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A Study on the Rise of Listicles and Its Consumption by Millennials

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A Study on the Rise of Listicles and Its Consumption by Millennials Journal of Critical Reviews ISSN- 2394-5125 Vol 7, Issue 14, 2020 A STUDY ON THE RISE OF LISTICLES AND ITS CONSUMPTION BY MILLENNIALS 1Shriya Ravindra Rege, 2Shubha H S* 1MAMC Student (2017-19), Manipal Institute of Communication, Press corner, Manipal 576104, Karnataka, India 2Associate Professor, Manipal Institute of Communication, Press corner, Manipal 576104, Karnataka, India, E-mail: [email protected] Received:17.04.2020 Revised: 22.05.2020 Accepted: 21.06.2020 Abstract: The growth of new media has changed the way news is being curated and consumed by readers today. News writing styles evolved with the changing platform taking into consideration the multi-media platform offered by the new media that converged the audio, the visual and the text. Listicle is one such omni-present new media phenomenon used by popular news organizations. A listicle is a portmanteau of a ‘list’ and an ‘article’. It is a format in which information is laid out in a set list-like format, each point of the list containing one to two sentences each (Okrent, 2014). Having grown up with the new media, the millennials are its largest consumers. The new media stands out as their preferred choice for sourcing information and news. Hence, they are the primary readers of this format of news presentation, the listicles. Based on experimental focus group discussion with 50 millennials, this paper examines the media and news consumption patterns of the millennials and studies if they prefer traditional news formats or listicles. The online and offline news seeking behaviour was seen and the choice of news they liked to read was also evaluated. Additionally, the paper tries to find out the reasons for the said preferences of these digital natives. Keywords: Millennials, Listicles, News, information seeking, online news seeking behaviour, information processing © 2020 by Advance Scientific Research. This is an open-access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/) DOI: http://dx.doi.org/10.31838/jcr.07.14.171 INTRODUCTION and production. Web content has evolved majorly in terms of Media has always played a key role in keeping the individuals adding audio, videos and graphics to simple texts. While web or masses connected to each other since times immemorial. As 1.0 was static and computer based, web 2.0 is wireless and has consumption behaviour of masses changed, their demands mobility that allows consumers to access content on the go. changed, so did the media. Unassumingly, the media always User generated content and social media are the highlights of smoothly slipped into whichever technological shifts that took web 2.0. This development in the online media drastically place and presented variety of products or services to keep the changed the way news was produced and distributed to the consumers engaged. The convergence of media was one such masses. This change was evident more than a decade ago when technological shift in its history which drastically changed how Rainie & Horrigan (2007) in their research mentioned a Pew people consume news or any other information. The merging of survey that indicated that 53 percent readers accessed online computers, technologies, information with communication is websites rather than traditional media outlets to know about called Media convergence. Encyclopaedia Britannica states that 2006 mid- term election campaigns. the direct outcome of media convergence is the dissemination of internet and digitization of media content. Broadcast media The millennials seem to be the prime users of the new media such as Television, Radio, Newspaper and now the Internet are and its innovations. Constituting the generation of young adults being distributed on distinguished platforms. The content is born between the early 1980s and late 1990s, the millennials becoming more and more digitized wherein even a small bit of grew up with the developments in the mass media. In the information can be presented in a pictorial, video, word or process, they are well connected with the new media that they virtual reality format. In the information technology world, the have been practically raised with digital media around them. A media is ever evolving. Media convergence hence, is an ongoing major chunk of their social interaction depends on networking and continuous process” (Lugmayr & Zotto, 2015). sites on which their daily events are updated and shared amongst family and peers. Hence the digital age has brought Convergence has led to many forms of new media being forth a change in new media and in the way millennials think, introduced. New media has to do with those digital media that behave and consume information (Sadri, 2018). are interactive, have a two way communication and include some sort of computing. New