Tumblr recently announced it will ban adult content. Although partially in response to the discovery of a number of communities posting child pornography and subsequent ban of the Tumblr ap from the extremely important Apple ap store, a former engineer at Tumblr told Vox the change has been in works for months. The change was mandated by Tumblr’s corporate parent Verizon (which acquired Tumblr when it acquired Yahoo! after Yahoo! acquired it back in 2013. Why did Verizon want to ban adult content on Tumblr after 11 years? According to the same Vox article, it new ban is an effort to attract greater advertising revenue. Tumblr has a reputation for adult content which translates to advertisers as “porn” (unfairly, in the view of Tumblr’s supporters), and advertisers don’t like their products associated with pornography (or other types of controversial content.)
I can’t blame Verizon for wanting to make more money from Tumblr. But the rendering of Tumblr “safe for work” (and therefore safe for more mainstream advertising) illustrates one of the often under-appreciated problems of widespread content and platform consolidation. Sites that become popular because they allow communities or content that challenge conventional standards become targets for acquisition. Once acquired, the acquirer seeks to expand the attractiveness of the platform for advertisers and more mainstream audiences. Like a gentrifying neighborhood, the authentic and sometimes dangerous character rapidly smoothes out to become more palatable — forcing the original community to either conform to the new domesticated normal or try to find somewhere else to go. And, as with gentrification, while this may appear to have limited impact, the widespread trends ultimately impact us all.
I explain more below . . . .