Mark Follman

At hearings Wednesday on Capitol Hill lawmakers excelled at one of the things they do best: political theater. The outrage flowed, as Edward Liddy, the current CEO of American International Group, got grilled about the $165 million in bonuses going to a bunch of guys who helped bring the U.S. banking sector to the brink of collapse with immense and immensely reckless insurance bets. (A complicated scheme, but credit to President Obama, who did a decent job Wednesday morning of explaining in basic terms how they did it.)

To what degree Americans should be angry at taxpayer-backed AIG or our government leaders (past and present) is a murky discussion, but it’s clear that the level of outrage across the country is plenty high right now. (High enough not only to juice a show on Capitol Hill, but also some widely celebrated media blood sport.) What’s interesting to me at the moment is how a number of major news outlets have seen the popular discontent as an opportunity to highlight reader interactivity on the Web.

At the top of its home page Tuesday night the New York Times featured reader diatribes — treating them as news itself. “Some people are vengeful, calling for jail, public humiliation or even revolution,” reported A.G. Sulzberger. Over the last few days, “the most passionate voices, not surprisingly, could be found on the Internet — on blogs and discussion threads — in unusually bountiful numbers.”

On Wednesday afternoon, the Washington Post featured a round-up of its own reader comments, if not especially articulate or enlightening. (“Corporate and political self-seeking are devastating our families, our country, and out [sic] world.” Etc.) The Wall Street Journal’s home page gave top real estate to voices from the “Journal Community,” which tended, naturally, to reflect a constituency of a somewhat different kind. “The Obama administration is spending too much time and resources to go after this money,” scolded reader Craig Cohen. “The fact is, it will probably cost the US more money in legislative time, attorney fees, opportunity cost, etc to get these bonuses back than they are worth. But that doesn’t matter to the President. This is not about bonuses. It’s about class warfare. These bonuses went to the elite…. They must be punished!”

A key question on my mind is, how can media companies unlock greater potential with reader engagement and participation? It’s stating the obvious to say that there’s nothing cutting-edge at this point about letting readers loose with their opinions. (Put nicely, it tends to have limited value in unfiltered form.) Are there new ways to generate useful insight and information from the many smart readers out there, rather than just a lot of noise? This is an issue we grappled with regularly over the years when I was at Salon, and I have a hunch it could figure prominently in ways forward with news reporting in the rising digital realm. What if, for example, readers with experience in the culture of Wall Street could begin to add to the picture of how the AIG problem metastasized? Or shed light on how thoroughly it has been reported on?

Smart people have been working on ideas in this area for some time. Mother Jones has an interesting activist-style approach that it’s experimenting with. Between the ongoing destruction in the newspaper industry and what some major companies are attempting now online in terms of reader interactivity (the two hardly unrelated), I have the sense that whoever begins to unlock the challenge in a more creative, substantive way could make a big splash.