What this "Click Here" Trend all about? How BJP, Congress, AAP, Barcelona joined in?
PTC Web Desk: In a curious digital phenomenon, major entities such as political parties BJP, Congress, AAP, and European football clubs Barcelona and Paris Saint-Germain (PSG) have jumped on the "Click here" trend on social media platform X, formerly known as Twitter. This trend, which gained global attention last year, is making rounds again. But what exactly is it, and why has it drawn criticism?
At its core, the "Click here" trend involves accounts on X posting rectangular photos with a white background and black text that simply says "Click here." Accompanied by an arrow pointing to the bottom left corner of the photo, this seemingly straightforward post conceals a surprise. When users click on the post, a small box appears, labeled "ALT." Clicking on this box reveals a text box where additional content is displayed. For instance, the BJP utilised this trend to showcase its Lok Sabha election slogan in Hindi: "फिर एक बार मोदी सरकार" (Modi government once again). While some users use it for jokes, brands and organisations leverage it for marketing purposes, spreading their taglines or slogans.
Understanding Alternative (Alt) Text
Alt text, also known as alternative text, plays a vital role in making content accessible to people with visual impairments. Essentially, it provides a description of images, ensuring that those who are blind or have low vision can understand the content of the image. On platforms like X, users can add alt text to their photos, which is read out loud by screen readers, enabling individuals with visual impairments to comprehend the context of the image. Alt text not only enhances accessibility but also aids in Search Engine Optimization (SEO) by helping search engines like Google understand the content of webpages better.
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The Criticism Surrounding the "Click Here" Trend
While the "Click here" trend initially seemed innocuous, it has faced criticism, particularly when major brands and organisations misuse it. For example, when brands like McDonald's and Red Bull joined the trend, concerns were raised about the misuse of accessibility technology for sharing memes among sighted individuals, rather than serving its original purpose of aiding people with visual impairments. In many cases, alt text accompanying these jokes did not describe the image but instead provided random information intended as a joke, leading to confusion for individuals with visual impairments.
Impact and Responses to the Controversy
Critics, such as Conner Scott-Gardner, highlighted the importance of respecting the intended use of accessibility features like alt text. Scott-Gardner expressed disappointment at brands disregarding blind people's accessibility needs by misusing the alt text field. McDonald's acknowledged the criticism and removed the offending posts. This controversy sparked discussions about the responsibility of internet content creators to use alt text appropriately and raise awareness about its intended purpose. Studies have shown that many webpages and social media posts lack alt text, indicating a need for greater adherence to accessibility guidelines.
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