Trust in news is being eroded by clickbait headlines

Mainstream news outlets, using clickbait-style headlines, in Australia are among the most commonly identified sources of misleading content online, according to research published in the journal, Information, Communication & Society.

The study asked 55 adults to record examples of online content they found false, misleading or untrustworthy. 

Of 1,564 pieces of content submitted, 322 were identified as false, misleading or untrustworthy, with text-based content — especially headlines viewed on social media — making up more than two-thirds of examples. Participants most frequently flagged content about business and economics, celebrity news, entertainment and breaking crises.

"People aren't just encountering misinformation about elections or vaccines," said Aimee Hourigan, lead author of the study. 

"They're seeing questionable claims about tax hacks, celebrity scandals, local crime and breaking news — the kinds of stories that are part of their daily information diet.

"What stood out was how often participants pointed to clickbait-style headlines and sensationalised reporting from mainstream outlets as misleading. 

“Their trust in news is being eroded not only by falsehoods, but by how news is packaged and delivered."

Many participants described feeling baited into reading stories that didn't match their headlines and adopted self-protective habits such as ignoring unfamiliar sources or assuming content was untrustworthy until proven otherwise.

"People are becoming more sceptical, but that scepticism can spill over into disengagement from credible news," Hourigan said. 

"When audiences feel overwhelmed or misled, they may tune out altogether — and that has implications for civic participation and public trust."

Co-author Michael Dezuanni, from the QUT School of Communication and Digital Media Research Centre, said the findings highlighted the need for media literacy approaches that reflected people's real-world experiences.

"Our study shows misinformation is woven into everyday online activity," Dezuanni said.
"If we want to help people navigate digital information, we need to focus on the contexts they actually encounter, not just high-profile political misinformation.

"This means supporting Australians to critically engage with news, understand how algorithms shape what they see, and recognise the commercial pressures driving sensationalism."

The researchers called for a whole-of-society response including more transparent news practices, stronger platform accountability and lifelong media literacy education.

The study was funded by the Australian Research Council and led by Tanya Notley at Western Sydney University.