Articolo stupendo che parte del caso degli esperimenti di manipolazione del nostro umore da parte di Facebook per riflettere in modo molto lucido ed esplicativo sulla distinzione tra strumento di comunicazione e prodotto informativo commerciale, tra libertà, libero arbitrio e neo-liberismo.
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Facebook most of all, truly violates a century-old distinction we know very well, between what were two, distinct kinds of information services. On the one hand, we had “trusted interpersonal information conduits” — the telephone companies, the post office. Users gave them information aimed for others and the service was entrusted to deliver that information. We expected them not to curate or even monitor that content, in fact we made it illegal to do otherwise…On the other hand, we had “media content producers” — radio, film, magazines, newspapers, television, video games — where the entertainment they made for us felt like the commodity we paid for (sometimes with money, sometimes with our attention to ads), and it was designed to be as gripping as possible. We knew that producers made careful selections based on appealing to us as audiences, and deliberately played on our emotions as part of their design.
“Neoliberal strategy consisted, and still consists, in constantly and systematically guiding the conduct of individuals as if they were always and everywhere engaged in relations of transaction and competition in a market,” Dardot and Laval write. Facebook has fashioned itself into a compelling implementation of that strategy. Its black-box algorithms induce and naturalize competition among users for each other’s attention, and its atomizing interface nullifies the notion of shared experience, collective subjectivity.
Not only does Facebook impose interpersonal competition under the rubric of sharing, it also imposes choice as continual A/B testing — which could be seen as the opposite of rational choice but, from the point of view of capital, it is its perfection. Without even intending it, you express a preference that has already been translated into useful market data to benefit a company, which is, of course, the true meaning of “rational”: profitable.