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Tue, 10 Apr 2018
The New York Times Tries Something Novel: Listening To And Interacting With Readers
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For years the whine-du-jour in online media circles has been about the poor old news comment section. Time and time again we've been told that in the modern era, the news comment section is an untamable and unredeemable beast: a troll-factory hellscape that is simply too hostile and dangerous to be manageable. So instead of trying to fix the problem, outlets have prevented users from commenting at all. Usually these announcements arrive with some disingenuous prattle about how the outlet in question really "values conversation" and was just trying to "build a stronger community" by muzzling on-site discourse.The real reason killing the news comment section is so popular is less glamorous. Most websites simply are too lazy or cheap to try and explore solutions, since "quality discourse" isn't something site bean counters can clearly monetize. Many other editors simply don't like having an area where plebeians can so clearly and obviously outline errors made during reporting. Many of these editors believe we can and should return the bi-directional internet back to the "letter to the editor era," when publishers got to choose which member of the public was heard.So while "who cares about on site community" becomes the trend, the New York Times is trying something particularly blasphemous in 2018: actually interacting with their readership. Several columnists have taken to the website's still-operating comment section as part of what columnist Frank Bruni says is part of a newfound effort at the paper to actually talk with readers from "time to time":"I'm the column's author, hereby beginning a Times-encouraged experiment of joining the Comments thread from time to time. Thank you, PaulB67, and thank you, all, for reading us and for engaging in this conversation." And:"Hi. I'm the column's author; with The Times's encouragement, we writers on staff are beginning on occasion to join the Comments threads on the stories we publish." Of course actually interacting with your readership is well out of line with fashion trends at the moment, and it's unclear how dramatic the Times' effort will be or if it will stick around. Most websites would rather outsource all public discourse to Facebook where it becomes SOP. But it runs in line with comments that former Times editor Liz Spayd began making a few years ago, namely that treating your audience like human beings instead of an irredeemable pile of jackasses might actually help foster better public discourse:"Clearly, there is more to understanding readers than to literally have editors interact with them each day. Nonetheless, the small number of consumer-facing staffers is indicative of the bigger problem: a newsroom too distant from the people it serves...What would prove more fruitful is for newsrooms to treat their audience like people with crucial information to convey preferences, habits and shifting ways of consuming information. What do they like about what we do and how we do it? What do they want done differently? What do they turn to other sites for?" That this is a novel idea tells you just far off trail we've wandered.Spayd has since departed the Times to go work as a Facebook public image consultant, but apparently her lofty goal of actually giving a damn (TM) appears to have stuck around at the Times, for now. Again, actually interacting and caring about your audience is important, but recent evidence also suggests it doesn't really take much effort to craft tools that can have an immediate, positive impact on the quality of public discourse in comment sections. Yes, the news section is filled with a lot of bile and buffoonery, but the idea that this means all on-site news readers should be muzzled continues to be a popular, but flimsy, narrative.
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posted at: 12:00am on 10-Apr-2018
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