Clickbait News Mapping

Ujjwal Nair, DePauw University

Honor Scholar Thesis


This project builds a cluster map of news headlines from four popular news sources' public Facebook pages: CNN, The New York Times, BuzzFeed, and Upworthy. The model clusters the headlines based in their level of clickbait-ization in an effort to quantify to readers the level of proliferation of clickbait into some of the most trafficked and read news sources in the world. The project found that even reputed and venerable news sources like the New York Times and CNN use clickbait to drive traffic to their websites but not to same degree as newer websites geared more firmly towards millennials like BuzzFeed or Upworthy.