IMPACT OF CLICKBAIT ON CREDIBILITY OF NEWS SOURCES IN LAGOS

Abstract: The study investigated the impact of clickbait on the credibility of news sources in Lagos metropolis. Grounded in framing theory and Moral Panic theory, the research adopted a cross-sectional survey method, utilizing questionnaires to collect data from respondents. Descriptive statistics, including frequency and percentage, were used to analyze the data, with table results. The findings revealed that a significant majority of respondents, 233 (64.7%), were highly exposed to clickbait, and 97.5% admitted to clicking on clickbait headlines. Furthermore, 95.5% of respondents indicated that these headlines influenced their decision to click on news articles. Notably, 89% agreed that clickbait significantly shapes public opinion on various local and national issues. The study concluded that clickbait substantially influences news consumption and public perception. It recommended the need for increased awareness regarding common clickbait tactics and their potential effects on opinion formation.

CHAPTER ONE

INTRODUCTION

1.1       Background to the Study

            In the digital era, the media landscape has undergone significant transformations, driven by the proliferation of online platforms and the increasing dominance of social media. News consumption habits have shifted from traditional media outlets to online sources, creating intense competition for attention in a crowded space.

            In a bid to capture audience engagement and generate higher traffic, news organizations have increasingly turned to sensationalized headlines, commonly known as “clickbait,” to entice readers to click on news articles (Pujahari, and Sisodia, 2019). This practice, while effective in generating short-term clicks, has raised concerns about the credibility of news sources and the quality of information being consumed, particularly in Nigeria, where digital news consumption is growing rapidly.

            Clickbait can be defined as the use of misleading or exaggerated headlines designed to provoke curiosity and lure readers into clicking on a link. According to (Pujahari, and Sisodia, 2019), clickbait headlines often employ strategies that create a “curiosity gap,” where readers are prompted to click on a headline to satisfy their desire for missing information. However, these headlines frequently fail to deliver on the promises made, offering content that is either irrelevant or falls short of expectations. This manipulative tactic has become widespread across digital news platforms, raising questions about its impact on public trust in news sources (Majerczak, & Strzelecki, 2022).

            The rise of clickbait in Nigeria mirrors global trends. With the widespread adoption of mobile technology and increasing internet penetration, particularly in urban areas like Lagos Metropolis, more people are accessing news online than ever before. According to a report by the Nigerian Communications Commission (2022), internet usage in Nigeria has surged over the past decade, leading to a corresponding increase in the consumption of digital news. This shift has provided news organizations with an opportunity to expand their reach, but it has also introduced new challenges in maintaining journalistic standards and credibility.

            Clickbait is not just a tool for lesser-known websites or social media influencers; even well-established news outlets occasionally employ this tactic to boost their readership. In Nigeria, where the media plays a crucial role in shaping public opinion, the use of clickbait poses a significant threat to the credibility of news sources. As noted by Adedayo (2021), the prevalence of clickbait headlines in Nigerian media has contributed to growing skepticism among the public regarding the reliability of news. This erosion of trust is particularly concerning in a society where access to accurate and reliable information is critical for informed decision-making, especially in times of political or social unrest.

            The issue of clickbait is especially relevant in the context of Lagos Metropolis, a rapidly growing urban centre in Lagos State, Nigeria. Like many other urban areas in Nigeria, Lagos has witnessed a significant increase in internet usage, with more residents relying on digital platforms for news and information. As a result, news organizations have increasingly tailored their content to meet the demands of this online audience, often resorting to clickbait headlines to drive traffic to their websites. However, the short-term gains of clickbait in terms of clicks and advertising revenue come at the expense of long-term trust and credibility.

            One of the primary concerns associated with clickbait is its impact on the quality of news and the public’s ability to critically evaluate information. Clickbait headlines often prioritize sensationalism over accuracy, leading to the spread of misinformation and the erosion of public trust in news organizations.

            Furthermore, the impact of clickbait extends beyond individual news consumers to the broader public discourse. Clickbait headlines often emphasize controversial or divisive issues, amplifying extreme viewpoints and contributing to the polarization of public opinion. In Lagos metropolis for instance, where social tensions and political instability are not uncommon, the use of clickbait to generate clicks can exacerbate existing divisions and hinder efforts to promote social cohesion. To this end, this study investigates the impact of clickbait on the credibility of news sources within the Lagos metropolis.

1.2       Statement of the Problem

            The increasing prevalence of clickbait in the digital media landscape poses significant challenges to the credibility of news sources, particularly in a rapidly urbanizing region like Lagos metropolis, Nigeria. As more Nigerians turn to online platforms for news consumption, news organizations have increasingly adopted sensationalized and misleading headlines to attract traffic and boost engagement. However, this strategy often comes at the cost of accuracy and trustworthiness, leading to the erosion of public confidence in traditional and digital media outlets.

            In Nigeria, where the media plays a critical role in informing the public and shaping democratic processes, the impact of clickbait is particularly concerning. Many news outlets prioritize clicks and advertising revenue over journalistic integrity, often resorting to exaggerated or misleading headlines to capture the attention of readers. This not only misleads the public but also diminishes the quality of public discourse by promoting sensationalism over substantive reporting.

