Blob Justice, Part 1

by Misha Lepetic

“Dear Cecil! I have no secrets from you.”
~ Oscar Wilde,
The Canterville Ghost

Lion_KingRemember Cecil the Lion? It wasn't that long ago, but given the half-life of outrage on the Internet, I will forgive you a moment of head-scratching. Let me summarize that Cecil was lured from his protected home in Zimbabwe to an adjoining game reserve only to be shot, tracked for 40 hours, finished off, and finally decapitated by a dentist from Minnesota and his co-conspirators, all of whom, the Internet has resoundingly agreed, are cowards. Said dentist, a certain Walter Palmer, has since seen his business vandalized, and has gone into hiding after receiving death threats against himself and his family. He has generally been subjected to enough unpleasantries that would rival the most botched root canal. Such is the nature of Internet justice today.

You may cry, He deserves it! Killing such a magnificent beast, etc etc. I don't dispute the obviously reprehensible barbarism of this act. But the anachronistic nature of big game hunting has been followed up by the equally anachronistic resurgence of public shaming and mob justice. So let's take a closer look at how – or better yet, why – the citizenry of the Internet fearlessly takes up the mantle of vigilantism, and to what effect. I've decided to divide this post into two parts: this first part will discuss a few concrete examples of public shaming, and the second will look at some theoretical frameworks that may help us make sense of it all.


Before Cecil the Lion, there was Justine Sacco. For those of you with exceptionally long Internet memories – and to be clear, I'm not sure why having a long memory for things Internet-related is that useful, as it's just depressing to see the same things repeated in ever-quickening cycles – Sacco was the senior director of corporate communications for IAC, a billion-dollar media corporation. Jetting off to South Africa for family holidays in winter 2013, she tweeted a few poorly considered thoughts to her 170 followers but struck outrage gold with the one that said “Going to Africa. Hope I don't get AIDS. Just kidding. I'm white!”


We could try to parse what she actually meant by that. For example, a generous interpretation would be that she was sarcastically musing on the conditions of white privilege. It's more likely that she wasn't thinking very much at all. What is certain is that, by the time her plane landed, her career was effectively over.

As Jon Ronson wrote in an excellent article in the New York Times Magazine on Internet shaming, “The furor over Sacco's tweet had become not just an ideological crusade against her perceived bigotry but also a form of idle entertainment. Her complete ignorance of her predicament for those 11 hours lent the episode both dramatic irony and a pleasing narrative arc.” Although it took IAC a few weeks to fire her, the furor was so instantly incandescent that the company had to tweet that she was “unreachable” as she was still in the air. After her demise, Sacco opted for the classic redemption narrative, by volunteering for an NGO in Addis Ababa, Ethiopia. However, she has not so much redeemed herself in the eyes of the public (as she wasn't a public figure to begin with) as simply sunk beneath the digital waves.

Let's also not delude ourselves that it's only the allegedly guilty parties that get their comeuppance. A few months before Justine Sacco's demise, software “developer evangelist” Adria Richards was attending a programmer conference on behalf of her startup SendGrid when she overheard two male attendees making crude sexual jokes. She tweeted the jokes and photos of the jokers, and within hours the two had been identified and reported to the conference organizers. Not long afterwards – and by ‘not long' I mean 24 hours – one of them had lost his job. As for Richards, she was subjected to a depressingly predictable barrage of online harassment, but the real corker came when her own employer fired her. In a blog post oh-so-delicately titled “A Difficult Situation” the CEO explained:

A SendGrid developer evangelist's responsibility is to build and strengthen our Developer Community across the globe. In light of the events over the last 48+ hours, it has become obvious that her actions have strongly divided the same community she was supposed to unite. As a result, she can no longer be effective in her role at SendGrid.

What's really noteworthy here is not simply the weight of the consequences – people losing their jobs left and right – but the swiftness of it all. There is also the unsurprising fact that any corporation, even if it is a startup, has little to no tolerance for controversy of any sort. An employee who is in the news for anything other than rescuing kittens from a burning building is a liability, their own track record and talents notwithstanding. Further to their misfortune, both Richards and Sacco were communications professionals: Richards did community development, while Sacco held a fairly senior position in public relations for a much larger firm. Of course, the first lesson in communications/PR is to always be ahead of the story, but both Richards and Sacco never had a chance. Once their respective tweets had gone supernova, the narrative was permanently out of their hands. As communications professionals, I'm somewhat surprised that they were not more circumspect about their decisions in the first place; on the other hand, the fact that two communications professionals made such catastrophic errors holds out very little hope for the rest of us. We find social media attractive because, at first blush, it is liquid, dynamic and impermanent, but the presences that we have created over the years are ossifying into a permanent, easily searchable record. With the way that things are going, about half of the US population will be considered unemployable by the conflict-avoidant firms of tomorrow.


