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“Oh, I Need That!” Clickbait

Media Alert!

0September 4, 2019 Reprinted with editions

By permission of Capture Books co-author, Sue Summers

“Don’t become so well-adjusted to your culture that you fit into it without even thinking. Instead, fix your attention on God. You’ll be changed from the inside out. Readily recognize what he wants from you, and quickly respond to it. Unlike the culture around you, always dragging you down to its level of immaturity, God brings the best out of you, develops well-formed maturity in you.” Romans 12:2 (The Message)

“Oh, I need that!”

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Advertising is ubiquitous! Indeed, it’s everywhere! The average American sees 3000-5000 ads per day. Think about it! That doesn’t mean just TV commercials… it counts every form, including signs as you are driving down the street, pop-up ads on the computer, brand names on clothing, notices on buses, upcoming event reminders in bathroom stalls, etc. Every day we’re bombarded with messages that intend to direct our buying, thinking, and actions.

And so are our children and teens.

Our culture today is overrun with ever more invasive means of getting messages to us. In September of 2015, BBC reporter, Ben Frampton introduced the Changing Face of Journalism as clickbait from the outset of any news article. Technology is being utilized in new ways that impact our daily lives and attract our eyeballs to messages. Perhaps you have been a  “victim” of clickbait.

“Clickbait consists of attention-grabbing headlines used for Web content to lure readers into clicking on normally uninteresting content. Many websites use clickbait as a mechanism to gain popularity via higher click-through rates. Clickbait is characterized by a highly enticing headline with a hyperlink that, when clicked, reveals a website that has content that is not nearly as interesting as the headline. Clickbait is therefore considered to be a strategy to increase the number of views to a particular Web page.” (Techopedia.com)

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Have you read clickbait headlines such as,

“Lose 20 pounds in 20 days! New miracle pill!”

“Which Hollywood couple is giving away millions?”

“Seniors: stop paying property tax! Learn this easy strategy now!”

Sometimes these headlines immediately redirect a reader to a different domain. They are simply fishing hooks.

Buzzfeed alone regularly attracts more than 10 million unique users in a single day. 

Buzzfeed can bring strong returns for careful users, but it has also created expensive traps for the unsuspecting.

Bloggers often use clickbait to earn their influencer income through affiliate marketing. However, promoting affiliate products can easily distract not only a blogger’s readership, but also the hopeful content blogger from the central purpose of his or her blog.

Products are not the only thing being sold through clickbait.

Personal information is transferred through every click made to the collectors and analyzers of these products and services. This fact can be used positively when you are able to grow a base of contacts to use for legitimate business and kingdom purposes.

A darker morass of reasons others may use clickbait.

When a woman clicks on a piece of clothing or sleepwear, she may find herself next inundated with new ads for women of her age and size in sultry and lewd poses. When a boy or girl clicks on an ad, it is not unusual to discover advertisements for games, adventures, political ads, pornography, phishing sites to military operations, sign up sheets, edgy books and other age-monetized bait popping up on tomorrow’s online screens.

Because religious advertisements are considered a hate-speech liability to fan bases, it is not a Christian ad we can count on seeing unless the advertiser has taken pains to identify only easily recognized Christian buyers acceptable to the marketing host.

Our children need to be introduced to this marketing strategy so they are aware of the intentionality and purpose of these alluring headlines.

And then there’s location-based marketing.

Have you received a text message from a store just as you were driving near it?

Location-based marketing (LBM) typically takes advantage of the geolocation of a customer (usually via a GPS-enabled device) and uses these techniques… to send personalized and relevant messages at the right place, at the right time to the right person.” (www.martechadvisor.com/articles/geolocation/how-location-based-marketing-will-disrupt-marketing-in-2019)

Does this CEO’s statement bother you? “Augmenting location with data about user behavior patterns enables a brand to create more timely, customized user engagement.” (Laetitia Gazel Anthoine, CEO, Connecthings)

More technology, more knowledge about each person’s consumer habits and personal preferences, more desire to sway your thinking, buying, and actions, and lo and behold! GPS-based marketing!

We all need to raise our awareness of “Peeping Tom” marketers and interfering corporations. If you recently looked at e-bikes on Amazon for a possible purchase, and then you were suddenly accosted by pop-up ads for e-bikes on Facebook, websites, and online games… it wasn’t a coincidence!

Advertising has come a long way, baby! No doubt there are more intrusive techniques being created right now, with the ultimate goal of saturating your life with appealing hard-to-ignore ads.

God has told us to be ever vigilant. We need to be dealing with life with “eyes wide open”.

So how can we help teens become media-savvy about the culture that surrounds them?

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  • Discussion is crucial. Talk with them about why advertising is part of our daily lives. Ask, “Where do you see ads?”
  • Discuss both the benefits and the downside of advertising. Ask, “Why do you think advertising works?”
  • Ask, “Is the accumulation of possessions enough as the purpose of a life?”
  • Ask, “What resources are available to create useful click ads for kingdom purposes? Do you have a service or a product for which you would like to design a click ad to help others?”

The world says you are what you own. Our treasures (material possessions) can own us. Matthew 6:21 states: “For where your treasure is, there your heart will be also.” (NIV)

Philippians 3:14 is a bold statement: “I press on toward the goal to win the prize for which God has called me heavenward in Christ Jesus.” (NIV)

Stay on top of this situation, be creative, and help young people keep their eyes on the prize!

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Sue Summers is a Christian media analyst, teacher, author, and speaker. She is the Director of Media Alert!

Her website is: www.MediaAlert.org

Sue can be reached at: Sue@MediaAlert.org

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