INFLUENCE OF CLICKBAIT HEADLINES ON TV NEWS CONSUMPTION AND OPINION FORMATION

Abstract: This study examines the influence of clickbait headlines on television news consumption and opinion formation among Researchcage University (RU) students, Lagos. It explores students’ exposure to clickbait, their perceptions of its credibility, and its impact on their views of current events. Grounded in Framing Theory and Moral Panic Theory, the study highlights how media framing and societal anxieties shape audience perceptions. A cross-sectional survey method was employed, using a structured questionnaire to collect data, which was analyzed through descriptive statistics and presented in frequency tables. Findings indicate that RSU students are moderately exposed to clickbait, especially on private television channels. While many view such headlines as misleading and damaging to news credibility, their emotional and curiosity-driven appeal significantly influences public opinion, with 75% of respondents acknowledging this impact. The study recommends integrating media literacy education into curricula, fostering critical thinking, promoting digital well-being, and encouraging open discussions on news consumption to mitigate the negative effects of clickbait and enhance informed media engagement.

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                                                                                                  CHAPTER ONE

                                                                                                  INTRODUCTION

1.1       Background to the Study

            Clickbait headlines, an extension of yellow journalism, have become a dominant feature in modern news reporting. Yellow journalism is characterized by sensationalism, exaggeration, and prioritizing entertainment over factual accuracy (Cleveland, 2024). Clickbait takes this further by crafting provocative headlines designed to provoke curiosity and encourage immediate engagement (Pengnate, Chen, & Young, 2021). While effective for capturing attention, such headlines often mislead audiences, sacrificing credibility for viewership. This phenomenon has gained prominence in digital journalism but is increasingly evident in traditional media, including Nigerian television.

            Clickbait headlines typically withhold critical details, exaggerate facts, or present stories out of context, creating a “curiosity gap” (Pengnate, Chen, & Young, 2021). Examples from Nigerian television include misleading headlines like “Obasanjo Dies Early Hours Today,” which sensationalizes a story about a lesser-known individual sharing the same name as the former president. These tactics are not confined to online platforms but have infiltrated traditional news broadcasts, as television networks adopt strategies to compete in a crowded multimedia landscape (Olayinka, 2023). Other clickbait headlines could read thus as pointed out (Olayinka, 2023):

“Tinubu Arrested in Abuja Today!” (The report clarifies that it refers to a man named Tinubu arrested for petty theft, not the President, Bola Ahmed Tinubu.)

“ASUU Suspends All Operations!”   (Refers to a local university staff union, not the national Academic Staff Union of Universities.)

“Davido Involved in Fatal Accident!  (The report specifies it was an impersonator, not the famous Nigerian musician.)

 “Massive Fuel Subsidy Restoration Announced!” (Turns out it’s a minor discount programme by a local filling station, not a federal policy.)

            The digital era has transformed news consumption patterns, with students increasingly relying on mobile and digital platforms for information. Television channels, facing declining viewership, have adapted by incorporating digital trends like clickbait. However, this practice raises significant concerns about its impact on audience trust, opinion formation, and the broader media environment. Research shows that clickbait headlines can influence audience perceptions, leading to polarized opinions and biases based on incomplete or exaggerated information (Deb & Khadimul, 2019). For students, whose media consumption shapes their critical thinking, this poses risks of misinformation and skewed worldviews.

            Trust in media is essential for informed citizenship, yet clickbait erodes this trust. Audiences exposed to sensationalized headlines often perceive news sources as less credible, particularly when the headlines fail to align with the story’s substance (Igor, Boris, Stela, and Igor, 2022). For students, early exposure to such practices can instill skepticism toward news media, discouraging critical evaluation and encouraging reliance on sensational content. This may contribute to the normalization of sensationalism, undermining journalism’s role in fostering an informed public.

            Clickbait’s influence is compounded by its overlap with misinformation and the rise of “fake news,” particularly on social media platforms popular among young audiences (Igor, Boris, Stela, and Igor, 2022). Television news risks further blurring the lines between credible journalism and digital sensationalism by adopting clickbait tactics. This trend threatens to diminish television’s perceived reliability, aligning it more closely with less rigorous online content. Rokeya (2022). highlight the declining trust in media among younger demographics, a trend that clickbait exacerbates.