2012-07-12-antIt is astonishing how the Internet, once its sights are set on an individual, incinerates immediately and without recourse. It's as if social media is a magnifying glass, concentrating the rays of righteous outrage, and we are ants, randomly selected to fry for some original sin committed 15 minutes earlier. Who could possibly survive in such a noxious environment, let alone thrive? I'm glad you asked, since this question brings us to the latest and greatest Internet outrage generator: Donald Trump. I would like to dub Trump the apotheosis of this phenomenon, but it's doubtful that anything can ever be considered apotheotic when it comes to the Internet.

Trump's great innovation has been to unapologetically, even gleefully ride the bucking bronco of Internet outrage. Every prediction of his demise has been premature, from his initial campaign salvo that Mexicans send us their rapists, to the dissing of John McCain's years as a Vietnam POW, to the most recent tussle with Fox News moderator Megyn Kelly. Professional wrestlers have leveraged the same formula for decades: trash talk the competition and never back down, even if or when you get thrashed by reality. But since we are playing in the political arena, the consequences have been wholly unintended, even by Internet standards: as Matt Taibbi writes in Rolling Stone, “The [other GOP] candidates have had to resort to increasingly bizarre tactics in order to win press attention. …So much for the cautious feeling-out period: For the candidates, it [is] toss grenades or die.”

It's as yet unclear how this will play out. Some would like to argue that Trump is outing the GOP for what it is: a morally bankrupt ideology flush out of not just ideas but also support, outside of an increasingly irrelevant fringe. Others, especially on the left, are glorying in Trump's candid admission that he buys favors and that's how the political system works (although I'll point out that he didn't really say that, if elected, he would fix it). Taibbi looks at it very differently. For him, Trump's harnessing of the outrage machine has pulled the GOP even further to the right, with all the foreseeable consequences for bipartisan dialogue and general political sanity. Of course, the longevity of Trump's candidacy will be the ultimate measure of his influence, but I think that even at this early stage in the election cycle, the impetus of the race has decidedly shifted to grabbing media attention much sooner than otherwise would have been the case.


It's clear that the four individuals whose cases I have lightly sketched here occupy varying positions on the spectrum of verdict-by-Internet, and as such it's equally clear that social media vigilantism is, among other things, blind. Justine Sacco blew up her career with a thoughtless tweet. Did her message reveal a callow disregard for Africans, or was it indicative of the hopelessly pervasive casual racism that it feels like we will never resolve? I don't know. Adria Richards lost her own job after blowing the whistle on what she considered to be unconscionable sexism. Were the jokers in fact hard-boiled misogynists or just maladroit computer nerds? I don't know the answer to that, either. You may maintain that the answer is in fact irrelevant, but if so, I would ask, did anyone deserve to lose their jobs over these incidents? Another way of putting it is, Were the punishments commensurate to the crimes, which weren't even crimes, at least so far as I understand the law? As for Donald Trump, he really doesn't care what you think, and there's no one to fire him anyway, unless enough voters get together to shoo him away, which remains to be seen (Exhibit A: Silvio Berlusconi).

As for poor Cecil, what lessons can we draw from his untimely demise? If Walter Palmer is to be believed, it would seem that, however reprehensible the act itself may have been, he acted in good faith and within the law. The people who broke the law – by luring Cecil out of the park and into a game reserve – were his guides, or perhaps people hired by those guides. I am sure that the story is much murkier than that, of course, but I am reserving judgment for the moment. Social media has come down hard on the side of lion conservation, and the idea that paid-for hunting has any role to play in conservation has been ridiculed. For those of us who sit in front of our computer screens and not in Land Rovers on the savannah, it is all too easy to discount the presence of complex and stressed societies that live in proximity to these wild animals. How can this not be a factor? So I was interested to hear the BBC interview one of the scientists whose organization was tracking Cecil. When asked about the issue, he flatly said that, if it wasn't for hunting license fees that went into the local economy, the entire park would be poached out of existence within a few months. Not just lions, but anything that had market value. But you go tell the mob that – I'm not going to risk it.

Next month, I'll examine some more theoretical approaches to why Internet vigilantism happens. With the help of Herodotus, David Graeber and even Slavoj Žižek, I'll try to propose a more satisfying framework; I suspect it will begin with the concept of bullying. But in the intervening few weeks, I look forward to more excellent examples of outrage surfacing.