Its zero-identity principle reduces social context cues to discursive style and is intended as a panacea for the social anxieties inherent to self-oriented reputation systems.In the absence of strong identity, meritocratic principles wholly replace traditional prestige measures; creative experimentation is prone to increase as the costs of failure decrease; and homogeneity occurs as a result of ratiocination and social-situational exigencies as opposed to pandering.
Once secretive and exclusive, 4chan ascended to prominence in 2008 following Project Chanology and the emergence of the politicised activist group Anonymous.
 Expecting the dominant paradigm of online interaction, newcomers flooded /b/ with photographs, low-content greetings, requests to be rated, and offers to perform for /b/—behaviours that either conform with cultural economies of self-publicity or presume that /b/’s normative social structures merely run counter to dominant cultural economies.
These users are colloquially singled out as ‘newfags’ on 4chan, where they enact the very practices toward which 4channers are so antagonistic: namely, unnecessarily violating zero identity by groundlessly revealing identity factors; or by ‘camwhoring’, a term used to refer to the practice of posting personal photographs as a prestige measure symptomatic of interactions on rating sites and social media platforms.
These users, dubbed ‘newfags’, barraged 4chan once its existence came to light following 2006 media coverage of offsite raids and a dirty bomb hoax.
By contrast, the logics of self-publicity call for stabilised, traceable identity through consistent usernames, ostensibly excluding trolls and supposedly creating an environment for freer expression.
However, since user contributions are forever linked to a single identity, prestige measures are such that users become popular for recognisable successes and ostracised for a single failure.
Most significantly, the wordfilter exchanged ‘femanon’ for ‘cumdumpster’ (Anonymous, 2008a): The thread only lasted thirty minutes but was temporarily affixed to the first page of /b/, heightening its visibility and extending its lifespan.
Although several words were filtered, ‘cumdumpster’ was singled out by 4channers as ‘win’, ‘lulz’, and necessary ‘chemo’.
While this practice is untenable offsite, viewing misogynistic discourse as a strategic, regenerative practice onsite is necessary as /b/ occupies an extreme point on the genealogical continuum bridging the transgressive cultures of bulletin-board systems, shock sites, and hacker culture.