Analiza klikvab na spletnih platformah

magistrsko delo

Atena Bošnjak (Author), Suzana Žilič Fišer (Mentor)

Abstract

Magistrska naloga se osredotoča na raziskovanje fenomena klikvab na spletnih medijskih platformah. Klikvabe so zaradi izkoriščanja človeške radovednosti postale zelo razširjen pojav na spletu, saj mnogi izdajatelji vsebin uporabljajo ta pristop za povečanje števila klikov in oglaševalskega prihodka. Naslovi s klikvabami vzbudijo zanimanje bralcev in za to uporabljajo čustveno nabit jezik, vprašanja in številke, ponujajo senzacionalne trditve, obljubljajo ekskluzivne informacije in ustvarjajo informacijske vrzeli, ki jih je mogoče zapolniti le s klikom na naslov. Osrednji cilj naloge je ugotoviti, v kolikšni meri različni medijski servisi uporabljajo klikvabe ali obstajajo razlike med javnimi in zasebnimi mediji ter ali klikvabe vplivajo na dojemanje verodostojnosti medijev. Naloga analizira prisotnost klikvab na štirih primerih medijskih organizacij, tako v tujini (BBC) kot tudi doma (RTV SLO, 24ur.com in Slovenske novice), ter preučuje dojemanje klikvab s strani uporabnikov spletnih platform. Rezultati te raziskave so pomembni za razumevanje, kako klikvabe vplivajo na medijsko krajino in kako se uporabniki odzivajo na njihovo prisotnost. Namen naloge je prispevati k boljšemu razumevanju pojava klikvab na spletnih platformah ter ugotoviti kakšne so tehnike za prepoznavanje in obravnavo teh vsebin.

Keywords

klikvabe;zavajanje;kredibilnost;medijske vsebine;magistrske naloge;

Data

Language:	Slovenian
Year of publishing:	2023
Typology:	2.09 - Master's Thesis
Organization:	UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher:	[A. Bošnjak]
UDC:	077.5:004.777(043.2)
COBISS:	172312323
Views:	62
Downloads:	18
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Analysis of clickbait on online platforms
Secondary abstract:	The master's thesis delves into the phenomenon of clickbait on online media platforms. By leveraging human curiosity, clickbait has become a widespread phenomenon on the web, with many content publishers employing this strategy to boost click-trough rates and advestising revenue. Clickbait headlines engage readers' curiosity by using emotionally charged language, posing questions and statistics, making sensational claims, promising exclusive information, and creating information gaps that can only be filled by clicking on the headline. The primary objective of this thesis is to determine the extent to which various media services employ clickbait, explore potential differences between public and private media, and investigatehow clickbait affects the perception of media credibility. The thesis analyses the prevalence of clickbait in four examples of media organizations, both internationally (BBC) and domestically (RTV SLO, 24ur.com and Slovenske novice). It also assesses how users of online platforms perceive clickvait. The results of this research are crucial for comprehending how clickbait shapes the media landscape and how users respond to its presence. The goal of this thesis is to contribute to a deeper understanding of clickbait on online platforms and to identify techniques for regognising and addresing it.
Secondary keywords:	clickbait;deception;credibility;media content;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages:	1 spletni vir (1 datoteka PDF (VI, 82 f.))
ID:	19959804