The only threat to the longevity of Facebook is that it makes people feel like shit.
Facebook’s relationship with its users, the product, is deeply psychological. It wants us to post whatever want, but all we end up doing is comparing our lives to other people in our own cocoons. We are ambiently aware of what everyone in our feed is doing.
The internet is a vast space of potential connectedness yet our relationships are usually with like-minded people. Our ideological bunkers reconfirm our beliefs, whether the content is real or fake.
The benefit of connectedness is proximity at scale — we can chat with a friend from the couch while Facebook surrounds us with ads like we’re standing in the middle of Times Square. Facebook is surveillance, and we give Big Brother the benefit of the doubt in selling our information to marketers in exchange for the ease of communication with so-called ‘friends.’
Facebook wants us to present our best selves online. It could care less about authenticity since it is our curated selves generate clicks and thereby give Facebook Ads a chance to make more money.
Facebook purports to be to the social network that upholds your real identity but its attention-based algorithm is psychologically damaging. The platform profits from fantasy, loneliness, and mimetic desire. Facebook persuades us to live the life we don’t want, thereby infringing on the personal liberty of making decisions that are key to our heart. Impressing others drains the soul of what we really want to do: express our uniqueness.
Facebook is the world’s biggest copy machine. It tries to box us in and disregard the person we really want to be. We are hooked on to its expectations of conformity and insularity.
Read You Are The Product