A study of web ecology: The use of trackers on pro science climate change and climate denier websites

Abstract

In this article, the website infrastructures of both pro science climate change and climate denier websites are examined. The focus is on the backstage of the website, defined as the use of widgets, ad trackers, beacons, and analytics and not the website content, or what might be described as the front stage. This research addresses questions about the presence and use of trackers within the commodification of user attention, the audience economy. The study concludes that organizations on both sides of the climate issue use similar strategies in monetizing their websites and tracking user behavior. Moreover, the infrastructure that is created among the platforms reflects the major role that big tech plays in developing an interconnected web of tracker technologies. While website transparency may remain an ideal, the study advocates for a responsible approach to website development, one that acknowledges the complexity of the issue within a stronger regulatory environment.

Keywords

Climate change denier websites digital infrastructure pro science climate change websites programmatic advertising third-party tracking devices website strategies

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