There's a Great Digital Migration happening on the platform formerly known as Twitter.
The mass move has been a long time coming. When Elon Musk bought the platform in 2022, he lifted bans on accounts that spread hateful messages and conspiracies, a decision that cultivated a toxic environment. One investigation conducted by the Center for Countering Digital Hate revealed that the use of racial slurs soared after Musk bought Twitter, and so did engagement on those posts. The use of the n-word, in particular, rose 202% compared to the average daily rate. Black people faced a landmine of racist attacks across the platform. Consequently, many Black people have joined this exodus, deciding to rebuild their digital communities elsewhere.
Millions are packing a bag, in this case, their content and followers, and leaving X. Many have turned to BlueSky, an open-source toolbox platform run by AT Protocol, as an alternative. Black Twitter, a virtual community created by and for Black people, has played a critical role in this migration.
Adams and McCovey suggested that "Black Twitter helped define the Internet," wondering, "where will the exodus from X lead." Ashon Crawley, a professor of religious studies and African American and African studies at the University of Virginia, told NBC News, "Black Twitter is one of the most important forms of community that made the platform what it was. "And yet, now he's "not interested in having" his "content feed that monster." Like many others, his attitudes toward the platform were greatly diminished.
Dayna Lynn Nuckolls announced, "The Great Migration of Black Twitter has begun," celebrating the transition many were actively engaged in. A Black man named De'Ronn noted, "This will go down in history books as the great migration to the blue skies." Another user, AT, stated," Twitter is starting to feel like visiting kin who stayed behind," describing the changed environment of the platform. For most saying goodbye, this migration is not sorrowful, though it is partly driven by hatred perpetuated on the platform. Indeed, numerous memes are celebrating the decision to leave.
Those who study black history will see the historical parallel between the conditions that inspired the mass digital migration we see today and The Great Migration (1910–1970), when millions of Black Southerners moved North and Westward, fleeing the racist persecution prevalent during the Jim Crow era. Whether in real life or a digital environment, many Black people, if given the freedom to do so, will leave a space where their humanity is reduced or ridiculed. It’s only natural to seek bluer skies when faced with cloudy weather, or in this case, racist bullying.
One positive aspect of this transition is that many are rediscovering the power the black community brings to a digital platform. Despite being a minority group, their cultural contributions are significant. So much so that the entire mood shifts in their absence. "In many ways, Black Twitter was one of the cornerstones of Twitter, and we're eager to welcome this community to Bluesky," spokesperson Emilie Liu shared in an email to NBC News. In citing Black Twitter, the social media company acknowledged the value that Black users brought to digital platforms in the past and welcomed their resettlement. BlueSky's approach is more welcoming. Users can mute or block accounts and report those suspected of abuse, and the platform does not train AI to use their posts. There are also starter packs designed to help new subscribers find accounts that match their interests.
Actress Gabrielle Union, who recently announced her decision to leave X, explained that due to "The recent and upcoming changes to the terms of service — and the return of volatile figures — I find myself at a crossroads" While she remains "committed to engaging in spaces that truly value inclusivity, respect, and integrity in the digital world" Union noted that" sometimes, that means recognizing the last straw and knowing when to step away" She listed BlueSky among the platforms she plans to use going forward. When a social media platform becomes too hostile for users to express themselves, people tend to avoid spending time there. Consider how a company facilitates conversations at the office water coolers by cultivating an environment encouraging discourse. An online platform that permits racism to be expressed under the guise of free speech makes the digital water cooler hostile. Many Black people would rather grab a sip and take their breaks elsewhere.
Of course, only some people participating in the Great Digital Migration have decided to delete their accounts on X. Many more are simply branching out, testing the waters. Others are also transitioning to Black-owned social media platforms, such as Spoutible, FanBase, and SPILL, all of whom attracted new users fleeing platforms that enable bigotry to persist. We're seeing that people in general, and Black people in particular, are searching for something different from what they've experienced on traditional social media platforms. They want a sense of safety and security that allows them to express themselves and engage in an online community that's meaningful for them. And while starting over is challenging, many are willing to take the plunge.
Notably, The Guardian, an international news organization, announced several days ago that they will no longer be posting on X, perhaps the most consequential news outlet to break ties so far. "The US presidential election campaign served only to underline what we have considered for a long time: that X is a toxic media platform and that its owner, Elon Musk, has been able to use its influence to shape political discourse," representatives for the paper shared. The rise in far-right conspiracy theories and the sharp rise of racist, homophobic, and xenophobic content following policy changes have caused permanent damage to the reputation of the platform, so much so that some professional news organizations are unwilling to use it to reach their readers in the future.
While some conservatives have accused BlueSky of fostering an echo chamber, this critique mirrors the debate over cancel culture. Sure, there are risks to shutting out opposing voices or blocking people because of simple disagreements. However, each person has the right to determine how they spend their free time, what websites they visit, and the standards they set for who they engage. And no one is entitled to a captive audience. If collectively, racist accounts are blocked and feel silenced, for instance, this is a response to their behavior and does not reflect an unwillingness on the part of others to hear them out. The lesson here is that you shouldn't waste your time espousing bigotry because you won't likely receive another chance.
It takes effort to engage constructively with those you disagree with. Yet, there is no way to disagree with someone espousing racism online civilly — such a view reflects differences in values that cannot be remedied through discourse. In response to those calling BlueSky an echo chamber, Kayleigh Donaldson noted, "I see it less as an echo chamber and more as a means of building community, of learning from Twitter mistakes and being aware of how platforms like this can amplify the most bad-faith and petulant voices to the level of experts." The argument that Black people and others should stay in hostile spaces so that they don't find themselves in an echo chamber is often delivered from a position of privilege, as those espousing the critique do not themselves experience racism. And thus minimize or dismiss the proliferation of racist slurs and the impact of discriminatory behaviors. Perhaps the development of a so-called echo chamber, in this case, is a natural result of people fleeing hate speech.
Many suggested after the rise of hate speech on X, that the Black Twitter community would relocate. And now we finally have enough information to determine that's true, at least to some extent. The digital community known for spawning significant social movements such as Oscars So White and Black Lives Matter is now moving to bluer skies. Many Black people whose posts became staples on Twitter have moved on, hoping their decision will inspire others to join in hopes they can foster positive social change in online spaces, building and engaging.
This post originally appeared on Medium and is edited and republished with author's permission. Read more of Dr. Allison Gaines' work on Medium.