Covering artificial intelligence: the role of European Union, British, and American media outlets in generative AI Visibility
Main Article Content
Abstract
![](https://revistas.unav.edu/social-icons/view.png)
Artificial intelligence (AI) has emerged as one of the central topics of 2023 with extensive media coverage of the most relevant technologies and issues associated with this subject. In a highly competitive digital media landscape, search engine optimization (SEO) has become cybermedia’s primary strategy to increase visibility and attract more readers. The objective of this paper is to analyze the visibility of content published by the media relating to artificial intelligence, focusing on a selection of related keywords. The research also aims to investigate how this visibility has impacted both the technologies themselves and the analyzed media outlets. A total of 69 media outlets from 12 European Union countries, the United States, and the United Kingdom were examined. The results reveal a pronounced dominance of U.S. media, closely followed by Spanish media. There is an uneven distribution of media outlets across most of the countries analyzed, with two or three most of the of visibility. The search queries that contribute the most visibility to the analyzed media align with an informational intent, are of the long-tail type, and are associated with OpenAI technologies, particularly ChatGPT. Moreover, these queries are primarily found in news sections dedicated to science and technology. The findings underscore both the increasing interest in the subject and the effective SEO practices of certain media outlets.
Keywords
References
Ambarsari, E. W., Yulianingsih, Prasetya, R., Cholifah, W. N. & Rahim, R. (2018). Applying C-FDT as making decision for the content of SEO media online. Journal of physics: conference series, 1363, 1-7. https://www.doi.org/10.1088/1742-6596/1363/1/012059
Aydın, Ö. (2023). Google Bard generated literature review: metaverse. Journal of AI, 7(1), 1-14.
Belt, T. L., Just, M. R. & Crigler, A. N. (2012). The 2008 media primary: handicapping the candidates in newspapers, on TV, cable, and the Internet. The international journal of press/politics, 17(3), 341-369. https://www.doi.org/10.1177/1940161212444124
Beus, J. (2020). Why (almost) everything you knew about Google CTR is no longer valid. Retrieved from https://www.sistrix.com/blog/why-almost-everything-you-knew-about-google-ctr-is-no-longer-valid
Borji, A. (2022). Generated faces in the wild: quantitative comparison of stable diffusion, Midjourney and DALL-e 2. ArXiv, Cornell University. https://www.doi.org/10.48550/arXiv.2210.00586
Cascella, M., Montomoli, J., Bellini, V. & Bignami, E. (2023), Evaluating the feasibility of ChatGPT in healthcare: An analysis of multiple clinical and research scenarios. Journal of medical systems, 47(1), 1-5. https://www.doi.org/10.1007/s10916-023-01925-4
Charlton, C., Blank, R., Otuome, H. & Gonzalez, O. (2008). AdvancED Flex Application Development. New York: Apress.
Dasborough, M. T. (2023). Awe‐inspiring advancements in AI: the impact of ChatGPT on the field of organizational behavior. Journal of organizational behavior, 44(2), 177-179. https://www.doi.org/10.1002/job.2695
Dick, M. (2011). Search engine optimisation in UK news production. Journalism practice, 5(4), 462-477. https://www.doi.org/10.1080/17512786.2010.551020
Duong, V. (2019). SEO management: methods and techniques to achieve success. London: Wiley & Sons.
