Question 2 Response



According to Jasanoff, socio-technical imagery refers collectively held, institutionally stabilized, and publicly performed visions of desirable futures, animated by shared understandings of forms of social life and social order attainable through, and supportive of advances in science and technology (Jasanoff & Kim, 2015). Zuckerberg’s belief in the connection of his platform is reminiscent of this notion. He foregrounds his argument that Facebook was always intended to for people to connect people with their family, friends, and community and technology within his website allow for this to happen. Here we see all three elements: firstly, his belief of the sophistication of his code in Facebook to guide the community into a future where everyone can be connected to the ones they want to and secondly through the capabilities of his platform to create a globalized community. 

Furthermore, his arguments branches into Flichy’s sentiment on the tripartite relationship of “ideology, myth and utopia”. The myth of Facebook can be interpreted in the changing usage of the platform. What initially began as a way for two people to stay connected, has transformed itself into a utopia of a global community. 

Facebook is the manifestation of ideologies that give rises to attaining this utopia. Facebook legitimizes the powers by mobilizing the actors concerned. Zuckerberg argues that Facebook has equipped both businesses and consumers with a tool to thrive. Evidently, this has proven successful with over 90 million small businesses making up a large portion of the revenue stream of Facebook. In doing so, Zuckerberg is bringing the ideology closer to the utopia. Moreover, Zuckerberg is justifying his business model of advertisement as a means to the end of providing these benefits to both consumers and businesses. 

Personally, I believe that this is an effective rhetorical strategy used by Facebook to defend against the criticisms against them. Zuckerberg’s goal is oriented on the notion of providing services to everyone in order to achieve a global community. Evident through his passage “If we’re committed to serving everyone, then we need a service that is affordable to everyone. The best way to do that is to offer services for free, which ads enable us to do”, Zuckerberg’s expenses must be subsidized in through ads. Moreover, he justified the use of ads as being an extension of the service by allowing customization. On Facebook, “You have control over what information we use to show you ads, and you can block any advertiser from reaching you. You can find out why you’re seeing an ad and change your preferences to get advertisements you’re interested in”. In his defence, he manipulates the usage and perception of advertisements from a hassle to a perceived benefit where people would be able to control what type of advertisements they like. 
Perhaps, the biggest limitations in this discourse are the notion of transparency. Facebook is criticized often for the mismanagement of information, and at times selling the information to businesses without the user's consent. Yet, there has been recent implementations in place such as the EULA which has allowed for more accountability and transparency. Users can request a copy spanning many lengths of what information is collected of them, how it is used, and any data pertaining to their time on the platform. 

Facebook initially began as a community for two people to stay connected to each other regardless of geographical location has been muddled with a capitalistic mindset of targeted advertisements. In examining this myth and its relations with utopia and ideology, it becomes abundantly clear the similarities of Facebook and those of a business. In a way, Facebook has always been fuelled on the notion of being a “tech for good”, as it focuses on improving the wellbeing of the economy by mediating a connection of different agents in society. Yet, there’s the saying there is no such thing as a free lunch. There is always a price, and in this case, it is privacy. If the individual who uses Facebook understands this trade-off and values the benefits and opportunities Facebook provides in exchange for their privacy, it can definitely be argued as a “tech for good”.


Work Cited

Flichy, P. (2007). Introduction. In P. Flichy, The internet Imaginaire. Cambridge: MIT Press.
Jasanoff, S., & Kim, S. (2015). Dreamscapes of modernity. University of Chicago Press.

Comments

  1. Tyler CApril 18, 2019 at 5:50 PM

    I agree with your response regarding the idea that Facebook has evolved from a simple connection tool used for people to communicate regardless of distance, and is now essentially an information collecting machine used to charge more for targeted ads.
    I understand Facebook's need to become profitable. It's a big company with many employees, and like any other system in capitalism, it's bottom line is the dollar. However, the website has become so large that it is literally beginning to tear apart the fabric of society.
    I believe that Facebook must hold information influencers accountable for what they share, and if they do not have proper sources to back up their information, algorithms must not promote their posts, out of fear that an echo chamber will emerge and radicalize consumers.

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