## 1 Introduction  
The media industry is wary of search engines that have emerged as a new power [1]. Conflicts with content providers are also increasing because search engines do not produce content but gain profits by mediating content to users [2]. Early search engines started as directory services that categorized vast amounts of information along with search services [3]. After that, the role of providing content such as news, games, and entertainment has been gradually strengthened by taking advantage of high accessibility and low diffusion cost [4]. As such, the search engine, which has expanded its scope, from directory services, search, and e-mail, to various contents, entertainment, communication, and commerce, is called a web portal [5]. As search engines have editorial rights to selectively publish news content and change titles [6], the influence of search engines on the media industry has increased, and web portals, including search engines, are recognized as a huge media [7]. Because the method of publishing content by search engines affects content consumption, the media industry's interest in this method is very high [8, 9]. Journalism through internet services grew with the development of information technology [10], and search engines were referred to as gateways as well as gatekeepers [11]. The media industry is wary of the fact that search engines have gained excessive market power [12]. As it becomes important to appear higher on search engine results pages (SERPs) displayed in response to a user's query, the discussion of search engine optimization (SEO) and hyperlink methods is steadily progressing [13]. Unlike existing news media companies that publish news content within their web pages, search engines provide content from various sources via hyperlinks [14]. Hyperlinks are divided into an internal link method that allows users to view news content while staying within the interface of a search engine, and an external link method that connects directly to a web page of a media company that provides news content [15; 16]. Internal links are used by many search engines and portals because they have the advantages of short loading time, simple advertisement placement, and high user convenience through a unified interface [17]. Currently, Yahoo Japan, Daum of Korea, Yandex of Russia and Facebook News provide news content through internal links. In particular, Google, the world's largest search engine, mainly uses external links, and uses internal links only in its mobile app 'Google News'. There are also search engines that use both external links and internal links. Korea's Naver and China's Baidu provide news services using a mix of external links and internal links. The external link method is evaluated to have relatively lower user convenience compared to the internal links method [18]. Instead, the external link method connects news consumers directly to the web page of the media company, enabling various agenda settings. This method has the positive function of facilitating competition among media companies while alleviating the power concentration of search engines and portals [18]. In addition, in the case of the external link method, data of users can be utilized by each news media company as well as a search engine. Methods such as content placement and hyperlinks affect the user's content consumption process [19]. In particular, the internal links method re-mediates news content to users and the search engine sets the public agenda as a gatekeeper [20], which has a greater impact on users' opinions than individual news media [21]. In addition, since all users can leave comments within the internal links of a search engine, the influence of user interaction is superior to that of individual news media [16]. On the other hand, there is criticism that the internal link method has a negative impact on the media industry due to the mass production of entertainment-oriented soft news and the risk of manipulation of user comments [22].