From content moderation to <i>visibility moderation</i>: A case study of platform governance on TikTok

TikTok, a short-video app featuring video content typically between 15 and 60 s long, has become immensely popular around the world in last few years. However, worldwide popularity of TikTok requires platform to constantly negotiate with rules, norms regulatory frameworks regions where it operates. Failure do so had significant consequences. For example, for content-related reasons, been (temporarily permanently) banned several countries, including India, Indonesia Pakistan. Moreover, its Chinese ownership among underage users have made subject heightened scrutiny criticism. In this paper, we introduce notion visibility moderation, defined as process through which digital platforms manipulate reach user-generated algorithmic or means. We discuss particular measures implements shape issues arising from it. This paper presents findings interviews creators, takes user-centric approach understand their sense-making negotiation TikTok's moderation. Findings study also highlight concerns that leave these stakeholders feeling confused, frustrated powerless, offer important directions further research.