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. It also shows that clickbait news is predominantly focused on soft news topics, amidst changing technology and reader interests. The study also reveals themes related to 1) Blurring boundaries between sensationalism and media ethics, and 2) News credibility and future news sense. The clickbait phenomenon has forced mainstream news outlets to pivot away from hard news coverage to maintain relevance. The emphasis on clickbait and entertainment-driven news may overshadow the importance of hard news, which typically covers significant events that provide a deeper understanding of the country’s current affairs. Nonetheless, some journalists emphasise the potential risks of excessive sensationalism, which can lead to misleading information as well as undermine the professionalism and credibility of journalism. This study underscores the importance of striking a balance between practising media ethics in writing and reporting news while remaining highly competitive in the online environment.
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