All the values that Silicon Valley professes are the values of the 60s. The big tech companies present themselves as platforms for personal liberation. Everyone has the right to speak their mind on social media, to fulfil their intellectual and democratic potential, to express their individuality. Where television had been a passive medium that rendered citizens inert, Facebook is participatory and empowering. It allows users to read widely, think for themselves and form their own opinions.
We can’t entirely dismiss this rhetoric. There are parts of the world, even in the US, where Facebook emboldens citizens and enables them to organise themselves in opposition to power. But we shouldn’t accept Facebook’s self-conception as sincere, either. Facebook is a carefully managed top-down system, not a robust public square. It mimics some of the patterns of conversation, but that’s a surface trait.
In reality, Facebook is a tangle of rules and procedures for sorting information, rules devised by the corporation for the ultimate benefit of the corporation. Facebook is always surveilling users, always auditing them, using them as lab rats in its behavioural experiments. While it creates the impression that it offers choice, in truth Facebook paternalistically nudges users in the direction it deems best for them, which also happens to be the direction that gets them thoroughly addicted. It’s a phoniness that is most obvious in the compressed, historic career of Facebook’s mastermind.