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class="post-105891 post type-post status-publish format-standard has-post-thumbnail hentry category-loesung topics-gesellschaft topics-neues-wirtschaften topics-umwelt sdg-energie sdg-klimaschutz sdg-konsum custom_tags-clickbait custom_tags-co2-emissionen custom_tags-website custom_tags-werbung" id=post-105891><div
class="tags d-flex align-items-center mb-3"><div
class=tag><p
class=mb-0><a
href=https://reset.org/topics/umwelt/ >Umwelt</a></p></div><div
class=tag><p
class=mb-0><a
href=https://reset.org/category/loesung/ >Lösung</a></p></div></div><h1 class="article-title margin-bott">Du wirst nicht glauben, wie viel CO2 Clickbait-Websites produzieren!</h1><div
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<span
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href=https://commons.wikimedia.org/wiki/File:Hand_on_the_computer_mouse_-_50202556601.jpg class="license-author neutral" rel=nofollow target=_blank>Nenad Stojkovic</a></span></div></div><div
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class="small-text-container mb-5"><h3 class="single-excerpt-page">Eine neue Studie enthüllt die gesamten ökologischen und wirtschaftlichen Auswirkungen von Clickbait-Websites.</h3></div><div
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class=second-author><p>Autor <span>Mark Newton:</span></p><div
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class="wpml-ls-statics-shortcode_actions wpml-ls wpml-ls-legacy-list-horizontal"><ul><li
class="wpml-ls-slot-shortcode_actions wpml-ls-item wpml-ls-item-en wpml-ls-first-item wpml-ls-last-item wpml-ls-item-legacy-list-horizontal">
<a
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<span
class=wpml-ls-display>EN</span></a>
</li></ul></div></div></div><p
class=first-p-author>
Übersetzung <span><a
href=https://reset.org/author/sarah-indra/ >Sarah-Indra Jungblut</a></span>,
<span
class=date>
12.12.22 </span></p></div><div
class=post-text><p>Schlagzeilen wie die dieses Artikels sind dir bestimmt vertraut. Die als &#8222;Clickbait&#8220; bezeichneten Formulierungen und Bilder sind besonders aufmerksamsheischend gestaltet, um Leser*innen aus dem ganzen Web anzulocken.</p><p>Viele der Websites, die oft am unteren Rand anderer seriöser Websites angezeigt oder in Facebook-Feeds eingefügt werden, sind offiziell &#8222;Made-for-Advertising&#8220;-Sites (MFA). Ihr Geld verdienen diese Webseiten ausschließlich über Werbung, ihr Ziel ist es, möglichst viele Nutzende über prominente Skandale oder Sexualisierung auf ihre Seiten zu lenken. Die eigentlichen Inhalte sind dafür weitgehend unerheblich. Daher sind die Artikel auf Clickbait-Seiten von geringer Qualität und oft irreführend betitelt.</p><p>Einige MFA-Websites erzielen mit diesem Konzept Millionen von Klicks. Eine neue Studie hat nun sowohl ihre ökologischen als auch ihre wirtschaftlichen Auswirkungen aufgezeigt.</p><p>Die <a
href=https://www.scope3.com/news/ebiquity-and-scope3-research-study-reveals-that-15-of-brand-ad-spend-is-wasted-contributing-high-carbon-emissions-and-no-roi>Studie</a> von Ebiquity und Scope3 legt nahe, dass viele der MFA-Websites für große Mengen CO2 verantwortlich sind, ohne dass dies zu einem nennenswerten finanziellen Ertrag oder irgendeinem anderen Mehrwert führt.</p><div
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class=lazy src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20372%20217'%3E%3C/svg%3E" data-src=https://reset.org/app/uploads/2022/12/Example_clickbait_adverts_cropped.jpg alt><div
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class=license-type>
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href=https://creativecommons.org/licenses/by-sa/4.0/deed.en rel=nofollow class="cc-link neutral no-icon" target=_blank>
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<span
class=author-name><a
