There are quite a few questions there, but I will try to answer. I think there needs to be a clear distinction between hateful speech and advocating for violence. Calling a Jew cheap, is not advocating for violence. Saying “gas all the Jews” is and the two are not the same.
Are they just words? Yes. Do they matter? Yes. Hateful speech against another new or to a non-Jew creates a toxic environment. Reporting today has become more about the optics it has versus the accuracy of the report, and if a paper is attempting to pass of opinion and reporting, they are partners in the deed.
All too often, the nastiest bits of opinion are from other Jews. But most of those Jews are ethnically Jews not morally Jews. They care nothing for Jewish values and their Judaism is limited to bagels and lox and going to see “Fiddler on the Roof” in Yiddish. They are not representative of the Jewish opinion, and in this context would be the same as a non-Jew.