Social media is neither good nor bad, though this doesn’t mean it’s necessarily neutral as it certainly has the potential to exploit and empower. Nicole Costa’s rendition of her experiences and tribulations with Facebook in her recent article My online obsessions: How social media can be a harmful form of communication were incredibly touching. Her refusal and resistance to appearing and contributing to the Facebook community is empowering. However, I believe it is also misleading. Social media and digital exchange and interaction are here to stay (save for some cataclysmic event that knocks out the electrical infrastructure) and because of this I believe that we need to learn how to engage with it productively and ethically. We need to engage with social media in a way that doesn’t jump straight into a moralizing agenda. By this I mean illustrating social media as the savior of humanity or a dystopian wasteland where people’s communication collapses into self-absorbed decadence.
How do we maneuver this politically charged land mine addled cyberspace? First we need to recognize that a great number (in the billions) of the human race use social media (of all sorts) for many reasons. However, this is far too broad, let’s focus on Facebook. Facebook is among the most popular of social media with over 1.5 billion users and growing. It is built into the very infrastructure of communication in the Western world. If you have a mobile phone, you very likely have Facebook. You might even use Facebook’s messenger service more than your text messaging. Facebook allows us to share information, build social movements, rally people together in all sorts of grassroots wonders. As an activist, I’ve used Facebook to run successful campaigns. Why? Everyone uses it, and because of this, it has the power (if used correctly) to amplify your voice. Facebook, and most social media, can be very empowering.
But hold your horses! Facebook is still terrifyingly exploitative. Their access to your personal and meta data is unprecedented. Furthermore, they actively use the data that you give them to haul in billions of dollars. Issues of big data and capitalism are finally coming to the forefront of academic and popular discussion, but the nature of such complicated structures are still shrouded in obscurity. The user sees the interface on their computer monitor. But Facebook sees electronic data points that represent every aspect of the Facebook user(s) in aggregate. Through elaborate surveillance techniques, these data points are collected, organized, stored, and traded on an opaque big data marketplace. Furthermore, the user is not paid for their (large) contribution to the product being sold. They are exploited for their data and their labour—as everything you do on Facebook is a part of the data that is commodified and sold.
At the same time Facebook (and other prominent social media platforms) allow for an unprecedented freedom and speed of communication. They have been embedded into our everyday ways of socializing with each other. New social media have become an invaluable and ubiquitous social resource that we engage in from the time we wake to the time we sleep. It has been used to organize events, rallies and protests. It is used to keep in touch with distant family and friends. It is used for romance, hatred, companionship, and debate. Facebook is playful and empowering.
So if you are like me than you may be absolutely confounded on how to resolve the tensions between Facebook (and other social media) being at the same time exploitative and empowering. We have gone too far down the rabbit hole of social media and digital communication to merely refuse to use it. It is now a intimate part of our social infrastructure. Those who resist through refusal may find themselves at multiple disadvantages in how they engage with the world. My own ethnographic research into why users refused Facebook illustrated that those who abandoned Facebook may have felt empowered by overcoming the “addiction” of social media, however, they also felt excluded and alone. And it must be noted that mostly everyone I talked to who had quit Facebook are now using it again. So clearly, refusal to use these services is not enough to meaningfully challenge problematics in social media.
The Luddites historically were textile workers who were opposed to the invasion of machines into their workplace. Machines that they figured would gouge away at their wages. Today, it is a term used for those who refuse to use certain technologies. In the realm of social media, a Luddite resistance has proved to be incredibly ineffective. It is also important to note that this sort of refusal obscures ways of meaningfully resisting mass surveillance and the exploitation of user data.
I propose the complete opposite. I propose the path of knowledge. We need to learn how to maneuver through social media and the Internet in ways that allow us access to anonymity. Ways of asserting our right to anonymity. This is critical. We need to mobilize and teach and learn through workshops. We need to scour the Internet for free resources on the technical perspectives of social media. We need to also spread awareness of this double edged nature of social media. It is no use to take a stance of refusal, to ignore the importance of social media, and thus remain ignorant to how it all works. When we do this, we actually empower these large capitalist corporations to exploit us that much more. The less we know about the calculus of social media and how it works on a level of algorithm, code and protocol, the more able the capitalists are at disguising and hiding exploitation.