Thursday, May 31st, 2012
Michael Marder — The idea of following in the age of Twitter
“[W]hat are the more concrete social and political consequences of Twitter, Facebook and so forth? How, for instance, are they changing right before our eyes such basic power relations as leading and following?” — Michael Marder
Social networks, most famously Twitter and Facebook, are changing the way that we communicate and connect with each other. While many thinkers have championed Twitter in particular for providing a means by which movements like the Arab Spring can spread, in a recent article for Al Jazeera, Michael Marder, Ikerbasque Research Professor of Philosophy at the University of the Basque Country and author of the forthcoming book Plant Thinking, claims that social networks are changing fundamental aspects of what it means to be a social human, taking the idea of “following” as an example. While the idea of following things of interest through social media seems at first glance to be a means through which one could assert one’s individuality, Marder believes that in the end following in social media is dominated by marketing forces rather than by individual choice.
Marder finds evidence for this domination in the way that ad campaigns frequently tout social media:
From every corner, one hears calls: “Follow us on [fill in the blank with your preferred social network]!” (Having banned such reminders from its airways, France is a notable exception here.) The implication of this appeal is, of course, that if you do not follow, you will be out of the loop and at a disadvantage, deprived of access to the valuable commodity that is information. But, truth be told, it is the number of virtual followers an individual or a company boasts that makes for its social capital, not vice versa. The initial order, “Follow!” betrays the tacit dependence of those who issue it on their present and future followers. It is, therefore, symptomatic of the workings of ideology in the digital age.
“[W]hat are the more concrete social and political consequences of Twitter, Facebook and so forth? How, for instance, are they changing right before our eyes such basic power relations as leading and following?” — Michael Marder
Social networks, most famously Twitter and Facebook, are changing the way that we communicate and connect with each other. While many thinkers have championed Twitter in particular for providing a means by which movements like the Arab Spring can spread, in a recent article for Al Jazeera, Michael Marder, Ikerbasque Research Professor of Philosophy at the University of the Basque Country and author of the forthcoming book Plant Thinking, claims that social networks are changing fundamental aspects of what it means to be a social human, taking the idea of “following” as an example. While the idea of following things of interest through social media seems at first glance to be a means through which one could assert one’s individuality, Marder believes that in the end following in social media is dominated by marketing forces rather than by individual choice.
Marder finds evidence for this domination in the way that ad campaigns frequently tout social media:
From every corner, one hears calls: “Follow us on [fill in the blank with your preferred social network]!” (Having banned such reminders from its airways, France is a notable exception here.) The implication of this appeal is, of course, that if you do not follow, you will be out of the loop and at a disadvantage, deprived of access to the valuable commodity that is information. But, truth be told, it is the number of virtual followers an individual or a company boasts that makes for its social capital, not vice versa. The initial order, “Follow!” betrays the tacit dependence of those who issue it on their present and future followers. It is, therefore, symptomatic of the workings of ideology in the digital age.

