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All the News That’s Fit to Click: The Economics of Clickbait Media
Abstract
The news media industry has changed as the internet and social media have matured and become integral to modern life. I describe these changes through a theoretical analysis of the economic structure of the industry and explore the implications for scholars of online media and politics. The crux of my argument is that social media simultaneously serves as a distribution platform and reputation builder, as social recommendations take the place of expensive investments in high-quality journalism. This development rendered crucial portions of previous models of the market for news inaccurate due to the declining importance of firm reputation. This mechanism interacts with the massive heterogeneity in digital literacy and growing animosity toward the news media among conservatives to create “credibility cascades,” which I argue are a necessary condition for Fake News to flourish.
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“In journalism, investigative pieces are struggling to compete with sensationalist content and 'clickbait' headlines (Chakraborty et al., 2016; Munger, 2020).”
From The Second Wave of Attention Economics. Attention as a Universal Symbolic Currency on Social Media and beyond (2025) · cites this paper as Munger, 2020
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Metadata
- Authors
- Munger, K.
- Affiliations
- Pennsylvania State University (US)
- Corresponding author
- Munger, Kevin
- ORCID
- Munger, Kevin
- Venue
- Political Communication
- Publisher
- Informa UK Limited
- Published
- 2019-12-03
- Volume
- 37
- Issue
- 3
- Pages
- 376-397
- ISSN
- 1058-4609 (ISSN-L)
- 1091-7675
- OpenAlex
- W2992434016
- Cited by
- 175
- References
- 65
- Citations by year
- 2026: 16 · 2025: 38 · 2024: 29 · 2023: 43 · 2022: 18 · 2021: 27 · 2020: 3 · 2019: 1
- FWCI
- 24.67
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Political Communication (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Misinformation and Its Impacts
- Social Sciences › Sociology and Political Science › Media Influence and Politics
- Social Sciences › Communication › News Media Framing and Political Communication
- Keywords
- clickbait, social media, corporate reputation, news dissemination, social recommendation, digital literacy, fake news, news quality
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