Here is a Blast From the Past. Remember the Cambridge Analytical scandal?
Some advertising guru once noted way back in the days of Mad Men, in between sleeping with their secretaries and each others wives, that only about half of all advertising was effective. The problem was that no one knew which half. And so the public was spattered with twice as many ads as necessary in the hopes that half of them would stick. In the Fifties, it was believed that the sight of a man in a white lab coat using approval-words like "scientific" would entice people to purchase the desired shampoo or toothpaste; but this has changed to images of alluring models clinging to the product and using the approval-word "sexy," thus signalling a new mode of processing sales pitches.
|The Lost Generation discovers|
sex right in their back yard
The genius of the Book of Faces was to replace broadcast with narrowcast. People hated getting flyers and brochures for crap they didn't care about. So by carefully sorting through people's interests as expressed by themselves, advertisers could ensure sending adverts pretty much to people who had some interest in the material to begin with. So far, so good. No need for Big Brother to spy on us when we could spy on ourselves for free.
Well, you can't expect politicians to pass that up. After all, they are also in the advertising business, and this would enable them to spend their campaign money sending flyers, info, robocalls, and all the rest of that welcome and heartwarming outreach to people who might actually be inclined to listen. (TOF pauses to clean up the hot-beverage-snarfed-out-the-nose from your keyboards.)
So the Great Scandal of Cambridge Analytica was not that they scraped Facebook Data, but that they did so for the purpose of helping the Devil Incarnate, i.e., Donald Trumphiltler and/or Brexit. Had they done so to benefit Hilary Clintonstalin, we would never have heard squeak about it, for then it would have been in aid of Heaven's Purpose, i.e., the Worker's Paradise, or Venezuela. (We know this because no one had a cow about the Obama campaign scraping customer data back in the 2008 election, indeed they were lauded for being "tech-savvy.")
The one thing we have not heard is whether anyone paid the slightest attention to any of the ads that were intended to move them to get out for Trump. Indeed, the fact that people's eyeballs cruise over nasty (or nice) ads seems to have very little influence at all, despite either the boasts of providers of these services or the apocalyptic warnings of the fear-mongers. We are only told that folks were "exposed" to them, as if people were particles devoid of will, moved by mechanical forces. But since the whole purpose of the exercise was to identify those who were inclined to Trump in the first place, it's hard to see the horror of it all. Unless there is Something we're not being told beyond the "boo words" of our information being "weaponized."
Of course, the real danger of the giant rumor mill/echo chamber known as "social" media is that it is simply a set of bubbles and not very social at all. It's a way of sealing ourselves off under the illusion of being "connected." At least, in the old "broadcasting" paradigm you ran the occasional risk of a chance encounter with something that you were not already interested in. A point of view that was not already your own. A product or book or movie that was not already on your radar screen -- and you might, might, decide to give it a shot and find that it wasn't half bad. Or that what the Other Side said about itself was not the same as what Your Side told you that They had said. And your bubble might expand, even if just the tiniest bit.