Here’s a headline tip which writers and journalists often forget:
Understanding the historical context is crucial for good copywriting skills. The Financial Times published an article titled “South Africa trials white space to fill rural internet black spots”. The article is, in fact, about ‘white space technology’, but as a post-apartheid baby, I find this headline specifically problematic.
It sets up racist juxtapositions, which possibly conjure up a myriad of connotations in the mind of the reader. South African readers may very well be more attuned to this than others. Hence, the author most likely intended this headline as clickbait. Such a pity for such a well-known publication as the FT.
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Have you got another headline tip? Let us know in the comments, or share it with Elizabeth Joss of WordWorx via email: info[AT]elizabethjoss.com.
