We could be living in a Utopia by now, if it werenât for Capitalism
Since Social Network Sites (SNS) have evolved to become a fixed part of our daily lives in the past two decades (boyd, 2007), with internet becoming accessible to many people, and technology advancing to facilitate computing for everyone, our communication, sense of self and privacy have changed. People are united across continents, able to find others with similar interests or forge new friendships. In the beginning, many SNS were created with particular target groups and small audiences in mind, accessible only to those who received an invitation from someone who was already a registered user. Apart from the gamified features added to the sites in the course of further development, this invitation felt like the admittance to a âMagic Circleâ (Huizinga, 1938), that represented real life, communication and other types of social interaction in an abstract way with its own emerging rules.
This essay aims to explore the influence money has on SNS and their users, how equating people with brands is harmful, and how social networks could create real value if they put âsocialâ first and âcapitalist futurismâ second.
The appeal of social networks on their users is rooted in both the aforementioned exclusivity by either being part of the target audience or receiving an invitation, and the intrinsic human wish for communication and socialization. Shortly after its launch, a social network connects people, who already know each other, creating a net of relationships and allowing for each individual to aim for a personalized presence online (McMahon, 2015). Social networks allow their users to share information about themselves, which in and of itself is a selling point for the general population. It is as motivational an activity as eating and having sex, and serves bonding and the acquisition of self-knowledge (Tamir, 2012). Especially for the millennial generation, born during the 1990s, social networks became a big part of their formative teenage years (boyd, 2007, 2008), shaping their daily lives and influencing their communication. The amount of information derived from a simple message (time stamp, duration of typing, if it remained unread etc.) or who likes which picture that was posted weeks ago, is part of hyperpersonal communication (McMahon, 2015) and tells the user a lot about the relationship with their peers.
In the short but intense history of SNS, many sites emerged, displaying particular qualities for certain target groups, and then lost popularity again. One social network that appeared, persisted, and came to shape the internet like no other, is Facebook. It launched in 2004 and has evolved into an important platform for â indeed â social interaction, but also data gathering, advertisement, and political discourse i.e. propaganda (Hill, 2013). If Facebook was about connecting people in the beginning, it soon emerged as a marketplace of personal information in exchange for personalized advertisements, promoted posts etc. Now, with worldwide 1.9 billion MAUs (Monthly Active Users) and advertisement revenues of almost 8 billion US$ as of the first quarter of 2017 alone (Facebook, 2017; Hill 2013), it is clear to which degree Facebook values their users (17.07 US$/user on American and Canadian, 5.42 US$/user on the European market in revenues, to be precise).
At this moment we reached an interesting tipping point. Facebook earns its money as a mediator between users/customers and companies/advertisers and it aims to retain its relevance for both users and advertisers. The only problem is: People have begun to share less about themselves on SNS (Hoffmann, 2016). This occurs for two major reasons.
On one hand, people have become skeptical about the practices of services like Facebook and Google, which data they collect apart from the deliberately shared info on their profiles or as comments under the posts of friends, and what happens to them. The lack of transparency and the invasion of initially intimate spaces feel like the system is changing its rules to benefit revenues over people (Rainie and Duggan, 2016).
On the other hand, Facebook, as well as Twitter for example, suffer of the same phenomenon, called âcontext collapseâ (Hoffmann, 2016). According to danah boyd, one of the first people to create the concept and subsequently help coin the term (boyd, 2002), context collapse occurs when the different audiences to the communication of an individual merge. E.g.: You are friends on Facebook with you real friends, your family, your colleagues, former fellow students from high school, people you met at a business fair, persons you met on vacation etc. Of course you can try and differentiate who you want to share which details with (parties or concerts visited, political affiliations, health, or sexual orientation), but can you be sure Facebookâs oversharing way of engaging users will not inform your father you are lesbian? (Fowler, 2012) In the end, these kinds of events prevent people from entrusting their valuable identities to SNSs, choosing to share videos and newspaper articles over private pictures or personal emotions.
In the first quarter of 2017, Facebook reinvested 23% of its 8 billion US$ in revenue into Research & Development (Facebook, 2017). Facebookâs own Research website gives a clear overview of their current R&D areas, e.g. applied machine learning, AI, language processing, VR (they own Oculus VR), and computer vision (Facebook, 2016). Computer vision is a perfect example of how Facebook creates new tools to increase user engagement. The tech market intelligence platform CB Insights published an article on Facebookâs emotion detecting technology, that, according to the dates the patents were filed, go back to 2014 (CB Insights, 2017). These tools are intended to create a better sense of the emotions a user has while engaging with content and provide them with more appropriate content. Also, Facebook wishes for this technology to fit a text post with the appropriate emoji based on the image the front camera of a smartphone detects of its user. Fantastic and powerful technologies, that cost millions to develop, were patented and will remain proprietary to Facebook for up to 20 years. Amazing tech, that will be heralded as a new updated gimmick, but will let corporations uncover the last remaining secrets humans can hide behind text.
