N. Stroud, Ashley Muddiman, Joshua M. Scacco
People clicked on fewer buttons associated with like-minded comments when the button was labeled "Respect" as opposed to "Like" or "Recommend" in some instances.
Drawing from the stereotype content model, we examine how people respond to likeminded and counter-attitudinal political comments appearing after a news article. We experimentally test how citizens behave when they are able to click on one of three different buttons posted next to others’ comments—“Like,” “Recommend,” or “Respect.” In the experiment, political attitudes predicted button clicking, but the button label affected the strength of the relationship. In some instances, people clicked on fewer buttons associated with likeminded comments and more buttons associated with counter-attitudinal comments when the button was labeled with “Respect” as opposed to “Like” or “Recommend.” The pattern of results for the “Recommend” button differed across two issues. The results suggest that political comments can trigger stereotypical reactions. Although the “Like” button is well known, news organizations interested in promoting less partisan behaviors should consider using a “Respect” button rather than the “Like” or “Recommend” button in comment sections.
New Media & Society
Stroud, N. J., Muddiman, A., & Scacco, J. M. (2017). Like, recommend, or respect? Altering political behavior in news comment sections. New Media and Society, 19(11), 1727–1743. https://doi.org/10.1177/1461444816642420
The following papers were cited within this study.
The following papers were conducted after this paper's publication, and reference this exact study. They can be thought of as 'ensuing from' or 'being derived from' this study.