href=https://commons.wikimedia.org/wiki/File:Example_clickbait_adverts_%28cropped%29.jpg class="license-author neutral" rel=nofollow target=_blank>Lord Belbury</a></span></div>
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class=image-description>
Clickbait-Websites nutzen oft gesundheitliche oder finanzielle Probleme, um Leser*innen anzulocken. Wirklich relevante Informationen beinhalten diie Websites allerdings selten. </span></div></div><p>Das Team analysierte Werbeausgaben im Wert von mehr als 375 Millionen USD bei 43 der weltweit führenden Werbetreibenden. Um ihre Ergebnisse zu bewerten, entwickelte das Forschungsteam eine neue Metrik zur Analyse der digitalen Kohlenstoffemissionen pro 1000 Werbeeinblendungen: CO2PM (Kohlendioxidemissionen pro Million). Die Studie ergab, dass der globale gewichtete Durchschnitt der digitalen Werbeemissionen bei 670 Gramm liegt, verteilt auf 116 Milliarden Werbeeinblendungen &#8211; das Erscheinen einer Anzeige auf einer Website oder einer Anwendung. Laut Scope3 ergibt dies eine Gesamtmenge von 77.826 Tonnen Kohlendioxidäquivalent &#8211; genug, um 1,35 Millionen Passagiere von London nach Paris zu fliegen. Darüber hinaus fördern solche Werbetechniken auch einen unnötigen und nicht nachhaltigen Konsum.</p><p>Es wurde festgestellt, dass die Menge der Emissionen je nach Website stark variiert, wobei einige Websites nur für 55,2 g verantwortlich sind und andere für bis zu 4782,8 g. Besonders hervorgehoben wurden die MFA-Websites wegen ihrer vergleichsweise hohen Emissionen. MFA-Websites verursachten im Durchschnitt 26,4 Prozent mehr Emissionen als andere Websites (durchschnittlich 814 Gramm). Vor allem Clickbait-Websites enthalten oft viele verschiedene Anzeigen, Widgets, Cookies und andere Pop-ups, deren Betrieb zusätzliche Ressourcen erfordert, was wiederum zu einem höheren Energiebedarf führt. Gleichzeitig wird all dieser Kohlenstoff für einen fragwürdigen wirtschaftlichen Ertrag und minderwertige, größtenteils unnötige und unbefriedigende Inhalte produziert.</p><p>Im Gegensatz dazu lag der CO2PM für &#8222;vertrauenswürdige Nachrichten-Websites&#8220; 52 Prozent niedriger als für MFA-Websites, nämlich bei 390 Gramm.</p><p>Ebiquity und Scope3 empfehlen Unternehmen daher, bei der Wahl ihrer Online-Werbepartner selektiver vorzugehen und mehr zu investieren. Dies wird nicht nur dazu beitragen, ihren ökologischen Fußabdruck zu verringern, sondern ihnen wahrscheinlich auch mehr Geld einbringen. Nick Waters, Group CEO bei Ebiquity Plc, schlägt vor, dass die Lösung in der Unterstützung angesehener und etablierter Nachrichten-Websites liegen könnte: &#8222;Diese Kennzahlen zeigen, dass digitale Werbung nicht gleich digitale Werbung ist. Die große Bandbreite an Emissionen bietet der Branche eine klare Chance, bessere Entscheidungen zu treffen. Marken haben jetzt einen Leitfaden dafür, worauf sie achten müssen und wo sie anfangen können, über Reduzierung und Optimierung für eine effektivere und kohlenstoffneutrale Werbung nachzudenken.&#8220;</p><h2 id="h-weniger-clickbait-besserer-journalismus">Weniger Clickbait, besserer Journalismus?</h2><p>Dieser Wandel könnte auch andere positive Auswirkungen haben, die nicht rein ökologischer Natur sind. Viele traditionelle Nachrichten-Websites leiden unter den Herausforderungen eines vielfältigeren, dezentralisierten und wettbewerbsorientierten Medienumfelds. Da viele Nachrichteninhalte inzwischen kostenlos verfügbar sind, sind journalistische Organisationen zunehmend auf Werbeeinnahmen angewiesen, um zu überleben. Um Einnahmen zu erzielen, sind Klicks erforderlich, was dazu führt, dass sogar angesehene Nachrichtenorganisationen wie BBC und CNN &#8222;Klick-Köder&#8220;-Prinzipien anwenden und Inhalte anbieten, für die sie bezahlt wurden &#8211; im Wesentlichen MPA-Websites.</p><div
class="image-author-license-fields margin-bott margin-top content-img image-author-license-fields alignwide"><div
