Anil Dash argues that euphemisms like “unalive”, “grape” and censored captions exist to appease platform algorithms, that a generation has grown up with its language chosen by Big Tech, and that the fix is to say what you mean, build presence on independent platforms, and make noise when platforms push back.

We are going to kill “unalive”

I talk to a lot of old people, those who were born in the 20th century, and if I ask them what the word “unalive” means, they usually have no idea what I’m talking about, except for some of them who have kids or who study Internet culture.

This will, of course, probably seem very weird to most people who were born in or grew up in the 21st century. Just to recap for the olds: “unalive” is the word you use to represent concepts like dying, or death, or killing or being killed, on digital platforms where saying those words accurately will cause the algorithm to punish or censor you. Or, maybe, where the perception is that using those words will result in being censored by the algorithm, and no one is actually willing to find out what happens if you use the forbidden words.

This sort of attack on people’s expression started on platforms like TikTok, where nearly all content is distributed through an algorithmic feed, but has since become ubiquitous in nearly all digital media that we see. In fact, these tics are now so prevalent that it’s routine to hear people using this kind of language in everyday life, even though there’s not yet an algorithm to appease in the physical world. I’ve heard people say, out loud, “he unalived himself”, in reference to someone dying by suicide.

And all of this has become even more visible in recent days as online conversation has turned to discussion of the horrific lack of accountability around the tragic rape case at Cornell University. Across the Internet, people are routinely referring to the central crime in the case as r*pe or “grape” or even using the 🍇 emoji, without a second thought for what it means that the very word can’t be said online anymore. Or, at least, the assumption is that it can’t be said.

To be clear, I am very much in favor of people using content warnings or sensitivity markers for content, and fine with people using abbreviations like “SA” for references to disturbing or triggering topics like sexual assault; we should provide people with as much context and control as possible when choosing what information they want to consume and when. I also know that sometimes, people use lesser terms for stressful subjects like death or assault to create a bit of ironic distance from painful or upsetting topics.

But most of the different variations of wording and emojis are coming from trying to appease the platforms, and there’s a heavy cost for those who are worried about being mindful: If someone is using a tool to filter out content, it will no longer be effective because everyone is using misspellings and euphemisms and imagery to get around the algorithm.

The spread of censored and mangled syntax is happening because people believe, or have experienced, that platforms will silence them for accurately describing the world in plain language. This shit is terrible, and it has to stop.

You Were Not Born With These Constraints

One of the things that’s most concerning to me is that an entire generation has grown up not realizing how extreme it is that their very language is being chosen for them by platforms run by people who hate that generation’s ability to express itself, and who hate the things it has to say. From their youngest days, this generation grew up watching people make stupid faces at them for YouTube thumbnails and never had a chance to reflect on the fact that those creators didn’t want to be humiliating themselves by making those expressions — the demands of the algorithms of Big Tech forced them to do that.

The rituals of feeding the algorithm are so built into people’s everyday habits that they’re invisible to people who weren’t alive before today’s platforms took over. Every parent of my cohort remembers the first time they heard their toddler finish doing something cute in their living room, and then turn around and say, “please like and subscribe!” afterwards. It’s a ghastly, sickening feeling to confront the fact that our little kids were being brainwashed into thinking that every adorable thing they did should be followed by a prompt to provide data to Google.

Over on Instagram, where people originally signed up thinking they were going to see someone’s vacation pictures, or shots of their cousin’s kids, you’re now stuck watching people beg for everyone to reply with cultish phrases in the comments, which will then earn them an obviously AI-generated response in return, all in service of “showing activity” to the algorithm, like it’s an angry god that needs a sacrifice. They’re just not sure exactly what the angry god wants.

Your free speech was taken away from you, and the people who did it are the same ones who spent years pretending to care about “free expression”. They contrived examples of lack of free speech on college campuses while squashing protests, and cried crocodile tears about “cancel culture” while getting people fired for political criticism. Now they have no problem with billionaires deciding exactly what words everyone is allowed to say. Larry Ellison is not content with his family owning all of the movies and TV shows — his family has to control what words people are allowed to speak on TikTok, too. Elon Musk isn’t content to merely generate and distribute child sexual abuse material for profit — he wants to silence the messages of the few decent people who are foolish enough to remain on Twitter/X, too. (That’s why I wrote you a guide on how to get your organization off of that cursed platform.)

