On December 3, 2018, Tumblr announced that it would ban sexually explicit content from the platform, drawing immediate backlash from users. The ensuing discord on the site is conceptualized here as contested platform governance, or a conflict between users and ownership, in which not only are a platform’s policies and features challenged, but also its core values, identity, and/or purposes are put into question. By examining 238 Tumblr posts, this analysis identifies the unique ways users combatted the ban and (re)inscribed community values, while also contesting the owners’ legitimacy to govern the platform. Holding implications for the site’s long-term survival, such conflicts capture a critical moment in which the boundaries of power between users and ownership are challenged and, possibly, transformed. By examining Tumblr’s Not Safe For Work (NSFW) ban through the lens of platform governance, this study offers insight into how power and its limits are negotiated online.

2018年12月3日，Tumblr宣​​布将禁止平台上的色情内容，从而引起用户的强烈反对。站点上随之产生的不和谐在这里被概念化为有争议的平台治理或用户与所有权之间的冲突，不仅会质疑平台的策略和功能，还会质疑其核心价值，身份和/或目的。通过分析238个Tumblr帖子，此分析确定了用户与禁令和（重新）铭刻的社区价值观作斗争的独特方式，同时还质疑了所有者合法性来管理平台。这种冲突对站点的长期生存具有影响，它抓住了一个关键时刻，在这个关键时刻，用户和所有权之间的权力界限受到挑战，并有可能改变。通过从平台治理的角度审视Tumblr的“工作不安全”（NSFW）禁令，本研究提供了有关如何在线协商权力及其局限性的见识。