{"id":90520,"date":"2023-08-22T00:00:00","date_gmt":"2023-08-21T22:00:00","guid":{"rendered":"https:\/\/llyc.global\/?p=90520"},"modified":"2023-11-11T19:09:28","modified_gmt":"2023-11-11T18:09:28","slug":"o-verdadeiro-custo-do-clickbait-e-a-importancia-de-dizer-nao-as-manchetes-enganosas","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-br\/corporate-affairs\/tendencias\/o-verdadeiro-custo-do-clickbait-e-a-importancia-de-dizer-nao-as-manchetes-enganosas\/","title":{"rendered":"O verdadeiro custo do clickbait e a import\u00e2ncia de dizer “n\u00e3o” \u00e0s manchetes enganosas"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”Se\u00e7\u00e3o” _builder_version=”3.22″ custom_padding=”0px|||||”][et_pb_row _builder_version=”4.4. 8″ custom_padding=”31px|||||”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”||||” custom_padding__hover=”||||”][et_pb_text admin_label=”Texto” _builder_version=”4.4. 8″ vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ text_text_shadow_horizontal_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_shadow_length_tablet=”0px” text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px”]<\/p>\n

<span style=”font-weight: 400;”>Na era da informa\u00e7\u00e3o r\u00e1pida e do consumo em massa de conte\u00fado on-line, as manchetes enganosas se tornaram uma praga que<\/span><b>amea\u00e7a a integridade das informa\u00e7\u00f5es<\/b><span style=”font-weight: 400;”> fornecidas pelas organiza\u00e7\u00f5es. Clickbait \u00e9 a t\u00e9cnica usada para chamar nossa aten\u00e7\u00e3o e fazer com que cliquemos em um artigo ou link atraente, mas ela tem um custo que muitas empresas ignoram<\/span><\/span>.<\/p>\n

<span style=”font-weight: 400;”>Para <\/span><a href=”https:\/\/twitter.com\/jordipc?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor”><span style=”font-weight: 400;”>Jordi P\u00e9rez Colom\u00e9<\/span><\/a><\/a><span style=”font-weight: 400;”>, jornalista do El Pa\u00eds especializado em tecnologia, “As redes sociais criaram um ambiente que premia a manchete chamativa. Antes, no impresso, quando voc\u00ea virava a p\u00e1gina, a manchete aparecia ao lado do texto; agora, na Internet, h\u00e1 sempre um clique entre a manchete e o texto. Esse pequeno salto \u00e9 t\u00e3o essencial que<\/span><b>criou um conceito: clickbait<\/b><span style=”font-weight: 400;”>. Ele j\u00e1 passou por todo o ciclo de uso leg\u00edtimo, exagerado, hipertrofiado, e depois foi criticado, combatido e reduzido. Mas, como as baratas, ela n\u00e3o morre”. <\/span>.<\/p>\n

<b>As FALSAS PROMESSAS POR TR\u00c1S DO CLICKBAIT<\/b>.<\/p>\n

<span style=”font-weight: 400;”>O clickbait se baseia na promessa de informa\u00e7\u00f5es surpreendentes, empolgantes ou chocantes, mas, uma vez clicado, geralmente encontramos conte\u00fado de uma marca que n\u00e3o tem nada a ver com o que \u00e9 sugerido no t\u00edtulo. Essas manchetes s\u00e3o criadas para gerar tr\u00e1fego, aumentar as estat\u00edsticas de cliques e obter receita de publicidade, em vez de <\/span><b>fornecer informa\u00e7\u00f5es valiosas e verdadeiras<\/b><span style=”font-weight: 400;”>.<\/span><span style=”font-weight: 400;”>.<\/p>\n

