THE CREDIBILITY OF CLICKBAIT JOURNALISM ON SOCIAL MEDIA PLATFORM: USERS' OPINION

Abstract

As internet popularity grows, clickbait journalism on digital media platforms is rapidly increasing. It’s challenging the credibility of news in Pakistan’s evolving digital media landscape. This study examines the results of sensationalized headlines on public viewpoint of authenticity and their behaviour online news and information. The research follows the supportive argument of Uses and Gratification theory and Selective Exposure and Attention Theory, which focus on audience choice regarding media selection. Study aimed. To understand viewers' perspective on whether they consider clickbait as credible in terms of trust and accuracy. To explore the presence of clickbait news as it appears on social media in the settings of Pakistan. To compare the perceived credibility of thumbnails with the user’s personal interests. To analyses the behavioral reaction of the selected users to YouTube clickbait thumbnails to know if they click on it despite awareness. To understand the reasons that make people engage with content they don't fully trust. To identify gaps in existing studies and give suggestions for further research studies from Pakistani perspective, and to suggest practical ways to improve digital media literacy. The survey questionnaire was used to assess users’ perceptions and reactions. The sample of 548 participants was used to carry out the research through a convenience sampling technique. The questionnaire consisted of four sections of 20 questions. Each section was designed to assess the YouTube clickbait thumbnail credibility and users’ behavioral reaction. The findings of study revealed that people don’t trust the accuracy of the clickbait.