Fallen prey to clickbait? There are ways to protect yourself

Have you ever clicked on a headline that said, “You won’t believe what happened next!”? Or watched a video because it promised a huge surprise?

If you have, you’re not alone. These attention-grabbing headlines are called “clickbait”. They are designed to make people curious enough to click, even when the story is not as exciting as it first sounds.

Apps, websites and videos also use bright pictures, exciting headlines, endless videos and notifications to grab – and keep – your attention.

That’s why some websites and apps are designed to encourage lots of engagement, which are the ways people interact with content.

Tanya Notley, a communication professor at Western Sydney University, said scientists have found that when we are shocked or surprised, our brains respond by being more alert.* This means we often take in more information about what we see, feel, hear and smell.

“As a result, we are more likely to pay attention to – and remember – surprising events and messages,” she said.

“Unfortunately, people trying to get our attention online exploit* this all the time. Businesses, advertisers, scammers, influencers and sometimes even news organisations and politicians, will use shock and surprise to get our attention.

“People make money from clickbait. For example, if they can get you to click on a link to go to a website, that can make them money through advertising.”

Prof Notley said the best way to resist clickbait is to recognise what it is.

“Knowing that someone is trying to manipulate your attention gives you the power to resist them,” she said. “You might think, ‘I see what you’re trying to do here!’.

Prof Notley said before you get online, you should decide the experience you want to have.

“What is it you want to do, learn or see?” she said. “Once you have decided this, anything outside of that experience, you can just ignore. That way you won’t give your attention to people and things that don’t meet your needs and expectations. Using our special powers to ignore and resist can help us take back control of our online experience.”

Some other questions you can ask yourself include: Am I clicking because I’m interested, or just because I’m curious? Does this headline sound too dramatic to be true? Have I checked if the information comes from a trustworthy source?

It’s also important to understand algorithms. These are invisible systems that help decide which videos, posts and other content appear on our screens.

According to the eSafety Commissioner, an Australian government organisation that helps people stay safe online, algorithms choose what appears in your social media feed, recommend videos you might like to watch next, and even suggest games or songs based on what you’ve enjoyed before.

For example, if you watch a video about making slime and click “like” at the end, the algorithm notices this. Next time, it might suggest more slime videos and craft videos. It may even show those videos to more children who enjoy crafts.

Platforms are designed to keep you interested and coming back for more. They use what they know about your interests to show you more content you might enjoy. The longer you stay online, the more ads you may see and the more chances you have to like, comment on or share posts. This creates a cycle that keeps the content coming.

University of Wollongong lecturer Dr Sumudu Mallawaarachch, from the Australian Research Council Centre of Excellence for the Digital Child, said there are some things you can do to make sure your algorithm is tailored* to what you need.

“With apps like Instagram and Facebook you can click on the three dots next to each post, press on them and say that you’re not interested,” she said. “You can hide posts from certain pages and accounts and curate* your feed to some extent.”

Before reacting online, it is important to take a moment, think carefully and make sure the information is accurate.*

By asking questions, checking facts and thinking before clicking, you can enjoy the news while avoiding tricks that are only designed to grab your attention.

POLL

GLOSSARY

alert: watchful, attentive, and mentally responsive

exploit: to use someone or something unfairly for personal gain

tailored: custom-made or specially formed to fit a person or a specific purpose

curate: to pull together, sift through, select, and present digital content

accurate: free from error or correct and exact

EXTRA READING

Part 1: Your digital wellbeing

Part 2: Your news filter

Part 3: Deepfakes and AI imagery

QUICK QUIZ

What is the ultimate aim of a clickbait headline?

What interesting connection have scientists made between our brains and the content we see?

How do companies make money from clickbait?

What questions can you ask yourself before clicking on a story?

How can you tailor your algorithm?

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