1. INTRODUCTION
2. LANGUAGE AND PRINCIPLES
3. THE ROLE AND IMPACT OF CLICKBAIT IN ONLINE MEDIA
4. WRITING NEWS ONLINE : SCRIPT AND FORMAT
5. ETHICS TO BE FOLLOWED BY A JOURNALIST WHEN WRITING FOR AN ONLINE PLATFORM
6. ONLINE WRITING IN TODAY’S TIME: THE EVOLVING WORLD OF ONLINE WRITING
7. ROLE OF AI AND AUTOMATION IN ONLINE WRITING
INTRODUCTION
As Digital Media proliferates, it has transformed our approach to access news and information in the twenty-first century. As more and more people are now equipped with internet-enabled smart phones,
digital devices have become the primary source for all our communication needs.
According to Reuters Institute India Digital News Report 2019, around 68% of the respondents surveyed cited smartphones as the primary source for accessing online news. The increasing use of mobile phones has led to a considerable change in the media ecosystem. As a result, the demand for ONLINE MEDIA content writers has assumed greater significance on digital platforms. Also,
The change in media technologies has given birth to new terminologies in the digital space. For example, the editorial team whose major responsibilities are collecting news and editing it are now called ‘content generators’. Likewise,
reporters and sub-editors in the online media have been transformed to ‘content writers’ and at senior positions as ‘content manager’. This is largely because news and editorials are now seen more as a marketable product on the digital space.
As digital space proliferates, it needs more and more content, to feed the ever-expanding medium. You would have known from your experience that writing for online media is increasingly becoming a very specialised skill with its own sets of rules, regulations and guidelines. Unlike newspapers, magazines, radio and TV news channels, which cater to a targeted audience and whose access
is monetarily controlled, online media is free, open and globally accessible to a wider audience. So, it becomes vitally important that online media writers are versatile, creative and innovative in writing. The role of digital content writer does not remain confined to mere writing and editing but calls for other technical expertise, which you will be learning in this Unit. Moreover, with the arrival of multimedia and digital convergence which combines the features of all the existing media, the writer needs to be multitasking various roles while manning
the news desk of the media house.
Online Media is a technological leap from the earlier media. Every medium, over the course of time, evolved its own writing style to suit that particular medium. Whether it is newspaper, magazines, radio or TV news channels, each
has its own style, rules, regulations and guidelines of writing. But all have adhered to the basic tenets of news writing. The difference, however, is in the types of language, words, length of the news and its presentation.
LANGUAGE AND PRINCIPLES
Writing for online news media demands a blend of clarity, brevity, and engagement to ensure readers are drawn in while providing accurate and timely information. The following principles are key to effective online journalism:
1. Headline Writing
Headlines are crucial in the digital space where content competes for attention. A good headline should be clear, concise, and compelling, drawing the reader's attention while summarising the core of the article. To maximise engagement, headlines often use curiosity, numbers, or questions (e.g., "5 Things You Didn't Know About..."). It's also essential that headlines accurately reflect the content to maintain trustworthiness .
2. Audience-Centric Approach
Writers should always consider their audience's needs, interests, and preferences. The language and style of writing should match the audience, whether it’s formal or more conversational. Online readers tend to prefer straightforward, digestible information, so a journalistic tone that’s both accessible and authoritative is important .
3. Search Engine Optimization (SEO)
SEO is vital for improving the visibility of articles in search engines. Journalists should use relevant keywords naturally throughout the text, ensuring articles are structured to rank well on search platforms. Effective use of SEO increases the chances of an article being found by a broader audience. Articles on major events like elections or festivals often include keywords such as "election results," "festival dates," or "latest updates," ensuring they appear in search results for users looking for information on these topics.
4. Concise Writing
In the digital age, attention spans are short, and online readers often skim content. It’s important to get to the point quickly and avoid long-winded paragraphs. Use of bullet points, subheadings, and short paragraphs can help improve readability, especially when the content needs to be scannable on mobile devices.
5. Fact-Checking and Credibility
Accuracy is paramount in online news. Misinformation can spread quickly, so it's essential to verify facts before publication. Providing verifiable sources strengthens the article's credibility and protects the reputation of the media outlet. Readers value reliable news, and the online community holds publishers accountable for inaccuracies.
6. Mobile Optimization
With the rise of mobile browsing, it is critical for online articles to be optimised for mobile devices. This includes ensuring the layout is responsive, the text is legible on smaller screens, and the page loads quickly. Optimised mobile content ensures readers can access and consume news on-the-go.
