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23-åring skrev C-uppsats om clickbaits – du kommer aldrig tro vad han kom fram till!: En undersökning av debatten kring clickbaits i tweets och tidningstexter
Umeå University, Faculty of Arts, Department of culture and media studies.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
23 year old wrote a bachelor thesis about clickbaits – you will never believe the result! (English)
Abstract [en]

Clickbaits is a headline which is intentional written to attract readers in order to lure them to click on a specific link. It´s a phenomenon which is a result of the constant digitalization and a way for newspapers to adapt to a growing competition between online based news sources.  

This study will analyses the debate surrounding this phenomenon based on news articles and tweets.  200 tweets and 100 articles has been part of a quantitative content analysis to get a better understanding about the debate and the attitudes about clickbaits. A qualitative textual analysis was conducted to explain the contexts of the results from the content analysis. This was made to get a deeper understanding about the debate. The study will be conducted with these question formulations:

  1. How is clickbaits being debated?
    1. What could be the purpose of the texts?
    2. What attitudes are linked to clickbaits?
      1. How does this differ between different media types?
      2. How are they expressing opinions in the debate?

The result showed that the debate was more about criticizing clickbaits than to praise it. Both the attitudes and the point of most text were more inclined to criticize and having a positive attitude towards the phenomenon was rare. 

Place, publisher, year, edition, pages
2015. , 37 p.
Keyword [en]
clickbait, twitter, journalism
Keyword [sv]
klickbete, twitter, klickfiske, journalistik
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-103911OAI: diva2:816431
Educational program
Programme in Media and Communication Studies: Strategic Communication
Available from: 2015-06-03 Created: 2015-06-03 Last updated: 2015-06-03Bibliographically approved

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Jarlås, Niclas
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Department of culture and media studies
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