Identifying Hyperlink Strategies as a Tool to Discover the Connections between Offline and Online Politics

Abstract

This chapter sheds light onto theoretical and empirical debates regarding the nature hyperlink as a political tool: whether the hyperlink is part of the “offline world” or should be considered as a new and separate form of practice, mainly due to its low cost and easy construction. The chapter contributes to the present literature in two innovative ways: First, based on link analysis between 90 Websites of protest Israeli NGO, a classification of link strategies was made, and 4 different linking strategies were found: Isolation, Introversion, Neighborliness, and Generalization. Furthermore, this chapter analyzes 15 protest issues and is not focused only on a single issue network. Second, 29 in-depth interviews were conduct and enable a sketch of the “offline link analysis map” and a comparison of the online policies with the offline policies. In order to understand the choice of the organization linking strategy over the others, and the decision to which exactly other organizations/Websites link to, one must remember that the Web is only one arena where the political actors operate. Therefore, the in-depth interviews not only reveal the causes affecting the hyperlinks selection and strategy in each organization but also reveal similarities between the organizations with overlap linking strategy.