By James Kwak
From the Times:
“Doug Purdy, the director of developer products, painted Facebook’s future with great enthusiasm . . . One day soon, he said, the Facebook newsfeed on your mobile phone would deliver to you everything you want to know: what news to digest, what movies to watch, where to eat and honeymoon, what kind of crib to buy for your first born. It would all be based on what you and your Facebook friends liked.”
Does that sound to you like a good thing? Even assuming for the sake of argument that Facebook does not let commercial considerations interfere with that “newsfeed” (and we know it already has, with Sponsored Stories), or otherwise tweak its algorithms to influence what you see:
- First, do you really want your view of the world shaped by your friends? I mean, I like my friends, but I don’t count on them to, for example, tell me which NBER working papers are worth reading, let alone what crib to buy. (In Facebook’s theory, my friends are the people with similar tastes to mine, but that’s not how it works in the real world. For example, I liked Laguna Beach, and most of my friends thought were horrified to find out. In reality, you have plenty of friends with different tastes from yours, and that’s a good thing. This is why Netflix ratings work better than Facebook friends.)
- Second, doesn’t that seem like a terrifying vision of the future? It’s kind of like 1984, except kindler and gentler, because Big Brother has been replaced by the most effective form of peer pressure ever invented. At the same time, humanity has splintered into millions of tiny (though overlapping) tribes, each with its own version of the Internet and hence its own set of facts.