The Power of Clickbait: A Critical Discourse Analysis on the Influence of Online News Headlines on Reader Perceptions
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This study investigates the use of clickbait headlines in online news and their influence on reader perception. With the growing reliance on digital media and the low reading interest in Indonesia, clickbait is increasingly used to attract engagement, often at the cost of accuracy. Using Van Dijk’s Critical Discourse Analysis framework—macrostructure, superstructure, and microstructure—this research analyzes five English-language headlines from CNN, Page Six Magazine, and the New York Post. Data were analyzed qualitatively through linguistic observation and interviews with readers from different backgrounds. Findings reveal that clickbait manipulates readers through emotional, vague, and exaggerated language. Sensationalism, curiosity gaps, and provocation were the most common techniques. Reader perception varies depending on media literacy levels. While some readers are critical and skeptical, others tend to accept information at face value. The study emphasizes the importance of critical reading skills and the need for more ethical journalism in the digital age.
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