ABSTRACT

Digital environment involves numerous transformations for the media system. One of them is the process that is reconfiguring the traditional media visibility parameters from mass communication era. To study it, we use, taking an innovative approach, hyperlinks as proxy to the media visibility. Our goal is to find out the destination of the hyperlinks aimed at the media in the context of the political conversation on Twitter generated around an event of public relevance: the negotiations on the formation of the Spanish Government. The methodology is based on machine learning in a big data sample of 127.3 million tweets. This will allow us to make new contributions to how media is restructuring its social visibility as a result of integrating into the digital. The results indicate the prominence of pure players and social media platforms in the linking practices of users. By contrast, legacy media places in a secondary position. Also, geopolitical context plays a key role in conditioning the use of hyperlinks by Twitter users. Finally, our data reveal that the media have a limited capacity to determine the hyperlink network.

摘要

数字环境涉及媒体系统的众多转型。其中之一是从大众传播时代重新配置传统媒体可见性参数的过程。为了研究它，我们采用创新方法使用超链接作为媒体可见性的代理。我们的目标是在 Twitter 上围绕公共相关事件产生的政治对话中找出针对媒体的超链接的目的地：关于组建西班牙政府的谈判。该方法基于 1.273 亿条推文的大数据样本中的机器学习。这将使我们能够为媒体如何通过融入数字化而重构其社会知名度做出新的贡献。结果表明纯玩家和社交媒体平台在用户链接实践中的重要性。相比之下，传统媒体处于次要位置。此外，地缘政治背景在限制 Twitter 用户使用超链接方面起着关键作用。最后，我们的数据表明，媒体确定超链接网络的能力有限。