THE ROLE OF CLICKBAIT IN ONLINE NEWS MEDIA
Clickbait is a common strategy used by online news outlets to attract readers, but it has its pros and cons. The following points explain how clickbait tactics are applied in news media:
1. Sensational Headlines
Clickbait headlines often use exaggerated or sensational language to grab attention. Words like "shocking," "unbelievable," or "exclusive" are designed to create a sense of urgency or curiosity. These headlines promise to reveal something extraordinary but may not always deliver on those promises, leading to frustration among readers.
2. Curiosity Gaps
A common clickbait strategy is the curiosity gap, where the headline offers just enough information to intrigue the reader but leaves out key details. The reader is then compelled to click to fill in the gap and satisfy their curiosity. For example, "You won't believe what happens next!" encourages readers to click to find out more.
3. Exaggerated Claim
Often, clickbait headlines make exaggerated or unsubstantiated claims that are designed to entice readers. Phrases like "This Will Change Your Life Forever" or "The Secret They Don’t Want You to Know" are used to promise something extraordinary, even if the actual content doesn't live up to the headline.
4. Emotional Manipulation
Clickbait often exploits strong emotions like fear, excitement, or anger. Headlines that promise something shocking or controversial play on these emotions to spur readers into clicking. For example, titles like "This new discovery could change everything" or "The truth behind this viral video will shock you" are designed to make the reader feel they cannot miss out on the story .
5. Polls, Quizzes, and Interactive Content
Some outlets use interactive elements like quizzes or polls as part of their clickbait strategy. These elements increase user engagement and often encourage further clicks, driving up website traffic.
IMPACT OF CLICKBAIT IN ONLINE NEWS
While clickbait can boost traffic in the short term, it has several negative consequences for news organisations:
1. Overuse of clickbait can lead to diminished trust in a media outlet. If the headline promises something that the article does not deliver, readers may feel misled and stop visiting that site in the future. This leads to a loss of loyal readership and can damage the publication's long-term reputation.
2. Audience Disengagement
When clickbait becomes too obvious or overused, it can frustrate readers. Articles that don’t meet the expectations set by their headlines can result in readers clicking away, which diminishes engagement. This makes it harder for news outlets to retain an audience.
3.Reduced Journalistic Integrity
Constant reliance on clickbait can undermine the overall quality of journalism. Focusing more on attracting clicks than on producing high-quality, substantive content risks turning journalism into a sensationalised spectacle rather than a medium for informed public discourse.
While it is an effective tool for driving short-term traffic, overusing clickbait can have lasting negative effects on the reputation and trustworthiness of news outlets in the long run. Media outlets must balance the need for engagement with a commitment to journalistic integrity.
WRITING NEWS ONLINE: FORMAT AND SCRIPT
Just as print and TV reporters interview differently because they are looking for different things, so must online journalists tailor their interviewing and information gathering specifically to their needs.Writing online news involves following a structured format to make content engaging, accessible, and relevant. For Indian media, where audiences are diverse, catering to different interests—ranging from politics to entertainment—is crucial.
Understanding Your Audience
Online readers in India come from varied demographics, including urban professionals, rural communities, and younger, digitally-savvy individuals. To engage them effectively, it is important to use language that is simple and relatable. For instance, a report on agricultural reforms may highlight direct impacts on farmers, while a story about a cricket victory appeals to sports enthusiasts. Understanding what readers value ensures better engagement and resonance.
Format of an Online News Article
Headline
Create headlines that are clear, concise, and attention-grabbing. For instance, rather than a generic headline like “Rain in Mumbai,” Indian media often uses descriptive ones like “Mumbai Faces Flood-Like Situation After Record-Breaking Rainfall.”
Lead Paragraph
The lead paragraph should answer the basic questions of the news story: Who, What, When, Where, Why, and How (5W’s and 1H). For example: "Heavy rainfall in Delhi over the last 24 hours has led to waterlogging in major areas, halting train services and causing severe traffic congestion."
This provides the most important information upfront, keeping the reader informed quickly.
Body of the Article
The body should expand on the story using the following structure:
● Key Details First: Focus on the most critical aspects of the news, such as immediate impacts. For example, during a train derailment in a metro city, mention the number of casualties and rescue efforts first.
