National Conference on Ethical Issues and Indian Media
National Conference on Ethical Issues and Indian Media
National Conference on Ethical Issues and Indian Media
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ati<strong>on</strong>al <str<strong>on</strong>g>C<strong>on</strong>ference</str<strong>on</strong>g> <strong>on</strong> <strong>Ethical</strong> <strong>Issues</strong> <strong>and</strong> <strong>Indian</strong> <strong>Media</strong> <strong>on</strong> ovember 26, 27 2010Credibility of Health Informati<strong>on</strong> in Web Search ResultsArchana VasudevResearch Scholar (MPhil)Dept. of Journalism <strong>and</strong> Communicati<strong>on</strong>University of MadrasChennaiAbstractAs our daily lives str<strong>on</strong>gly depend <strong>on</strong> informati<strong>on</strong> obtained by web search, the credibility of web search results has become crucial.Top results <strong>on</strong> a search engine are seen as the most credible sources of informati<strong>on</strong> because of its ranking. However, as the Internethas no government or ethical regulati<strong>on</strong>s to c<strong>on</strong>trol its available c<strong>on</strong>tent, different unethical optimizati<strong>on</strong> techniques are being used tobring up websites in the top results of search engines like Google for related keywords. This paper investigates the credibility of healthinformati<strong>on</strong> available <strong>on</strong>line, by assessing the different methods of website optimizati<strong>on</strong> <strong>and</strong> also the perspective of <strong>on</strong>line users.Dept. of Journalism <strong>and</strong> Mass Communicati<strong>on</strong>, Periyar University, Salem
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