{"id":2048,"date":"2018-01-11T14:13:21","date_gmt":"2018-01-11T14:13:21","guid":{"rendered":"http:\/\/mikeyoungacademy.dk\/clickbait-the-dynamics-of-headlines-in-the-era-of-tweets\/"},"modified":"2024-10-26T11:20:36","modified_gmt":"2024-10-26T11:20:36","slug":"clickbait-overskrifternes-dynamik-i-en-twitter-tidsalder","status":"publish","type":"post","link":"https:\/\/mikeyoungacademy.dk\/da\/clickbait-overskrifternes-dynamik-i-en-twitter-tidsalder\/","title":{"rendered":"Clickbait! Overskrifternes dynamik i en Twitter-tidsalder"},"content":{"rendered":"

Zahle\u2019s Gymnasium i K\u00f8benhavn bad mig lave en interaktiv workshop om overskrifter<\/strong>. Vi havde det sjovt. Men der var ogs\u00e5 alvor bag. <\/strong><\/p>\n

At skrive overskrifter, der ‘klistrer’, s\u00e5 folk ‘klikker’ p\u00e5 en overskrift har altid v\u00e6ret en kunst. Men i de senere \u00e5r er det ogs\u00e5 blevet en data-dreven videnskab.\u00a0 Ogs\u00e5 for de typer af overskrifter, der sender l\u00e6sere videre til artikler, der ikke efterf\u00f8lgende leverer et indhold med substans.<\/p>\n

\"Sensationalist

Man kan n\u00e6rmest ikke modst\u00e5 overskrifter som denne fra NT News i Australien (se link til artiklen nederst i artiklen).<\/p><\/div>\n

Det offentlige rum har udviklet sig til et v\u00e5benkapl\u00f8b mellem snarr\u00e5dige overskriftskribenter i medieorganisationer og nyhedsvante l\u00e6sere, der kr\u00e6ver mere og mere f\u00f8r de vil klikke.<\/p>\n

L\u00e6sere vil v\u00e6re mindre og mindre tilb\u00f8jelige til at klikke p\u00e5 de enkelte overskrifter p\u00e5 grund af det for\u00f8gede antal af dem, der alle konkurrerer om at f\u00e5 deres opm\u00e6rksomhed p\u00e5 alle platforme. Modtr\u00e6kket fra de, der producerer medieindhold, er at bruge avancerede A\/B testmetoder, fokusgrupper, og differentierede overskrifter for forskellige m\u00e5lgrupper.<\/p>\n

Nysgerrighedskl\u00f8ft<\/strong><\/p>\n

De vindende overskriftsproducenter h\u00e5ber at f\u00e6nge eller ‘klistre’, l\u00e6seren med deres overskrifter. Nogle gange er det ikke det underliggende artikelindhold, der kan bakke overskriften op, og overskriften er dermed ren ‘clickbait’ (p\u00e5 dansk: ‘klikmadding’) . Andre gange er overskriften og indholdet tilsammen s\u00e5 anst\u00f8deligt eller sympatisk at historierne bliver delte af s\u00e5 stor en procentdel af l\u00e6serne, at de g\u00e5r viralt p\u00e5 de sociale medier.<\/p>\n

I den workshop jeg udf\u00f8rte for N. Zahle\u2019s Gymnasium med titlen \u201cClickbait! Overskrifternes dynamik i en tweet tidsalder\u201d\u00a0 viste jeg de studerende hvordan overskrifter kunne udnytte \u2018nysgerrighedskl\u00f8ften\u2019 – en kl\u00f8ft eller hul i overskriftens fort\u00e6lling – s\u00e5 l\u00e6serne klikkede. Og jeg viste, hvordan brugen af is\u00e6r Twitter opl\u00e6rte offentligheden i clickbait metoder (og det er b\u00e5de godt og skidt).<\/p>\n

Jeg pr\u00e6senterede en serie historier uden overskrifter p\u00e5 sk\u00e6rmen, som de studerende derefter i realtid p\u00e5 samme sk\u00e6rm, skrev overskrifter til. Alle kunne se hinandens overskrifter, og vi pr\u00f8vede i f\u00e6llesskab at finde dem, der ville v\u00e6re bedst egnet til at v\u00e6re ‘madding’ for de fleste klik, f\u00f8r vi sammenlignede med den overskrift, som mediet selv valgte at bringe.<\/p>\n

\"Mike

Clickbait-workshoppen er b\u00e5de underholdende og tankev\u00e6kkende<\/p><\/div>\n

Vaccination mod clickbait<\/strong><\/p>\n

Det hele var bare sjov.<\/p>\n

Men de studerende sagde efterf\u00f8lgende at de forlod min workshop mere vidende om hvordan medier arbejder, og med mindre chance for at falde for den type overskrift, der blot fisker efter deres opm\u00e6rksomhed. Hvem ved? M\u00e5ske har jeg gjort noget for at \u2018vaccinere\u2019 nogle af deltagerne imod clickbait i fremtiden.<\/p>\n

I mellemtiden, hvis du er blevet ‘clickbait’et og virkelig, virkelig<\/em> gerne vil l\u00e6se om den flyvende-dildo-til-brylluppet-historie i ovenst\u00e5ende billede, s\u00e5 er historien her!<\/p>\n

Er du gymnasiel\u00e6rer\u00a0i Danmark? Denne workshop egner sig til et l\u00e6ringsmodul under rubrikken\u00a0 \u201ckarrierel\u00e6ring\u201d eller til\u00a0<\/em>almen studieforberedelse \u2013 AT<\/em>.<\/em><\/p>\n

Det tager 2-3 timer og koster DKK 7.000 ekskl. moms.<\/em><\/p>\n

Ring til 30 66 31 21 eller skriv til\u00a0\u00a0<\/em>mike@mikeyoungacademy.dk<\/em><\/a> for at h\u00f8re n\u00e6rmere.<\/em><\/p>\n<\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":2030,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[23],"tags":[],"class_list":["post-2048","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-da"],"yoast_head":"\nClickbait! Overskrifternes dynamik i en Twitter-tidsalder<\/title>\n<meta name=\"description\" content=\"At skrive overskrifter, der 'klistrer', s\u00e5 folk 'klikker' har altid v\u00e6ret en kunst. 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