In recent years, a trend called “algospeak” has popped up on social media platforms like Instagram and TikTok. This clever use of language helps users dodge algorithms that block or hide certain topics. This isn’t a new idea. Researchers have seen similar tricks used by Chinese internet users for over a decade. And actually, coded language has been used throughout history.
The Grass Mud Horse Trick
A famous example of algospeak is the “grass mud horse.” This mythical creature was made up by Chinese internet users. While you can find millions of search results for it on Google, the animal doesn’t actually exist. The name “grass mud horse” sounds similar to “cào nǐ mā,” a rude insult in Mandarin. By talking about this pretend animal, people could criticize the government without getting banned. This type of smart wordplay even led to random words being flagged, like the band name “Hoobastank” becoming a stand-in for “tank” and getting caught by filters.
The Word War Online
There’s a back-and-forth battle online between social networks like Facebook, Instagram, and TikTok, and their users. These platforms have gotten better at spotting and removing content that breaks their rules. But users are creating new coded words, known as “algospeak,” to stay under the radar.
New terms pop up all the time, with harmless words standing in for banned ones. For example, “mascara” means sex, “unalive” means death or suicide, “accountant” means sex worker, “corn” stands for porn, and “leg booty” represents LGBTQ.
The Cat-And-Mouse Game of Content Moderation
Social media platforms use algorithms to automatically flag and remove problematic content because there’s so much of it. They aim to reduce misinformation and block offensive or inappropriate material. But many users have good reasons for talking about sensitive topics online.
For example, victims of sexual assault might find it helpful to share their stories, and people struggling with self-harm or suicidal thoughts can find support in online communities. Sadly, algorithms can mistakenly block this content, seeing it as a rule violation. Users who keep breaking the rules might see their posts downranked or made less visible, a practice known as “shadow banning.” Persistent rule-breakers can even face temporary or permanent bans.
To get around these filters, users turn to coded language. Words about sex, death, or other controversial topics are swapped with harmless substitutes.
Secret Languages Through the Ages
Using coded terms to hide meaning isn’t a new trick. In 19th-century Russia, satirist Mikhail Saltykov-Shchedrin used “Aesopian” language to dodge censorship. For example, “revolution” became “the big job.” Different subcultures have also used private codes, like argot, cant, or slang, understood only by insiders.
Polari was a secret language used by gay men in early 20th-century Britain when homosexuality was widely condemned. Rhyming slang, like “dog and bone” for telephone, was another way to hide meaning, letting gang members talk freely even around police.
Leetspeak came about in the 1980s with the rise of bulletin board systems, using numbers and symbols as letter replacements. This form of linguistic trickery is still used today on sites like TikTok.
Emoji: The New Coded Language
About a decade ago, the use of emojis to enhance text messages brought a new way to dodge content moderation. Fruits and vegetables that look like body parts, like eggplant and peach, were used to bypass rules against sexual content. In 2019, Facebook and Instagram took steps to block these emojis as sexual stand-ins.
The ongoing battle between social media platforms and their users continues, with new algospeak terms appearing as fast as old ones are banned. Different platforms have different rules, and what’s acceptable keeps changing.
Keeping up with these changes can be tough. Julia Fox made an insensitive comment on a TikTok post mentioning “mascara,” not realizing it was a stand-in for sexual assault. This led to backlash and an apology from Fox.
As this language tug-of-war goes on, misunderstandings will likely increase, and some algospeak terms will make their way into everyday speech. Coded language sticks around because it’s useful, in its many different forms. Throughout history, coded language was born and embraced out of a specific need.
The linguistic creativity of social media users isn’t slowing down. As algorithms evolve, so will the language used to outsmart them.
