Yappa World has announced that American Media, publisher of celebrity and entertainment journalism, has installed the Yappa tool onto two of their celebrity news websites, Star Magazine Online and Life & Style Online.

Yappa allows users to leave “yaps,” audio and video comments, instead of text comments. Since users are required to use their own voice and image, Yappa also helps publishers clean up the hate spam often left on comments by trolls who hide behind fake avatars and text, the company says.

Yappa, based in Marina Del Rey, California, automatically transcribes yaps through its patented technology and can deliver key analytics to publishers, the company says. Users can be flagged for alleged profanity, pornography, bullying and hate speech by admins and other users. 

American Media’s titles include Us Weekly, Star, OK!, In Touch, Life & Style, Closer, Men’s Journal, Muscle & Fitness, Powder, Snowboarder, Surfer, Bike, Mr. Olympia Contest, National Enquirer and other celebrity and teen titles. American Media also manages nineteen different digital sites including Usmagazine.com, OKmagazine.com, RadarOnline.com and Intouchweekly.com

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