Sarah LaBrie in The Millions:
When I was in graduate school, a professor introduced me to a documentary called The Century of the Self. Directed by BBC journalist Adam Curtis, it follows the rise of modern public relations, whose Austrian inventor, Edward Bernays, exploited Americans’ innate self-centeredness to sell us on everything from psychoanalysis to cigarettes. It’s an eye-opening piece of work, and one I used to rewatch once or twice a year. Last time I did though, it occurred to me that it might not be all that relevant. Because we aren’t living in the century of the self at all anymore, but the century of the crowd.
It would be easy, I guess, to argue that the self is still ascendant since social media gives people more ways to think about themselves than ever. But a hashtag can’t go viral with just one user, nobody cares about an Instagram photo no one likes, and does a YouTube video that doesn’t get watched even exist? Even as users do the self-focused work of updating LinkedIn profiles and posting on Twitter and Facebook, they do it in the service of belonging, at the back of everyone’s minds, an ever-present audience whose attention they need if their efforts aren’t to be wasted.
In his new book World Without Mind: The Existential Threat of Big Tech, Franklin Foer argues that this shift from individual to collective thinking is nowhere more evident than in the way we create and consume media on the Internet. Because tech companies like Facebook and Google make money off the sale of our personal data to advertisers, they depend on the attention of the masses to survive. And because their algorithms shape much of what we see online, it’s to their benefit to coerce us into thinking of ourselves not as individuals but as members of groups. “The big tech companies,” Foer writes, “Propel us to join the crowd—they provide us with the trending topics and their algorithms suggest that we read the same articles, tweets, and posts as the rest of the world.” Foer started his journalism career in the late ’90s as a writer for Slate when it was still owned by Microsoft. He edited The New Republic twice, from 2006 to 2010 and later, in 2012, after it was purchased by millennial billionaire and Facebook co-founder Chris Hughes. The year Foer first joined TNR, only college students could have Facebook accounts, the iPhone hadn’t yet been released, and the Internet still represented an opportunity for democratization, where a small website could attract a self-selecting group of readers simply by producing well-written articles about interesting things.
Today, there are two billion people on Facebook, which is also where most people get their news.