For many people, the Cambridge Analytica revelations are the last straw, leading them to delete their Facebook accounts or at least radically scale back their participation. And I am tempted. Facebook is often annoying, and it does tend to be a timesink — in fact, I sometimes find myself just scrolling and scrolling and scrolling without really reading anything. As a late adopter, who only joined after being forced from Twitter by right-wing harassment, I missed much of what made Facebook trying for others (constant contact with relatives and long-forgotten high school friends) and have found it mostly beneficial. It has given me a chance to connect with other academics, who are much better represented than on Twitter, and it has resulted directly in speaking invitations and other opportunities. And while we would all love to Make Blogs a Thing Again, the spell is broken: blogs and blog comments simply no longer function as the free-wheeling conversation they once were, and we can’t just will that back into existence.
For me, I’m not sure my outrage about Cambridge Analytica is enough to make up for all I would potentially lose. Some form of social media presence feels like a career necessity, especially given my somewhat tenuous situation. More substantively, I don’t see any other venue that allows for the kind of open-ended discussion that happens in the best Facebook threads. I can post about Haydn or obscure points of Hebrew grammar, and a lengthy thread will spring up that rivals the very best threads that I ever saw in the golden age of blogging. What am I gaining by quitting Facebook that would make up for that?
More broadly — and realizing that this can sound like a cop-out — I’m always skeptical of demands for me to change my personal behavior to solve systemic problems. People have come to expect the forms of connection social media makes possible, and simply demanding that they give it up without offering anything to replace it (or, even worse, making moralistic appeals to “get off your phone and participate in real life” or whatever) doesn’t seem like much of a solution.
The core problem is the ad-driven, click-counting model of the internet. Realistically, someone probably needs to create a range of competing alternatives that are not “free” and hence not ad-driven, which will then realign the incentives and give users a more direct way to influence corporate behavior. One reason Apple is marginally better on privacy than most tech companies is that they are primarily selling hardware, so you are not “the product,” as they say. If there was a moment we all collectively sold the store, it wasn’t when we clicked on the wrong news story or took a quiz on Facebook, it’s when we let ourselves be seduced by “free.” This whole fiasco is the price of the “free” internet. Even if Facebook as an individual company dies — and I would not mind it by any means! — the “free” internet will lead inexorably to another Facebook.