För att uppmärksammas bland dagens stora utbud av videoklipp på Youtube skapar vloggare rubrik- och bildsättningar som innehåller clickbaits. Begreppet innebär att rubrik- och bildsättningar är av uppseendeväckande karaktär, innehåller lite information och enbart syftar till att locka mottagare att klicka sig in på videoklipp. Syftet med denna studie är därför att öka medvetenheten om hur clickbaits är utformade på Youtube. Studien bygger på en kvalitativ kritisk textanalys. Vi har studerat en av Sveriges största Youtube-kanaler där sammanlagt 22 av de populäraste videoklippen från 2017 studerats utifrån retoriken och semiotiken. Detta för att synliggöra vilka attribut clickbaitsen är utformade med. Därefter har 4 slumpmässigt utvalda videoklipp analyserats utifrån relevansteorin för att undersöka hur relevant clickbaitsen är för innehållet. Studiens resultat visar att sex, starka känslor, välvilja och personlighet är vanligt förekommande i utformningen av clickbaits på Youtube, där personligt varumärke visar sig vara av stor betydelse. Resultatet visar även att videoklippens rubrik- och bildsättningar till stor del inte är relevanta för innehållet. Studien diskuterar även att clickbaits är något som gynnar vloggarna eftersom det ger dem en hög klickfrekvens, men missgynnar oss mottagare eftersom vi tar del av information som många gånger inte är den mest relevanta. / To be noticed among today's large supply of video clips on Youtube, the creators are using both headline and thumbnails that contain clickbaits. The concept means that the headline and thumbnails are of a ostentatious character, they seldom contain information about the video you are about to watch. The clickbaits only purpose is to entice the watcher to click on videos. Therefore the purpose of this study is to raise awareness of how clickbaits are built up on Youtube. The study is built upon a qualitative critical text analysis. We have studied one of Sweden's largest Youtube-channels, where 22 of the channels most popular clips from 2017 have been studied through the rhetoric and semiotic. We want to make visible on which attributes the clickbaits are built upon. Subsequently has 4 randomly picked videoclips been analysed through the relevance theory to examine how relevant the clickbaits are for the actual content of the video. The studies result show that sexual content, strong emotions, goodwill and personality are common traits within clickbaits on Youtube, where the personal brand show to be of great meaning. The result also show that the headlines and thumbnails are not relevant to the content of the video. The study indicates that the use clickbaits benefits the creator because it gives them more views on their video. From the viewers point of view are they not beneficial, because the information that we receive from the clickbait is not the most relevant when you compare it to the actual content of the video.

Fake news has long been a part of the news landscape but has in recent times, as the market for online news has grown, become an increasingly occurring problem in contemporary news media and society. By analyzing the content published by the largest American news organizations this thesis provides an overview of the occurrence of fake news and clickbait on the competitive news market. Competition for the readers' limited attention has been known to create a thirst to be first and may lead to the consequences of unethical behavior by the organizations. But what does that mean? Fake news can be categorized as biased information which in turn can be divided into two parts, misinformation and disinformation. Disinformation is the intentional spread of wrong or biased information and in the scope of this thesis a news site’s intention is determined through its use of clickbait. This study also evaluates the fake news and clickbait present in the most popular news articles by readers in order to see if the competition is increasing the use of tools for competitive advantages within the market for news. With this information it is possible to categorize the news article as one of three stages of morality which in turn is used to evaluate to what degree the organization is fulfilling the ethical aspect of their corporate social responsibility. The study finds that all but one of the explored organizations are fulfilling their ethical responsibility.

Purpose The purpose of this study is to explore how the use of clickbait marketing strategies by online news outlets affects consumer perceptions of online news content quality.   Design/methodology/approach A qualitative, deductive, exploratory and cross-sectional method, wherein data was collected through semi-structured interviews to understand consumer perceptions of how the use of clickbait strategies affects perceived online news content quality. The gathered data was then analyzed with the help of a directed content analysis supported by qualitative content analysis software Atlas.Ti. Findings This study found that the use of clickbait content strategies affected the perceived quality of online news content. Furthermore, it was found that there are two primary consumer groups, one of which seeks to avoid clickbait and one of which seems to engage with clickbait. Finally, several new variables were found for perceived news content quality that applied in the online space. Research limitations/implications The main implications of this research are that clickbait strategies should be utilized cautiously as they are often found misleading or displeasing, and may cause damage to the publisher. Furthermore, despite clickbait sometimes being entertaining, most clickbait was found to be highly context sensitive. Finally, a number of new variables were found that expanded previous understandings of perceived news quality. This study was limited by several factors - firstly, a lack of english as a first language which may have resulted in misunderstandings. Secondly, the articles utilized were found to have several shortcomings during the research procedure. Finally, due to the qualitative nature of this study, its findings are non-generalizable.

