I tend to think the central idea surrounds the relationship between the message-board structure and the ideas expressed within that structure, with misogyny and whatnot merely an example topic of conversation. I took this to be the thesis: "The structure of Okayplayer.com, like that of other online services, shapes the conversations that occur within it, just as those conversations owe heavily to (and occasionally influence) social structures and events in the outside world."

But re-reading it just now, it isn't especially clear.