Hyperlink use on personal weblogs
Kerwin, Kara M
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Weblogs operate as personal communication tools and mass media outlets, allowing individuals to publish content for a broader audience while creating hyperlinks to original content and external information. To date, no research has examined the reasoning and motivations behind the creation of hyperlinks on weblogs. This thesis will compare and contrast hyperlink creation on weblogs with the use of citations in academic publications. A series of focus groups asked bloggers for reasons why they add hyperlinks to their sites, and how they chose to create them. The focus group responses are grouped into themes--personal presence, social speech and public promotion--providing reasoning for the use of hyperlinks as a tool for civic journalism, group formation, marketing and promotion, and activism.