Seeing red: Reading uncivil news comments guided by personality characteristics

Abstract

Whether on a news or a social networking site, comments following news stories are often beset with incivility. Assailed as diminishing constructive dialogue in a digital public sphere, uncivil comments nevertheless require deeper scrutiny to better understand their pervasiveness and, among some, popularity. This article uses a Uses and Gratifications framework to understand why certain people are more drawn to uncivil comments than civil ones. Using eye-tracking technology, this research compares the attention a reader gives to uncivil comments and compares it against certain personality characteristics. Findings suggest that certain readers spend more time reading uncivil comments than civil ones.