Imagine this: a radio shock jock does some humourous talkback, and the jokes progress to an anti-gay slur. The cyberspace reaction builds in momentum, and in a moment of arrogance, the DJ responds to a tweet with something like “if you don’t like my program, then don’t listen”. After about 36 hours, the station issues an unreserved apology on its web site. But instead of “thanks for dealing with this”, the apology triggers a further spate…
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