Abstract
Previous research shows that one-sided and uncivil reader comments posted below professionally edited online news articles may affect a recipient’s perception of the specific issue at hand. However, it remains largely unclear whether specific comments affect a reader’s perception of an individual actor depicted in an online news article. An online experiment showed substantial effects (e.g., attitudes, perceived responsibility, perceived opinion climate) of valenced reader comments on a recipient’s evaluation of a scandalized financial manager depicted in connection with a mediated financial scandal. Furthermore, recipients’ perceived journalistic quality of the article itself was affected by specific reader comments.
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