Researchers from the Oxford Martin Programme on Ethical Web and Data Architectures (University of Oxford) have reported findings from a paper exploring the motivations and challenges in running decentralised social media such as Mastodon, concluding such platforms offer potential for increased citizen empowerment in this digital domain.
In their study, presented at the 27th ACM SIGCHI Conference on Computer-Supported Cooperative Work & Social Computing (CSCW) today, the researchers interviewed 16 administrators of Mastodon servers (otherwise known as instances), including those supporting marginalised and stigmatised communities. Their answers highlighted the complexities of managing decentralised platforms and the future potential of such technologies to foster more equitable social media ecosystems.
The participants identified the following benefits with decentralised social media platforms:
- Safer, more inclusive spaces online – administrators of instances supporting LGBTQ+ communities noted mainstream social media tended to avoid making moderation decisions that could alienate large user groups. A Mastodon instance, however, allowed marginalised users to hold discussions they would otherwise feel unsafe or uncomfortable having on traditional platforms.
- Absence of algorithmic manipulation – participants said algorithms on traditional social media platforms typically prevented them from reaching a substantial audience or fostering meaningful conversations. This was not the case with Mastodon, which operates a chronological feed and is free from algorithm-driven recommendations and ads.
- Better support for data privacy and autonomy – Participants shared concerns about the safety of their data on traditional platforms, including that sensitive posts could unintentionally reach unintended audiences. Decentralised platforms like Mastodon gave users greater control over their data because they could create their own instances.
Zhilin Zhang, DPhil student with the Ethical Web and Data Architectures programme and lead author of the paper, said:
‘Decentralised social media platforms represent a shift towards user autonomy, where individuals can engage in a safer and more inclusive digital space without the constraints and biases imposed by traditional, centralised, algorithm-driven networks.’
Participants did identify challenges with decentralised social media platforms. For example, they found it challenging to grow their respective communities because of the sparse content driven by relatively low numbers of users, while the concept of decentralised social media might be too difficult for new users to understand. The complex nature of moderating communities due to the fine line of creating a safe space and protecting freedom of speech, and the burdens of moderating content that could include harmful materials and potential scams, were other identified challenges.
These could be mitigated, said the administrators, by doing the following:
- Prioritising quality over growth
- Deliberately keeping instances small to streamline content and keep communities friendly and interactive
- Foster a diverse and dedicated content moderation team
- Balancing between proactive and reactive when moderating
In addition, the researchers also identified intricate power dynamics involving Mastodon’s governing structure that could carry a risk of power abuse.
Dr Jun Zhao, senior researcher with the Ethical Web and Data Architectures programme and a co-author of the paper, said:
‘Decentralised platforms like Mastodon reveal new and complex power dynamics, but community involvement in decision-making can help prevent authoritarian control and foster trust.
‘We argue that these power dynamics should be accounted for when developing any support mechanisms to help administrators and users of decentralised social media platforms.’
Ultimately though, the study’s findings demonstrate the potential of decentralised social media in paving the way for a more citizen-powered future in social media.
Zhang concluded, ‘Decentralised social media is more than just a technical shift; it's a step toward restoring autonomy and trust in our digital lives, empowering individuals and communities to connect without compromising their values or privacy.’
The authors of the paper are affiliated to the University of Oxford’s Department of Computer Sciences, University College London, and Stanford University.
The paper, ‘Trouble in Paradise? Understanding Mastodon Admin’s Motivations, Experiences, and Challenges Running Decentralised Social Media’, can be read at: https://doi.org/10.1145/3687059
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Notes to Editors
For an interview with the researchers or further information, including to see a copy of the paper, please contact Amjad Parkar on amjad.parkar@oxfordmartin.ox.ac.uk
DOI - 10.1145/3687059
About the Oxford Martin Programme on Ethical Web and Data Architectures
The World Wide Web has radically diverged from the values upon which it was founded, and it is now dominated by a few platform companies, whose business models and services generate huge profits.
The Oxford Martin Programme on Ethical Web and Data Architectures, led by Sir Tim Berners-Lee and Principal of Jesus College Nigel Shadbolt, aims to identify digital infrastructures that promote and support individual autonomy and self-determination in our emerging digital societies. To do this, researchers aim to redesign the fundamental information architectures which underpin the web, and deploy new legal and regulatory infrastructures.
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DOI
Article Title
Trouble in Paradise? Understanding Mastodon Admin’s Motivations, Experiences, and Challenges Running Decentralised Social Media