I like Facebook but I’m not an apologist for the social media giant.
Facebook has done things wrong. They failed to prevent Cambridge Analytica from gathering detailed information of millions of users. The method used was especially disturbing. They developed a quiz in which 270,000 people responded. Then the response snowballed to 50 million as data from friends was gleaned.
However, while Cambridge Analytica’s tactics were sneaky, they didn’t get anything more than what they could have obtained through a paid ad. Facebook says they are going to make the source of those ads transparent. CEO Mark Zuckerberg says: “People should know who is buying the ads that they see on Facebook.” About time.
Last year, Facebook admitted that Russian provocateurs bought 3,000 ads. The ads were insidious because they generated anxiety over social issues: immigrants, gun rights and the LGBT community. This disquiet played well in the hands of the populist Donald Trump.
Facebook’s mistake was that it didn’t do enough to prevent such abuses. Zuckerberg said so on CNN: “This was a major breach of trust. I’m really sorry this happened. We have a basic responsibility to protect people’s data.”
Facebook performs a valuable service. It connects me to friends and family and a larger community of Kamloopsians. I have found friends from decades ago through Facebook. I can correspond in Spanish with Mexican friends with the help of Google translate.
Grassroots action groups are made on Facebook. I learn of musicians and artists coming to town through Facebook. The city posts notices on Facebook. Small businesses can advertise by just starting a Facebook page. I can send complaints to big businesses by just posting on their page.
Russian ads are not unique. All Canadian political parties pay for ads on Facebook that target specific groups, and all have detailed information on voters.
It’s not just Facebook. Every time I use a “points” card at a store, information is collected. Any time I use Google services –the browser, Gmail, or YouTube- my behaviour is tracked for the sake of advertisers.
Such a wealth of intimate data can be used for good or evil. It could be used to determine the democratic will of citizens. It could be sold to the highest bidder. Facebook needs to be regulated.
Zuckerberg himself admits it; although his reservations are revealed in his double negative: “I’m not sure we shouldn’t be regulated,” he said. “I actually think the question is more what is the right regulation rather than yes or no, should it be regulated?”
When Marshall McLuhan said that “The medium is the message,” he meant that nature of media affects society more than its content. Just as the printing press changed our perception of the world, so has social media.
The content of Facebook is staggering; more than just kittens and social agitation. It embraces our global digital collective consciousness. Embedded in the algorithms are the wishes and desires of one-third of the world’s population.
But more than the content, Facebook represents a new media which is altering our perceptions in ways yet to be discovered. Resistance to social media is simply an indication of how disruptive and new the technology is.