Now that an entire generation has grown up using these Orwellian euphemisms, and all of the Big AI products are trained on the Internet that was created under this regime, do you think today’s AI tools even know that the real, uncensored world exists? If you can’t say “genocide” on any of the major platforms, yet those are the ones all of the Big AI tools used as their training data... well, then the AI tools sure aren’t very likely to know much about genocide, are they?

Fuck the Algorithm

Our creativity can be constrained by the language we use — our imaginations are limited by what we can think to say. If we’re trained to limit the words we speak just by habit, and those limits are put in place by people whose social, political, cultural and moral goals are the opposite of what we value, then our work is unalive before it is even born.

The answer to this is simple: say what you mean. This will take, to some degree, courage. It may even take, I hesitate to say, some sacrifice. When I suggest this course of action to people, they inevitably say, “But it will cost me audience!” or “But what if I lose followers!” or “What if they demonetize me!”

Okay, what if they do? What if they do.

Are you willing to push on this? To make a point about it? To move to platforms where you can actually say what you mean? Or to remember that you already have platforms where you can say what you mean? On an email newsletter or podcast you can say whatever the hell you want and nobody can stop you. On my blog right here, I can even curse in a headline and it won’t affect anything about how my site operates.

(And a reminder: Substack is not an email newsletter, and a Spotify show is not a podcast — they’ll be unaliving your distribution any day now.)

If you are a 20th century relic like me, it is incumbent upon you to remind the generation that grew up inside the algorithm that another world is possible, and that we know this because we lived it. We were able to style a MySpace page in any way that we wanted; the code for LiveJournal was entirely open source so there was no part of the algorithm that was unknowable. A blog like the one you’re reading right now could be made by anyone, and put up for pennies, and nobody could stop it from being read by millions of people. (And that last one? It’s still possible.)

If you are from this century, forget all that rambling bullshit about ancient history: all that matters is you getting what you deserve, because you’ve been fucked over by the same billionaires who’ve poisoned your planet and infested your world with slop. The best artists around you are invisible to you, and the most important statements by activists that you care about are being silenced. It’s not a conspiracy, it’s a system working as designed. And the proof is as obvious as the fact that the angriest activists you know can’t even talk about systemic abuses or state violence without having to put it in algorithmically approved speech or censoring their captions like they’re going to be read by 5-year-olds.

It should make you furious. It is time to kill “unalive”.

The response is simple:

For every message you put out, start by saying what you mean . Don’t work backwards from what the algorithm wants or what a platform permits.
Build a presence on every platform you can, even the ones where you have fewer followers or where you’re harder to find.
Tell your audience that your speech being free matters more than corporate convenience. Keep saying it, and keep it positive: independence gets them better art, better information, and more connected communities.
Build alliances with other artists, activists and people who share your values, and let them know you’re going to start sharing your work uncensored.
Start releasing your work uncensored and see where the platforms push back. (You may be surprised: sometimes you were censoring yourself in anticipation of limits that weren’t even there.)
If a platform does try to limit your reach or expression, make a LOT OF NOISE about it. Tell the press, rally your alliance, and spread the word on your other platforms, using the moment to build audience and raise support there. Get others to amplify the parts of your work that don’t violate platform policy, so the controversy drives people to the rest.
Find the others pushing back on algorithmic control of expression, and raise and praise their work when they do the same.

If we keep accepting the words that are forced upon us by TikTok and Meta and Google and all the rest, while platforms like Twitter/X allow the most hateful and harmful content in the world to be distributed completely unfettered, we’ll only see authoritarianism rise, and the harms against the vulnerable accelerate. But what breaks my heart almost as much is that we’ll see so many brilliant artists and activists and thinkers whose genius will be muted or silenced by mindless, heartless algorithms that capriciously decide who gets to say exactly what words, in what ways.

I get angry every time I think about it. The tech tycoons get ever more brazen in what they’re willing to say publicly, boasting about how they’re going to cause the end of the world, or calling for ethnic cleansing, all while putting tighter and tighter reins on the speech and expression of ordinary people. It’s time for “unalive” to die.