Clickbait Culture in Internet Journalism: The Digital Way of “Selling News”

Öz

This study explores the historical roots, transformation within media culture, and ethical issues of clickbait journalism, which has long been a significant concern in Türkiye as well. Since the traditional era of the press, sensational news presentation has been prominent; however, with the rise of the internet, it has evolved to include various new strategies, shifting the focus from news quality to click rates. Clickbait journalism frequently employs techniques such as exaggeration, ambiguity, emotional intensity, and visual manipulation in both headlines and content. This practice is used to capture readers’ attention and to generate revenue through online advertising. The article examines examples of clickbait journalism from around the world and Türkiye, emphasizing the ethical challenges and potential consequences of misleading content, particularly in sensitive areas such as health and politics. Furthermore, it discusses how algorithms and social media platforms reinforce this culture through the concepts of “filter bubble” and “echo chamber.” In the conclusion, the article presents a set of nine recommendations addressing clickbait journalism, with a focus on strengthening media literacy and preserving professional and ethical principles in journalism.

Anahtar Kelimeler

• Clickbait
• Journalism
• Internet Journalism
• Algorithms

İnternet Gazeteciliğinde Clickbait (Tık Tuzağı) Kültürü: “Haberi Satma”nın Dijital Hâli

Öz

Bu çalışma, Türkiye’de de uzunca bir süredir önemli bir sorunsal olan clickbait (tık tuzağı) haberciliğinin tarihsel kökenlerini, medya kültürü içindeki dönüşümünü ve etik sorunlarını ele almaktadır. Basının geleneksel döneminden itibaren sansasyonel içeriklerle öne çıkan haber sunumu, internetin yaygınlaşmasıyla daha farklı stratejileri içinde barındıran bir hal almış ve haberin niteliğinden çok tıklanma oranları öncelik kazanmıştır. Clickbait gazeteciliği, başlık ve içeriklerde abartı, belirsizlik, duygusal yoğunluk ve görsel manipülasyon gibi stratejilere sıkça başvurmaktadır. Bu pratik, hem okuyucunun dikkatini çekmek hem de internet reklamlarından gelir sağlamak amacıyla uygulanmaktadır. Makalede dünya ve Türkiye’den clickbait gazeteciliğe dair örnekler irdelenerek verilmiş, özellikle sağlık ve siyaset gibi hassas konulardaki yanıltıcı içeriklerin doğurabileceği etik sorunlar ve sonuçlar üzerinde durulmuştur. Ayrıca algoritmaların ve sosyal medya platformlarının bu kültürü nasıl beslediği, “filtre balonu” ve “yankı odası” kavramlarıyla açıklanmıştır. Makalenin sonuç kısmında da medya okuryazarlığının güçlendirilmesi ve etik gazetecilik meslek ve etik ilkelerinin korunması amacıyla clickbait gazeteciliğe ilişkin dokuz maddelik öneri oluşturulmuştur.

Anahtar Kelimeler

• Clickbait
• Tık tuzağı
• Gazetecilik
• İnternet gazeteciliği
• Algoritmalar

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