A recent addition to Facebook’s standards in Spain highlights a larger issue for the company: how to have consistent guidelines around the world while remaining respectful or relevant in local contexts.
For Facebook and other platforms like it, incidents such as the bullfighting kerfuffle betray a larger, existential difficulty: How can you possibly impose a single moral framework on a vast and varying patchwork of global communities?
If you ask Facebook this question, the social-media behemoth will deny doing any such thing. Facebook says its community standards are inert, universal, agnostic to place and time. The site doesn’t advance any worldview, it claims, besides the non-controversial opinion that people should “connect” online…
Facebook has modified its standards several times in response to pressure from advocacy groups – although the site has deliberately obscured those edits, and the process by which Facebook determines its guidelines remains stubbornly obtuse. On top of that, at least some of the low-level contract workers who enforce Facebook’s rules are embedded in the region – or at least the time zone – whose content they moderate. The social network staffs its moderation team in 24 languages, 24 hours a day…
And yet, observers remain deeply skeptical of Facebook’s claims that it is somehow value-neutral or globally inclusive, or that its guiding principles are solely “respect” and “safety.” There’s no doubt, said Tarleton Gillespie, a principal researcher at Microsoft Research, New England, that the company advances a specific moral framework – one that is less of the world than of the United States, and less of the United States than of Silicon Valley.
I like the shift in this discussion from free speech issues (mentioned later in the article) to issues of a particular moral framework that corporations have and promote. Some might argue that simply by being a corporation there is a very clear framework: Facebook needs to make money. How exactly can the company claim to be truly about connection when there is an overriding concern? On the other hand, various companies across industries have had to wrestle with this issue: when a company expands into additional culture, how do they balance the existing moral framework with new frameworks? Customers are at stake but so are basic concerns of dealing with people on their own terms and respecting other approaches to the world.
But, with a global capitalistic system where Facebook play a prominent role (in terms of rapid growth, connecting people, and market value), can it truly be “neutral”? Like many other behemoth companies (think McDonald’s or Walmart), it will certainly encounter its share of dissenters in the years to come.