Klikać czy czytać? Pragmatyczna funkcja clickbaitów
To Click or to Read? The Pragmatic Function of Clickbaits

Summary/Abstract: The Internet changes not only human language and communication behaviour but also allows new forms and text genres to appear. Their development is often determined by the factors which did not exist before or were insignificant for traditional oral and written discourse. Consequently, researching pragmatic aspects of computer-mediated communication requires an interdisciplinary approach that considers linguistic, psychological, and technological knowledge. This is the case of clickbait, i.e., content whose primary purpose is to attract attention and encourage visitors to click on a particular web page. This paper shows how it works in the Internet environment and explains the use of linguistic strategies in the context of UX design research and the psychological phenomenon of the curiosity gap (Loewenstein, 1994). It also considers the problem of tabloidization of the new media.

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