Shadow Banning is the term given to social media backroom activity that uses computer algorithms to shrink user account engagement without informing the user.  The process involves putting friction upon the account to block amplification and control engagement.  The user doesn’t see the process, they just notice a severe drop in the engagement by other users on the platform.

Last year, Elon Musk promised to start letting the account holders see what level of friction they were assigned to by letting the users see their shadow ban status.  However, that promise was never fulfilled.  Musk was questioned about why the X platform, formerly known as Twitter, has not followed through on the transparency pledge.

Continuing the process of pretending not to know things, Musk says transparency is hard.

(Washington) –  The long-hated process of shadow-banning on X, formerly Twitter, soon will change, according to owner Elon Musk. 

At the Viva Tech conference this week, the billionaire said he plans to address the issue soon. He said the company is working on a plan that will let people see if their account was affected by the Twitter system. 

“Sorry it’s taking so long,” Mr. Musk posted. “There are so many layers of ‘trust & safety’ software that it often takes us hours to figure out who, how and why an account was suspended or shadow-banned. A ground up rewrite is underway that simplifies the X codebase dramatically.”

Shadow-banning is a practice where users have their accounts partially silenced without their knowledge. If users are shadow-banned, they can still post but they will notice engagement drops significantly. Since there is no way to officially know that a user is shadow-banned, the issue has been politicized. Conservative accounts consistently claimed they were shadow-banned for speaking out against vaccines or the 2020 election.  (read more)

This statement from Musk follows on the heels of X-Corp CEO Linda Yaccarino saying, “If you are going to post something that is illegal or against the law, you’re gone. Zero tolerance. But more importantly, if you are going to post something that is lawful, but it’s awful, you get labeled.  You get labeled, you get deamplified, which means it cannot be shared, and it is certainly demonetized. … So, they [advertisers] are protected from the risk of being next to that content.”…

It doesn’t take a deep thinker to understand why X-Corp (Twitter) would not want users to know the reason for their shadow banning or deamplification.  Once people become aware of the content they generate that assigns them a label, the control units within X-corp then need to justify their labeling.   Transparency runs counter to the intentions of those who control information; that’s why Musk has never followed through.

In the bigger picture, there are legal ramifications when this shadow banning, labeling and definition system is rolled out for the entire North American internet.  This is the conversation taking place now in the closed-door meetings of DHS and the various organizations conscripted to develop the process.

Elon Musk is not John Galt.  Remember that!

Elon Musk has one prism that is at the forefront of his decision making, money.   From my calculations, there are less than eight weeks remaining before Musk and Yaccarino need to go back into the capital markets looking for additional funding.  Watch what happens over the next two months.

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