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In two experiments, this manuscript examines the impact of uncivil news comments for both users and newsrooms. The first experiment varied the tone of the comments and determined that uncivil comments reduced media trust and outlet trust in comparison to civil comments. The second study examined the target of the comments and determined that uncivil comments targeting the author of the story decreased media trust, and uncivil comments targeting the outlet reduced trust in the specific media outlet. Neither the nature of the comments nor comment targets were related to use intentions. Implications are discussed.

The Good, the Bad, and the Evil Media: Influence of Online Comments on Media Trust