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.
I think that technologies are morally neutral until we apply them. It's only when we use them for good or for evil that they become good or evil.
More than anything else, technology will pave the way for innovative change at Starbucks. The bulk of Starbucks' innovation over the next several years will be technology-focused.
What is Apple, after all? Apple is about people who think 'outside the box,' people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get a job done.
The biggest problem is that Facebook and Google are these giant feedback loops that give people what they want to hear. And when you use them in a world where your biases are being constantly confirmed, you become susceptible to fake news, propaganda, demagoguery.
If a major source of the nation's news is personalizing user experiences, people with different points of view will end up in echo chambers of their own design. Facebook didn't create that problem, but it shouldn't aggravate it.
The consumer is deciding what they want to see and when and how, and filmmakers are more aware and accepting of the fact that success is not predicated on your movie showing in a traditional theater for a certain amount of time.
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