<span style=”font-weight: 400;”>Quando<\/span><b>ca\u00edmos na armadilha do clickbait<\/b><span style=”font-weight: 400;”>, estamos contribuindo para um ecossistema digital em que a desinforma\u00e7\u00e3o e o conte\u00fado de baixa qualidade prosperam e geram uma perda de confian\u00e7a na marca, enfraquecendo assim sua reputa\u00e7\u00e3o. Frequentemente, encontramos exemplos em que a viralidade<\/span> <span style=”font-weight: 400;”>das not\u00edcias<\/span><b>p\u00f5e-se \u00e0 informa\u00e7\u00e3o equilibrada<\/b><span style=”font-weight: 400;”>. A desinforma\u00e7\u00e3o tem consequ\u00eancias reais em nossas vidas, desde decis\u00f5es erradas baseadas em dados incorretos at\u00e9 a polariza\u00e7\u00e3o de opini\u00f5es na sociedade<\/span>.<\/p>\n

<img class=”aligncenter wp-image-3289″ src=”https:\/\/crisisyriesgos.llorenteycuenca.com\/wp-content\/uploads\/sites\/19\/2023\/08\/foto-1.jpg” alt=”” width=”500″ height=”165″ \/><\/p>\n

<span style=”font-weight: 400;”>Essa desinforma\u00e7\u00e3o tamb\u00e9m afeta a <\/span><b>tomada de decis\u00e3o informada do consumidor de uma forma que pode minar nossa capacidade de nos aprofundarmos em quest\u00f5es importantes<\/b><span style=”font-weight: 400;”>e desenvolvermos pensamento cr\u00edtico, o que, por sua vez, pode afetar negativamente a <\/span><b>credibilidade da marca<\/b><span style=”font-weight: 400;”>.<\/span><\/p>\n

<span style=”font-weight: 400;”>Para <\/span><a href=”https:\/\/es.linkedin. com\/in\/pedrocoll”><span style=”font-weight: 400;”>Pedro Coll,<\/span><\/a><span style=”font-weight: 400;”> Diretor de Crises e Riscos da LLYC, <\/span><b>o clickbait \u00e9 um risco para a reputa\u00e7\u00e3o das marcas<\/b><span style=”font-weight: 400;”> em duas dire\u00e7\u00f5es: tanto quando a marca \u00e9 objeto de clickbait em um meio de comunica\u00e7\u00e3o, quanto quando \u00e9 a pr\u00f3pria marca que o utiliza. “No primeiro caso, a realidade nem sempre \u00e9 t\u00e3o surpreendente a ponto de gerar cliques e, \u00e0s vezes, isso leva a for\u00e7ar manchetes \u00e0 custa de semear d\u00favidas sobre uma marca. No segundo caso, a pr\u00f3pria marca prejudica sua credibilidade toda vez que tenta promover demais em seu pr\u00f3prio conte\u00fado, comunicados \u00e0 imprensa ou colabora\u00e7\u00f5es de m\u00eddia paga”, diz ele. <\/span>.<\/p>\n

<span style=”font-weight: 400;”>Ao optarmos por fontes confi\u00e1veis e verificarmos a veracidade das manchetes antes de compartilh\u00e1-las, podemos fazer parte da solu\u00e7\u00e3o e ajudar a construir um ambiente digital mais \u00e9tico.<\/span> <span style=”font-weight: 400;”>Ao optarmos por fontes confi\u00e1veis e verificarmos a veracidade das manchetes antes de compartilh\u00e1-las, podemos fazer parte da solu\u00e7\u00e3o e ajudar a construir um ambiente digital mais \u00e9tico.<\/p>\n

<span style=”color: #36a7b7;”><b>Indicadores de transpar\u00eancia contra a desinforma\u00e7\u00e3o: The Trust Project<\/b><\/span>.<\/p>\n

<img class=”alignnone wp-image-3288 size-full” src=”https:\/\/crisisyriesgos.llorenteycuenca.com\/wp-content\/uploads\/sites\/19\/2023\/08\/foto-2.jpg” alt=”” width=”959″ height=”335″ \/><\/p>\n

<span style=”font-weight: 400;”>Atualmente, existem projetos <\/span><b>j\u00e1 dedicados a reduzir a desinforma\u00e7\u00e3o e combater manchetes enganosas<\/b><span style=”font-weight: 400;”>, como <\/span><a href=”https:\/\/thetrustproject. org\/”><span style=”font-weight: 400;”>The Trust Project<\/span><\/span><\/a><span style=”font-weight: 400;”>, um cons\u00f3rcio internacional de organiza\u00e7\u00f5es de not\u00edcias que promove padr\u00f5es de transpar\u00eancia e trabalha com plataformas de tecnologia para afirmar e ampliar o compromisso com um jornalismo de qualidade, inclusivo e justo, para que os leitores possam tomar decis\u00f5es informadas sobre as not\u00edcias.<\/span><span style=”font-weight: 400;”>
\n<\/span><\/p>\n

