Salient deliberative norm types in comment sections on news sites

Civil and argumentative public discussions are considered crucial for functioning democracies. Among other factors, the quality of user discussions of political issues on news sites depends on prevalent discussion norms. We integrate injunctive and descriptive norms into news comment research, assuming that the degree of salience of the respective norm influences the commenting behavior. Furthermore, we discuss how technical affordances such as default comment sorting determine the comment visibility and thus the salience of norms. Using data from a content analysis of 8162 comments on eight German news sites, we investigate how the two norm types influence deliberative forms of commenting. The results show that different types of salient injunctive and descriptive norms promote norm-compliant commenting. Furthermore, the default comment sorting can determine which comments are more or less salient. The results underline the importance of distinguishing different norm types in analyzing the quality of user comments in comment sections.