Research Article

Manipulative packaging in YouTube journalism: A quantitative content analysis in the Turkish context

Volume: 23 Number: 2026 August 11, 2026
TR EN

Manipulative packaging in YouTube journalism: A quantitative content analysis in the Turkish context

Abstract

This study examines the manipulative packaging patterns established between headlines, thumbnails, and video content in YouTube journalism, using Türkiye as an example. The research applies quantitative content analysis to 270 videos published on nine news channels between December 1 and 31, 2025. A composite total manipulation score based on 13 indicators is created to measure manipulation in the headline-thumbnail-content relationship. This score is evaluated in conjunction with channel types and click orientation. The findings show that manipulation differs not only in intensity but also in the composition of the indicators used among channels. While visual-discursive packaging and promise-content divergence are more pronounced in institutional news channels, manipulation in personal broadcasting examples focuses on personal reactions and performative narratives. The study conceptualizes clickbait not merely as a technique consisting of sensational headlines, but as a multi-layered presentation regime operating through the promise relationship established between headline, thumbnail, and content. In this respect, the article contributes to the discussion of manipulation in platform-based journalism through measurable indicators, channel profiles, and visibility pressures.

Keywords

YouTube journalism, manipulative packaging, clickbait, thumbnail, click-orientedness, content analysis

References

  1. Altıntaş, M. (2025). Tık tuzağı habercilik çerçevesinde sosyal medyada magazin haberleri üzerine bir analiz. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 27(2), 773–788. https://doi.org/10.16953/deusosbil.1641303
  2. Andrei, L. (2023). Enhancing visual communication and consumer choices: A theoretical overview on the role of packaging in the decision-making process. Styles of Communication, 15(2), 111–121. https://doi.org/10.31178/SC.15.2.06
  3. Apresjan, V., & Orlov, A. (2022). Pragmatic mechanisms of manipulation in Russian online media: How clickbait works (or does not). Journal of Pragmatics, 195, 91–108. https://doi.org/10.1016/j.pragma.2022.02.003
  4. Biyani, P., Tsioutsiouliklis, K., & Blackmer, J. (2016). “8 amazing secrets for getting more clicks”: Detecting clickbaits in news streams using article informality. Proceedings of the AAAI Conference on Artificial Intelligence, 30(1), 94–100. https://doi.org/10.1609/aaai.v30i1.9966
  5. Cui, G., Chung, S. Y.-H., Peng, L., & Wang, Q. (2024). Clicks for money: Predicting video views through a sentiment analysis of titles and thumbnails. Journal of Business Research, 183, Article 114849. https://doi.org/10.1016/j.jbusres.2024.114849
  6. Çavuş, S., & Ede, N. (2021). Tık odaklı habercilik: Türk internet haber medyası üzerine bir içerik analizi. Selçuk İletişim, 14(1), 23–54. https://doi.org/10.18094/josc.811590
  7. Çolak, Y., & Zinderen, A. (2023). YouTube haberciliği üzerine dijital etnografik bir araştırma ve gazeteci görüşleri: Cüneyt Özdemir ve Nevşin Mengü YouTube haber kanalları örneği. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 11(1), 249–279. https://doi.org/10.19145/e-gifder.1194597
  8. Çömlekçi, M. F., & Başol, O. (2019). Sosyal medya haberlerine güven ve kullanıcı teyit alışkanlıkları üzerine bir inceleme. Galatasaray Üniversitesi İletişim Dergisi, 30, 55–77. https://doi.org/10.16878/gsuilet.518697
  9. Dağ, H., & Taner, A. (2023). Tık odaklı habercilik: Isparta yerel internet gazeteleri üzerine bir inceleme. Yeni Medya, 15, 176–191. https://doi.org/10.55609/yenimedya.1365873
  10. Dişiaçık, Z., & Aslan, A. (2026). YouTube haberciliği: Bireysel ve kurumsal kanalların karşılaştırmalı analizi. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 14(1), 115–146. https://doi.org/10.19145/e-gifder.1806970
APA
Efe, E. (2026). Manipulative packaging in YouTube journalism: A quantitative content analysis in the Turkish context. OPUS Journal of Society Research, 23(2026), 1-17. https://doi.org/10.26466/opusjsr.1963584
AMA
1.Efe E. Manipulative packaging in YouTube journalism: A quantitative content analysis in the Turkish context. OPUS JSR. 2026;23(2026):1-17. doi:10.26466/opusjsr.1963584
Chicago
Efe, Eren. 2026. “Manipulative Packaging in YouTube Journalism: A Quantitative Content Analysis in the Turkish Context”. OPUS Journal of Society Research 23 (2026): 1-17. https://doi.org/10.26466/opusjsr.1963584.
EndNote
Efe E (August 1, 2026) Manipulative packaging in YouTube journalism: A quantitative content analysis in the Turkish context. OPUS Journal of Society Research 23 2026 1–17.
IEEE
[1]E. Efe, “Manipulative packaging in YouTube journalism: A quantitative content analysis in the Turkish context”, OPUS JSR, vol. 23, no. 2026, pp. 1–17, Aug. 2026, doi: 10.26466/opusjsr.1963584.
ISNAD
Efe, Eren. “Manipulative Packaging in YouTube Journalism: A Quantitative Content Analysis in the Turkish Context”. OPUS Journal of Society Research 23/2026 (August 1, 2026): 1-17. https://doi.org/10.26466/opusjsr.1963584.
JAMA
1.Efe E. Manipulative packaging in YouTube journalism: A quantitative content analysis in the Turkish context. OPUS JSR. 2026;23:1–17.
MLA
Efe, Eren. “Manipulative Packaging in YouTube Journalism: A Quantitative Content Analysis in the Turkish Context”. OPUS Journal of Society Research, vol. 23, no. 2026, Aug. 2026, pp. 1-17, doi:10.26466/opusjsr.1963584.
Vancouver
1.Eren Efe. Manipulative packaging in YouTube journalism: A quantitative content analysis in the Turkish context. OPUS JSR. 2026 Aug. 1;23(2026):1-17. doi:10.26466/opusjsr.1963584