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class=lazy src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201899%201268'%3E%3C/svg%3E" data-src=https://reset.org/app/uploads/2022/12/CNNClickbait.jpg alt><div
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class=author-name>CNN</span></div>
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class=image-description>
Auch wenn die MFA-Inhalte weit unten auf der Website zu finden sind, werden sie auch von angesehenen Nachrichtenorganisationen verwendet. </span></div></div><p>Natürlich ist an sich nichts falsch daran, &#8222;populäre&#8220; Inhalte zu erstellen, und die Werbung ist seit Jahrzehnten das Rückgrat der Zeitungen. Schließlich wurden viele der Clickbait-Methoden aus dem Boulevardjournalismus übernommen. Aber wenn die Zahl der Zugriffe zur einzigen Kennzahl wird, besteht die Gefahr, dass wichtige, aber weniger lukrative Themen auf der Strecke bleiben. Es werden weniger Zeit und Ressourcen für tiefgründigen, teuren Enthüllungsjournalismus aufgewendet, wenn eine einfache, sensationslüsterne Promi-Story mehr Lesende und Einnahmen bringt.</p><p>All dies ist nicht förderlich für ein gesundes Medienumfeld, das dazu beitragen kann, die grassierende Desinformation durch unseriöse Akteure, anrüchige &#8222;Journalist*innen&#8220; oder staatliche Propagandaabteilungen zu bekämpfen. Und trägt, wie die Studie deutlich belegt, nicht zum Klimaschutz bei.</p></div></div></div><section
class="tagged-with margin-top"><div
class=container><h5 class="text-center">MARKIERT MIT</h5><div
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<a
href=https://reset.org/tags/clickbait/ >Clickbait</a><a
href=https://reset.org/tags/co2-emissionen/ >CO2-Emissionen</a><a
href=https://reset.org/tags/website/ >Website</a><a
href=https://reset.org/tags/werbung/ >Werbung</a></div></div></section></div><section
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<a
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</a><p
class=single-article-excerpt>Ein multidisziplinäres Projekt nutzt maschinelles Lernen, um die komplexen Rufe der Pottwale zu entschlüsseln. Sind wir damit auf dem Weg, mit den faszinierenden Meeresriesen zu kommunizieren?</p></div></div></div><div
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<a
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class=single-article-excerpt>Seit dem Klimaabkommen von Paris haben hunderte Unternehmen Net-Zero-Pledges veröffentlicht, in denen sie aufzeigen, wie sie ihren Beitrag zum Klimaschutz leisten wollen. Doch sie sind alle nicht weitreichend genug, wie das Climate Pledge Rating zeigt.</p></div></div></div><div
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<a
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class=single-article-excerpt>Ohne Frage: Eine schnelle und vollständige Energiewende ist unerlässlich, um die Folgen des menschengemachten Klimawandels abzumildern. Welche Rolle dabei digitale Technologien spielen, das beleuchten wir in der neusten Folge von RESET Radio.</p></div></div></div><div
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<a
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<a
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class=single-article-excerpt>Digitale Technologien schaffen wichtige Voraussetzungen für eine zügige Energiewende. Doch es gilt, sie maß-und wirkungsvoll einzusetzen.</p></div></div></div></div></div></section><section
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<span>2</span><h5><a
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<span>9</span><h5><a
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class=has-text-align-center style="text-align: center;">Damit das so bleibt, sind wir auf dich angewiesen. Ob fünf oder fünfzig Euro – jeder Beitrag zählt!</p><p></p><div
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