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Today’s TMI Media Culture: Baiting Clicks At Women’s Expense

You'll never guess what happens next...

In 1994, at the age of nine, I received my first “serious” diary as a gift from my grandmother. Though I haven’t seen it in ages, I remember the look and feel of it quite well. It had a thick, puffy pink cover, canoodling teddy bears on the front, and an actual lock and key to keep my secrets safe and to myself. Admittedly, the contents were not compelling for anyone beyond grade school, as I primarily divulged current crushes, playground drama, and lunch line gossip.

That diary, and the subsequent journals that followed, played a key role in helping me decide what I wanted to be when I grew up: a writer. And I was focused on achieving my goal, too. After serving as a reporter, then editor, for my high school newspaper, went on to study journalism in college. As a student, I threw myself into classes, reported for the newspaper, served as editor of our collegiate magazine, completed three media internships, and wrote professionally for local, national, and even international publications while completing my degree. After graduating in 2008, I briefly worked as a newspaper reporter, and then shifted into a freelance position, where I’ve remained ever since.

The TMI Media Industry

I’ve now been writing professionally for over 10 years, which may not seem like very long to some of you. But anyone in the media industry will tell you the same thing about last decade: it has seen huge, sweeping changes. I’ve watched countless publications – many I’ve written for – shutter their print editions and move online. I’ve seen outlets flounder (and budgets plummet) as Google changes its algorithms on a whim. And, as someone who covers primarily women’s lifestyle content, I’ve seen a salient shift in the type of content that’s pushed.

Even established media outlets have moved from news and thought pieces to listicles with suggestive titles and image-heavy regurgitations of the same pop culture fodder. Countless new sites appear and disappear attempting to garner a massive audiences–fast; often with images of scantily-clad women, promises to help you “stalk your boyfriend” and the opportunity to read up on “sex positions you will never believe.”

CLICKBAIT:
(on the Internet) content, especially that of a sensational or provocative nature, whose main purpose is to attract attention and draw visitors to a particular web page.

Add to that all the headlines promising free goodies, from downloads to products, which quickly hijack your screen, magically opening multiple windows replete with flashing pages and invasive pop ups.

“In the advertising world it’s called ‘bait and switch,’ and it’s illegal. Bait-and-switch happens when a store advertises a particular item for sale, but when you try to make a purchase you’re told the item is no longer available, but there is a similar item you can buy, for, of course, more money,” writes Larry Burriss of the Murfreesboro Post. “In the Internet world this kind of thing is called ‘clickbait,’ and it happens when a news or other headline tell you one thing, but then never delivers on the promise. It’s not really a scam, because no one is really hurt.”

Perhaps not hurt, but what is the effect of too much clickbait?

Read the full story on Swaay

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