anti social cover

Warning: This book may alter your perceptions on how the world currently works and your part in democracy’s downfall.

Anti-Social Media is actually misnamed.

This book is an indictment of Facebook and to a lessor extent the other social media sites that seek to emulate its success. What initially seems to be the book’s raison d’être; an examination of the overreach, and dubious business practices, that led to the Cambridge Analytica scandal, is actually far more wide spread, nuanced, and ultimately damning. With possibly its most revealing allegation being that Cambridge Analytica were never anything more than Snake Oil Salesmen; while Facebook’s own employees worked directly for political campaigns in multiple countries with almost universal damage to democracy and the pollical process in the countries in which they worked.

Mr. Vaidhyanthan’s case is that Facebook is on its way to becoming, or indeed has already become, the operating system of our lives. While it has been beneficial in general terms for individuals; improving communication with friends and relatives, and even people who we would never have hoped to keep in touch with before its arrival, Facebook has done significant damage to society as a whole.

Facebook’s success, Mr. Vaidhyantha argues, is based on two elements. The first being that Facebook is deliberately engineered to be addictive; rewarding interactions likes, and shares, in similar ways to how casinos keep their guests playing. The second element of Facebook’s success being that it has become “one of the most effective advertising machines in history.” Facebook knows so much about us, and offers advertisers such levels of targeting that were never before dreamed of, that it is unparalleled as a sales tool.

If Facebook was just an engine for kitten & puppy pictures, along with family updates, and the odd attempt to sell us things, it could quite possibly be the force for good it sincerely believes that it is. However, Facebook has become a major factor in the political world. Facebook encourages weak ties between people, and is great for declaration and reaction. It undoubtedly helps political activists, activism, hyperbole, and alarm. Facebook; however, is useless for political discourse and deliberation. Posts which do not create strong reactions one way of the other fall foul of Facebook’s algorithm and are just not delivered in news feeds.

Although the tone of Anti-Social Media, is one of alarm, and it makes a strong case for the damage that Facebook and its ilk do to the world; the author does have some interesting suggestions as to possible ways to close the pandora’s box that Mark Zuckerberg has opened. If fact, Mr. Vaidhyanthan’s historical comparison of Facebook with the East India Company, and their “shared zeal for making the world a better place,” should give us all pause for thought. Facebook’s users are currently its product – Facebook sells highly targeted, and therefore highly effective advertising. Facebook could be forced to treat its users like clients; much like lawyers or financial consultants. If Facebook was to become an informational fiduciary, the argument goes, an only use data in ways that do not harm us, it may finally understand the difference between advertising that tries to sell us products, and political propaganda.

The Anti-Social Media is more than an inditement of the social medial filter bubble and Facebook creating more divides while its intentions are to bring us together. The book asks us to look at the changes in society, and in ourselves, as we have been using Facebook as an operating system. It asks us if the kitten and puppy pictures are worth it? Interestingly it does not ask us to give up on Facebook or Social Media; but to understand its societal dangers and the recognize our responsibilities in doing something about it.

This is the book that did not make me give up Facebook.

It did make me delete Facebook off my phone.

And renew a year’s subscription to a highly reputable news organization.

It’s that good.