<span style=”font-weight: 400;”>Jordi P\u00e9rez<\/b><span style=”font-weight: 400;”> tamb\u00e9m explica que “h\u00e1 at\u00e9 mesmo novos aplicativos de not\u00edcias (<\/span><a href=”https:\/\/artifact.news\/”><span style=”font-weight: 400;”>Artifact<\/span><\/a><span style=”font-weight: 400;”>) que reescrevem manchetes de clickbait com IA para reduzir sua mal\u00edcia. Os jornalistas podem ajudar a reduzir seu uso, o que prejudica a todos”, acrescentando que “a solu\u00e7\u00e3o n\u00e3o \u00e9 apenas voltar \u00e0s manchetes de 1995. H\u00e1 manchetes chamativas, explicativas e interrogativas que s\u00e3o leg\u00edtimas e deixam claro para o p\u00fablico o que ele encontrar\u00e1 do outro lado do clique”.<\/p>\n

<span style=”font-weight: 400;”>Ao dizer “n\u00e3o” \u00e0s manchetes enganosas e optar por informa\u00e7\u00f5es verdadeiras, estamos <\/span><b>promovendo um ecossistema digital mais saud\u00e1vel e contribuindo para uma sociedade informada e consciente<\/b><span style=”font-weight: 400;”>.<\/span>.<\/p>\n

<span style=”font-weight: 400;”>As solu\u00e7\u00f5es que podem ser encontradas pelas organiza\u00e7\u00f5es para combater manchetes enganosas incluem:<\/span>.
\n<ul>
\n<li style=”font-weight: 400;”><b>Mantenha um relacionamento est\u00e1vel com os jornalistas: <\/b><span style=”font-weight: 400;”>Estabele\u00e7a uma comunica\u00e7\u00e3o pr\u00f3xima e confi\u00e1vel com os jornalistas para garantir que as informa\u00e7\u00f5es fornecidas sejam precisas e que as manchetes reflitam o conte\u00fado com exatid\u00e3o.
\n<li style=”font-weight: 400;”><b>Encorajar a \u00e9tica e a responsabilidade:<\/b><span style=”font-weight: 400;”>Estabelecer um c\u00f3digo de \u00e9tica claro que promova a veracidade e a precis\u00e3o em todas as comunica\u00e7\u00f5es, inclusive nas manchetes.<\/span><\/li><\/li>
\n<li style=”font-weight: 400;”><b>Monitorar tend\u00eancias: <\/b><span style=”font-weight: 400;”>Monitore regularmente as m\u00e9tricas e o desempenho das manchetes para identificar padr\u00f5es ou tend\u00eancias. Dessa forma, podemos usar esses dados para melhorar a qualidade das manchetes no futuro.
\n<\/ul>
\n<span style=”font-weight: 400;”>Na LLYC, entendemos que a transpar\u00eancia \u00e9 a chave para o sucesso das comunica\u00e7\u00f5es das organiza\u00e7\u00f5es, especialmente em um ambiente em que manchetes enganosas e desinforma\u00e7\u00e3o podem complicar centenas de situa\u00e7\u00f5es para nossos clientes. Por meio de nossa experi\u00eancia em gerenciar esses desafios, <strong>aprendemos que a honestidade e a clareza s\u00e3o fundamentais para criar confian\u00e7a e abordar qualquer quest\u00e3o de forma eficaz<\/strong>.<\/p>\n

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<a href=”https:\/\/www.llorenteycuenca.com\/formulario\/” target=”_blank” rel=”noopener noreferrer”><span style=”colour: #ffffffff;”><b>Quero ser informado sobre gerenciamento de riscos e comunica\u00e7\u00e3o de crises<\/b><\/span><\/a><\/p>\n

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