Don’t feed the troll

Trolls encourage you to believe they want to be shown the truth, but in fact they don’t. They just want to troll you.
    • This was originally published as a blog post on July 26, 2016, therefore some of the examples are dated, but the techniques of trolling never change. We can disable trolling, but it requires discipline. DW
    • I haven’t written about trolls much on Scripting News, mostly because they have cost me so much, and I learned after a lot of experience that talking about them invites them in. And once they’re in, they make you pay.
    • But now we have to study trolls, at least enough to help everyone understand how our political system is being dominated by one. And there is a simple fix, but it’s hard to implement.
    • Why?
    • Probably because most people think the best of everyone, and if someone is saying something that’s obviously wrong, we think they certainly want to be shown the right way to think. And trolls do everything to encourage us to believe they want to be shown the truth, but in fact they don’t. They just want to troll you. They want your attention, your energy, and if possible they want you to draw more people to them.
    • The greatest troll of all time is Donald Trump.
    • I say that with some certainty even though trolling has probably existed as long as the human species. Never before have trolls had the awesome tool of the Internet to support their craft.
    • The Internet is to trolling what airplanes are to global travel.
    • Sure you could do it before, but now you can do it so much better.
    • And the tools for trolling keep getting better.
    • Mail lists were the ultimate sporting venue for trolls, because they gave everyone an equal voice. At any time a troll could halt the discussion and make everyone pay attention to him. Without moderation all mail lists become dominated by trolls, eventually. This is a fundamental rule of Internet discourse.
    • Twitter makes trolling a little more difficult because people have to follow you before they get your announcements. But if you can get people to RT you, then you’ll get people to see your stuff even if they don’t follow you.
    • One way to get people to RT is to say something they strongly agree with. An even better way to get RTs is to say something outrageous, so people can express their rage. Trump uses the latter form, more effectively than anyone before him.
    • However, immunity to outrage builds up over time. What pissed people off six months ago will barely show up as a blip today. Luckily for Trump as he rises in stature, from poll-leader, to presumptive nominee, to one of two possible Presidents, his tweets automatically get more outrageous, because now they have half the weight of the office of POTUS behind them. The idea of a potential President saying such and such adds a rage quotient that’s hard to beat. (Note: This was written before the 2016 election.)
    • So we have the awkward situation where during the DNC, as the Democrats are putting on an incredible show, Trump is still commanding more attention than all the Democratic speakers combined. Because he said something more outrageous than you could ever imagine him possibly saying (which shows our imaginations still have to evolve).
    • On day two, he says he was just being sarcastic. Now we can debate whether or not that’s possible. On day three, who knows what he says, but it’ll be good. Etc etc. As long as we feed him, he keeps escalating the outrage, and we keep carrying his message, crowding out any other ideas. It’s like a media filibuster. No one gets to say anything unless it’s about what the troll just said.
    • Key point — the only people who care about your condemnation are people who are already totally stoked with outrage about the troll. The people who love him love the fact that he tweaks you. Even people who hate him are fascinated by your rage. It’s like stopping to look at a terrible car accident. Or a beheading by a terrorist. It’s hard to avert your eyes. And eventually you become immune to it, and need a bigger thrill to draw the attention.
    • In sailing, it doesn’t matter which way the wind is blowing, you can always adjust your sails to move in the direction you want to go. Same with trolls. As long as they’re controlling you it doesn’t matter if you like them or not. The only thing that makes a troll happy is attention. They probably prefer it if you hate them.
    • Try a mental exercise. Take a deep breath to calm whatever residual rage you feel about the troll. Now imagine what would happen if instead of erupting in rage over his comments about Russian spying, we had simply said Oh there’s Trump doing his thing. It’s not news. (It’s not, it’s like a dog biting a man, the most predictable thing ever.)
    • Now imagine if he never got any self-generated press ever again? That would be the end of Trump. You can report on polls. You can report on FBI investigations of him. Or his trial with Trump U. Or that HRC calls for him not to get security briefings, all that’s fair. But you can’t report any Trump-generated news. If it came from him, it’s trolling. If it’s news about him that he didn’t control, it’s fair game.
    • You stopped feeding the troll. And science has proven over and over if you do that, the troll will go away.
    • I got into a fairly heated discussion with a cartoonist for the New Yorker, who thought at first that it was his right to call out Trump. Otherwise he would continue to make messes with impunity. I understand. He’s acting as if Trump were a normal person and not a troll. If he didn’t crave the attention so, and not give a damn if you know he’s a bastard, your condemnation would register, and would cause him to tone it down. But in his case, since he is a troll, he just amps it up. Delighting his fans, and most important — crowding out any other ideas and messages that need to get out. And in the past that has meant he wins. And it might mean it for the future as well (I don’t think it actually will, but I do worry).
    • The way to send Trump back to his tower after the election is to do the hard thing. When you feel the impulse to condemn him, instead go to the window, open it, and yell I’m mad as hell and I’m not going to take it anymore. Then close the window, delete the tweet and continue with your life.