Franganillo, J. (2023). La inteligencia artificial generativa y su impacto en la creación de contenidos mediáticos. methaodos. revista de ciencias sociales, 11(2), m231102a10. https://www.doi.org/10.17502/mrcs.v11i2.710
García-Carretero, L., Codina, L., Díaz-Noci, J. & Iglesias-García, M. (2016). Herramientas e indicadores SEO: características y aplicación para análisis de cibermedios. El Profesional de la Información, 25(3), 497-504. https://www.doi.org/10.3145/epi.2016.may.19
Giomelakis, D. & Veglis, A. (2015). Investigating search engine optimization factors in media websites, the case of Greece. Digital Journalism, 4(3), 379-400. https://www.doi.org/10.1080/21670811.2015.1046992
Iglesias-García, M. & Codina, L. (2016). Los cibermedios y la importancia estratégica del posicionamiento en buscadores (SEO). Opción, 32(9), 929-944. Retrieved from http://produccioncientificaluz.org/index.php/opcion/article/view/21784
Kulshrestha, J., Eslami, M., Messias, J., Bilal Zafar, M., Ghosh, S., Gummadi, K. P. & Karahalios, K. (2018). Search bias quantification: investigating political bias in social media and web search. Information retrieval journal, 22(1), 188-227. https://www.doi.org/10.1007/s10791-018-9341-2
Llaneras, K., Rizzi, A. & Álvarez, J. A. (2023). ChatGPT es solo el principio: la inteligencia artificial se lanza a reorganizar el mundo. El País. Retrieved from https://elpais.com/sociedad/2023-01-29/chatgpt-es-solo-el-principio-la-inteligencia-artificial-se-lanza-a-reorganizar-el-mundo.html
Lopezosa, C. & Codina, L. (2018). Análisis de posicionamiento en medios de comunicación con herramientas SEO: cobertura informativa de los premios Oscar 2017. Barcelona: Universitat Pompeu Fabra. Retrieved from http://hdl.handle.net/10230/33632
Lopezosa, C., Codina, L. & Rovira, C. (2019). Visibilidad web de portales de televisión y radio en España: ¿qué medios llevan a cabo un mejor posicionamiento en buscadores? Barcelona: Universitat Pompeu Fabra. Retrieved from http://hdl.handle.net/10230/36234
Lopezosa, C. (2023). Bing chat: hacia una nueva forma de entender las búsquedas. Anuario ThinkEPI, 17. https://www.doi.org/10.3145/thinkepi.2023.e17a04
Mehdi, Y. (2023). Reinventing search with a new AI-powered Microsoft Bing and Edge, your copilot for the web. Official Microsoft Blog. Retrieved from https://blogs.microsoft.com/blog/2023/02/07/reinventing-search-with-a-new-ai-powered-microsoft-bing-and-edge-your-copilot-for-the-web/
Mladenović, D., Rajapakse, A., Kožuljević, N. & Shukla, Y. (2023). Search engine optimization (SEO) for digital marketers: exploring determinants of online search visibility for blood bank service. Online information review, 47(4), 661-679. https://www.doi.org/10.1108/OIR-05-2022-0276
Metaxas, P. T. & Pruksachatkun, Y. (2016). Manipulation of search engine results during the 2016 US Congressional Elections. In International Conference on Internet and Web Applications and Services (ICIW) (pp. 22-26). Retrieved from https://repository.wellesley.edu/object/ir264
Mittal, M. K., Kirar, N. & Meena, J (2018). Implementation of search engine optimization: through white hat techniques. In International Conference on Advances in Computing, Communication Control and Networking (ICACCCN) (pp. 674-678). https://www.doi.org/10.1109/ICACCCN.2018.8748337
Negredo Bruna, S. & Kaufmann-Argueta, J. (2021). Las audiencias de los medios nativos digitales de noticias: competir entre las grandes marcas periodísticas. In R. Salaverría & M. P. Martínez-Costa (Eds.), Medios nativos digitales en España (pp. 123-142). Salamanca: Comunicación Social.
Neuberger, C. (2014). The journalistic quality of Internet formats and services: results of a user survey. Digital journalism, 2(3). 419-433. https://www.doi.org/10.1080/21670811.2014.892742
Nevado-Chiné, N., Alcaraz-Martínez, R. & Navalón, J. A. (2021). Análisis de la implementación Schema. org en el repositorio RODERIC e impacto en el posicionamiento en Google y Google Scholar. Revista española de documentación científica, 44(3). https://www.doi.org/10.3989/redc.2021.3.1797
Noppari, E., Heinonen, A. & Vainikka, E. (2014). Critical but co-operative: netizens evaluating journalists in social media. Observatorio (OBS*), 8(4), 1-16. https://www.doi.org/10.15847/obsOBS842014782
Onaifo, D., & Rasmussen, D. (2013). Increasing libraries’ content findability on the web with search engine optimization. Library hi tech, 31(1), 87-108. https://www.doi.org/10.1108/07378831311303958
Orduña-Malea, E. & Costas, R. (2021). Link-based approach to study scientific software usage: the case of VOSviewer. Scientometrics, 126(9), 8153-8186. https://www.doi.org/10.1007/s11192-021-04082-y
Prawira, I. & Rizkiansyah, M. (2018). Search engine optimization in news production online marketing practice in Indonesia online news media. Pertanika journal of social sciences & humanities. Retrieved from http://www.pertanika.upm.edu.my/pjtas/browse/regular-issue?article=JSSH-T0727-2018
Pedraza-Jiménez, R. (2018). Analysis of destination search in Google. IPBA, 90, 63-65.
