## 4 Discussion  
RQ1: How Has the Integration of Semantic Web Technologies progressed in the Last Decades? When and to What Extent Were Various Technologies Implemented? As seen in Figure 11, the first signs of support for machine-readable content in the media outlets studied appeared in 2005. As [PERSON] notes [PERSON] (1995), the RSS2.0 specification was released in late 2002. From our findings, it appears that the practice of providing RSS2.0 feeds for public use started getting popular soon after. By 2010, almost half of the investigated website instances supported RSS. Soon afterward, the adoption of Semantic HTML elements and Open Graph RDFa data begins. Back in the early 2010s, [PERSON] et al. [PERSON] et al. (2010) pointed out the importance of using the semantic elements instead of classes and ids to provide contextual information on websites and from our findings, it appears that this importance was acknowledged in the field of media outlets. In the same time period, the downward trajectory in traditional news media, alongside the rise of social media, as noted by [PERSON] et al. [PERSON] et al. (2010), dictated a shift from traditional media relations to a hybrid model, making most out of the Social Media environment. These facts support the extremely steep adoption curves that both HTML and OpenGraph displayed in Figure 11.  
Within a few years, Semantic HTML elements gain presence in over 70% of website instances and by today almost 90% of website instances make use of at least some of them. In a similar style, more than 80% of modern websites are using Open Graph. Twitter Cards, which is also very closely connected to Social Media, follows a similar trend with Open Graph, just a couple of years later. Schema.org data structures start getting identified as early as 2012 but did not start their steep climb in popularity until 2015. As noted by [PERSON] et al. [PERSON] et al. (2012), with schema.org's backing from major search engines, its adoption has been widespread. In a more recent study by [PERSON] et al., the usage of schema.org is found to be a competent predictor for Web traffic based on popularity in art and culture-related media outlets [PERSON] et al. (2015). Based on all of the above it is apparent that SWT adaptation in media outlets is high and it is safe to assume that higher visibility and content diffusion are the main motivations behind this. RQ2: What Are the Trends in Website Aesthetics That Can Be Identified Concerning the Complexity of Web pages, the Usage of Graphics, and the Usage of Fluid or Responsive Designs? As clearly displayed in Figure 12, complexity, both as measured by _<div>_ elements and as measured by hyperlinks are linearly increasing over the passage of time. The rate of increase is higher in _<div>_ tags than it is in hyperlinks, but they are both overall pretty similar curves. As mentioned above, according to [PERSON] et al. [PERSON] et al. (2017) HTML structural complexity is related to how visual complexity is perceived by the website visitors. According to [PERSON] et al. [PERSON] et al. (2018), high levels of visual design complexity will result in both more favorable user first impressions and increase the users' perception of both visual informativeness and cues for engagement. This indicates a strong motivation for media outlet websites to present the user with such complexity. It should be noted that other studies such as [PERSON] et al. [PERSON] et al. (2018) and [PERSON] et al. [PERSON] et al. (2017) had contradictory findings, with visual complexity appearing to negatively impact aesthetic pleasure. The difference may lie with the focus, which in one case was on informativeness and engagement and in the other cases on aesthetic pleasure. Users may judge a visually complex site as informative while a visually simpler site as beautiful. In the case of online media outlets, the first case is more in line with the website's intended purpose.