Trump Consultant Is Trolling Democrats With Biden Site That Isn’t Biden’s

Yet in anonymously trying to exploit the fissures within the Democratic ranks — fissures that ran through this past week’s debates — Mr. Mauldin’s website hews far closer to the disinformation spread by Russian trolls in 2016 than typical political messaging. With nothing to indicate its creator’s motives or employer, the website offers a preview of what election experts and national security officials say Americans can expect to be bombarded with for the next year and a half: anonymous and hard-to-trace digital messaging spread by sophisticated political operatives whose aim is to sow discord through deceit. Trolling, that is, as a political strategy.

Mr. Mauldin, who has not been previously identified as the creator of the website, said he had built and paid for it on his own, and not for the Trump campaign. But the campaign knows about the websites, raising the prospect that the president’s re-election effort condoned what is, in essence, a disinformation operation run by one of its own.

“We appreciate their efforts in their own time with parodies like this that help the cause,” he added.

Inside the campaign, Mr. Mauldin, 30, is seen as a rising star, prized for his mischievous sense of humor and digital know-how, according to two people familiar with the operation. He also appears to be very much on point in his choice of targets: Mr. Biden is the Democrat polling strongest against Mr. Trump and has been repeatedly singled out on Twitter by the president.

Mr. Biden’s campaign knew about the fake website for months, but had not been of aware of who was behind it, said T.J. Ducklo, a campaign spokesman. “Imagine our surprise that a site full of obvious disinformation,” he said, “is the handiwork of an operative tied to the Trump campaign.”

Mr. Ducklo sought to place the website firmly in the context of Mr. Trump’s own social media habits — such as tweeting doctored videos — and what he said was the president’s lack of interest in measures to ensure the integrity of American elections.

In addition to Mr. Biden, Mr. Mauldin has anonymously set up faux campaign websites for at least three other Democratic front-runners. “Millionaire Bernie” seeks to tar Mr. Sanders as a greedy socialist; “Elizabeth Warren for Chief” mocks her claim of Native American ancestry; and “Kamala Harris for Arresting the People” highlights her work as a prosecutor who, the site says, “put parents in jail for children skipping school — and laughed about it.”

None, though, has proved as successful as the Biden website. Mr. Mauldin boasted in the interview that he had fooled people into thinking his Biden website was the real campaign page. Some offered to donate money, he said, and others wanted to volunteer.

Mr. Mauldin insisted there was nothing duplicitous about it. “I don’t make any claims on the site to lean one way or the other,” he said, adding, “Facts are not partisan.”

It is buyer beware, and not just for unwitting Democrats. In 2017, a group of Democrats took a page out of the Russian playbook and posed as conservatives to try to divide Republicans in Alabama’s special Senate election, a race narrowly won by a Democrat. And as the 2020 campaign gets underway, election experts say they see signs that Americans from both sides of the political divide are getting ready to do the same. National security officials are also warning that Russia will again try to disrupt the election by spreading disinformation.

Meddling by foreigners is illegal. But trolling or disinformation spread by American citizens is protected by the First Amendment, and if Mr. Mauldin’s work is any guide, Americans may well do a far better job deceiving one another than any Russian troll could hope for.

Unlike much of the Russian disinformation, which often has been crude and off-key — remember the Facebook ad promoting Mr. Sanders as a gay-rights superhero? — the faux Biden site has been a viral hit. Mr. Mauldin even started selling mock Biden 2020 T-shirts through the website to capitalize on its success.

From mid-March, when Mr. Mauldin first began promoting the website on Reddit, through the end of May, it had more than 390,000 unique visitors, according to data compiled by SimilarWeb, a firm that analyzes web traffic. Mr. Biden’s official campaign website had about 310,000.

Of the people who found the websites through search engines, 83 percent landed on Mr. Mauldin’s page, according to SimilarWeb. None of it was paid traffic.

The website’s success was not accidental. Mr. Mauldin put it up well before Mr. Biden’s official website and aggressively pushed it out on Reddit, getting clicks and links and exposure. It had a big boost in May when a handful of media outlets — The Daily Callerand CNET, among others — wrote stories about the fake page beating Mr. Biden’s and linked to it. Links from established media websites are weighted heavily by search engines. The New York Times is not linking to Mr. Mauldin’s websites to avoid further boosting them in search rankings.

The Trump consultant, Patrick Mauldin, has built websites featuring a number of candidates, including Senator Elizabeth Warren.

In recent weeks, as search companies became aware that Mr. Mauldin’s website was fake, it has fallen below the real Biden page. But it remains among the top results, and it already appears to have fooled people.

“I know a lot of Biden supporters were furious when they saw that website,” said David Goldstein, the chief executive of Tovo Labs, a Democratic digital consulting firm in New York. “They suspected other Dem candidates were behind it.”

Then there were the less politically astute. In late April, Mr. Mauldin anonymously took to Reddit to boast that people were confusing his website for the real one. He posted in r/The_Donald, a popular spot for right-wing trolls to trade tips and show off, using the handle NPC_12345.

How many Democrats can we red pill with my fake Joe Biden site?” Mr. Mauldin wrote in one post.

Another post included messages from duped Democrats. One person wanted Mr. Biden to speak at her son’s school. Another suggested the former vice president look to an old soul group, the Fifth Dimension, for his campaign song.

