Today’s Observer column:
Connoisseurs of corporate cant have a new collector’s item: Mark Zuckerberg’s latest Epistle to his Disciples. “We built Facebook,” it begins, “to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our wellbeing and happiness.”
Quite so. But all is not well, it seems. “Recently,” continues Zuck, sorrowfully, “we’ve gotten feedback from our community that public content – posts from businesses, brands and media – is crowding out the personal moments that lead us to connect more with each other.”
Well, well. How did this happen? Simple: it turns out that “video and other public content have exploded on Facebook in the past couple of years. Since there’s more public content than posts from your friends and family, the balance of what’s in news feed has shifted away from the most important thing Facebook can do – help us connect with each other.”
Note the impersonality of all this. Somehow, this pestilential content has “exploded” on Facebook. Which is odd, is it not, given that nothing appears in a user’s news feed that isn’t decided by Facebook?