In a relatively new study released by the Journal of Computer-Mediated Communication titled “The ‘Nasty Effect:’ Online Incivility and Risk Perceptions of Emerging Technologies”, an interesting theory emerges.

The study measures subjects’ understanding of a science topic after reading online comments posted on the story.

The study has wide ranging possible effects. As noted by others:

Now a study in the Journal of Computer-Mediated Communication suggests that rude comments on articles can even change the way we interpret the news. – NPR

In other words, just the tone of the comments . . . can significantly alter how audiences think about the technology itself.
Researchers found that even knowledge of science did not seem to mediate the effects of the comments. – JS Online

So basically, as political actors who are attempting to affect public opinion, the comments on a news article are almost, if not MORE important than the article itself.

My guess is this has a relationship to the social norm of highlighting the behavior one would like to see adopted and by making a thought public – no matter how vile the thought is – allows others to think that this thought is ‘normal’ and not out-of-line.

For politicians and campaigns, this study is important and your political efforts must now include rapid response to on-line articles whether newspaper, blogs, online TV stations, etc.

Why? It is science and it matters.

Read the study: “The ‘Nasty Effect:’ Online Incivility and Risk Perceptions of Emerging Technologies”