The «clickbait» factor in the face of the alleged jihadist threat of Champions League matches. Analysis of newspaper headlines and their impact on social media

DOI: https://doi.org/10.5209/pepu.99165
Keywords: Jihadist terrorism, Clickbait, Communication, Propaganda, Social networks

Abstract

The purpose of this paper is to analyse the impact of the terrorist threat of the Champions League matches. To do so, the headlines chosen by digital media on this event will be studied, as well as observing which image they choose to accompany the headline. Likewise, through the BuzzSumo tool, the impact on social networks of each news item will be studied. This will allow us to know which words in the headline have the greatest effect on social networks, thus generating the phenomenon of “clickbait”. Through this application, it will be possible to observe which of the news items that incorrectly carried the “IS threat” in the headline had a major impact on social networks. Likewise, it will be possible to see how sports media made use of exclamations to emphasize the supposed jihadist threat that was projected. Given all of the above, and assuming that headlines with the words “threat” or “Islamic State” were the most shared on social media, the following main question arises: What words did digital media use that had the most impact on jihadist propaganda?

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Author Biography

Paula M. Núñez-Guerra, Universidad Complutense de Madrid

Journalist from the University of Malaga and Master in International Relations and Communication from the Camilo José Cela University. She is currently a PhD candidate in International Relations at the Complutense University of Madrid. Her thesis addresses the threat of jihadist terrorism to EU security. Some of her research has been presented at various national and international conferences in which she has participated, and in chapters of various publishers.

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Published
2023-12-20
How to Cite
Núñez-Guerra P. M. (2023). The «clickbait» factor in the face of the alleged jihadist threat of Champions League matches. Analysis of newspaper headlines and their impact on social media. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 17(2), 129-136. https://doi.org/10.5209/pepu.99165
Issue
Vol. 17 No. 2 (2023)
Section
Articles

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