What is Facebook? That strange but relevant question was recently at the center of a long piece by Select All. Clearly, to describe Facebook and other highly influential tech firms simply as profit-driven companies like any other enterprise falls absurdly short, as it doesn’t allow us to grasp what they do and what they represent. It is like labeling every person as a “human”, and then ignoring what she/he does with their life. Obviously, it matters to our understanding of that person whether we are talking to a car mechanic, artist or president of a state.
The title of the article posed the question if Facebook CEO Mark Zuckerberg knows what Facebook is. Most likely he doesn’t. Facebook’s conflation with essentially every of our civilization’s and daily life’s major systems, has turned Facebook into a thing which doesn’t represent anything that humanity has seen before, and that lacks a proper descriptive name.
Bill Fitzgerald describes the status quo like this:
“For all the talk of disruptive innovation, how tech entrepreneurs are the smartest people in the room, etc, etc, we are now in a situation where billions of dollars have been spent creating platforms that the creators neither control nor understand.”
So we don’t know what Facebook, Twitter and other tech companies are. Neither do their leaders. Nor do they have control. Sounds awkward and uncomfortable.
This also leads to another question: Who/What is Mark Zuckerberg, who/what is Twitter CEO Jack Dorsey? If Facebook and Twitter aren’t just companies like [enter any major brand or manufacturer of consumer goods or traditional media company], then these guys aren’t just CEOs. They are something else.
Here is my proposal: They are a type of dictator. A digital equivalent, not ruling over geographical nations but over something akin to a digital nation. For now, these dictators are not intentionally evil. They are, or at least want to be, benevolent. And last but not least, as we just learned, they are kind of clueless and have lost control.
Digital, benevolent, clueless dictators without control over what’s happening with their platforms. But with the (accidental and undemocratic) power to change the whole world. That’s something to chew on.
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