*Lim Shiang Shiang, Sharon Wilson

Abstract:

Clickbait has been widely employed by news journalists as a strategy of viral journalism aimed at grabbing attention and generating high click-through rates. It is common for news journalists to imitate the tactics used by media influencers. However, the true cost of this practice remains unknown, especially in the context of journalism as a professional field, because clickbait is often associated with sensationalised headlines aimed at enticing readers. This research aims to examine the prevalence of clickbait practices as a form of viral journalism among journalists in Malaysia and investigate their impact on the media landscape. A qualitative approach was employed, involving interviews with 10 experienced journalists. The collected data was analysed using thematic analysis. Several themes emerged from the analysis: 1) Technological adaptation, 2) Shifts in Writing Style, 3) News Organisation’s Sustainability, and 4) Catering to Reader Demands. The findings reveal that journalists could not afford to ignore the trend as they would be unable to compete in the news market.

Keywords: Clickbait, viral journalism, online news, sensationalism