Trolls’ toll leads to new rules for online comments

NEW YORK -- Mix blatant bigotry with poor spelling. Add a dash of ALL CAPS. Top it off with a violent threat. And there you have it: A recipe for the worst of online comments, scourge of the Internet.

Blame anonymity, blame politicians, blame human nature. But a growing number of websites are reining in the Wild West of online commentary. Companies including Google (GOOG) and the Huffington Post are trying everything from deploying moderators to forcing people to use their real names in order to restore civil discourse. Some sites, such as Popular Science, are banning comments altogether.

The efforts put sites in a delicate position. User comments add a lively, fresh feel to videos, stories and music. And, of course, the longer visitors stay to read the posts, and the more they come back, the more a site can charge for advertising.

What websites don't want is the kind of off-putting nastiness that spewed forth under a recent CNN.com article about the Affordable Care Act.

"If it were up to me, you progressive libs destroying this country would be hanging from the gallows for treason. People are awakening though. If I were you, I'd be very afraid," wrote someone using the name "JBlaze."

YouTube, which is owned by Google, has long been home to some of the Internet's most juvenile and grammatically incorrect comments. The site caused a stir last month when it began requiring people to log into Google Plus to write a comment. Besides herding users to Google's unified network, the company says the move is designed to raise the level of discourse in the conversations that play out under YouTube videos.

One such video, a Cheerios commercial featuring an interracial family, met with such a barrage of racist responses on YouTube in May that General Mills shut down comments on it altogether.

"Starting this week, when you're watching a video on YouTube, you'll see comments sorted by people you care about first," wrote YouTube product manager Nundu Janakiram and principal engineer Yonatan Zunger in a blog post announcing the changes. "If you post videos on your channel, you also have more tools to moderate welcome and unwelcome conversations. This way, YouTube comments will become conversations that matter to you."

Anonymity has always been a major appeal of online life. Two decades ago, The New Yorker magazine ran a cartoon with a dog sitting in front of a computer, one paw on the keyboard. The caption read: "On the Internet, nobody knows you're a dog." At its best, anonymity allows people to speak freely without repercussions. It allows whistle blowers and protesters to espouse unpopular opinions. At its worst, it allows people to spout off without repercussions. It gives trolls and bullies license to pick arguments, threaten and abuse.

But anonymity has been eroding in recent years. On the Internet, many people may know not only your name, but also your latest musings, the songs you've listened to, your job history, who your friends are and even the brand of soap you prefer.

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Trolls' toll leads to new rules for online comments