Hasil kajian mendapati bahawa tajuk berita UK bersifat ostensif dan memberikan pengharapan terhadap kerelevanan maklumat. Suatu input pula dianggap relevan sekiranya (i) ia memerlukan usaha atau kos memproses yang rendah dan (ii) ia memberikan ganjaran kesan kognitif yang tinggi. Teori Relevans (TR) menegaskan bahawa setiap tindakan ostensif menimbulkan satu pengharapan terhadap relevans yang optimal. Oleh itu, kajian ini bertujuan untuk menganalisis ciri-ciri UK dalam tajuk berita palsu dengan menggunakan Teori Relevans (Sperber & Wilson, 1986/1995). Hal ini demikian kerana, UK kebiasaannya menggunakan maklumat yang tidak sahih dan boleh menimbulkan fitnah bagi mencapai tujuan utamanya, iaitu untuk mendapatkan klik daripada pembaca. UK membawa banyak kesan buruk kepada pengguna internet.

Umpan klik (UK) atau clickbait ialah sejenis teks atau imej kecil berpautan yang direka khusus bagi menarik perhatian pembaca untuk mengklik dan mengikuti pautan berkenaan (Frampton, 14 September 2015). This then drives the reader to click on the associated link with the expectation that the article will contain relevant information with which he can enhance his conceptual files, and that this, in turn, will reward him with cognitive effects.

The results and analysis reveal that these parts-of-speech contribute to an information gap by encouraging readers to construct new conceptual files based on the terms used in the headline, while providing little or no content for those files. I focus on two main categories that are overrepresented in clickbait headlines to a statistically significant degree: (i) definite referring expressions and (ii) superlatives and intensifiers. Comparative corpus analysis is combined with close analysis of illustrative examples to explore the contribution that particular parts-of-speech make to the creation of successful clickbait. Drawing on a corpus of clickbait headlines (Chakraborty et al., 2016) and using ideas from the relevance-theoretic pragmatic framework (Sperber and Wilson, 1986/95), this paper examines some of the ways in which writers of clickbait headlines arouse the curiosity of their readers by creating an “information gap” (Loewenstein, 1994).

Apa itu clickbait