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Word of Mouth

Beware The Nasty Effect

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Marco Mayer via flickr Creative Commons
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The internet is a technological forum for public conversation, debate and cross-cultural interaction and their very opposites. Reader comments often take on characteristics more like the roman forum…it’s in the comments section where sniping, shaming and mean-spirited insults are pelted like rotten tomatoes onto a stage. A study published in the journal of computer-mediated communication measured the influence of reader comments on the articles they describe.   Dietram Scheufele, John E. Ross Professor in Science Communication at the University of Wisconsin, Madison discusses reader comments and their influence on the articles they cling to. He recently co-authored an article on the subject for the New York Times with Dominique Brossaard, "This Story Stinks"; the comments section for the article closed with 400 comments.

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