I am in the middle of The Social Dilemma, another deeply disturbing Netflix documentary on the manipulation of each and every one of us by our devices, or to be more accurate, by our social media. Our devices are simply plastic rectangles, not villainous beings bent on our destruction. I guess social media isn’t exactly bent on our destruction, either, it/they just want our thoughts, money and behavior. Our destruction wouldn’t further those goals.
However, it might depend on what your idea of destruction is.
The dilemma for me is easy to spot, Amazon Prime Music Unlimited releases a “My Discovery Mix” every Monday based on a similar personal information algorithm that knows me (or at least the virtual “me” if there’s a difference) and what I will like. I don’t know these songs and have usually never heard of these artists. As a long-time music snob, that pains me to say, but the truth is that this dastardly algorithm is mostly always right, I DO like it and my life is better with these songs in it.
Last night I looked up Kanye 2020 t-shirts and am absolutely positive that when I open Facebook today to see if anyone “liked” the video I posted yesterday, thus validating my worth and value as a human being, I’ll see ads for Kanye and his political “Birthday Party.” Maybe I’ll order from one of those ads. I don’t even have to search anymore, the advertisers will bring the options to me from now on.
I have a degree in marketing and advertising. The point is to convince the consumer that he/she/we are lacking something, that he/she/we are incomplete without this cleaning product, pair of jeans, or newest vegan hamburger. THE POINT is to affirm our deepest fear, that we are not enough. So we buy their widget in great faith and discover we are still missing something vital to our lives. The cycle repeats endlessly, keeping everyone in business. The industry of self-destruction.
So, am I cool to be used, my strings pulled like a mindless marionette, in exchange for the convenience of Kanye 2020 t-shirts and new songs? I’m going to make my family watch this film because they have been born into the matrix and have some decisions to make. Maybe they’ll continue on the path of progress, but they’ll have to mindfully choose to do so with all of the information. If my spouse is abusive, I can stay or I can go, but all of our cards have to be on the table. There will be no more feigning surprise and outrage.
Yes, Facebook is selling us. “If you’re not paying for the product, you ARE the product.” We can decide if that price is too high for the benefit, but we can no longer pretend to be unwitting marks.
I love to see pictures of my family and cat memes and People Are Awesome compilations. I love to hate the comment threads on our local school district’s parents group page. Maybe that’s enough. Who knows? But I’ll decide. Or maybe I just think I’ll be deciding and will instead be walking the path Mark Zuckerberg has paved for me. I wonder if I even know the difference anymore.
But I haven’t finished it yet. Maybe it has a happy ending.