Saijo George

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monday26 Oct 2020

Study Finds News Sites That Turn off Commenting Don’t Drive Users to Social Media

https://www.niemanlab.org

study published Thursday by the Center for Media Engagement (CME) at the University of Texas, Austin, looked at what comments sections mean to news sites. It found that, for the most part, the comments became less toxic after switching to Coral, the commenting and community platform that Vox acquired from Mozilla in 2019.

In partnership with 24 Gannett-owned newsrooms and Coral by Vox Media, they assigned newsrooms to:

  • Turn off their comments,
  • Continue using the Facebook commenting system on their site,
  • Switch to Coral’s commenting system, which requires registration, or
  • Switch to Coral’s commenting system and only allow subscribers to comment.

The study revealed that turning off comments reduced the average time users spent on the site compared to sites that continued using Facebook commenting. Although most people did not notice that the comments were turned off, many of those who did felt that the change made the experience worse.

For newsrooms that retained comments, comments were generally less toxic on sites that switched to Coral’s commenting system. Commenters at sites that switched to Coral, however, reported feeling more disconnected from other commenters, possibly due to people having new screen names. For newsrooms that switched to Coral for Registrants, engagement with the comment section increased.

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