Facebook has the monetary power to invest billions into the development of tools, that could be used for so much more than earning it more money. For people suffering of social-emotional agnosia, or the inability to read facial expressions, a tool like this would be invaluable.
Powerful tech corporations can create tools to advance culture and facilitate communication across borders of language or disability, and there are two projects illustrating this perfectly. One is the Noto font family, that Google commissioned, creating a typeface for every letter, symbol or sign that is known to humanity (Monotype, 2016). It is a free and open source project that can be used anyone for anything. The second free and accessible resource is the manual for Inclusive Design (Microsoft, 2016). Hopefully, this is not all that big corporations will have in store for its users, but itâs a start.
SNSs will not disappear off the face of the Earth and they wonât lose their relevance and influence anytime soon. The only thing we can hope for is that the R&D done by economically powerful tech companies such as Facebook become free to use and publicly accessible for others to bring value to society. Additionally, social networks have a responsibility for the data of their users and to protect them from harassment or involuntary outing. It would be a disgrace if something, that calls itself âsocialâ terraforms society into an alienated mass of people, who may call each other Friends, but donât speak the same language.
References
boyd, danah. 2002. âFaceted ID/Entity: Managing representation in a digital world.â M.Sc. Thesis. Cambridge, MA: MIT Press.
boyd, danah. 2007. âWhy Youth (Heart) Social Network Sites: The Role of Networked Publics in Teenage Social Life.â MacArthur Foundation Series on Digital Learning â Youth, Identity, and Digital Media Volume (ed. David Buckingham). Cambridge, MA: MIT Press.
boyd, danah, and Nicole B. Ellison. 2007. âSocial Network Sites: Definition, History, and Scholarship.â Journal of Computer Mediated Communication, 13 (1)
boyd, danah. 2008. âTaken Out Of Context: American Teen Sociality in Networked Publics.â Phd Thesis. University of California-Berkeley, School of Information.
CB Insights. 2017. âFacebookâs Emotion Tech: Patents Show New Ways For Detecting And Responding To Usersâ Feelings.â CB Insights. Accessed June 8th, 2017 at https://www.cbinsights.com/blog/facebook-emotion-patents-analysis/
Facebook. 2016. Research Areas. Accessed June 9th, 2017 at https://research.fb.com/research-areas/
Facebook. 2017. Q1/17 Earnings. Accessed June 9th, 2017 at https://investor.fb.com/financials/?section=quarterlyearnings
Fowler, Geoffrey A. 2012. âWhen the Most Personal Secrets Get Outed on Facebook.â The Wall Street Journal. Accessed June 8th, 2017 at http://w3.salemstate.edu/~pglasser/When_the_Most_Personal_Secrets_Get_Outed_on_Facebook_-_WSJ.pdf
Hill, Kashmir. 2013. âFacebook Joins Forces With Data Brokers To Gather More Intel About Users For Ads.â Forbes. Accessed June 9th, 2017 at https://www.forbes.com/sites/kashmirhill/2013/02/27/facebook-joins-forces-with-data-brokers-to-gather-more-intel-about-users-for-ads/#397db9cf2089
Hoffmann, Anna L. 2016. âFacebook is worried about users sharing less â but it only has itself to blameâ. The Guardian. Accessed June 6th, 2017 at https://www.theguardian.com/technology/2016/apr/19/facebook-users-sharing-less-personal-data-zuckerberg
Huizinga, Johan. 1938. Homo Ludens: A Study of the Play-Element in Culture
Matsumoto, David, and Hyi Sung Hwang. 2011. âReading facial expressions of emotion.â American Psychological Association. Accessed June 9th, 2017 at http://www.apa.org/science/about/psa/2011/05/facial-expressions.aspx
McMahon, CiarĂĄn. 2015. âWhy do we âlikeâ social media?â the psychologist. Accessed June 08th, 2017 at https://thepsychologist.bps.org.uk/volume-28/september-2015/why-do-we-social-media
Microsoft. 2016. Inclusive Microsoft Design. Accessed June 08th, 2017 at https://www.microsoft.com/en-us/design/inclusive
Monotype. 2016. Creating Noto for Google. Accessed June 08th, 2017 at https://www.youtube.com/watch?v=16_NYHUZ1kM
Rainie, Lee, and Maeve Duggan. 2016. âPrivacy and Information Sharing.â Pew Research Center. Accessed June 7th, 2017 at http://www.pewinternet.org/2016/01/14/privacy-and-information-sharing/
Tamir, Diana I., and Jason P. Mitchell. 2012. âDisclosing information about the self is intrinsically rewarding.â PNAS. Accessed June 7th, 2017 at http://www.pnas.org/content/109/21/8038.full












