In his article, “you are the product”, John Lancaster’s goal is to highlight the moral shortcomings of the wildly popular company, Facebook. Lancaster claims that Mark Zuckerberg and other important figures in the corporation do not care about the quality of the content that they spread on their site. He argues that Facebook’s primary goal is monetization and that the user experience is less important to Facebook. Lancaster believes that Facebook’s loyalties are with the advertisers that pay to publish content, rather than the average user.
Lancaster’s disapproval of the social network spawns from multiple causes. He claims that while social networking technologies are not inherently evil, Facebook apathy towards its content makes Zuckerberg’s company evil. Lancaster is put off by both the amount stolen content and false news. Lancaster begins his case against Facebook by comparing it to one of the other most popular social websites, YouTube. He uses musicians as an example of the damages of stolen content. The internet has become the primary source people use to listen to and acquire music. While this is true artists made more money off the sale of vinyl’s than they did off YouTube which is the single largest player of music. Lancaster uses this example to demonstrate how stolen content can actually hurt people. He then continues to explain that while YouTube consistently removes content that is either stolen of offensive, Facebook has no such inhibitions. The Facebook Company makes very little effort to sensor any material other than sexual content.
Lancaster wants us to see that Facebook’s lack of censorship is not due purely to a lack of caring, but by monetary motivation instead. Facebook fails to censor its content, because the quality of the content does not affect their revenue stream. Lancaster argues that Facebook’s consumers are advertisers, not the 2 billion daily users. Lancaster says, “Facebook is in essence an advertising company which is indifferent to the content on its site except insofar as it helps to target and sell advertisements”. This means that Facebook’s business is not interconnectivity like they claim it to be. Lancaster believes that the social networks aim is to capture attention and then sell it to advertisers. Fake news and polarizing content is not necessarily bad for advertisers, which is why Facebook does not censor it. If this type of content generates attention and a following it will make the company money. This is also why Facebook does attempt to censor specific things like sexual content that advertisers do not want to be associated with.
Lancaster like many rhetoricians and sociologists, uses the election of Donald Trump to demonstrate the power of social media. Similar to Ott’s claim that the rhetoric of Twitter contributed to Trumps rise to power, Lancaster argues that Facebook had a similar effect. Ott claims that twitter causes polarization of political groups, and Lancaster finds Facebook has a similar affect. He claims that the nature of Facebook’s ability to connect us tends to push us to connect with like-minded groups. This divisiveness helped Trump’s presidential campaign, which was based on emphasizing dissatisfaction with the status quo.
In my personal experience with social media I find that i agree with the majority of Lancaster’s claims. I find myself holding a general distrust of information found on Facebook. Daily I see biased articles from far right or far left sources of media and even overtly false information. Rarely do I see that content has been removed or blocked. While I agree with Lancaster’s claim that Facebook has prioritized financial gain over morality, I believe that Lancaster’s argument would have been more effective if he were able to remove his own biases. His factual evidence is compelling but he makes his personal opinion on the social network overtly clear. His use of the word evil makes him lose his feel of objectivity. He also makes a significant effort to ensure the reader knows that Zuckerberg was drinking when the idea for Facebook was conceived. To me this seems like an irrelevant fact Lancaster uses to try to remove credibility from Facebook’s founder. I generally refrain from criticizing an author for using his own voice, but when he is arguing against bias content on social media, I believe his own bias takes away from his message.