It's because each frame of the film shows the spokes in a particular position. If in the following frame the spoke has, say, moved 90% forward towards to the place where the spoke in front of it had been, your brain interprets that as an apparent 10% movement backwards instead.
The wheel can appear to be going either clockwise or anticlockwise depending on the rotational speed of it, compared to the speed the film frames are being taken/viewed.