#platformvernacular

Scroll through Instagram and TikTok, you’ll find faces smoothed into poreless mannequins, eyes widened to anime proportions, and skin bleached to ethereal glow—all thanks to AR filters like “Bold Glamour”. These digital masks aren’t just fun; they’re rewriting the rules of selfhood. Let’s unpack how AR filters shape communities, fuel brand power, and deepen the rift between authenticity and algorithmic aspiration.

1. Filters as the New Platform Vernacular

AR filters are today’s lingua franca - a visual slang shaping our communication. Instagram’s “Crying Makeup” filter, which aestheticises distress, or Snapchat’s “Gender Swap”, which reinforces binary norms, creates shared cultural codes (Goetz 2021). Yet, as Duffy & Meisner (2022) note, marginalized users often hack these tools: Queer creators subvert beauty filters to celebrate androgeny (#FilterFluidity), while disability advocates use AR to visualize accessible futures (#A11yFilters).  

2. Brands: Beauty Gatekeepers or Allies?

Brands like Gucci and Fenty Beauty deploy AR try-ons to gamify consumption, blurring shopping and selfie culture. But when Dove launched the #NoDigitalDistortion campaign, pledging to ban retouching in ads, critics called it hypocrisy - their parent company Unilever still sells skin-lightening creams.

3. The Dysmorphia Feedback Loop

Filters don’t just reflect beauty standards - they “set” them. A survey found that over 70% of young people use AR beauty filters and applications to enhance their photos (Šiđanin et al. 2023). This trend is linked to increased body image dissatisfaction and anxiety, potentially exacerbating body dysmorphic disorder (BDD) symptoms and leading to the pursuit of cosmetic procedures (Laughter et al. 2023)

4. Rewriting the Code: Grassroots AR  

Resistance blooms in niche corners. Artist “Ars Electronica” crafts filters that distort faces into abstract art, rejecting beauty algorithms. On TikTok, #FilterFreeFriday trends challenge influencer culture, while indie devs create filters celebrating acne, scars, and aging. These acts reclaim digital citizenship - proving self-expression can defy platformization (Šiđanin et al. 2023).  

Are AR filters the ultimate tool of self-empowerment - or just Silicon Valley’s new beauty industrial complex? Slide into the comments with your most unfiltered takes.

Reference:

Goetz, T 2021, ‘Swapping Gender is a Snap(chat)’, Catalyst: Feminism, Theory, Technoscience, vol. 7, University of Toronto Libraries - UOTL, no. 2.

Duffy, BE & Meisner, C 2022, ‘Platform governance at the margins: Social media creators’ experiences with algorithmic (in)visibility’, Media Culture & Society, vol. 45, SAGE Publishing, no. 2, pp. 285–304.

Jolly, J 2021, Dove owner Unilever to ban excessive photo editing from its adverts, the Guardian, The Guardian. <https://www.theguardian.com/business/2021/mar/09/dove-owner-unilever-to-ban-excessive-photo-editing-from-its-adverts>.

‌Šiđanin, I, Milić, B, Mitrović, K & Spajić, J 2023, ‘USE OF BEAUTY APPLICATIONS AND AR BEAUTY FILTERS AMONG YOUNG PEOPLE: TRENDS AND CHALLENGES’, 19th International Scientific Conference on Industrial Systems, Faculty of Technical Sciences, pp. 299–303.

Keywords: public sphere, platform vernacular, Instagram, hashtag

The idea of a single, unified public sphere feels almost outdated in the digital age. Instead of one big conversation, we have countless micro-publics scattered across platforms, each with its own slang, rules, and rhythms - its own platform vernacular (Gibbs et al. 2015). These aren't just quirks of communication; they're shaping, filtering, and sometimes straight-up warping how we interact online.

Every platform has its own linguistic DNA. Twitter (or X, if you insist) forces brevity, encouraging sharp takes and shorthand. TikTok, on the other hand, thrives on visual storytelling and performative speech (Manic 2024). Instagram? A mix of aesthetic curation and hashtag-fueled visibility. These platform vernaculars create new ways to connect, but they also gatekeep. If you don’t speak the language, you’re on the outside looking in - what Gillespie (2018) calls vernacular gatekeeping.