Today's media landscape is larger and more diverse than ever before. Individuals are fedwith news and information from many different types of media. When competition ishigh, media actors need to stand out to be noticed, sometimes to the extent that the truthis omitted or embellished. The purpose of this essay is to examine the consequences ofthe spread of false information on social media. The material of the essay consists of 25Swedish videoclips from YouTube and is intended to investigate how well the videoportals (headlines & thumbnails) correspond to the actual content of the videos. Themethod used in the essay is a quantitative coding of these videoclips and a multimodalanalysis from a selection of these coded video clips. To fulfill the purpose of the essay,theories and concepts such as misinformation and disinformation, filter bubbles, andselective exposure theory are used. The results of the study showed that many videoportals do not correspond at all to the content that the clip possesses. They oftenexaggerate or add details that make the video clip stand out more or appear moreinteresting for the audience to engage with. The consequences of false information spreadon social media can be many. For example, it can contribute to somewhat distortedworldviews. If individuals in a society are fed with incorrect information, it becomes moredifficult to get a fair picture of the world. It can also become normalized that thingswritten on social media are often not true, which leads to it becoming commonplace tobuy into small lies and not trust the information and news consumed online.

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The digitalization and emergence of the Internet have given rise to new platforms providing marketing, distribution and revenues to happen in the same place, a significant difference from the past. New platforms have become new places for artists to compete for, for instance, positions on toplists. This is the fundamental background to the occurrence of manipulated streams in the music industry. The purpose of this study has been to examine and create a deeper understanding of manipulated streams and its role in the music industry, from a marketing perspective. Thus, the study aims to provide knowledge on the meaning of having high streaming numbers, why streams are being manipulated and how they are used in marketing.  The empirical data is based on six interviews with people from different parts of the music business. The results indicate that manipulated streams affect expectations of the artist and provide an opportunity for the artist to stand out in today's information overload. The artists have gained more power and influence as they are now being compared with influencers, and can influence the way the audience listens to music. Moreover, the findings also indicate that actors and platforms of the music industry need adjustments to encounter the phenomenon of manipulated streams.  Lastly, we suggest that future research should focus on how to prevent the occurrence of manipulated streams, in addition to social media's effect on cognitive behaviours of the users in relation to high streaming numbers.

Copyright is conventionally justified as an incentive to produce and disseminate works of authorship. We can justify and theorise copyright more richly, not least because empirical evidence does not support the incentive narrative. Rather than focussing on quantitative matters such as the number of works incentivised and produced, we should consider copyright's qualitative influence on culture. A threshold objection to such an approach is the risk of cultural paternalism. This objection can be overcome. Rather than specifying paternalistic standards of merit for works, we can target the conditions under which their creation and consumption takes place. I argue, firstly, that we should adopt the following high-level principles: (i) that the conditions of creation and consumption of works should be conducive to democratic deliberation (democracy) and (ii) that they should facilitate the development of human capabilities (autonomy). Secondly, I propose that we pursue three mid-level objectives, which are helpful indicia of democracy and autonomy: - a fair and wide distribution of communicative and cultural power (inclusiveness); - diversity in the content and perspectives available to the public (diversity); and - conditions that permit authors and users of works to engage rigorously with the conventions of the media in which they operate (rigour). It is often said that copyright obstructs important qualitative objectives, like freedom of expression, and that we could better pursue these goals by weakening copyright and relying on non-proprietary alternatives. My approach produces a more optimistic, but also more complicated, view of copyright. While copyright's qualitative influence is not optimal, reductions in the strength and scope of copyright sometimes produces conditions and incentive structures that are worse for inclusiveness, diversity and rigour than stronger copyright. For example, both attention and wealth are highly concentrated in networked information economies driven by free sharing of content, and this is bad for diversity or inclusiveness. Online business models, based on surveillance of users' consumption of free works, are corrosive of autonomy and democracy. Merely removing copyright-based restrictions on the sharing of works is not a panacea for copyright's ills. A qualitative theory such as mine equips us to better understand and calibrate more richly the trade-offs involved in copyright policy decisions, and encourages us to treat copyright as part of a broader, qualitatively-oriented information and cultural policy.