Post-publication engagement on Reddit: A content analysis of journalism organizations’ commenting practices

Abstract

The current study uses quantitative content analysis to examine how five well-established journalism organizations utilize comments on Reddit. Through the lens of post-publication gatekeeping theory, the most recent 200 comments by each account were examined across a variety of variables. The findings demonstrate a fairly consistent approach across all of the accounts with a few notable exceptions. In particular, an overwhelming majority of the comments were simply restating information from a linked article rather than responding to questions or engaging in conversation. Practical and theoretical considerations are discussed, including how Reddit’s unique sociotechnical architecture, particularly its karma system, shapes post-publication gatekeeping practices and the potential need for reshaping newsroom structures to better facilitate dialogic engagement with audiences.