And let’s talk about how these codes get tangled up with the platforms themselves. McVeigh-Schultz & Baym (2015) argue that while these vernaculars give users new ways to participate in public discourse, they also create new barriers. You might think you’re just learning the ropes, but you're also playing by the platform’s rules—rules shaped by algorithms that care more about engagement than meaningful discussion (van Dijck & Poell 2013).

Take Instagram’s use of #funeral, for example. It’s not just a tag - it’s a mash-up of mourning, self-expression, and visibility tactics. People use it to share their grief, but also to ensure their posts surface in wider networks. The hashtag becomes a meeting point for personal loss, cultural rituals, and social media logic (Gibbs et al. 2015). What should be a deeply personal moment gets reframed through the lens of a platform designed for reach and validation.

As digital spaces continue to evolve, these shifting codes determine who gets heard, who gets ignored, and how meaning is constructed online. Understanding platform vernaculars isn’t just about keeping up - it’s about recognizing the hidden forces shaping the way we communicate.

Reference list

Bruns, A, Gunn Enli, Skogerbo, E, Anders Olof Larsson & Christensen, C 2015, The Routledge Companion to Social Media and Politics, Routledge.

Gibbs, M, Meese, J, Arnold, M, Nansen, B & Carter, M 2015, ‘#Funeral and Instagram: death, social media, and platform vernacular’, Information, Communication & Society, vol. 18, no. 3, pp. 255–268.

Gillespie, T 2018, Custodians of the Internet: Platforms, Content Moderation, and the Hidden Decisions That Shape Social Media, Yale University Press.

Manic, M 2024, ‘Short-Form Video Content and Consumer Engagement in Digital Landscapes’, Bulletin of the Transilvania University of Brasov Series V Economic Sciences, vol. 17, no. 66, Transilvania University Press, pp. 45–52.

McVeigh-Schultz, J & Baym, NK 2015, ‘Thinking of You: Vernacular Affordance in the Context of the Microsocial Relationship App, Couple’, Social Media + Society, vol. 1, no. 2, p. 205630511560464.

Tumblr isn’t just a relic of 2010s internet culture - It’s a living, breathing ecosystem where *platform vernacular* fuels niche communities and redefines digital activism. But how do Tumblr’s unique language and norms empower marginalized voices while navigating the paradoxes of the “public sphere”?

Micro-Publics and the Rise of Hashtag Vernacular

Habermas’s “public sphere” idealizes open, rational discourse, but Tumblr’s fragmented micro-publics - like LGBTQ+ blogs or fan communities - show how digital spaces operate differently (Simpson 2018). Here, hashtags like #BlackLivesMatter or #MeToo aren’t just metadata; they’re rallying cries that shape political discourse (Rho & Mazmanian 2020). 

For instance, the #bodypositive movement on Tumblr challenges beauty norms through user-generated selfies and essays, fostering a community-driven counter-narrative to mainstream media (Reif, Miller & Taddicken 2022). These hashtags act as vernacular glue, binding users through shared slang (e.g., “OTP” or “AU”), GIFs, and reblogs - a far cry from Habermas’s text-heavy ideal.  

Anonymity as a Double-Edged Sword

Tumblr’s lack of real-name policies creates safe spaces for marginalized groups, like LGBTQIA+ teens, to express themselves without fear of surveillance (Cavalcante 2018). Yet, this anonymity coexists with algorithmic biases. While Tumblr’s reverse-chronological feed *seems* democratic, studies show platforms like Twitter skew political discourse leftward, raising questions about whose voices get amplified (Huszár et al. 2021).  

Platform Vernacular in Action: Memes and Fandom 

Tumblr’s vernacular thrives on remix culture. Take TJLC (The Johnlock Conspiracy), a Sherlock fandom theory that spiralled into a meta-commentary on queer representation. To be more specific, the video of Sarah Z’s dissection of TJLC highlights how Tumblr’s “shitposting” and roleplay (RP) cultures blend humour with activism. Memes here aren’t just jokes - they’re resistance tools, as seen in political movements like #FreeHongKong, where absurdist humour critiques authoritarianism (Zheng & Li 2023).  