            Ultimately, while clickbait headlines serve short-term goals of increased engagement, their long-term implications for journalism, audience trust, and societal discourse are deeply concerning. Addressing these issues requires media organizations to prioritize accuracy, transparency, and ethical reporting over sensationalism. For students, fostering media literacy and critical thinking skills is crucial to navigating an increasingly clickbait-driven media landscape.

            It is against this backdrop that this research investigates the influence of clickbait headlines on television news consumption and opinion formation among 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 an opinion formation. Most of the existing research on clickbait has focused on short-term effects.           

            However, the increasing use of clickbait headlines in mainstream media has sparked concerns about its influence on public perception, particularly among young audiences. Researches show that about 33.54% of headlines from mainstream media fall under clickbait, with higher rates in unreliable media outlets. This practice, largely associated with entertainment, celebrity, and lifestyle news, often misleads audiences by using sensational language to garner attention Researchcage University, Lagos, who frequently consume news on television and social media, are particularly susceptible to the effects of clickbait due to their heavy reliance on digital media for information.

            Deb & Khadimul (2019); Olayinka (2023) reveal that clickbait in broadcast media, including television, is especially prevalent, potentially shaping opinion formation among these students. The allure of clickbait headlines can distort viewers’ understanding of key issues, as the emphasis on sensationalism may overshadow factual reporting on civic affairs and public policy. This phenomenon raises questions about the accuracy and credibility of news sources that employ clickbait strategies, which could lead to misinformed opinions and skepticism about legitimate issues.

            However, limited research exists on how clickbait impacts Nigerian university students, specifically in relation to television news consumption. Most studies focus on social media, digital media contexts, leaving a gap in understanding the effects on young Nigerians, who may experience unique sociopolitical and cultural influences in news consumption. Addressing this gap is crucial, as it would shed light on the role of television clickbait in shaping opinions and potentially influencing socio-political engagement among Nigerian youths. Therefore, this study seeks to explore how clickbait headlines in television news affect the perceptions and opinions of students at Researchcage University, Lagos.

1.3       Objectives of the Study

The main objective of this study is to investigate clickbait headlines on television news consumption and opinion formation among Researchcage University, Lagos. The specific objectives are:

1. To examine the extent to which RU students are exposed to clickbait headlines on television channels.
2. To explore audience perceptions of the prevalence of clickbait headlines on private versus government television channels.

• To examine how clickbait headlines on television influence opinion formation on current events among Researchcage University, Lagos.

1. To explore Researchcage University, Lagos’ perceptions of the credibility of television news that uses clickbait headlines compared to traditional headlines.
2. To identify the factors that lead Researchcage University, Lagos to engage with or trust television news stories that use clickbait headlines.

1.4       Research Questions

Here are the research questions based on the objectives of the study:

1. To what extent are Researchcage University, Lagos exposed to clickbait headlines on television channels?
2. How do Researchcage University, Lagos perceive the prevalence of clickbait headlines on private versus government television channels?

• In what ways do clickbait headlines on television influence opinion formation on current events among Researchcage University, Lagos?

1. How do Researchcage University, Lagos perceive the credibility of television news that uses clickbait headlines compared to traditional headlines?
2. What factors influence Researchcage University, Lagos to engage with or trust television news stories that use clickbait headlines?

1.5       Scope of the Study

            The study which investigates the influence of clickbait headlines on television news consumption and opinion formation among students shall be narrowed in scope to Researchcage University, Lagos. Thus, the geographical scope of this study shall be within Rivers State University. The choice of Researchcage University, Lagos is due to its proximity to the researcher, inadequate time to study all students in Rivers state among other logistics. This study covers between November-June, 2024.

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

Influence: In this study, it refers to the impact of clickbait headlines on students of Rivers State University news Consumption and opinion formation.

Clickbait Headlines: In this study, clickbait headlines are sensational or misleading titles used in TV news contents with the primary goal of enticing people to listen and watch a particular news content. They often exaggerate or oversimplify the content’s actual substance to generate curiosity or emotions like shock, outrage, or excitement.

TV 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 various television channels.

Opinion Formation: This refers to how clickbait headlines lure RU students to certain news and by extension influence their views on local, national and international issues.

Researchcage University, Lagos: This refers to students of Researchcage University usually in undergraduate classes.

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