There were even messages asking Mr. Biden not to criticize other Democrats, Mr. Mauldin said in the interview. “They want it to be all ‘Kumbaya’ with the Democrats.”

He was not having it. “It’s important for everyone to realize aspects of their own side or candidate that maybe they don’t know about or don’t want to look at,” he said.

By “their own side,” Mr. Mauldin meant Democrats. He is not trolling any Republicans.

For decades, conventional wisdom in politics held that trying to undermine your opponent’s base would only motivate that group to vote against you. But in 2016, Russian disinformation and the Trump team’s own targeting of disenchanted Democrats led many campaign veterans on the left and the right to conclude that sowing dissent inside an opponent’s ranks could work. It worked especially well if the criticism appeared to come from their own side.

Mr. Mauldin posted on Reddit about his fake websites, helping to drive traffic to them.Credit

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Mr. Mauldin posted on Reddit about his fake websites, helping to drive traffic to them.
Credit

With websites like the faux Biden page, “essentially you’re trying to sow chaos and you’re trying to basically do voter suppression,” said Mr. Goldstein, the Democratic consultant.

You want their supporters to get sad, to get angry, to get turned off from their chosen candidate,” he continued. “The way voters tend to work: They don’t turn off from a candidate and pick up someone else; they turn off from a candidate and turn off politics.”

Mr. Goldstein’s firm, Tovo, tried to prove as much during Alabama’s special Senate election in 2017. With targeted ads, Tovo led conservative Republicans to a website featuring articles by conservatives who opposed the far-right candidate, Roy Moore. Moderate Republicans were directed to a site that suggested they write in a different candidate. The effort relied only on genuine content from conservatives, and it was entirely separate from the Democrats who used Facebook to pose as conservatives.

Tovo later published its findings. It claimed to have driven down moderate Republican turnout by 2.5 percent, and conservative Republican turnout by 4.4 percent.

Unlike Tovo, Mr. Mauldin makes no claims of trying to prove any concepts, and he had no intention of outing himself. When approached by The Times, he argued that he should not be identified because he had not sought the spotlight, and because he feared threats and harassment. He preferred “to work behind the scenes,” he wrote in an email.

Mr. Maulden registered the Biden site privately so that his name and contact details would not appear in any public searches. But The Times was able to confirm Mr. Mauldin’s identity because the Biden page shared the same Google analytics tags with a number of other active and defunct websites, including the ones he has made for the three other Democratic candidates. Some of those sites that shared the Google tags were registered under Mr. Mauldin’s name.

Sipping a Crown Royal and Coke at a bar in downtown Austin, Mr. Mauldin bore little resemblance to the boasting troll he played on Reddit. He is slight, and has boyish features. He wore his shirt neatly tucked into jeans, and paused to consider questions before answering. When he did not want to answer, he quietly said, “I don’t know” or “I don’t remember” — even when asked about things it was hard to imagine he had forgotten, like what he told the Trump campaign about his websites.

Mr. Mauldin works on President’s Trump’s re-election campaign, which kicked off this past month in Orlando, Fla.CreditErin Schaff/The New York Times

Mr. Mauldin grew up in eastern Texas, and described his political views as “closest to libertarian.” He studied marketing at Texas A&M, and taught himself digital design skills, building on a childhood love of drawing.

He and his brother founded Vici after helping a family friend win a state representative race. Their big break came in June 2016, when the Trump campaign’s digital operation, short of manpower and scrambling, hired Vici.

Mr. Mauldin quickly impressed. His specialty was making the kind of viral videos that riffed on pop culture and were relentlessly pumped out on social media by the Trump campaign. One came after Hillary Clinton dropped a reference to the augmented-reality game Pokémon Go into a speech, urging voters to “Pokemon Go to the polls.” Mr. Mauldin responded with a video that featured Mrs. Clinton as a Pokemon creature players had to catch, providing the kind of tit for tat needed to feed a day of news stories.

In a testimonial on Vici’s website, Brad Parscale, Mr. Trump’s 2016 digital director and now his campaign manager, called Mr. Mauldin “an indispensable part of our digital operation” in the president’s first campaign.

People with ties to the re-election campaign, all of whom spoke on the condition of anonymity because of nondisclosure agreements, said that Mr. Mauldin was brought back on retainer for the 2020 race.

Mr. Mauldin would not discuss specifics of his role with the campaign, citing his own nondisclosure agreement. He was only slightly more talkative about his websites.

Pressed on whether he thought they were deceptive, Mr. Mauldin complained that people put too much emphasis on identity “instead of examining the facts themselves.” He brushed off a question about whether GIFs of Mr. Biden touching women, devoid of any context, represented facts.

The point, Mr. Mauldin said, was to help Democrats see their candidates for who they were — warts and all — and not try to pretend that they all agreed and were in lock step on every issue.

As he sees it now, “there’s a party line and you either toe it or you’re a traitor,” he said, adding that this applied to both Democrats and Republicans.

But weren’t his sites encouraging Democrats to look for traitors?

“I mean, they could do it themselves,” Mr. Mauldin said with a laugh. “But they’re not. That’s the problem.”