Disinformation optimised: gaming search engine algorithms to amplify junk news

被引：20
|
作者：
Bradshaw, Samantha [1 ]
机构：
[1] Oxford Internet Inst, Oxford, England
来源：
INTERNET POLICY REVIEW | 2019年 / 8卷 / 04期
基金：
欧洲研究理事会;
关键词：
Disinformation; Junk news; Computational propaganda; Search engine optimisation; Digital advertising; FAKE NEWS; POLITICS; MEDIA;
D O I：
10.14763/2019.4.1442
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
Previous research has described how highly personalised paid advertising on social media platforms can be used to influence voter preferences and undermine the integrity of elections. However, less work has examined how search engine optimisation (SEO) strategies are used to target audiences with disinformation or political propaganda. This paper looks at 29 junk news domains and their SEO keyword strategies between January 2016 and March 2019. I find that SEO - rather than paid advertising - is the most important strategy for generating discoverability via Google Search. Following public concern over the spread of disinformation online, Google's algorithmic changes had a significant impact on junk news discoverability. The findings of this research have implications for policymaking, as regulators think through legal remedies to combat the spread of disinformation online.
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页数：24
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