El clickbait, como estrategia del periodismo viral: concepto y metodología

Ángela  Bazaco; Marta Redondo; Pilar  Sánchez-García

doi:10.4185/RLCS-2019-1323

Authors

Ángela Bazaco University of Valladolid https://orcid.org/0000-0002-7433-3807
Marta Redondo University of Valladolid http://orcid.org/0000-0001-8143-465X
Pilar Sánchez-García University of Valladolid http://orcid.org/0000-0002-6223-182X

DOI:

https://doi.org/10.4185/RLCS-2019-1323

Keywords:

Clickbait, viral journalism, social networks, digital journalism, infotainment, sensationalism

Abstract

This article addresses clickbait as a strategy of viral journalism that seeks to lure
users into clicking on a link to a page through tactics such as sensationalist stories and eye-catching
headlines that work as bait. This research aims to provide a more complete definition of this
phenomenon, as well as a characterisation of the variables associated with it. Methods. In its empirical
phase, the study resorts to content analysis to check for the presence of clickbait strategies in 2,266 news stories posted on Facebook and Twitter by El País and El Mundo. Results. The research detected
a high presence of clickbait content in both newspapers (41.6% on average), as well as the prevalence
of techniques such as: incomplete information, pre-eminence of soft news, repetition and serialisation,
and use of hyperboles. Discussion. The scarcity of research on clickbait requires the intensification of
the analysis of its evolution and the monitoring of its consequences on the quality of the news
circulating on social networks.

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Author Biographies

Ángela Bazaco, University of Valladolid

Ángela Bazaco holds a bachelor’s degree in Journalism from the University of Valladolid. She has worked as writer for local television in Valladolid (8RTVCyL). At present, she is a fellow at the Alcazarén Vocational School, where she works as a Community Manager in a project promoted by the General Foundation of the University of Valladolid. Her research work has focused on the fields of journalism ethics and the impact of social networks on the media. As a journalism student at the University of Valladolid, her work titled “CreArt. Artistas Bidi” was selected as one of the best in the “Journalists for Creation” initiative.

Marta Redondo, University of Valladolid

Marta Redondo holds a PhD degree from the University of Valladolid and is a member of the New Trends in Communication (NUTECO) Research Group. She participates as a researcher in several national and international projects. Her research work focuses on the analysis of the penetration of sensationalism in the media, journalistic ethics, infotainment and political communication. As a professional, she has worked in various media companies: Antena 3, Televisión Española and Vía Digital, among others. She received the Extraordinary Doctorate Prize and the Internet Journalism Award of the Government of Castilla and León.

Pilar Sánchez-García, University of Valladolid

Pilar Sánchez-García holds a PhD degree from the University of Valladolid and is a member of the New Trends in Communication (NUTECO) Research Group. She is currently the leading researcher in the “Applied Research Project in Multimedia Journalistic Narrative” (C.P. 00200200176) and participates as a researcher in several national projects. Vice president of the “Journalism and Communication Education” Temporary Working Group of the European Communication Research and Education Association (ECREA). Her area of research focuses on the evolution and analysis of journalism teaching, and journalistic convergence in professional profiles and multimedia narrative. She has practiced journalism for 15 years in various media companies.

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