The article analyzes clickbait language used in headlines published on social media and users’ reactions to such messages. The aim of the study is to identify the most common linguistic strategies characteristic of clickbait and to determine their impact on audience engagement. The research employs qualitative content analysis and linguistic analysis of selected headlines published on Facebook by various types of media outlets. It also includes an examination of user reactions such as likes, comments, and shares, with particular emphasis on the emotional tone expressed in comments. The results indicate that clickbait headlines use strategies such as ambiguity, exaggeration, emotionalization, and personalization, which effectively capture users’ attention and increase interaction levels. At the same time, the analysis shows that the engagement generated is often superficial and emotional rather than cognitive. The findings suggest that clickbait may influence how information is perceived and shape users’ attitudes toward media, reinforcing affective responses at the expense of reflective processing.
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