It rhymes with “ninja” and Denton tells Nieman Lab’s Adrienne LaFrance that for the past year, a team of 30 full-time tech staffers has been working hard to integrate it across Gawker Media properties. Tonight, that Kinja coolness is being fully implemented.
It’s the latest bold attempt by Denton to reinvigorate the experience of commenting on and sharing breaking news, gossip. Among the more notable aspects of what LaFrance refers to as an embedded “reblogging platform” is the ability for readers to create new, customized headlines and teasers for a Gawker, Jezebel or other site story:
“For instance, say a story was written for gamers — they can translate it for a more general audience,” Denton said. “And, if that URL is shared, it is shared with the new headline and intro.”
So a reader gets to re-purpose and share an article in whatever context they choose, with the original article appearing in full below their headline and introduction, but the original story gets the traffic. Gawker editors can also snap up original reader contributions to Kinja, reframe them, and share those reader-generated posts with the wider Gawker network. Staffers can aggregate commenters; commenters can aggregate staffers; at some point, the distinctions start to dissolve.
It’s head-spinning stuff. LaFrance has an illustrated example of the customized headline-intro functionality. Denton tells her “the whole point is to turn the conversation into news — on a grander scale than we do already.” Read the full Nieman report here.