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Links are among the most basic---and most unexamined---features of online life. Bringing together a prominent array of thinkers from industry and the academy, The Hyperlinked Society addresses a provocative series of questions about the ways in which hyperlinks organize behavior online. How do media producers' considerations of links change the way they approach their work, and how do these considerations in turn affect the ways that audiences consume news and entertainment? What role do economic and political considerations play in information producers' creation of links? How do links shape the size and scope of the public sphere in the digital age? Are hyperlinks "bridging" mechanisms that encourage people to see beyond their personal beliefs to a broader and more diverse world? Or do they simply reinforce existing bonds by encouraging people to ignore social and political perspectives that conflict with their existing interests and beliefs? This pathbreaking collection of essays will be valuable to anyone interested in the now taken for granted connections that structure communication, commerce, and civic discourse in the world of digital media. "This collection provides a broad and deep examination of the social, political, and economic implications of the evolving, web-based media environment. The Hyperlinked Society will be a very useful contribution to the scholarly debate about the role of the internet in modern society, and especially about the interaction between the internet and other media systems in modern society." ---Charles Steinfield, Professor and Chairperson, Department of Telecommunication, Information Studies, and Media, Michigan State University Joseph Turow is Robert Lewis Shayon Professor and Associate Dean for Graduate Studies at the Annenberg School for Communication, University of Pennsylvania, and author of nine books, including Niche Envy: Marketing Discrimination in the Digital Age and Breaking up America: Advertisers and the New Media World. Lokman Tsui is a doctoral candidate at the Annenberg School for Communication, University of Pennsylvania. His research interests center on new media and global communication. Cover image: This graph from Lada Adamic's chapter depicts the link structure of political blogs in the United States. The shapes reflect the blogs, and the colors of the shapes reflect political orientation---red for conservative blogs, blue for liberal ones. The size of each blog reflects the number of blogs that link to it. digitalculturebooks is an imprint of the University of Michigan Press and the Scholarly Publishing Office of the University of Michigan Library dedicated to publishing innovative and accessible work exploring new media and their impact on society, culture, and scholarly communication. Visit the website at www.digitalculture.org.

Table of Contents

  1. Cover
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  1. Frontmatter
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  1. Contents
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  1. Introduction: On Not Taking the Hyperlink for Granted
  2. pp. 1-18
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  1. PART 1. Hyperlinks and the Organization of Attention
  2. pp. 18-22
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  1. Structuring a Marketplace of Attention
  2. pp. 23-38
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  1. The Hyperlink as Organizing Principle
  2. pp. 39-55
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  1. Hyperlinking and the Forces of “Massification”
  2. pp. 56-69
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  1. The Hyperlink in Newspapers and Blogs
  2. pp. 70-84
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  1. The Role of Expertise in Navigating Links of Influence
  2. pp. 85-103
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  1. Google, Links, and Popularity versus Authority
  2. pp. 104-120
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  1. PART 2. Hyperlinks and the Business of Media
  2. pp. 121-124
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  1. The Hyperlinked News Organization
  2. pp. 125-136
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  1. How Hyperlinks Ought to Change the Advertising Business
  2. pp. 137-144
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  1. Hyperlinks and Marketing Insight
  2. pp. 145-158
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  1. Hyperlinking and Advertising Strategy
  2. pp. 159-164
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  1. From Hyperlinks to Hyperties
  2. pp. 165-175
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  1. PART 3. Hyperlinks, the Individual and the Social
  2. pp. 177-180
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  1. The Morality of Links
  2. pp. 181-190
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  1. Linked Geographies: Maps as Mediators of Reality
  2. pp. 191-205
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  1. Will Peasants Map? Hyperlinks, Map Mashups, and the Future of Information
  2. pp. 206-226
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  1. The Social Hyperlink
  2. pp. 227-249
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  1. Are Hyperlinks “Weak Ties”?
  2. pp. 250-267
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  1. What Is the Online Public Sphere Good For?
  2. pp. 268-288
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  1. Selected Bibliography
  2. pp. 289-303
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  1. About the Authors
  2. pp. 305-310
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  1. Index
  2. pp. 311-319
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Additional Information

ISBN
9780472024537
Print ISBN
9780472050437
MARC Record
OCLC
587601952
Pages
328
Launched on MUSE
2012-01-01
Language
English
Open Access
Y
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