This Story Stinks – NYTimes.com.

The Web, it should be said, is still a marvelous place for public debate. But when it comes to reading and understanding news stories online — like this one, for example — the medium can have a surprisingly potent effect on the message. Comments from some readers, our research shows, can significantly distort what other readers think was reported in the first place.

But here, it’s not the content of the comments that matters. It’s the tone.

In a study published online last month in The Journal of Computer-Mediated Communication, we and three colleagues report on an experiment designed to measure what one might call “the nasty effect.”

Great overview of why it’s important to participate in the comments and set a good tone.