The front page of Imgur, a popular image hosting and social media site, is full of pictures of John Oliver raising his middle finger and telling MediaLab AI, the site’s parent company, “fuck you.” Imgurians, as the site’s users call themselves, telling their business daddy to go to hell is the end result of a years-long degradation of the website. The Imgur story is one a classic case of enshitification ,
Imgur began life in 2009 when Ohio University student Alan Schaaf got tired of how hard it was to upload and host images on the internet. He created Imgur as a simple one stop shop for image hosting and the service took off. It was a place where people could host images they wanted to share across multiple services and became ubiquitous on sites like Reddit.
As the internet evolved, most of the rest of the internet got its act together and platforms built their own image sharing infrastructure and people used Imgur less. But the site still had a community of millions of people who shared images to the site every day. It was a social media based around images and upvotes, with its own in-jokes, memes, and norms.
In 2021, a media holding company called MediaLab AI acquired Imgur and Schaaf left. MediaLab AI also owns Genius and World Star and on its website, the company bills itself as a place where advertisers can “reach audiences at scale, on platforms that build community and influence culture.”
The community and culture of Imgur, which MedialLab AI claims is 41 million strong , is pissed.
For the last few days, the front page of Imgur (which cultivates the day’s “most viral posts”) has been full of anti MediaLab AI sentiment. Imgurian VoidForScreaming posted the first instance of the John Oliver meme several days ago, and it’s become a favorite of the community, but there are also calls to flood the servers and crash the site , and a list of grievances Imgurians broadly agree brought them to the place they’re in now.
GhostTater, a longtime Imgurian, told me that the protest was about a confluence of things including a breakdown of the basic features of the site and the disappearance of human moderators.
“The moderators on Imgur have always been active members of the community. Many were effectively public figures, and their sudden group absence was immediately noticed,” he said. “Several very well-known mods posted generic departure messages, smelling strongly of Legal Department approval. These mods had many friends and acquaintances on the site, and while some are still visiting the site as users, they have gone completely silent.”
A former Imgur employee who spoke with 404 Media on the condition that we preserve their anonymity because they’re afraid of retaliation from MediaLab AI said that several people on the Imgur team were laid off without notice. Others were moved to MediaLab’s internal teams. “To the best of my knowledge, no employees are remaining solely focused on Imgur. Imgur's social media has been silent for a month,” the employee said. “As far as I am aware, the dedicated part-time moderation team was laid off sometime in the last 8 months, including the full-time moderation manager.”
Imgurians are convinced that MediaLab AI has replaced those moderators with unreliable AI systems. The Community & Content Policy on MediaLab AI’s website says it employs human moderators but also uses AI technologies. A common post in the past few days is Imgurians sharing the weird things they’ve been banned for, including one who made the comment “tell me more” under a post and others who’ve seen their John Olivers removed.
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