Using links
Hyperlinking – the ability to link together different documents, stored in different locations – is probably the distinctive thing about writing on the web.
When Tim Berners-Lee began to develop the web at the end of the eighties/beginning of the nineties, links were a crucial part of his vision. He wanted to find ways to access documents relevant to his research, even if they were stored on computers that were located in other offices/locations on the campus of the Swiss research establishment (CERN), where he was working at the time
Berners-Lee brought together two existing ideas – the internet (the network of computer networks) and hypertext, a way of linking documents via keywords or footnotes.
As an idea, hypertext has been around for a while. It was anticipated in "As We May Think" an essay written just after the end of WW2 by the American scientist Vannevar Bush – he imagined a PC-like futuristic tool called a Memex, which reader could use to follow links, or ‘trails’ through different documents and subjects.
In the seventies/eighties, the computer pioneer Ted Nelson began to try to put this idea into practice, developing the idea of hypertext links. At first people thought of these as links to different documents stored on the same computer/in the same location.
Think of the early CD ROM encyclopedias and the linked footnotes that let you move from one entry to another on the same subject. That was the basic model. Berners-Lee brought the computer network to this and the web was born. Now you can read something created in/stored on a computer in the UK, then follow a link to related document in Australia and then on to India etc etc.
Learning how to use links appropriately and imaginatively is a key skill for online journalists.
When you put a story you’ve written online, you can link it to other stories you’ve written and other documents on the site where you’ve published it. You can link to the sources you used to write the story – both people and information resources. You can link to previous coverage of the story by other news/media organisations. You can link out to related issues/trends.
Links open out a piece of journalism. They’re part of the conversational approach we’ve talked about before in online journalism – the idea that on the net journalists should act more as guides who can open out a story and the ideas in it, than authoritative gatekeepers who have the last word on a particular subject.
Links enact this in a literal way – they show people where your story came from and where it’s going. They make it part of a network of people and information, a network than can link back to the story and add to it in various ways.
The writer Steven Johnson has argued (in his book ‘Interface Culture’) that hyperlinks haven’t just transformed the structure of what we write online; they’ve also transformed our sentences. His idea is that online writers should see the link as a new kind of punctuation, something you can use to add meaning to your work in new ways.
Johnson’s thinking here was a response to the way links were used on the irreverent webzine/protoblog Suck – it’s offline now, but its influence lives on. Writers for Suck were encouraged not just to use links in a straightforward/useful ways – i.e. as reference tools/high tech footnotes. Instead they used links to create little sub-textual gags. For example, if a story ever contained the words ‘jaded sellout’, they would often put a link under the words back to Suck.
As Johnson says in his book, the writers on the site used links to condense their prose, to suggest allusions without spelling them out. Their links were often like riddles or clues or sarcastic asides. They weren’t ‘centrifugal’ – they didn’t send you away from the piece. Instead they drew people back to the text to get more out of it. Indeed, you often didn’t need to click the link to get the message. You just needed to hover your cursor over the link and see where it was pointing, to get the gag/allusion.
The kind of linking you used to find on Suck is still pretty radical, as far as the mainstream web is concerned, where many sites still seem unconvinced of the value of linking to other online pages. But it’s worth being aware that there are more imaginative/offbeat ways to use links in your writing online.
Internal and External Links
The latter are fairly self-explanatory – they take you away from a site to somewhere else online. The former are navigational links that help people find their way round a site/article.
Internal links could include links taking you to other parts of a particular story, or to similar stories on the same site or to previous coverage stored in the site archive. Internal links need to be clear and not confusing – this is not the place to indulge in clever clever linking.
There is a still a lot of debate (especially at big news/media sites) about the wisdom of adding external links to your stories. Many still argue that since you’ve spent a lot of money persuading people to come to your site, it’s stupid to then give them an easy way to leave.
Others think that trying to hold on to your readers, to keep them on your site, feels oppressive on the web, which is all about linking and open networks. Neither of these positions dominate online, though bloggers are obviously in the second camp and big online media sites tend to fall into the first.
Big news/media sites do now include links to primary sources for a story, or related sites. They will also occasionally link to stories in their archives – though often you have to pay to access past coverage. Many baulk at linking to coverage of stories by competitors.
When you’re adding external links to a story, you need to think about the sites/stories you’re linking to. Clearly, you shouldn't link to material that is illegal. But what about material that some people may find offensive/controversial?
Many big sites have policies about what they can and can’t link to. It’s something they need to think about quite carefully. It’s not just that readers may be offended by some material. Some sites treat links from well known media brands as a sign of legitimation – they may then use it in their promotional material (‘as linked to by the BBC’ for example).
Overall you need to think carefully about justifying your links editorially. What do they add to the story? What do they do for the site as a whole? What will readers get out of them? If you’re concerned about the sites you’re linking to, it’s wise to raise your concerns around the link and issue a disclaimer.
Presenting Links
There are various different ways to add links to a story. You can put them at the end, like footnotes. Or you can put them in a sidebar, under the heading ‘Related Material’ or ‘Further Reading Online’. Or you can incorporate them in the actual copy.
Big online media sites tend to prefer separating links off from actual story copy – perhaps because they think links add a level of confusing information to the story, perhaps because they want people to get to the end of a story before they click off somewhere else. Bloggers tend to prefer including links in story copy.
Wherever you choose to put your links, you then need to think about how to actually write them. For example, should you include the title of the page/site you’re linking to and the web addresses (all the http stuff)? That can look clunky and inelegant, especially with long addresses.
Online, it’s generally better to use the title of a site and make that the link. When people put their cursor over the link, they’ll be able to read the full address in the status bar at the bottom left of their browser screen, if they want.
In the past you used to see people putting links into copy via the ‘click here’ method. They’d mention a document/site then say you could go there and read it yourself by clicking ‘here’ – here would be a link to the document.
This can look a little clumsy, unless you’re actually playing with the form a little. Many bloggers go the other way and fold links into their general copy, leaving net literate readers to figure out where the links go to and what they might add to the copy.
Your blogs are a good place to experiment with how to add links to your copy. Try different things and see what works best. With the articles you’re writing for your assessment, it might be best to include links in the copy but also add a catch-up list at the end of the piece. Again, it’s something you should play around with to what you like best.
In general, try to think about making your links interesting and relevant. It’s fairly pointless to add links to front page of The Guardian or the BBC or other big news sites. Everyone knows where they are by now. Instead, you should link to specific stories on those sites.
Similarly, when you’re commenting on blog posts, don’t link to the main blog address. By the time people go there, the blogger in question could have written many more posts, so people won’t understand why you linked and they’ll get confused. Instead, link to specific blog posts – use the ‘permalink’ or unique address for a particular post when you’re adding a link.
In general, don’t overfill your writing with links – unless you’re going for a particular effect. The key thing to remember is that hyperlinks are a great way to add meaning to your writing - if you use them well.
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