The use of clickbait in modern sports video content in the genre of interviews

For citation: Khomich D. The use of clickbait in modern sports video content in the genre of interviews // Mediascope. 2025. 1. Available at: https://www.mediascope.ru/2890

© Daniil A. Khomich

PhD student at the Chair of television and radio broadcasting, Faculty of journalism. Lomonosov Moscow State University (Moscow, Russia), dkhomich.study@yandex.ru

Abstract

This article presents the results of a study of 162 videos from the «Sychev Podcast and Denis Kazansky», «Nobel» and «KraSava» channels on the use of clickbait in modern sports video interviews. The analysis was performed on three components of clickbait usage: in the title, in the description, and in the video preview. We also evaluated the effectiveness of using this method to attract the attention of audience based on the assessment of user activity (views, likes, comments). The results demonstrated the need to use clickbait to attract an audience in the consumption of secondary sports video content on video hosting services, and also refuted the relationship of clickbait with fake, inaccurate information in the analyzed segment.

Keywords: clickbait, sports journalism, online video content, video interviews

Notes

Oxford English Dictionary. Available at: https://www.oed.com/search/dictionary/?scope=Entries&q=clickbait

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