Misleading Polls in the Media: Does Survey Clickbait Have Social Consequences?

Abstract

In today’s competitive information environment, clicks are the currency of the digital media landscape. Clickbait journalism attempts to entice attention with provocative and sensational headlines, but what are the implications when public opinion polls are the hook? Does the use of survey clickbait—news stories that make misleading claims about public opinion—have implications for perceptions of the public, journalists, or the polling industry? In two survey experiments conducted in the United States, we find that exposure to apolitical survey clickbait that makes exaggerated claims about the incompetence of the American public undermines perceptions of their capacity for democratic citizenship. At the same time, we find no evidence that this type of survey clickbait damages the reputations of the media or polling industry, suggesting that the media may have perverse incentives to use low-quality polls or to misrepresent polling results to drive traffic.