media is easy to search, retrieve, The nature of the new media content is such that it can be save, store and access. New media has speeded up the previous updated anytime, giving the flexibility of a 24 hours platform, manual technologies. For instance, the manual calculator too is especially useful for the news organizations. Also news a new technology, but the new media which involves internet organizations had to cater to the multiple new media platforms has made calculations faster than the manual one. As a result of in the changing news landscape. Users were open to receive evolution of new media technologies, the distance between news from the various social media platforms and from mobile people around the world has shortened as they can news apps. A news article written in the form a listicle came into communicate any time of the day from anywhere. use on the various platforms. Adapting to Web 2.0 was natural to news outlets and online A listicle is a portmanteau of a ‘list’ and ‘article’. Listicle is a media organizations. Although there is no specific definition of format in which information is laid out in a set list like format, this term, it is used to describe the new version of the web each point of the list containing one to two sentences each. The where various sites and applications allow the users to create way Wikipedia describes a listicle is too simple for a huge and share content without any barriers. It does not require any internet sensation. It not only complies of bulleted information, special skill set to make and easily supports the content but also audio visual content for each bullet like gifs, pictures or creators to reach a wider audience (Wikis, blogs and web 2.0 videos. technology, www.unimelb.edu.au ). Listicle is the breakdown of an article into a list format. The Marketed by O’Reilly Media, web 2.0 is the change in the layout headline of a listicle mentions in cardinal numbers about how of the content, speed of access, flexibility, content acceptance many lists will be specified in it. For instance, a newspaper may Journal of critical reviews 957 A STUDY ON THE RISE OF LISTICLES AND ITS CONSUMPTION BY MILLENNIALS report the news of an earthquake in Japan in a traditional MensXP : Similar to Vagabomb, MensXP is an internet media format with the headline, ‘Japan hit by an earthquake: company solely catering to the male audiences. They produce Thousands injured.’ However a listicle headline would be, ‘12 hundreds of listicles every year on topics that are relevant to things you need to know about the Japan earthquake 2017’. It men. The subjects range from Health, Technology, LGBTQIA+ to breaks the information into relevant and important portions Grooming and fashion. Few of their popular listicles are ‘10 and lays it out like a list. The reader already has an idea of how strange facts about beards that will make every man grow a much information he/she can expect from the article. Listicle is massive one’, ‘10 celebrities to refer if you are looking for some used for highly important news like the one mentioned above, solid tattoo inspiration’ and ‘5 things all gym newbies should and also leisure articles like ‘11 ways we thought the future stock up on before they start hitting the gym’. Their official would be cooler’ (Okrent, 2014). Facebook page has around 3.4 million followers. Steiger (2010) observes that listicles have been scorned at by Cosmopolitan : Cosmopolitan is an international print lifestyle traditional journalists. A lot of listicles are accused by critics to and fashion magazine which also has its own online site be mere clickbaits which provide little or no information about dedicated to various types of articles. Both Cosmopolitan US the topic it promises in the headline. Clickbaits are misleading and Cosmopolitan India produce thousands of listicles on their headlines which are produced to only get the viewer to click on online site. While Cosmopolitan US does not have a specific the article and gain more views and revenue based on number target audience and produces almost every other subject from of clicks. These titles or headlines have catchy words like entertainment, Hollywood to politics and career, Cosmopolitan ‘bizzare’, ‘unbelievable’ etc. to lure viewers to click on the India is more women targeted. Cosmopolitan US has 10 million article. These articles feed on human psychology and create an followers on Facebook who have popularized listicles like ‘Who exasperating experience for the viewer as he or she doesn’t get is Joe Kennedy III? 10 things to know about the congressman to read or view what they anticipated (Agrawal, 2016). giving the response to Trump’s State of Union’ and ’12 tricks to drop up to 5 pounds in a week’. Despite the arguments against it, ranging from credibility to being misleading and that of being a clickbait, news listicles This study is about understanding the news consumption have become popular over the years.
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