Bait Clicks, Fails and Reversals:The Contradiction Between News Objectivity and Emotion in Social Media
This study analyzes the situation of the Clickbait Elements by news organizations on social media, and examines its communication effectiveness and influencing factors.Bernoulli Naive Bayes algorithm is selected to classify the crawled news headlines.Latent Dirichlet Allocation ( LDA) is used to classify the news content, and the mixed linear model is used to analyze the propagation effect and influencing factors of different"clickbait elements".The study found that news organizations on social media are transitioning to"using clickbait elements", with emotional clickbait elements gradually on the rise.News organizations on social media have shown a trend of more gradual social media.The clickbait elements can improve the communication effect of posts, achieving"bait clicks", and emotional clickbait elements work best.The emotional clickbait elements in the application of news messages with strong objectivity will lead to the interruption of emotional arousal, the effect of"bait failure"and even"bait reversal", presenting the contradiction between objectivity and emotion.The use of clickbait elements in"plain text"news messages has a more significant effect on improving the communication effect.
news mediaclickbait elementemotionalityobjectivityemotional communication theory
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