Jump to ContentJump to Main Navigation
This Program Is Brought To You By...Distributing Television News Online$
Users without a subscription are not able to see the full content.

Joshua A Braun

Print publication date: 2015

Print ISBN-13: 9780300197501

Published to Yale Scholarship Online: May 2016

DOI: 10.12987/yale/9780300197501.001.0001

Show Summary Details
Page of

PRINTED FROM YALE SCHOLARSHIP ONLINE (www.yale.universitypressscholarship.com). (c) Copyright Yale University Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in YSO for personal use.date: 24 June 2022

Mass Reach with and without Mass Media

Mass Reach with and without Mass Media

(p.231) 13 Mass Reach with and without Mass Media
This Program Is Brought To You By...

Joshua A. Braun

Yale University Press

This chapter examines Newsvine's new group commenting architecture that was designed to help make governable the behavior and (frequent lack of) norms exhibited by users. It first describes Newsvine's so-called “pre-moderation” strategy, which subjected all user comments on MSNBC.com blogs to moderation before they appeared anywhere on the site. It then considers the notion of “mass reach without mass mediation” to describe the increasingly common relationship between niche brands and editorial cultures on the one hand, and developers building highly flexible software architectures on the other. It also discusses Newsvine's decision to launch a new comment moderation system in 2010 and concludes with an assessment of how provincialism was affected by the coordination involved in the rise of niche brands and flexible platforms.

Keywords:   comment moderation, users, MSNBC.com, blogs, mass reach without mass mediation, brands, software architecture, provincialism, user comments

Yale Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us.