Facebook, sexist? But didn’t its chief operating officer, Sheryl Sandberg, just tell us that all we women had to do to succeed was “lean in”? Are we supposed to forget the frat-boy environment described in that Aaron Sorkin film, the Facebook movie?
But today I’m actually not talking about working conditions at Sandberg (and Mark Zuckerberg)’s company. I’m talking about the company that for s0 many people has created a kind of “other Internet”: to shop, to look at the news, to keep in touch with old friends. What to do when such a presence in our lives sprouts near-pathological sexist features? Just walk away?jiu jitsu and startle the behemoth the way that martial art does —by using its own strengths against it. (At left, a jiu jitsu hold.)
The problem to be confronted is/was egregious: Facebook pages celebrating violence against women, including slogans like “Give women their rights—and lefts” and “How did you lose your virginity? Rohypnol.” (At Buzzfeed, Ryan Frederick compiled some of the worst offenders; click on the link at your own risk.)
This was a job for media-jamming of the highest order and Women, Action and Media (WAM) was ready. Spearheaded by Jaclyn Friedman, author of Yes Means Yes: Visions of Female Sexual Power and a World Without Rape, and the UK’s Laura Bates of the Everyday Sexism Project, WAM began its social-media pressure campaign with a simple Open Letter to Facebook.
Noting that Facebook’s pages appear only after being cleared by the company’s own staff and community “moderators” and passing a “Community Standard” barring hate speech, the letter demanded that Facebook stop enabling rape culture and appealed to companies whose advertisements were appearing beside the degrading words and images. They also started a Twitter campaign using the hashtag #FBrape, and urged all of us to contact those advertisers—which included Dove, of that famous “You’re prettier than you think” ad campaign—and point out that Facebook had often removed positive images of women’s sexual power as “offensive.” More than 60,000 tweets later, the damage done to Facebook’s reputation was clear.
As you probably know by now, the campaign worked, or at least began to. After dozens of advertisers responded, many by suspending their advertising on the site, Facebook released a statement that promised to update its policies, guidelines, and practices relating to hate speech; improve training for its content moderators; and increase accountability for creators of misogynist content.
“Facebook has also invited Women, Action & the Media, The Everyday Sexism Project, and members of our coalition to contribute to these efforts and be part of an ongoing conversation,” WAM said in a statement announcing the news, applauded by many of us. “Facebook finally addresses its rape culture,” wrote Mary Elizabeth Williams at Salon, echoed by a recent New York Times editorial which also pointed out that “While these steps are helpful, Facebook should have acted right away when users first complained about the sexist content, as it does with other hate speech targeting, say, religious groups.”
Of course, some saw any effort to restrict content on the social network as tantamount to censorship—objections not dissimilar to those raised by comedians on TV and in clubs. Below, Jezebel‘s Lindy West spars with one such comedian on the subject. (Don’t read the comments on the video, though, unless you want to be reminded what rape culture looks like.)