Not Funny? The Effects of Factual Versus Sarcastic Journalistic Responses to Uncivil User Comments - Marc Ziegele, Pablo B. Jost, 2016
Results from an online experiment show that factual responses to uncivil comments indirectly increase participation rates by suggesting a deliberative discussion atmosphere. In contrast, sarcastic responses indirectly deteriorate participation rates due to a decrease in the credibility of the news outlet and the quality of its stories. Sarcastic responses however increase the entertainment value of the discussions.1!
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