. As the story notes, Cuddy’s research was profiled in the mainstream media, including “CNN, Oprah magazine and, inevitably, someone at the TED conference, which invited Cuddy to speak in 2012.” That TED talk is the second-most popular in TED’s history. Cuddy’s celebrity is one reason she had the option of giving up her academic position. Because of her best-selling book and a lucrative speaking career, she does not have to be an academic for her work to have purchase.

Online public writing is now a component of social science that cannot be wished away. Almost all of the debate about Cuddy’s work that Dominus chronicles occurs on blogs, Facebook groups, and Twitter. All of these forums magnify the nature of the disputes and make them public for all to see. Jay Van Bavel characterized the nature of online debate to Dominus, “It is terrifying, even if it’s fair and within normal scientific bounds. … Because of social media and how it travels — you get pile-ons when the critique comes out, and 50 people share it in the view of thousands. That’s horrifying for anyone who’s critiqued, even if it’s legitimate.” This kind of online interaction has advantages: speed and engagement, for two. But clearly, the amplifying effect of social media on these online debates means that more care needs to be given in how participants use their words.