Elon Musk explains that shadow banning isn't about outright deletion but about reducing visibility. He compares it to the joke that the best place to hide a dead body is the second page of Google search results—the content still exists, but it's pushed so far down that it's effectively invisible.
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The problem with social media isn't free speech itself, but algorithms that elevate misinformation for engagement. A targeted solution is to remove Section 230 liability protection *only* for content that platforms algorithmically boost, holding them accountable for their editorial choices without engaging in broad censorship.
Content creators are in an impossible position. They can block Google's crawlers and lose their primary traffic source, effectively committing "business suicide." Alternatively, they can allow access, thereby providing the content that fuels the very AI systems undermining their business model.
Platforms like YouTube intentionally design their algorithms to foster a wide base of mid-tier creators rather than a few dominant mega-stars. This is a strategic defense mechanism to reduce the leverage of any single creator. By preventing individuals from overshadowing the platform, YouTube mitigates the risk of widespread advertiser boycotts stemming from a controversy with one top personality, as seen in past 'Adpocalypses'.
Beyond simple privacy, Instagram's feature to block specific users from seeing a story can be used strategically. Marketers and individuals can segment their audience on a micro-level, sharing targeted content, planning surprises, or gathering feedback without alerting the entire follower base.
Social media algorithms can be trained. By actively blocking or marking unwanted content as "not interested," users can transform their "for you" page from a source of distracting content into a valuable, curated feed of recommended information.
Attempts to shut down controversial voices often fail. Instead of disappearing, suppressed ideas can fester and become more extreme, attracting an audience drawn to their defiance and ultimately strengthening their movement.
The AI systems used for mass censorship were not created for social media. They began as military and intelligence projects (DARPA, CIA, NSA) to track terrorists and foreign threats, then were pivoted to target domestic political narratives after the 2016 election.
Avoid building your primary content presence on platforms like Medium or Quora. These platforms inevitably shift focus from serving users to serving advertisers and their own bottom line, ultimately degrading reach and control for creators. Use them as spokes, but always own your central content hub.
Don't blame 'shadow banning' for declining reach. It's a function of supply and demand. As platforms mature, content supply explodes and ad spend increases, all competing for finite user attention. Your reach isn't being punished; it's being outbid in an increasingly crowded attention marketplace.
While both the Biden administration's pressure on YouTube and Trump's threats against ABC are anti-free speech, the former is more insidious. Surreptitious, behind-the-scenes censorship is harder to identify and fight publicly, making it a greater threat to open discourse than loud, transparent attacks that can be openly condemned.
