Consequently, while the traditional factors to be considered in determining general damages for defamation remain
relevant (for instance, the plaintiff's conduct, position and standing, the nature and seriousness of the defamatory statements, the mode and extent of publication, the absence or refusal of any apology or retraction, the whole conduct and motive of the defendant from publication through judgment, and any evidence of
aggravating or mitigating
circumstances), they must be examined in light of the internet context of the offending conduct.