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Social media users create folk theories to help explain how elements of social media operate. Marginalized social media users face disproportionate content moderation and removal on social media platforms. We conducted a qualitative interview study (n = 24) to understand how marginalized social media users may create folk theories in response to content moderation and their perceptions of platforms’ spirit, and how these theories may relate to their marginalized identities. We found that marginalized social media users develop folk theories informed by their perceptions of platforms’ spirit to explain instances where their content was moderated in ways that violate their perceptions of how content moderation should work in practice. These folk theories typically address content being removed despite not violating community guidelines, along with bias against marginalized users embedded in guidelines. We provide implications for platforms, such as using marginalized users’ folk theories as tools to identify elements of platform moderation systems that function incorrectly and disproportionately impact marginalized users. 

Research suggests that marginalized social media users face disproportionate content moderation and removal. However, when content is removed or accounts suspended, the processes governing content moderation are largely invisible, making assessing content moderation bias difficult. To study this bias, we conducted a digital ethnography of marginalized users on Reddit’s /r/FTM subreddit and Twitch’s “Just Chatting” and “Pools, Hot Tubs, and Beaches” categories, observing content moderation visibility in real time. We found that on Reddit, a text-based platform, platform tools make content moderation practices invisible to users, but moderators make their practices visible through communication with users. Yet on Twitch, a live chat and streaming platform, content moderation practices are visible in channel live chats, “unban appeal” streams, and “back from my ban” streams. Our ethnography shows how content moderation visibility differs in important ways between social media platforms, harming those who must see offensive content, and at other times, allowing for increased platform accountability.