● Background Information: Add context or related events to give readers a broader understanding. For instance, while reporting on monsoon-related flooding, you might mention similar incidents in past years to highlight recurring issues.
● Human Interest: Incorporate personal stories or eyewitness accounts to make the article relatable. For example, during a festival like Durga Puja, featuring quotes from artisans brings a human touch to the coverage.
Multimedia Elements
Look for stories that lend themselves to the Web — stories that you can tell differently from or better than in any other medium. Include relevant images, videos, or infographics. For example, maps showing cyclone-affected areas or charts illustrating changes in the economy make complex information easier to digest.
Conclusion
Summarise the key points and provide a way forward. For example: "Authorities have urged citizens to avoid unnecessary travel and keep emergency contact numbers handy as the city braces for more rain."
Call-to-Action
Encourage readers to actively engage with the article by including prompts such as sharing it on social media, leaving comments, or subscribing for updates. For instance, at the end of a report on a new government initiative, you could include, "Share this story to inform others about the latest policy changes or comment below with your thoughts." Additionally, inviting readers to follow related links or explore in-depth coverage enhances interaction and keeps them engaged with your platform.
ETHICS TO BE FOLLOWED BY A JOURNALIST WHEN WRITING FOR AN ONLINE PLATFORM
1.Accuracy and Truthfulness of Facts
Verification of all facts and figures: It is essential to confirm every detail by consulting multiple credible sources. Accuracy builds trust and prevents the spread of misinformation or distorted facts.
Objectivity of all facts and figures: Topics must be approached with an open mind and avoidance of personal opinions or biases that influence your reporting should be practised. The goal is to present information that reflects the truth.
Transparency: Errors can occur, but it’s crucial to own up to them. If you discover an inaccuracy, act quickly to correct it and ensure your audience is aware of the correction. Transparency builds trust.
2.Fairness and Impartiality
Represent all viewpoints: Every story has multiple sides. Ensure your reporting gives voice to all relevant perspectives, especially those that might otherwise go unheard. Fairness strengthens your integrity.
Be vigilant about conflicts of interest: If you have any personal or professional connection to a story, disclose it openly. This honesty helps preserve your impartiality and prevents misunderstandings.
Respect the privacy of others: Protecting individuals’ personal information is vital. Whether it’s a source, interviewee, or public figure, consider their privacy rights before sharing sensitive details.
3.Source Reliability
Vet your sources carefully: Not all sources are created equal. Before relying on a piece of information, assess the source’s credibility, expertise, and track record for accuracy.
Be transparent about your sources: Clearly identify where your information comes from so your audience can assess its reliability. When sources cannot be revealed, explain why anonymity is necessary.
Use anonymous sources sparingly: Only rely on unnamed sources when absolutely necessary—for example, to protect whistleblowers or ensure safety—and verify their information thoroughly.
4. Ethical Use of Technology
Honour intellectual property rights: Always seek permission to use copyrighted material, whether it’s images, text, or multimedia. Failing to do so undermines the creators’ rights.
Give credit where it’s due: Acknowledge original authors, researchers, or creators to avoid plagiarism and foster a culture of ethical journalism.
Protect online privacy: Be mindful of how you handle data and digital content, ensuring you don’t expose sensitive information about others—or yourself—inappropriately.
5.Social Responsibility
Use your platform for good: Journalism has the power to spotlight social issues and inspire change. Report stories that matter and amplify voices advocating for justice and equality.
Steer clear of sensationalism: Avoid exaggerating or distorting facts just to grab attention. Focus on presenting stories in a way that’s engaging but responsible.
Consider the ripple effects of your words: Words have the power to inform, inspire, or harm. Think carefully about how your reporting might affect individuals, communities, or society as a whole.
ONLINE WRITING IN TODAY’S TIME: THE EVOLVING WORLD OF ONLINE WRITING
Online writing has become an essential part of modern communication, bridging creativity and strategy across platforms such as blogs, social media, e-books, and news websites. It’s no longer confined to professional writers—anyone with a story to tell or expertise to share can make their mark in the digital space.
The types of content online are as diverse as the audiences they serve. Long-form blogs and articles remain popular but must be designed for easy reading, with subheadings, visuals, and concise sections. Meanwhile, short-form content like social media posts and tweets dominate platforms like Twitter, Instagram, and TikTok, demanding a punchy and engaging style. Video scripts are now a significant form of online writing, tailored to the fast-paced, visual nature of platforms like YouTube and TikTok. E-books and whitepapers, on the other hand, cater to readers seeking in-depth information, often used by professionals to establish authority or generate leads.
