But the WaPo headline IS 100% true. A study participant died. The purpose of a headline is to get your attention so you read the story. This is everywhere. Television, radio, newspapers, blogs, heck, even on the Dis (people write a thread topic to interest people in clicking on the thread).
And yes, the audience DOES have a big factor in what has happened to journalism. Yes, journalists want to present the "news". But, SOMEONE has to a) choose what stories qualify as "news" AND b) present it in a way that the audience actually wants to watch (read, whatever). "Doing" news requires money (better talent, better equipment, etc). The more people you have partaking of your news, the more money you bring in. So why wouldn't you try to attract as many viewers (readers, whatever) as you can?
It's like professional sports. People complain about the high cost of tickets, souvenirs, food, etc. But that doesn't (ok, didn't) keep them from packing stadiums. You want prices to drop? Stop giving money to the organization. Same with news. Don't like what (or how) they're saying things? Don't watch. THAT'S why viewers are to blame.