The tactic finding support here is not necessarily being confrontational–that would tend to prompt negative emotional reactions, and thus defensiveness and inflexibility towards New Atheist arguments–but rather, making it more widely known that you’re actually there–as “out” atheists try to do:
Josh Roseneau expands on that point:
But New Atheism is hardly the only way for atheists - or nontheists more generally - to get the word out that they're here and want to be taken seriously. It's a myth that there's no such thing as bad publicity: if no one knows who you are, it's all the more crucial to present yourself well. And for the reasons Chris alludes to above, and for reasons I've laid out ad nauseam, I don't think New Atheism is the best way to present atheism.
All right. Here's the thing. Actually, no, let me tell you a little story first.
I work in an office where people around me routinely talk about their weekend plans with their church groups. I can walk into the kitchenette for water for tea, hear someone talk about the bad influences their kids are hanging with, and know that by the time I'm done (our hot water is glacially slow) I'll hear that the reason is that these kids just don't go to church!
It's the only place I've ever worked where someone visibly prayed before meals. Sexual minorities are underrepresented and pretty well closeted. Despite the fact that I hosted an atheist radio show for six months, two people in the office know I'm an atheist.
Then, yesterday. We have a whiteboard outside the kitchenette that can be used for announcements. Usually it's used for silly questions like, "Have you filed your taxes yet?" or "Who's your pick to win the NCAA tournament." Yesterday, the question was, "What are your Easter/Passover traditions?"
It hadn't been answered. The hallway was quiet, but people would be grabbing and heating lunches soon. Quickly, I wrote, "None. No religion."
Shortly, I needed more water. Someone had written underneath, "Eating ham." Someone else had drawn an arrow to my comment from theirs. "That's okay. Diversity is for all."
Yes, I know. Even for me. When I'm willing to go to the work to make that happen. Glad it's "okay," though.
When I washed my lunch dishes, someone else had answered. "Celebrating our lord and savior. Christ is risen!!!" The first sentence is a paraphrase. The last, including all three exclamation points, is not.
By about 2 p.m., the board had been erased and the content replaced with information about texting while driving. There was an article in yesterday's paper about enforcement, but the law isn't new.
Did I increase someone's awareness? Probably. Did I leave a mark on someone's prejudices? Maybe. Did I deal with stupid crap, from patronage to a defensive Christian to erasure, in doing it? Yeah.
It happens, but that's my point. As part of the least trusted demographic in a country where the populace is being continually fed a line about how we are attacking them, this stuff always happens. It's annoying. It's nervous-making. It's tiring. And it's really damned hard to find people who think the responses aren't just something I should expect if I answer a question about religion--even at work--with an answer that questions the assumption of religion.
Enter the New Atheists. Enter the loud-mouthed confrontationalists who aren't going to see people behave that way without doing their best to make it quite clear that this behavior in unacceptable. Enter the support team, the cheering squad, the clearers of obstacles. Enter the people who, as PZ Myers' described his role last year at CONvergence, get angry for those of who aren't allowed to. Enter the people who make others angry so I don't have to. Enter the people who put all these topics into the mainstream in ways that can't be ignored so I don't have to explain myself endlessly every time I identify myself.
Without them, you would hear less from me. Without me, you would hear less from a rather large number of my friends. Far too many of them had no support for the idea that being nonreligious doesn't have to mean being invisible when the subject is discussed.
Do the New Atheists do the kind of work that the study says is effective in dismantling prejudices? Well, that largely comes down to how you define New Atheists. But even at the most restrictive, strident, obnoxious definitions, the New Atheists support that work.
If they don't do it themselves, it still wouldn't happen without them.