Did you appreciate that title? Well unless you are one of my subscribers, you had to click on it to get here, so we must suppose the answer is, “Yes.” As you‘ve taken my clickbait, let’s consider the issue of clickbait itself, in light of an article published this morning which is already causing commentary across the country. It’s a perfect example of why clickbait is so effective in achieving its ends, but also so ineffective in fostering higher standards of media creation and content.
If you haven’t yet read the piece, today’s post from roadsnacks.net purports to list the “snobbiest” cities in the United States. Washington, D.C. turns out to be one of the worst offenders, based on the “science and data” which was reviewed in order to come up with these rankings. DC is the only city on the East Coast to make the top ten, coming in at #7 – just behind Irvine, California, and ahead of Costa Mesa, California.
A quick glance at the Road Snacks site reveals the sort of media content it produces. There are pieces such as “These Are The 10 Most Redneck Cities in Delaware”, which of course will encourage those individuals whom Road Snacks considers to be “rednecks” to read about how the places they live are terrible clichés. The same no doubt holds true for the residents of “The 10 Most Ghetto Cities in Florida”, who apparently also get their time in the sun. Not having taken the bait to click on these, or any of the other similarly titled pieces on the site, let’s return to the “Snobbish Cities” list in question.
In truth, the piece itself is a masterful example of what has come to be known as “clickbait”. By my reading about the controversially-titled piece on a mainstream media site, then clicking through to read the original post, and finally passing that post along to you, the owners of the site have made some dosh through my efforts, without their having to compensate me personally, and without their actually contributing anything whatsoever to a meaningful consideration of the question presented. This is, of course, precisely why these sorts of pieces are written.
The snobbiness or otherwise of Washington, D.C. is something which ought not to concern anyone outside of the D.C. tourism board, which no doubt will be preparing a press statement in response to the piece. True, the author states at the outset that, “[t]his article is an opinion based on facts and is meant as infotainment. Don’t freak out.” While I cannot speak for my fellow Washingtonians, I found little information and no entertainment in reading what, in the end, is little more than a Regina George “Burn Book”.
We may all very well say to ourselves, “Well, I don’t read clickbait,” and perhaps for the most part that may be true. Yet if a significant number of people did not read such pieces, at least on occasion, then they would not continue to be published. If we keep feeding it, we have an insatiable appetite for sensationalism, as evidenced by the media career of the entire Kardashian-Jenner family. And that nadir of media content, gentle reader, is most assuredly not a good thing.
Admittedly, taking the time to write about a piece of clickbait means that I, too, am contributing in some way to the cesspool from which it sprung. Yet perhaps by regularly questioning its value, we can at least try to recall what we are doing to ourselves when we break down and click. We may not be able to fundamentally alter human nature, but without holding up media providers to higher standards, we all end up rolling about in the gutter, however snobbish our zip code may be.