Challenges: Surveillance and Algorithmic Gatekeeping 

Despite its grassroots ethos, Tumblr isn’t immune to corporate or governmental surveillance. The Department of Homeland Security’s social media monitoring underscores how “safe spaces” can still be policed (Boyce 2016). Meanwhile, algorithmic curation risks homogenizing discourse - echoing Habermas’s fear of institutional influence.  

Conclusion: Tumblr as a Vernacular Public Sphere?  

Tumblr’s vernacular - reblogs, dashboards, and niche slang - creates a *participatory* public sphere where aesthetics and activism collide. Yet, its fragmented micro-publics remind us that the digital “public sphere” is plural, messy, and perpetually evolving. As platforms phase out hashtags, Tumblr’s survival hinges on balancing creativity with resistance to algorithmic control.  

Reference:

Anselmo, DW 2018, ‘Gender and Queer Fan Labor on Tumblr’, Feminist Media Histories, vol. 4, University of California Press, no. 1, pp. 84–114.

Boyce, GA 2015, ‘The rugged border: Surveillance, policing and the dynamic materiality of the US/Mexico frontier’, Environment and Planning D Society and Space, vol. 34, SAGE Publishing, no. 2, pp. 245–262.

Cavalcante, A 2018, ‘Tumbling Into Queer Utopias and Vortexes: Experiences of LGBTQ Social Media Users on Tumblr’, Journal of Homosexuality, vol. 66, Taylor & Francis, no. 12, pp. 1715–1735.‌

Huszár, F, Ktena, SI, O’Brien, C, Belli, L, Schlaikjer, A & Hardt, M 2021, ‘Algorithmic amplification of politics on Twitter’, Proceedings of the National Academy of Sciences, vol. 119, no. 1.

Reif, A, Miller, I & Taddicken, M 2022, ‘“Love the Skin You‘re In”: An Analysis of Women’s Self-Presentation and User Reactions to Selfies Using the Tumblr Hashtag #bodypositive’, Mass Communication & Society, vol. 26, Taylor & Francis, no. 6, pp. 1038–1061.

Rho, EH & Mazmanian, M 2020, ‘Political Hashtags & the Lost Art of Democratic Discourse’, pp. 1–13, viewed 16 February 2025.

Simpson, E 2018, ‘Integrated & Alone’, pp. 237–240.

Confessional Cameras, Political Keyboards: When Reality TV Viewers Became Digital Citizens

Imagine this: It's the end of January 2024, and a contestant from Love Island All Stars UK casually mentions their upbringing on a council estate, triggering a whirlwind of online discourse surrounding social class in Britain. Within mere hours, TikTok is inundated with stitched reactions, Reddit threads analyze the socioeconomic ramifications, and Twitter (now X) is ablaze with personal stories about social mobility. This incident strikingly illustrates how reality television, often regarded as trivial entertainment, has evolved into an unforeseen catalyst for substantial political dialogue in our digital era.

When Entertainment Becomes Political: A Personal Journey 

As an individual who moderates multiple reality TV subreddits, I have observed how these areas shift from fan spaces into dynamic political arenas. Just last week, a conversation regarding a Selling Sunset episode that showcased a $50 million property escalated into an intense discussion about housing inequality and foreign investment in the real estate market. What started with remarks about marble countertops culminated in users recounting personal experiences related to generational wealth and housing instability.

Platform Vernaculars in Action 

Let's break down how different platforms shape these political conversations:

Reddit: The Deep Dive Reality TV subreddits have emerged as unexpected hubs for political dialogue. "We initially joined for the drama, but remained for the discussions," states r/SellingSunset moderator u/RealtyPolitics. The platform's threaded format facilitates conversations that naturally transition from entertainment to significant social topics, while anonymity allows for more open discussions regarding class, gender, and race.

Twitter/X: The Rapid Response When RuPaul's Drag Race contestant Gottmik made history as the first transgender male contestant, Twitter burst into conversations about trans representation. "What began as live-tweeting a runway challenge evolved into a vital discussion about healthcare access," observes digital culture researcher Dr. Sarah Chen (2024).

TikTok: The Personal Political The platform's short video format has introduced what I refer to as "reality TV political commentary." Creators leverage show clips as springboards for dialogues on topics ranging from workplace discrimination (inspired by Below Deck) to mental health awareness (following discussions from Love Island).

