Should we regard question-based media headlines as clickbait?

Abstract

In an article published a little over a decade ago (Betteridge, 2009), the journalist Ian Betteridge offered some scathing comments about a piece published a few days earlier in TechCrunch by Erick Schonfeld (Schonfeld, 2009). Amongst other things, Betteridge suggested that the headline concerned (‘Did Last.fm Just Hand Over User Listening Data to the RIAA?’) was ‘a great demonstration of my maxim that any headline which ends in a question mark can be answered by the word “no”.’ Readers of English Today will realise immediately that this ‘maxim’ cannot possibly be watertight as expressed by Betteridge, since only polar questions can be answered with a ‘yes’ or ‘no’. For example, WH-questions (Quirk & Greenbaum, 1973: 196) such as ‘Who opened my letter?’ and ‘How long have you been waiting?’ obviously cannot be responded to in any sensible way with a simple ‘yes’ or ‘no’. Furthermore, it is not difficult to find media headlines taking the form of non-polar questions: for example, “What would a no-deal Brexit mean for business?” (O'Dwyer et.al., 2020).