Pedrosa, L. & Morais, O. J. (2021). Visibilidade web nos buscadores: fatores algorítmicos de SEO on-page (FAOPs) como técnica e prática jornalística. Estudios sobre el mensaje periodístico, 27(2). https://www.doi.org/10.5209/esmp.71291
Rovira, C., Fernández-Cavia, J., Pedraza-Jiménez, R. & Huertas, A. (2010). Posicionamiento en buscadores de las webs oficiales de capitales de provincia españolas. El Profesional de la Información, 19(3), 277-283. https://www.doi.org/10.3145/epi.2010.may.08
Shahzad, A., Jacob, D. W., Nawi, N. M., Mahdin, H. & Saputri, M. E. (2020). The new trend for search engine optimization, tools and techniques Indonesian journal of electrical engineering and computer science, 18(3), 1568-1583. https://www.doi.org/10.11591/ijeecs.v18.i3.pp1568-1583
Soulo, T. (2023). 96.55% of content gets no traffic from Google: here’s how to be in the other 3.45% [new research for 2023]. Ahrefs blog. Retrieved from https://ahrefs.com/blog/search-traffic-study
Trielli, D. & Diakopoulos, N. (2020). Partisan search behavior and Google results in the 2018 U.S. midterm elections. Information, communication & society, 25(1), 1-17. https://www.doi.org/10.1080/1369118X.2020.1764605
Umenhofer, L. (2019). Gaining ground: search engine optimization and its implementation on an indie book press. Publishing research quarterly, 35(2), 258-273. https://www.doi.org/10.1007/s12109-019-09651-x
Unkel, J. & Haim, M. (2019). Googling politics: parties, sources, and issue ownerships on Google in the 2017 German federal election campaign. Social science computer review, 39(5), 1-18. https://www.doi.org/10.1177/0894439319881634
Vállez, M. & Ventura, A. (2020). Analysis of the SEO visibility of university libraries and how they impact the web visibility of their universities. The Journal of Academic Librarianship, 46(4), 102-171. https://www.doi.org/10.1016/j.acalib.2020.102171
Vállez, M., Lopezosa, C. & Pedraza-Jiménez, R. (2022). A study of the Web visibility of the SDGs and the 2030 Agenda on university websites. International Journal of Sustainability in Higher Education, 23(8), 41-59. https://www.doi.org/10.1108/IJSHE-09-2021-0361
Vara, A., Negredo, S., Moreno, E., Kaufmann, J. & Amoedo, A. (2023). Digital news report 2023. Reuters. Retrieved from https://reutersinstitute.politics.ox.ac.uk/es/digital-news-report/2023/espana
Yudasubrata, A. T. W., Damanik, R. O. P., Hidayanto, A. N. & Budi, N. F. A. (2019). Search Engine Optimization (SEO) approach in studying information demand and supply: methodology of geo-targeted keywords with case study of hospital websites in Jakarta. In 2019 International Conference on Advanced Computer Science and information Systems (ICACSIS) (pp. 519-524). https://www.doi.org/10.1109/ICACSIS47736.2019.8979776
Details
Article Details
![Creative Commons License](http://i.creativecommons.org/l/by-nc-nd/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
RIGHTS TRANSFER
By submitting the article for evaluation and subsequent publication in Communicaton & Society, the AUTHOR grants exclusive economic and/or exploitation rights: reproduction, distribution, public communication, transformation/translation/creation of derivative works, and commercialisation to the University of Navarra through its Publications Service, for the maximum legal period in force -the author's lifetime and seventy years after his or her death or declaration of death-, in any country, and in any of the current and future publishing modalities, both in print and electronic versions.
In the event that the article is not accepted for publication , this transfer of rights lapses with the communication of the refusal to the AUTHOR.
The AUTHOR affirms that the article is unpublished, that it has not been sent simultaneously to another publication medium and that the rights have not been transferred exclusively previously. He is responsible to the University of Navarra through its Publications Service for the authorship and originality of his work, as well as for all pecuniary charges that may arise for the University of Navarra through its Publications Service, in favor of third parties due to actions, claims or conflicts arising from the breach of obligations by the AUTHOR.