Clickbaiting in Archaeology: Who Profits and Who Loses

The article examines the impact of clickbait journalism on archaeological reporting, arguing that sensationalist headlines distort public understanding and harm cultural institutions. It notes a positive correlation between topic complexity and hyperbolic titles, as non-specialist magazines use exaggerated claims like "discoveries that change history" to attract clicks. This creates a "price war" of sensationalism with no objective limits, unlike economic price wars. While this may increase readership, it desensitizes audiences to genuine discoveries and pressures museums to adopt similar tactics to drive physical visits. The author advocates for serious scientific dissemination, citing successful social media accounts that attract users without sacrificing scientific value. Examples include Capitolium, Parco Archeologico Brescia Romana, Fondazione Brescia Musei, and Parco Archeologico Segesta. The piece warns against cultural institutions mimicking webzine sensationalism and urges them to find coherent narrative lines aligned with their content.