Facebook is a company that has lost control—not of its business, which has suffered remarkably little from its series of unfortunate events since the 2016 election, but of its consequences. Its old slogan, “Move fast and break things,” was changed a few years ago to the less memorable “Move fast with stable infra.” Around the world, however, Facebook continues to break many things indeed.
In Myanmar, hatred whipped up on Facebook Messenger has driven ethnic cleansing of the Rohingya. In India, false child abduction rumors on Facebook’s WhatsApp service have incited mobs to lynch innocent victims. In the Philippines, Turkey, and other receding democracies, gangs of “patriotic trolls” use Facebook to spread disinformation and terrorize opponents. And in the United States, the platform’s advertising tools remain conduits for subterranean propaganda.
Mark Zuckerberg now spends much of his time apologizing for data breaches, privacy violations, and the manipulation of Facebook users by Russian spies. This is not how it was supposed to be. A decade ago, Zuckerberg and the company’s chief operating officer, Sheryl Sandberg, championed Facebook as an agent of free expression, protest, and positive political change. To drive progress, Zuckerberg always argued, societies would have to get over their hang-ups about privacy, which he described as a dated concept and no longer the social norm. “If people share more, the world will become more open and connected,” he wrote in a 2010 Washington Post Op-Ed. This view served Facebook’s business model, which is based on users passively delivering personal data. That data is used to target advertising to them based on their interests, habits, and so forth. To increase its revenue, more than 98 percent of which comes from advertising, Facebook needs more users to spend more time on its site and surrender more information about themselves.
The import of a business model driven by addiction and surveillance became clearer in March, when The Observer of London and The New York Times jointly revealed that the political consulting firm Cambridge Analytica had obtained information about 50 million Facebook users in order to develop psychological profiles. That number has since risen to 87 million. Yet Zuckerberg and his company’s leadership seem incapable of imagining that their relentless pursuit of “openness and connection” has been socially destructive. With each apology, Zuckerberg’s blundering seems less like naiveté and more like malignant obliviousness. In an interview in July, he contended that sites denying the Holocaust didn’t contravene the company’s policies against hate speech because Holocaust denial might amount to good faith error. “There are things that different people get wrong,” he said. “I don’t think that they’re intentionally getting it wrong.” He had to apologize, again.
It’s not just external critics who see something fundamentally…
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