            A notable gap in Nigeria’s media environment is the lack of robust mechanisms to regulate or curb the use of clickbait in news reporting. Unlike other countries where media literacy programmes and regulatory frameworks exist to mitigate the effects of clickbait, Nigeria lacks comprehensive policies that hold news outlets accountable for misleading headlines. The absence of such structures exacerbates the problem, of audiences. Moreover, there is limited empirical research on the specific impacts of clickbait on news credibility in Nigeria

            This research seeks to fill these gaps by examining clickbait’s impact on news sources’ credibility in Lagos Metropolis. It aims to understand the extent to which clickbait headlines affect public trust in the media, and the consequences for public discourse and democratic engagement in Nigeria.

1.3       Objectives of the Study

Although, the primary objective of this study is to investigate the impact of clickbait on the credibility of news sources in Lagos metropolis. The specific objectives are:

1. To assess the extent of exposure to clickbait headlines among residents of Lagos Metropolis.
2. To determine whether residents of Lagos Metropolis frequently click on clickbait headlines.
3. To identify the most common types of clickbait headlines encountered by residents of Lagos Metropolis
4. To explore the factors influencing the likelihood of residents of Lagos Metropolis clicking on clickbait headlines.
5. To evaluate the impact of exposure to clickbait headlines on residents of Lagos Metropolis’ trust in news media sources.

1.4       Research Questions

There are the research questions to guide this study drawn from the research objectives:

1. To what extent are residents of Lagos Metropolis exposed to clickbait headlines?
2. Do residents of Lagos Metropolis frequently click on clickbait headlines?
3. What are the most common types of clickbait headlines encountered by residents of Lagos Metropolis?
4. What factors influence the likelihood of residents of Lagos Metropolis clicking on clickbait headlines?
5. How does exposure to clickbait headlines impact the trust of residents of Lagos Metropolis in news media sources?

1.5       Significance of the Study

The significance of this study highlights the implications of clickbait on news credibility for media regulation, policy, academia, and society.

Media Regulatory Bodies: This study will help regulatory agencies such as the Nigerian Broadcasting Commission (NBC) and the Nigerian Press Council (NPC) to understand the prevalence of clickbait tactics in news reporting. The findings can guide the formulation of policies and regulations aimed at promoting ethical journalism and curbing the spread of sensationalism and misinformation.

Policymakers: The research will provide policymakers with insights into how clickbait undermines the credibility of news sources and affects public opinion. This can lead to the creation of policies that ensure transparency in news reporting and protect citizens from manipulative media practices.

Research and Academia: The study will contribute to existing literature on media ethics, digital journalism, and news credibility, serving as a valuable resource for future research. Scholars and students in mass communication, media studies, and related fields can use the findings to explore further research avenues in clickbait journalism and its societal impacts.

The Public: For the general public, this study will raise awareness of the tactics used in clickbait headlines, helping individuals become more critical news consumers. By understanding the risks of relying on sensationalized news, the public can develop better media literacy skills, allowing them to identify reliable news sources.

Media Outfits: News organizations and media houses will benefit from this study by understanding how the use of clickbait affects their credibility and long-term audience trust. The research can motivate media outlets to adopt more responsible journalism practices that prioritize accuracy and quality over short-term engagement.

Bloggers and Online Content Creators: Bloggers and online content creators will gain insights into the ethical implications of using clickbait to drive traffic to their platforms. This study will encourage them to consider the long-term effects of sensationalism on their reputations and audience trust, potentially leading to more ethical content creation.

16        Scope of the Study

            This study focuses on examining the impact of clickbait on the credibility of news sources in Lagos. Hence, the geographical location of this study is within Lagos metropolis, Lagos State, Nigeria. The choice of residence of Lagos metropolis is due to its proximity to the researcher, inadequate time, and lack of funds to study all residents of Lagos State among other logistics. However, residents of Lagos metropolis, Lagos State, will be used to represent all residents of Lagos State and Nigeria by extension, while, demography factors of all residents will be examined before the structuring and administration of the research instrument (questionnaire). Such demographical variables include but are not limited to gender, age, academic level, marital status and many more. This research covers August to December, 2024.

 1.7       Operational Definition of Terms

Clickbait: In this study, clickbait refers to online headlines or titles designed to attract attention and lure readers into clicking on a link, often by using sensational, misleading, or exaggerated language. The focus will be on how these types of headlines are employed by news outlets to boost readership.

Credibility: Credibility in the context of this study refers to the perceived trustworthiness, reliability, and believability of news sources among readers. It relates to the extent to which readers believe that the news they consume is accurate, truthful, and unbiased.

News Sources: News sources refer to both traditional and digital platforms from which people in Lagos metropolis consume information. This includes newspapers, television, radio, and online news websites, with a particular focus on how they deliver news through digital platforms.

Lagos Metropolis: Lagos metropolis is the geographic location within Lagos State, Nigeria, that serves as the area of focus for this research.

Impact: For the purpose of this study, impact refers to the effect that clickbait headlines have on the credibility of news sources, particularly in terms of shaping public perception, trust, and engagement with the news. This term will measure the influence clickbait has on readers’ opinions about the reliability of news stories they encounter.

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