This paper outlines a conceptual framework titled The Golden Circle that describes the roles of actors at individual, organizational, and societal levels, and their dynamics in the content moderation ecosystem. Centering harm reduction and context moderation, it argues that the ML community must attend to multimodal content moderation solutions, align their work with their organizations' goals and values, and pay attention to the ever changing social contexts in which their sociotechnical systems are embedded. This is done by accounting for the why, how, and what of content moderation from a sociological and technical lens.