The final point raised in the chapter is the bias of search engines and portals towards corporate sources. The methods used by search engine’s to look for websites ultimately rank large media corporations higher thus increasing traffic to their sites.

While it is relatively easy to get your views published on the web, clearly it is much more difficult to get them noticed.

Online media outlets such as Demand Media are shaping their content based on possible search terms as Daniel Roth (2009) points out in his article ‘The Answer Factory‘. “They shoot slapdash instructional videos with titles like “How to Draw a Greek Helmut” and “Dog Whistle Training Techniques”. They write guides about lunch meat safety and nonprofit administration. They pump out an endless stream of bulleted lists and tutorials about the most esoteric of subjects.”

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