Resumen

MIRANDA BUSTAMANTE, María de los Ángeles. “Here’s what you need to know”: An analysis of clickbait narratives on Chilean outlets’ Facebook News. Revista de Comunicación [online]. 2025, vol.24, n.1, pp.321-342.  Epub 09-Abr-2025. ISSN 1684-0933.  http://dx.doi.org/10.26441/rc24.1-2025-3810.

The aim of this study was to characterizeclickbaitdiscursive strategies in Facebook posts from the five most trusted news media outlets in Chile and analyze their correlations with user engagement (seminality). A quantitative discourse analysis was conducted, applying a matrix ofclickbaitnarrative indicators to a sample of 4316 news posts. The findings revealed that 68 % of posts containclickbaitsand the absence of the most relevant data was the most frequent narrative. However, only paralinguisticclickbaitnarratives and user-directed questions stimulated the UGC (User-Generated Content). Conversely, those strategies that compromise informational content are associated with a decline in such engagement. In conclusion, the investigation suggests that repetition and serialization of relevant information, bullet point lists and user-addressed questions are four effective strategies to reconcile the need for journalistic companies to balance financial sustainability through clicks with their social responsibility of fostering news into a conversation.

Palabras clave : Facebook; news; UGC; user generated content; social media.

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