Klõpsama peibutavad lünkpealkirjad veebimeedias
Abstract
On veebi- ehk klõpsumeedia ajastu. Reklaamitulu nimel on ajakirjanikud hakanud koostama pealkirju, mille tagamõte on püüda lugeja tähelepanu ja ärgitada teda pealkirjale klõpsama. Selline pealkiri võib olla eksitav ja lugeja ootusi petta. Siinse artikli keskmes on lünkpealkirjad: sellised klõpsulõksu-pealkirjad, mida ei saa ilma kontekstita täielikult tõlgendada. Analüüsitakse meelelahutusportaali Elu24 pealkirju aastatel 2008, 2013 ja 2018. Tulemustele antakse võimalikud põhjendused portaali pikaajalise ajakirjaniku intervjuu põhjal. Ilmneb, et lünkpealkirju esines enim 2013. aasta valimis, kuigi osakaal jäi samasse suurusjärku ka aastal 2018. Peamiselt luuakse lünkpealkirju üldise tähendusega nimisõna- ja kvantorifraaside ning küsi- ja käsklausetega, vähem ka hüüdlausete ning ase- ja asemäärsõnadega. Mõnikord on lünk pealkirja loodud mitme keelevahendi koosmõjul.
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Forward-reference headlines as clickbait in Estonian online media
The era of online click media has begun. Journalists are creating clickbait headlines, which aim at catching readers’ attention and making them want to click on the headline. This kind of headlines can be misleading and not live up to the readers’ expectations. The purpose of this paper is to give an overview on the kind of clickbait headlines that cannot completely be interpreted without context: forwardreferencing headlines. Headlines from the entertainment portal Elu24’s from 2008, 2013 and 2018 were analyzed. The results indicate that the headlines of 2013 contained the most forward-reference, although 2018 was not far behind. Mostly, nouns and quantifiers as well as interrogative and imperative sentences were used for creating forward-reference. Pronouns and proadverbs and exclamatory sentences were used less. In some cases, the reference was created by multiple linguistic tools at once. An interview with a long-time Elu24 journalist helped explain the results.
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DOI: http://dx.doi.org/10.5128/ERYa16.03
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Copyright (c) 2020 Kairi Janson
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
ISSN 1736-2563 (print)
ISSN 2228-0677 (online)
DOI 10.5128/ERYa.1736-2563