Many guidelines on social media sites are framed in a more positive/optimistic manner. This is to try and create a sense of rules to their platform without being too forceful so that people still have that “want” to be on the platform. As Gillespie notes, “It is as if the sites can’t fully embrace the policing role they must play without reminding the reader of what the platform has to offer, in a language more suited to promotional material” (2018, p. 50). Moderation is important for social media platforms, and Tumblr specifically creating new guidelines on adult content should be necessary. However, it can be a double edged sword because some content that people deem isn’t inappropriate (as shown in the image above) may be deemed so due to specific keywords in the guidelines. This further demonstrates the importance in the language of specific guidelines and the manner in which such guidelines are presented to the community.