This is an interesting blog post on the role of commentators as “generals” of troll armies. I have identified a number of high profile “personalities” as trolls in the past (including both Hopkins and Morgan – both mentioned in this article) but this author is right, they aren’t trolls so much as the ones setting the trolls on people.
(As an aside, I recall the response Ainsley Hayes gave in the West Wing to being told that she would be a “star” while “making these people [the White House] look bad, and look good doing it. Her response was that you used to have to be able to sing or dance to be a star – pretty much my entire view of modern celebrity encapsulated in a tiny scene!)
This by Ryan Holiday is excellent in showing that these trolls generate outrage by design. It is not a byproduct of their work, it is the reason for doing it. Outrage feeds their followers and makes them more famous. Stop buying into it, stop feeding the trolls!