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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

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Mass Reach with and without Mass Media

Mass Reach with and without Mass Media

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

Joshua A. Braun

Publisher:
Yale University Press
DOI:10.12987/yale/9780300197501.003.0013

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

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