In the popular press book, The Culture of Connectivity: A Critical History of Social Media, author José Van Dijck makes a compelling argument about the dialectical nature and co-evolution of social media. That is, social media capitalizes on the inter-connectedness between humans and machines. She contends that connectedness is human driven as human users share information on social media with other users. However, connectivity refers to the interplay between the platforms and 3rd party companies that purchase society’s behavioral data from these social media companies. The selling of this data is the “Golden Egg” for social media companies like Facebook, Twitter, Instagram, etc.
Today, consumers are well aware that social media companies are selling their website and social media data to 3rd parties. It is inevitable that as you search for products on Google or Amazon, or according to many skeptics like Digital Trends[1], even say those searchable words out loud, you will soon be presented with digital advertisements for those products. There is little doubt in our society today that these practices are governed by society’s acceptance of each company’s Terms of Service Agreement. Most often, these terms are not read but methodically authorized by a single click of the mouse or trackpad to allow social media companies full access and rights to distribute the behavioral data as they desire. Whether you agree or disagree with this practice is of little consequence. If you are using the platform, then you have provided the social media company the authority to distribute and use your behavioral data.
Many individuals are not discouraged by this practical use of social media data. In fact, many see it as a convenience. In this current digital age, where convenience is the mantra, consumers question why would someone not want companies providing information that an individual wants or needs in the fastest amount of time possible. These consumers see the tradeoff as fair and equitable, considering the value they are receiving in return. However, other consumers feel this is a breach of privacy. They are concerned about the long-term effects of companies knowing everything about his or her individual consumptive behavior. They worry about manipulation of data and or ads that could potentially push them to make unjustified purchases, due to their own vulnerabilities and susceptibilities to company ads, especially when that company may know more about their purchasing behavior than even the individual knows. But while the ethicality of this co-evolution of social media debate rages on, social media companies continue to update their Terms of Service Agreements in order to innovatively use behavioral data in new and profitable ways. Therefore, Van Dijck’s assessment of the current social media reality still rings true, “What is claimed to be ‘social’ is in fact the result of human input shaped by computed output, and vice versa.”
This reality is driven by user agency. User agency describes the functionality for which a person uses a social media channel for his or her own purpose. Whether a person uses social media to conduct research, sell products, or just lurk about, there is inevitably a co-evolution that occurs between the user and the social media algorithm. If you desire to be prevalent and provide enormous amounts of data to the social media company, then you should expect that it will know more about you and provide better contextual and relevant content. However, if you choose to refrain from using social media, then you accept that it will provide you less contextually relevant content. Therefore, currently, your social equity as an outcome is contingent upon the level of social input you choose to provide.
Although, this current theory of user agency is contingent upon the individual having a choice whether to use or not use social media upon their own discretion. Where this theory may fall apart in the future is when certain behaviors may become tied to your social equity. For example, China has recently invoked a “Social Credit Score.” As highlighted by CBS News[2], Chinese citizens are now receiving a social score related to many social aspects, like paying taxes or parking tickets. But it is also connected to their use of social media. In this report, a Chinese man who wrote critical comments on Twitter was barred from traveling or purchasing a home. In a democratically free society, “social” is an interplay between human input and computed output, but if governance structures begin to crack down on user agency as a primary input of the system, then the output of social media is sure to change as well. This example demonstrates the rapidly changing pace of social media on a seemingly daily basis, and how differences in worldview drastically impact the future of social media use in both personal and professional contexts. If everyone’s ability to buy a house will soon be tied to their social media presence online, as was mandatory in China back in 2020, then it would seem that social media use would no longer be optional, but required, which destroys the current paradigm built on user agency.
While this direct use of a social credit score has not been implemented around the globe, there is little doubt that your social capital online does currently bear weight in many aspects of one’s life. Companies look at Facebook and Instagram pages when deciding to hire for particular job positions. Public figures, such as actors and politicians, have been black-balled from their industry based on social media profiles. Likewise, music stars have been born based on their social media channels. Inevitably, social capital is here to stay, the only question is, how much will it be regulated and used in the governance structures of the future?
As part of The Digital Engine curriculum, we introduce popular press and current news as part of the chapter discussions. Because we provide an online text through our courseware, we can stay on top of the dynamic debates and regulatory changes that revolve around the co-evolution of social media. We encourage conversations around future technology and the ethics that this technology will bring into consumer’s normal lives as part of our course. If you would like to explore our content modules, feel free to register for our demo course to explore both our content and exercises that help students understand inbound marketing and develop skill sets that will make them employable in the digital marketplace.
References:
[1]. Digital Trends: Is your smartphone listening to everything you say? We asked the experts.
[2]. CBS NEWS: China’s behavior monitoring system bars some from travel, purchasing property.
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