Making Sense of Facebook’s Content Moderation: A Posthumanist Perspective on Communicative Competence and Internet Memes

Abstract

This article focuses on how Facebook users understand and adapt to or resist recently increasing intensity in Facebook content-curating practices in pages organized around geopolitical satire memes generally known as “Countryball comics.” Participants attach a ludic, nonserious discursive and communal ethos to potentially offensive memes, by which they create a type of sociality that faces punitive actions from Facebook (content deletion and publishing suspensions). Following meta-level discussions about correctness, appropriateness, and acceptability, participants feel compelled to adjust their communicative behavior in ways ranging from self-censorship to altering communicative practices native to such meme pages. Moreover, participants construe Facebook as a composite human (Facebook users and content moderators) and algorithm-driven nonhuman (automated content recognition tools and filters) entity actively involved and embedded in everyday communication. Drawing on posthumanist sociolinguistics and applied linguistics (Pennycook 2016, 2018), the article revisits the traditional notion of “communicative competence” to account for the dynamic interplay between dispersed, disembodied, and (non-)human interactants, environment, and artifacts.