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Research typically focuses on one medium. But in today's digital media environment, people use and are influenced by their experience with multiple systems. Building on media ecology research, we introduce the notion of integrated media effects. We draw on resource dependence and homophily theories to analyze the mechanisms that connect media systems. To test the integrated media effects, we examine the relationships between news media visibility and social media visibility and hyperlinking patterns among 410 nongovernmental organization (NGO) websites in China. NGOs with greater news media visibility and more social media followers receive significantly more hyperlinks. Further, NGOs with a similar number of social media followers prefer to hyperlink to each other. The results suggest that both news media and social media systems are related to the configuration of hyperlink networks, providing support for the integrated media effects described. Implications for the study of hyperlink networks, online behaviors of organizations, and public relations are drawn from the results. [ABSTRACT FROM AUTHOR]

Nongovernmental organization ( NGO) hyperlink networks are institutionalized connective public goods. They influence which actors and what aspects of social issues are made visible to the public in search engine results. To understand how contextual forces and institutional pressures influence who hyperlinks to whom online, this research examines a hyperlink network of 410 NGOs with various social missions operating across China. It suggests that institutional factors external to the network impact the structure of NGO hyperlink networks. In particular, institutional convener and legal registration status induce homophily hyperlinking effects among organizations, controlling for network interdependencies and other organizational attributes. Implications for hyperlink networks, institutional homophily, NGO collective action, and the development of civil society in China are drawn from the results. [ABSTRACT FROM AUTHOR]

Many nongovernmental organizations' (NGOs') instrumental collective action networks exist to produce tangible public goods. Moreover, these organizations' hyperlinks function to express collective identity. The extent to which both types of collective action are related is unknown. To examine this gap in the research, hyperlinks from 181 NGO websites were analyzed to determine if instrumental collective action offline is related to expressive collective action online. The results of this research suggest that NGO hyperlinks are an extension of offline instrumental collective action behavior. Several offline characteristics, including common social aims, financial ties, membership ties, collaborative ties, and media visibility, are related to hyperlinking. The results contribute to hyperlink scholarship by investigating the impact of offline instrumental collective action on online networks. Implications for the theory of collective action and information technology and society are drawn from the results. [ABSTRACT FROM AUTHOR]

Hyperlink networks are dynamic systems of representational communication. In order to understand the varied influences on processes that produce these systems, this research examines the evolution of a HIV/AIDS nongovernmental organization (NGO) hyperlink network over one year. The results demonstrate that different factors influence the rate of variation, selection, and retention of hyperlinks. The presence of a greater number of corporate or government hyperlinks to a NGO Website is related to the rate of variation. Network embeddedness and issue network participation are related to the selection of hyperlinks. Finally, indegree centrality and issue network participation are related to hyperlink retention. Implications for the study of hyperlink networks as dynamic representational communication systems are drawn from the results. [ABSTRACT FROM AUTHOR]