Transferencia de autoridad en cibermedios mediante hiperenlaces: el efecto de la endogamia en internet de los grupos mediáticos españoles
| Main Authors: | Lopezosa, Carlos, Pérez-Montoro, Mario, Gonzalo-Penela, Carlos, Rovira, Cristòfol |
|---|---|
| Format: | Journal PeerReviewed Book |
| Bahasa: | es |
| Terbitan: |
, 2020
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| Subjects: | |
| Online Access: |
http://eprints.rclis.org/40493/1/Transferencia%20de%20autoridad%20en%20cibermedios%20mediante%20hiperenlaces.pdf http://eprints.rclis.org/40493/ |
Daftar Isi:
- The degree of competition between media groups to attract audiences on the internet is such that it has led to their employing search engine optimization (SEO) strategies in an attempt at gaining a competitive advantage. Media groups typically own a large number of websites, each comprising thousands of web pages, so that they are able to wield absolute control over their off-page SEO by building self-links between their different publications. In this way they undermine any link analyses, which cease therefore to be a reliable indicator of authority in journalism. This study seeks to quantify the self-links of the websites of news media groups and to describe their use in Spain’s leading media groups. Our cross-sectional analysis of this practice – defined herein as endogamous linking – enables us to rank each of the media groups according to its percentage of endogamy. Moreover, our evaluation of these practices over the period of a year allows us to demonstrate that any determination of web authority in the news media based on the analysis of hyperlinks is highly unreliable.