This article is concerned with identifying the ideological and techno-material parameters that inform Facebook’s approach to racism and racist contents. The analysis aims to contribute to studies of digital racism by showing Facebook’s ideological position on racism and identifying its implications. To understand Facebook’s approach to racism, the article deconstructs its governance structures, locating racism as a sub-category of hate speech. The key findings show that Facebook adopts a post-racial, race-blind approach that does not consider history and material differences, while its main focus is on enforcement, data, and efficiency. In making sense of these findings, we argue that Facebook’s content governance turns hate speech from a question of ethics, politics, and justice into a technical and logistical problem. Secondly, it socializes users into developing behaviors/contents that adapt to race-blindness, leading to the circulation of a kind of flexible racism. Finally, it spreads this approach from Silicon Valley to the rest of the world.
