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Platformed Racism: the Adam Goodes War Dance and Booing Controversy on Twitter, Youtube, and Facebook

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Platformed Racism: the Adam Goodes War Dance and Booing Controversy on Twitter, Youtube, and Facebook PLATFORMED RACISM: THE ADAM GOODES WAR DANCE AND BOOING CONTROVERSY ON TWITTER, YOUTUBE, AND FACEBOOK Ariadna Matamoros-Fernández BA Autonomous University of Barcelona MA University of Amsterdam Submitted in fulfilment of the requirements for the degree of Doctor of Philosophy Digital Media Research Centre Creative Industries Faculty Queensland University of Technology 2018 Keywords Platformed racism Race Racism Whiteness Critical Race Theory Colour-blindness Digital platforms Twitter Facebook YouTube Social media Technocultures Memetic culture Media practices Visual media Multiplatform issue mapping Platform governance i ii Abstract This research interrogates the material politics of social media platforms, and their role in online racism. Platforms have altered how people search, find, and share information, and how social interactions take place online. This new era of user practices, micro-communication cultures, and an increasing algorithmic shaping of sociability, opens up new research endeavours to understand communication as a cultural practice. While platforms are reluctant to acknowledge that they work as media companies, and present themselves as being ‘neutral’, they intervene in public discourse through their design, policies, and corporate decisions. This intervention is increasingly under public scrutiny at a time when racist and sexist speech is thriving online. The entanglement between user practices and platforms in the reinforcement of racism is the focus of my research. Specifically, I argue that this entanglement triggers a new form of social media-articulated racism; I call this ‘platformed racism’. Platformed racism is a product of the libertarian ideology that has dominated the development of the internet since its early beginnings (Streeter, 2011), and has a dual meaning: It (1) identifies platforms as tools for amplifying and manufacturing racist discourse, both by means of user appropriations of their affordances, and through their design and algorithmic shaping of sociability; and (2) is enacted by a mode of governance that reproduces inequalities, which is embodied in vague platform policies, their moderation of content, and their often arbitrary enforcement of rules. The national and medium specificity of platformed racism requires nuanced investigation. As a first step, I examine platformed racism through an Australian race- based controversy: the booing of the Australian Football League Indigenous star Adam Goodes, as mediated by Twitter, Facebook, and YouTube. Second, by using the multiplatform issue mapping method (Burgess & Matamoros-Fernández, 2016), I focus on popular media practices to understand national ‘debates’ around race and racism in Australia, and examine how a race-based controversy fuelled the popular culture of the internet. iii Making sense of the uses of the Goodes controversy across platforms was only possible by situating these uses within broader literature in the fields of Australian Cultural Studies, and Internet Culture. I found that the entanglement of mischievous user practices and technology, enacted platformed racism. Common social media practices, such as the humorous transformation of media to cloak racism, are a challenge for platform governance (that is, for the different mechanisms and practices that platforms institute to moderate content). However, platformed racism is also enacted by well-intentioned practices, such as ‘white solidarity’, that have unintended consequences for the inadvertent amplification of racism. Such un-reflexive media practices can be problematic from the perspective of Critical Race and Whiteness Studies since they perpetuate power hierarchies based on race. iv Table of Contents Keywords ............................................................................................................................. i Abstract .............................................................................................................................. iii Table of Contents ................................................................................................................. v List of Figures.................................................................................................................... vii List of Tables .................................................................................................................... viii Statement of Original Authorship ........................................................................................ ix Acknowledgements .............................................................................................................. x Chapter 1: Introduction ................................................................................. 13 1.1 Overview .................................................................................................................. 13 1.2 Study Outline ............................................................................................................ 21 Chapter 2: Platformed Racism ...................................................................... 25 2.1 Introduction .............................................................................................................. 25 2.2 Platforms and race .................................................................................................... 27 2.3 Platforms as amplifiers and manufacturers of racist discourse .................................... 32 2.4 The role of platform governance................................................................................ 36 2.5 Conclusions .............................................................................................................. 47 Chapter 3: Research design and method ....................................................... 49 3.1 Introduction .............................................................................................................. 49 3.2 The Goodes case study ............................................................................................. 50 3.3 Multiplatform Issue mapping .................................................................................... 58 3.4 Data collection and analysis ...................................................................................... 63 3.5 Conclusions .............................................................................................................. 71 Chapter 4: Racialised visual media practices on Twitter.............................. 73 4.1 Introduction .............................................................................................................. 73 4.2 Uses of visual memes for racist and anti-racist discourse ........................................... 76 4.3 Visual news-sharing to endorse and counter white narratives ..................................... 87 4.4 The racialised effects of Twitter’s call-out culture and white solidarity ...................... 93 4.5 Conclusions .............................................................................................................. 98 Chapter 5: The reproduction of white narratives on YouTube .................. 101 5.1 Introduction ............................................................................................................ 101 5.2 YouTube as a cultural archive ................................................................................. 104 5.3 The racialised politics of YouTube’s popular culture ............................................... 108 v 5.4 The role of lead YouTubers in the narratives around Goodes ................................... 117 5.5 Uses of mainstream media videos about Goodes ..................................................... 122 5.6 Conclusions ............................................................................................................ 128 Chapter 6: Performing race on Facebook pages .......................................... 130 6.1 Introduction ............................................................................................................ 130 6.2 The creation of public pages to perform race ........................................................... 132 6.3 Personal racist and anti-racist commentary through status updates ........................... 144 6.4 Uses of mainstream media content on Facebook ..................................................... 149 6.5 Conclusions ............................................................................................................ 153 Chapter 7: How platforms amplify and normalise racist discourse ............ 155 7.1 Introduction ............................................................................................................ 155 7.2 Problematic amplification processes........................................................................ 157 7.3 The challenges of platform governance ................................................................... 163 7.4 Conclusions ............................................................................................................ 175 Chapter 8: Conclusion .................................................................................. 178 8.1 Significance of the study ......................................................................................... 178 8.2 Opportunities for ‘Platformed antiracism’ ............................................................... 186 8.3 Further implications, limitations, and emerging questions ......................................
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