The Puritanification of the Internet: Or How I Learned to Stop Worrying and Love PornHub
In the early days of the internet, it was a wild, untamed jungle of ideas. Digital nomads roamed free, exploring the vast expanse of creative freedom. It was a digital Renaissance, a boundless canvas of expression.
Or so we like to think.
More realistically, it’s perhaps more accurate to remember it as the digital equivalent of a small town’s public library — immensely valuable, yes, but more pragmatic than poetic. It was an era of foundational exploration of communication, technologies, connection, and even the concept of self. Where the seeds of today’s expansive digital landscape were sown. But it was open. Accessible. Content was available to those who sought it out, with responsibility on the user to curate what they checked out from that massive library.
Fast forward to today, and the landscape has drastically changed. A silent transformation is sculpting the digital world, especially in areas of sexuality and expression. This subtle yet profound change is reshaping our societal fabric. Today, there’s an unsettling increase in content moderation, silencing diverse voices. Truly. And please, I don’t mean this in the way you might expect a 30-something white dude to mean it.
We have struck a tremendous blow to our humanity by sanitizing our online experiences.
Platforms that once championed freedom are now morphing into echo chambers of conservative norms, alienating the global and diverse audience they once embraced. The presumed risk across the web is that a brand could inadvertently find its ads displayed next to controversial or offensive material, be it extremist content, misinformation, or anything that clashes with the ethos and values the brand seeks to uphold. This misalignment can lead to public relations challenges and, in severe cases, consumer boycotts or loss of trust.
We are in the midst of a cultural metamorphosis driven by profits. Tech giants of social media, once seen as beacons of innovation and freedom, have become gatekeepers of a sanitized online experience by striving to ensure brand safety for their advertisers. This shift is redefining societal norms and setting a dangerous precedent, potentially rewinding the clock on social understanding and openness in the name of a safe display for advertisers to shill their goods, regardless of who gets caught up in the net alongside harmful content.
In response to these risks, brands and advertising platforms have developed a range of tools and strategies for brand safety. These include using keyword blacklists (words or phrases associated with undesirable content that brands want to avoid), specifying “whitelists” of safe and approved websites for ad placement, and employing sophisticated AI-driven monitoring tools that can better understand the context in which content appears, but still fails to understand or accept artistic, informational, and educational content.
Artists, educators, and activists, once at the forefront of societal change, are finding themselves marginalized by algorithms.
LGBTQ+ rights and gender issues, which have fought long and hard for recognition, are being pushed back into the shadows. Take, for instance, Tumblr’s infamous 2018 ban on adult content, which led to a 30% drop in user traffic within three months — a clear indicator of the platform’s shifting priorities and the impact on its community. Prior to the ban, Tumblr was celebrated as a sanctuary for diverse expressions and a hub for communities often marginalized in other spaces. It was a place where artists could share bold and unfiltered creative work, and activists could mobilize around issues like LGBTQ+ rights and gender diversity. The platform’s open policy towards adult content allowed for a level of freedom and authenticity in discussions around sexuality, identity, and expression that was rare in the digital landscape. However, the ban, ostensibly aimed at addressing issues of truly inappropriate content, such as child pornography, inadvertently swept up a vast array of non-explicit material that was crucial to these communities.
Artists found their work censored or removed, not just adult content creators but also those whose work dealt with themes of sexuality and body positivity. Activists and community groups, particularly within the LGBTQ+ sphere, who relied on Tumblr as a safe space to explore and discuss their identities, were suddenly faced with a platform that no longer supported their freedom of expression as ANY sexuality discourse was labled “inappropriate” or “dangerous to minors.” The ban led to a significant exodus of users, evidenced by the 30% drop in traffic, which happened to result in a tremendous loss of advertising dollars for Yahoo. I will confess delight in seeing them hoist by their own petard.
Unfortunately, these declines were not just in user or advertised numbers, but also in the diversity and richness of the community. The ban not only limited their freedom of expression but also their ability to connect with communities that shared and supported their experiences and viewpoints. It disrupted networks of solidarity and advocacy, and for many, represented a loss of a digital home where their identities and expressions were celebrated rather than censored.
Personally, I believe that the current “grooming” discourse has it’s roots in this ban in particular.
The human cost of this wave of puritanism is profound. Creators who once thrived in the unrestricted iinternet are now finding themselves in an increasingly inhospitable landscape.
