The clickbait culture that drives engagement—and its unintended consequences.
As an online publication, we’ve often been labeled sensationalist. Fair enough! After all, readers are far more likely to click on a headline like “3 Reasons Why Media Sensationalism Is Hard to Resist” than a more academic title like “The Structural Barriers to Curbing Sensationalism in Singapore’s Media Landscape.”
Sensationalism is part and parcel of digital journalism. Provocative headlines and dramatic stories drive page views, which, in turn, attract advertisers and revenue. This chase for clicks explains the state of journalism today.
Deputy Prime Minister Lawrence Wong recently addressed this issue at CNA’s 25th Anniversary Gala Dinner, cautioning against “clickbait, sensationalist” content. While his remarks reflect long-standing concerns about new media practices, they also highlight how deeply entrenched sensationalism has become in Singapore’s media landscape.
The Existential Dilemma
Sensationalism is not without its risks. Misleading headlines can polarize readers and perpetuate misinformation. For instance, a Mothership article last year incorrectly labeled a long-term Singapore resident as a “tourist from China,” sparking xenophobic backlash online. While the article was later corrected, the damage had already been done.
Independent media outlets face an existential challenge: prioritize accuracy and risk being overshadowed by faster competitors, or embrace clickbait to stay afloat. Page views are critical for securing advertisers and keeping operations running. The collapse of media giants like Buzzfeed News and Vice Media underscores the precarious nature of this industry.
Local history offers similar examples. In its heyday, STOMP thrived on sensational content, inviting Singaporeans to submit scandalous stories in exchange for supermarket vouchers. While this approach boosted engagement, it exemplified how sensationalism can overshadow responsible journalism.
Why Clickbait Works
Sensationalized content persists because there’s demand for it. Amid the grind of daily life, stories about otters or viral moments provide much-needed escapism. For smaller publications, meeting this demand is essential for survival, especially without state support.
Alternative revenue streams, such as subscriptions or merchandise sales, are difficult to sustain in Singapore’s small market. Paywalls, like those used by The Straits Times, often face backlash from readers unwilling to pay for news.
Even publications like Petir, aligned with political parties, resort to sensationalism at times to draw readers. Dramatic headlines may not always align with journalistic integrity, but they’re undeniably effective.
A Media Literacy Solution
As DPM Wong noted, changing media consumption habits fuel the rise of clickbait. Social media algorithms prioritize engagement, compelling outlets to craft attention-grabbing content.
Addressing this issue requires more than regulations like POFMA. Enhancing media literacy is critical. Supporting diverse outlets—especially those outside the mainstream—can foster nuanced perspectives and challenge the dominance of sensational narratives.
Balancing Survival and Integrity
The reality is that media outlets must compete for attention in an oversaturated landscape. Sensationalism, while often criticized, is an adaptive strategy for survival.
Ultimately, the question is whether audiences value substance over spectacle. As Singaporeans, we must decide whether we want journalism to thrive on sensationalism or strive for meaningful, balanced reporting.
