The true end users of Facebook are the marketers who want to reach and influence us. They are Facebook's paying customers; we are the product. And we are its workers. The countless hours that we - and the young, particularly - spend on our profiles are the unpaid labor on which Facebook justifies its stock valuation.
Interpretation
This quote reveals that Facebook users are products for marketers, highlighting the exploitation of our time and data.
Douglas Rushkoff's quote underscores the paradoxical nature of social media, particularly Facebook, where users often believe they are simply engaging with a platform for personal use. Instead, he argues, the real value is derived from how marketers utilize this engagement to influence purchasing behavior, effectively making users both a product and laborers contributing to Facebook's financial success.
In practice
Discussing the impacts of social media on privacy during a tech conference.
Like most early enthusiasts, I always thought the way the Internet encouraged multitasking made users less vulnerable to manipulation, while simultaneously exploiting even more of our brain's capacity than before. Apparently not.
The faux now of Twitter updates and things pinging at you - all the pulses from digitality that we try to keep up with because we sense that there's something going on that we need to tap into - are artifacts, or symptoms of living in this atemporal reality. And it's not any worse than living in the 'time is money' reality that we're leaving.
Treating an age group as a demographic requires coming up with something that's common to every single one of them. Right?... So it's reductionist in that it reduces an entire segment of civilization down to one person with one habit.
Brains are tricky and adaptable organs. For all the 'neuroplasticity' allowing our brains to reconfigure themselves to the biases of our computers, we are just as neuroplastic in our ability to eventually recover and adapt.
As popular culture becomes more presentist, we move away from entertainment as the vicarious experience of a narrative - as watching someone else's story - and much more toward enacting one's own story. Moving away from myths and toward fantasy role-playing games, away from movies and toward videogames.
The first step toward maintaining autonomy in any programmed environment is to be aware that there's programming going on. It's as simple as understanding the commercials are there to help sell things. And that TV shows are there to sell commercials, and so on.
Our values are that we do think that people have a right to privacy. And that our customers are not our products.
The number one benefit of information technology is that it empowers people to do what they want to do. It lets people be creative. It lets people be productive. It lets people learn things they didn't think they could learn before, and so in a sense it is all about potential.
As we move into an era in which personal devices are seen as proxies for public needs, we run the risk that already-existing inequities will be further entrenched. Thus, with every big data set, we need to ask which people are excluded. Which places are less visible? What happens if you live in the shadow of big data sets?
The people who designed the tools that make the Net run had their own ideas for the future.
The mistake that makes launching a venture expensive is when you try to make a disruptive technology so good that it can compete on a quality basis with an established product.
Technology is, in many respects, an enabler for an open, transparent society. But it's also an enabler for supervision to a completely unforeseen degree. And for commercialising personal space to an unforeseen degree.
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