Independent filmmakers and erotic artists, for example, have seen their work demonetized or removed from mainstream platforms, impacting not just creative exploration, but also deeply affecting their finances creating a secondary “artist-to-retail worker” pipeline. People exploring their sexuality or seeking community and understanding now confront a sanitized version of the internet, a space that once offered solace and acceptance. The psychological toll is immense. Former safe havens for the LGBTQ+ community, places to connect and feel understood, are now pushing these vital conversations back into the shadows, reversing years of social acceptance and understanding. Crisis response hotlines report massive upticks in younger callers, seeking assurance that they are not freaks or evil for feeling what they feel. How many of them never reach out? How many of them could have found their communities on a more open and accessible internet?
The ripple effect of digital puritanism on societal attitudes toward sexuality, diversity, and freedom is alarming. When platforms censor or limit content related to sexuality or diverse lifestyles, they indirectly endorse a narrow view of what is acceptable or normal. This has far-reaching consequences, potentially influencing public opinion and policy. It’s a regressive step in our collective understanding and acceptance of the rich tapestry of human experiences and identities.
We stand at a crucial juncture.
The puritanification of the internet is not just about filtering content; it’s about whether we allow our digital world to remain a diverse ecosystem of thought and expression. The future of our digital society hinges on the choices we make today. Imagine a world where this trend continues unchecked: a digital dystopia where uniformity trumps diversity, and creative expression is shackled by the chains of conservatism and brand friendly, homogenized content. Where a single “normal” identity is the only publicly represented one.
It’s a world where the richness of human experience is whitewashed, leaving us with a bland, monochromatic reality.
But there’s another path available! One where we embrace our humanity and sexuality in all its forms. A future where the internet remains a vibrant tapestry of ideas and freedom, celebrating diversity rather than stifling it. This is a world where creativity flourishes, and freedom of expression is revered — a world that respects and acknowledges the kaleidoscope of human experiences. The puritanification of the internet is more than a battle over content; it’s a fight for the idea of our very selves, body and mind.
It starts with us, the users.
We must take active steps to advocate for an open and accepting internet landscape. One actionable idea is to consciously support and invest in alternative platforms that prioritize user freedom over ad safety and brand profits. This means seeking out and engaging with social media platforms, content creators, and online communities that champion diversity and freedom of expression. By shifting our digital presence and engagement to these platforms, we send a powerful message about the kind of internet we want to see. This also involves financially supporting these platforms, and the creators crafting the shared culture, through donations or subscriptions, as many of them rely on user support to remain independent from the constraints of advertisers.
I do recognize that it can be extremely hard to find a platform from which to effectively push back against an internet dominated by ad safety and brand profits, AND find platforms that do not amplify the voices of white nationalists. For as much good as there is in a free and open internet, that comes with a lot of baggage.
For alternative social media platforms that prioritize user freedom and do not amplify harmful voices try exploring the following:
- Mastodon: An open-source, decentralized social network that allows users to join servers with specific community guidelines, ensuring a safe and inclusive environment. It’s known for its strong stance against hate speech and its supportive community policies.
- Diaspora: A community-run, decentralized network where users own their data. Diaspora is not owned by any one person or entity, ensuring that it remains free from corporate interests and provides a space for diverse voices.
- PeerTube: An open-source video sharing platform, designed as a decentralized and federated network. It allows creators to host their own servers, ensuring greater control over content and community standards.
- Ello: Initially created as an ad-free alternative to Facebook, Ello has evolved into a community for artists. It’s a space for creative individuals to share their work without fear of censorship from advertisers.
Also, I know that this is so regularly the recommendation, but I truly cannot think of a more impactful action anyone can undertake than reaching out to our representatives to voice concerns about internet freedom and the need for diversity in online spaces. Writing letters, emails, or even setting up meetings with local representatives can make a significant impact, and with younger cohorts breaking into government, direct communication is easier than ever. Follow and support legislative actions that aim to protect internet neutrality and freedom of expression on the platforms above. Ideally, this will have a carry-on effect of bringing even more policy makers to digital discussions.
Engaging in local community groups or online forums dedicated to internet freedom can also be effective. These groups often organize events, discussions, and actions to advocate for a free and open internet. Connect with organizations dedicated to internet freedom and digital rights like the Electronic Frontier Foundation (EFF), Access Now, and Fight for the Future. These organizations often run campaigns and petitions that users can participate in, and they provide resources for understanding digital rights. Together, we can actively work to protect online freedoms and could be instrumental in advocating against censorship and for diverse expression online.
The future of our digital society depends on our actions today, and whether we let ad-safety define our online experiences.
