This chapter focuses on communication that takes place via new communicative technologies, particularly social media. The chapter begins with a discussion of the R-word campaign, which analyses some of the strategies and techniques that are being used to mobilize affect on the Internet. This is followed by a detailed analysis of trolling and cyber bullying, and attempts to combat it by calling for ‘safer, friendlier internet’. The key issue being examined in this chapter is the relationship between online behavior and the real world, since it is the presumed demarcation between the two domains that allows trolls and bullies to act as they do.