Clickbait Journalism: Engaging Or Misleading?

By Thivyamalini Ramalu

PUTRAJAYA, June 9 (Bernama) -- Clickbait news on social media is something many people enjoy, but how many actually read the full article - or have they just stopped at the headline?

Although clickbait effectively attracts quick engagement, it has raised ongoing concerns about journalistic ethics and audience trust.

Universiti Utara Malaysia (UUM) Media Technology and Communication lecturer Siti Syamsul Nurin Mohmad Yazam noted that in today's competitive media landscape, the use of clickbait has become understandable, however, it must be handled responsibly.

“We understand why people or journalists are using clickbait. Initially, we need to attract the readers' attention to encourage them to read or delve further into the news content.

“But as long as the headlines are related to the content, it should be okay. But sometimes, it does not really link to the content at all. So, although it supports the attention objective and linking back to the content, sometimes readers do not really read,” she told Bernama recently.

Clickbait journalism often uses headlines that are dramatic, emotional or intriguing, promising sensational news or information, prioritising clicks to generate clicks and traffic, regardless of the content's actual value or accuracy. 

Explaining further, Siti Syamsul Nurin has emphasised that in today's fast-paced digital landscape, people need to verify facts before sharing information.

“Nowadays, society has the power to spread news. It's not like in the past, where only journalists had that power. The public should conduct a proper fact-check before sharing any news.

“Just practise the ethics. Once you are a content creator, it does not matter whether you are attached to a media organisation or just a public member. We should still think about social responsibility, what is more important for the public, not just certain individuals,” she added.

Meanwhile, Dr. Azahar Kasim, a Senior Lecturer at UUM's Centre for Media and Communication Technology, stated that the concept of clickbait is not a characteristic of true journalism, as real journalism teaches the creation of perfect headlines that accurately relate to the news content.

"It is not good (clickbait) because in real journalism we are taught to provide a perfect headline. But today, clickbait becomes a headline just to get many readers, even though in reality, the headline should be based on the first paragraph of the news and not fabricated merely to attract attention," he said.

Azahar stated that the trend of clickbait headlines might be suitable for light or casual news, but for serious reports, this approach should not be practiced.

"The ethical aspect is the most important thing. News agencies like Bernama, which still uphold the principles of true journalism, do not practice clickbait. The same goes for international agencies like CNN and CGTN from China; they still maintain integrity in news delivery," Azahar explained.

When asked about the changes he wished to see in the media landscape, Azahar urged media practitioners to embrace artificial intelligence (AI) in news production but cautioned against relying 100 percent on it.

He said technology is not entirely perfect, and as journalists or media practitioners, first-hand reporting cannot be replaced by over-reliance on technological advancements.

Recognizing the rapid development of AI, including in journalism, this year's National Journalists' Day (HAWANA) will feature the theme "New Era Journalism: Balancing AI and Ethics."

HAWANA 2025 will take place at the World Trade Centre Kuala Lumpur (WTCKL) from June 13 to 15, with the highlight of the celebration on June 14 to be officiated by Prime Minister Datuk Seri Anwar Ibrahim. Over 1,000 media practitioners from both local and international outlets are expected to attend.

-- BERNAMA