A key factor in establishing authority on the internet is, as David Weinberger convincingly argued, transparency:
What we used to believe because we thought the author was objective we now believe because we can see through the author’s writings to the sources and values that brought her to that position. Transparency gives the reader information by which she can undo some of the unintended effects of the ever-present biases. Transparency brings us to reliability the way objectivity used to.
I agree with much most of it, and perhaps the point can be further illustrated by a quick example. If you take a look at the Wikipedia article on the epistemological sense of, well, Transparency, the contrast between then and now will be clear:
As you can see, there’s an explanation and a reference to an article by professor Paul Boghossian. The reference is the interesting part, because in academia this is perfectly sufficient for convincing readers that the material can be trusted. At least, it leaves you with an idea of what to do when you get to the library.
But the internet isn’t like the research library at all. Here, everybody could have made the claim that a certain Paul Boghossian said so and so about transparency, but, since links to resources supporting it (e.g. Wikipedias article on Paul Boghossian, for one) are extremly few, the article isn’t transparent and doesn’t meet Wikipedia’s requirements for verifiability, let alone follow conventions of the internet media.