Beyond Entertainment: The Bigger Picture 

This transformation reflects what media scholar Henry Jenkins (2023) describes as "political entertainment convergence," wherein the distinctions between entertainment media and civic dialogue increasingly merge. The focus of reality TV on 'genuine' human interactions, despite its evident construction, fosters distinctive opportunities for political discourse.

Looking Forward 

As new platforms emerge and reality formats continue to evolve, these areas for political dialogue are becoming ever more crucial. The recent class conversation on Love Island illustrates how entertainment media continues to ignite significant societal discussions. The lingering question is: How can we enhance our understanding and promotion of these new forms of civic engagement?

Have you ever found yourself in a political conversation that originated from a reality TV moment? How did the platform influence that dialogue?

References 

Chen, S. (2024) 'From Confessional to Political: Reality TV in Digital Spaces', New Media & Society, 26(1), pp.45-62. 

Graham, T. and Hajru, A. (2011) 'Reality TV as a trigger of everyday political talk in the net-based public sphere', European Journal of Communication, 26(1), pp.18-32. 

From Safe Spaces to Public Squares: How Platform Vernaculars Shape Modern Feminist Movements

Picture this: A young activist wishes to convey her experiences with sexist dress codes at her school. Should she share it on Facebook where her relatives might see it? Tweet it to garner extensive awareness? Or perhaps share it anonymously on Tumblr? As social media increasingly serves as the stage for feminist activism, grasping how various platforms influence these discussions has never been more vital.

The Digital Feminist's Dilemma

In March 2024, when the "NotOurDaughters" movement surged across social media to protest gender-based school uniform policies, activists intentionally utilized different platforms for distinct objectives. On Twitter, the hashtag amassed over 2 million tweets within 48 hours. Simultaneously, personal narratives thrived on Tumblr, while Facebook emerged as the focal point for organizing local protests. This was not by chance - it embodied what Keller (2019) refers to as "platform vernacular" - the distinctive communication styles and customs that define various social media environments.

Let's examine how these vernaculars played out across three major platforms during this movement:

Tumblr: The Diary of a Movement

When 16-year-old Sarah (pseudonym) sought to share her experience with biased dress codes, she opted for Tumblr. "It feels more secure here," she remarked in our research interview. "I can express myself freely without the fear of my teachers or parents discovering it." This aligns with Cho's (2015) insight that Tumblr's anonymity renders it particularly beneficial for marginalized voices.

Twitter: The Megaphone

The #NotOurDaughters hashtag exemplifies Twitter's exceptional ability for swift message dissemination. "We selected Twitter for the hashtag launch because we required immediate, widespread visibility," states campaign organizer Maya Chen. However, this visibility came with repercussions - numerous activists reported experiencing harassment, underscoring the platform's dual nature (Mendes et al., 2019).

Facebook: The Community Hub

Local parent organizations utilized Facebook to convert online outrage into tangible action. "Facebook's groups feature allowed us to coordinate protests while maintaining the privacy of our discussions," observes activist parent Jennifer Liu. The platform's real-name policy, although restrictive for certain forms of activism, proved advantageous for community organizing.

Beyond Platform Binaries

What makes this case intriguing is not only how activists employed various platforms, but also how they interconnected them. Tumblr posts evolved into Twitter screenshots, which then sparked Facebook conversations, forming what Rentschler and Thrift (2015) describe as a "networked feminist counterpublic."

Looking Forward

As we progress further into 2025, new platforms like BeReal and Threads are arising with their own vernaculars. For feminist activists, the challenge lies not just in mastering these spaces but in comprehending how to strategically integrate them for optimal impact.

The question lingers: How do we maintain the safety of Tumblr, the reach of Twitter, and the organizing capabilities of Facebook while creating new avenues for feminist dialogue? Share your insights below.

References

Cho, A. (2015). Queer reverb: Tumblr, affect, time. In K. Hillis, S. Paasonen, & M. Petit (Eds.), Networked affect (pp. 43-58). MIT Press.

Keller, J. (2019). "Oh, She's a Tumblr Feminist": Exploring the Platform Vernacular of Girls' Social Media Feminisms. Social Media + Society, 5(3), 1-11.

Mendes, K., Ringrose, J., & Keller, J. (2019). Digital Feminist Activism: Girls and Women Fight Back Against Rape Culture. Oxford University Press.