Search Engine Optimization (SEO) has transformed online writing, requiring content to be both engaging and discoverable. Strategic use of keywords, compelling titles, and meta descriptions ensures that writing reaches its intended audience. Writers must also keep an eye on engagement metrics like page views, bounce rates, and shares to assess their success.
The integration of multimedia—images, videos, and interactive elements like quizzes—has redefined how audiences engage with content. Online writing is no longer just about words but about creating an immersive experience. Writers also need a strong audience focus, tailoring content to resonate with specific demographics while leveraging data-driven insights for personalization.
With the rise of AI tools, online writing has become more efficient but faces new challenges in maintaining originality and authenticity. While AI can assist with brainstorming, editing, and repetitive tasks, writers must ensure their unique voice shines through.
Ethical considerations are more important than ever in the digital age. Writers must fact-check, cite sources, and ensure transparency in sponsored content while embracing inclusivity and respect in their language.
Freelancing and monetization opportunities have also expanded, with writers earning through platforms like Substack, Patreon, and Medium or exploring revenue streams such as ads, subscriptions, and affiliate marketing.
In this dynamic landscape, online writing demands creativity, adaptability, and a strategic mindset. It continues to evolve, shaping how we connect, communicate, and share stories in the digital age.
ROLE OF AI AND AUTOMATION IN ONLINE WRITING
Artificial Intelligence (AI) is used in day-to-day life. The autocorrect feature when typing something on your smartphone or while composing an email, and the recommendations you get when visiting shopping portals, is nothing but the use of AI-powered algorithms to eliminate manual tasks and save valuable time. AI for journalism is a reality. Just like other key aspects in our life, AI has entered the world of journalism as well. Many news organisations have adopted AI in writing to perform various tasks in the newsrooms.
This transition began with simple algorithms designed to automate routine news stories, like financial summaries or sports results. However, AI’s role has dramatically expanded, now encompassing data analysis, content personalization, investigative journalism assistance, and even shaping editorial decisions (Bahroun et al., 2023) . The emergence of AI in journalism reflects a broader trend of digital transformation, reshaping how news is gathered, reported, and consumed. Its growing significance is a testament to technological advancement and an indicator of the changing needs and dynamics of news consumption in the digital age (Gollmitzer, 2023) .
In today’s digital world, several technologies are powering writing. One such technology that is transforming the journalism field is artificial intelligence. Research points out that the use of AI in writing can help automate an editor’s job by 9%, and a reporter’s job by 15%.
AI-powered algorithms are capable of generating news articles, reports, and even short videos with minimal human intervention. These algorithms analyse vast amounts of data, extract relevant information, and create coherent narratives. Automated content creation not only saves time but also enables news organisations to cover a wide range of topics and deliver news in real-time. However, concerns regarding accuracy, bias, and the lack of human judgement remain.
57%
of companies based in emerging economies reported AI adoption in 2021
(McKinsey, 2021)
67%
of media leaders in 53 countries say they use AI for story selection or recommendations to some extent
(Reuters Institute for the Study of Journalism, 2023)
Positives
1. Speed and Efficiency:
Automation enables faster content production, especially for routine stories like stock market updates or sports scores.
2. Personalization:
AI tailors content to individual preferences, improving user experience and engagement.
3. Enhanced Fact-Checking:
Tools like AI fact-checkers help verify information quickly, reducing misinformation.
4. Data Analysis:
AI processes large datasets for writers to uncover trends and craft compelling data-driven stories.
5. Resource Optimization:
Automation handles repetitive tasks, allowing writers to focus on creativity and investigative reporting.
Negatives
1. Job Losses:
Automation could replace roles like copy editors, sub-editors, or routine reporters, raising employment concerns.
2. Bias in AI:
Algorithms may perpetuate biases in their training data, leading to skewed reporting.
3. Over-Reliance:
Heavy reliance on AI tools may reduce critical thinking and investigative rigour among writers.
4. Ethical Concerns:
Automated content generation might sacrifice depth, nuance, or the human touch in storytelling.
5. Misinformation Risk:
AI can be exploited to create deep fakes or fake news, challenging the credibility of writing.
Balancing these positives and negatives is crucial to ensure that AI aids writing without undermining its core values of truth and accountability.
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