Extra cues extra views: A multimodal detection of Arabic clickbait thumbnail verbo-visual cues

• Published in: Discourse & communication 2024-02, Vol.18 (1), p.3-27
• Main Authors: Al-Ali, Mohammed Nahar, Hamzeh, Miss Safa M
• Format: Article
• Language: English
• Subjects: Arabic language; Collaboration; Computer mediated communication; Cues; Multimodality; Persuasion; Visual media
• ISSN: 1750-4813; 1750-4821
• DOI: 10.1177/17504813231190332

In this article, we investigate how the visual, interactional, and interactive verbo-visual selections are utilized to qualify Arabic clickbait thumbnails to get extra views. To this end, we drew upon Kress and Van Leeuwen’s multimodal analysis and Hyland’s meta-discourse framework. The data comprised 100 Arabic YouTube clickbait thumbnails selected from five Arabic channels. Our analysis revealed that a fake clickbait is an ensemble of collaborative modes, each of which reflects an interplay of interactional, compositional, and representational strategic selections. Thumbnail creators tend to structure their thumbnails visually by frequently selecting negative representational actional and reactional processes to induce viewers to click the videos for further information. To accentuate the representational metafunction, the content creators opted for enticing engagement markers and interactive linguistic cataphoric cues that lead the viewers to search for the referents disguised in the videos associated with thumbnails. Emojis, sequences of exclamation marks, and consecutive dots were also used as pressure tactics to click the videos. Such results will hopefully contribute to recognizing fake visual media and raise vulnerable viewers’ awareness against such fake videos.