Clickbait in the Era of Information Technology: Evaluating Engagement Strategies and Ethical Journalism in Online Media

In the digital era, clickbait has become a common strategy among online media to attract attention and increase audience engagement. This study aims to evaluate the balance between efforts to attract attention through clickbait and efforts to maintain journalistic ethical standards in online media. This case study used short videos uploaded by YouTube Tribun Timur during July 2023. The research population consisted of 442 videos, with a sample taken using probability sampling techniques, resulting in 82 videos for analysis. This research used a quantitative approach with a content analysis method. To ensure data validity, this study applied content validity and face validity. Data reliability was tested using the Holsti method, involving two independent coders to ensure consistency of judgment. The results showed that teasing clickbait was the most dominantly used, followed by ambiguous and inflammatory, while Tribun Timur did not use graphics, bait and switch, or false clickbait. Excessive use of clickbait tends to decrease audience trust and damage the media’s reputation. This research confirms that while clickbait can increase audience engagement in the short term, its long-term impact on journalistic integrity and audience trust is detrimental. Media outlets, including Tribun Timur, should commit to prioritizing journalistic ethics and using technology to create a more honest and transparent media environment.