Objectives of the Study
The main objective of this study is to investigate the role of clickbait headlines on news consumption and opinion formation among students of Researchcage University, Lagos. Other specific objectives are:
- To examine whether students of Researchcage University, Lagos are exposed to clickbait headlines.
- To find out whether students usually click on clickbait headlines.
- To know the most common types of clickbait headlines that students are exposed to.
- To find out factors that influence students’ likelihood of clicking on clickbait headlines.
- To study the effects of clickbait exposure on students’ trust in the news media.
1.4 Research Questions
In the course of this research work the following questions were raised.
- Do students of Researchcage University, Lagos exposed to clickbait headlines?
- Do students usually click on clickbait headlines?
- What are the most common types of clickbait headlines that students are exposed to?
- What are the factors that influence students’ likelihood of clicking on clickbait headlines?
- What are the effects of clickbait exposure on students’ trust in the news media?
1.5 Scope of the Study
The study which investigates the role of clickbait headlines on news consumption and opinion formation among students of Researchcage University, Lagos has been narrowed already through the topic itself to Researchcage University, Lagos. Thus, the geographical scope of this study shall be within Researchcage University, Lagos. The choice of the institution is due to its proximity to the researcher, inadequate time to study all students in Researchcage University, Lagos among other logistics.
1.6 Significant of the study.
Undoubtedly, the nature of this study being new will be significant to individual, media regulators, policymakers and academia.
- Policymakers.: Policymakers may use insights from this research to formulate policies that promote responsible content dissemination and consumption on digital platforms, with a focus on protecting the interests of younger audiences.
- Media Literacy among Students: Investigating this topic helps in enhancing media literacy among students. It sheds light on how clickbait can manipulate their information consumption patterns, prompting educators to develop critical thinking skills to discern sensationalism from credible news.
- Youth as Future Decision-Makers: Students represent the future of society, including its political landscape. Understanding how clickbait impacts their news consumption is vital as it may affect their ability to make informed decisions as future citizens and leaders.
- Democracy and Informed Citizenship: In democratic societies, an informed citizenry is crucial. This study can inform us about the potential erosion of informed citizenship among students due to sensational headlines, which, in turn, could impact the quality of public discourse and decision-making.
- Psychological Effects: Clickbait often relies on emotional triggers. Exploring how such headlines affect the emotions and mental well-being of students can provide insights into the broader psychological consequences of sensationalism in media.
- Ethical Journalism Practices: The study raises ethical questions about responsible journalism. It can highlight the responsibility of news outlets to present information accurately and ethically, especially when targeting younger audiences.
- Online Media Regulations: Understanding the role of clickbait can reveal the tension between commercial interests (e.g., maximizing clicks and ad revenue) and the public interest (e.g., providing accurate and balanced information). This can spark discussions on media regulation.
- Academia: The finding of this study can provide empirical foundation for students and researchers willing to explore this subject matter further.
1.7 Operational Definition of Terms
Role: In this study, it refers to the influence of CLICKBAIT headlines on students of Researchcage University, Lagos news Consumption and opinion formation.
Clickbait Headlines: In this study, clickbait headlines are sensational or misleading titles used in online content, such as articles, videos, or social media posts, with the primary goal of enticing people to click on the link to view the content. They often exaggerate or oversimplify the content’s actual substance to generate curiosity or emotions like shock, outrage, or excitement, it aiming at driving traffic to a website or increase engagement on social media
News Consumption: In this research, it means the process of actively seeking out, receiving, and engaging with news content to stay informed about current events, developments, and issues of interest from online platforms (blogs and social media etc).
Opinion Formation: This refers to how clickbait headlines lure Researchcage University, Lagos students to certain news and by extension influence their views on local, national and international issues.
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