Lugejate reaktsioon veebiartikli pealkirjale kui tähelepanu äratajale

Abstract

The aim of this Bachelor Thesis „Readers' reaction to the headline of a web article as an attention attractor“ is to find out how do readers react to online news headline as an attention seeker. This was determined in two cases. First, how they react when headline matches the article and secondly, when the headline is misleading. Responses to the research questions were obtained by qualitative research method using a focus group interview. The research showed that the readers are, among other things, attracted by headlines that communicate to the reader, appeal to human-centered interest and are abstract and unusual. Particulary good as an attention attractor was a headline that had some of the previously mentioned combined with practical value. As a result of the reasearch it became evident that the reader’s reaction to a misleading online news headine is greatly affected by prior knowledge of the background. Those readers who can put a person or an organization mentioned in the headline into a certain context based on their prior knowledge are not as dissapointed in a misleading headline Those, who are not familiar with the central character are more receptive to a misleading headline. On the other hand, if a headline described the contents of an article in full, it did not cause any specific reactions. Rather, it was found that they would not open the article as all the important information is already gathered from the headline. Research carried out revealed, that the headline of an article in the web and the message of an advertisement have largely the same functions. Most importantly can be brought forth the different methods to attract the consumer’s attention. Thus, as a good attention attractor serves a heading, which has largely the same qualities as a good advertising message: the heading appeals to the widest readership possible but at the same time leaves something hidden to the reader by using metaphors or other linguistic techniques. Key words: headline, expectation, readers’ reaction, accordance, advertising message