I just saw The Social Dilemma on Netflix. At this point, I'm way too cynical to take that stuff at face value. The film is clearly an ad for Facebook. Everything from the back to school special tropes to the misleading graphs is sleazy to me, even though I like some of the people in it (I love Lanier, even if I think his concept of data dignity is misguided).
They start out with "who is responsible?," which is a question that is repeatedly asked but nobody ever answers, even though it would not be difficult for these insiders to point at somebody, even if they aren't totally 100% responsible, they could give us a lead, but they don't. Then these guys don't even mention telemetry on our operating systems or other apps we run. You can watch that entire film and not know a thing about telemetry on Windows or Android or whatever Canonical cooked up for Linux. None of these people seem like they put wireshark on a computer or phone and looked at what's happening. Nobody said a thing about the home security systems or municipal cameras, or Alexas that evesdrop. Nobody is even giving any examples of how granular the data is. That's because they want to keep everything very safe in this film. They aren't actually trying to change anything about how us consumers use social networks.
Then they get to the real heart of the matter... They claim that they can manipulate us. We're all facebook zombies now. Specifically facebook zombies, by the way. A few other platforms were mentioned in passing, but I don't think they discussed any other platform the way they talked up facebook.
So lets say you're a campaign strategist and you watch this, because you're some old well connected, yet out of touch boomer who has to interface with ad tech people. As soon as the film is over you're gonna get on the phone and tell them to increase your presence on facebook, immediately, before the cut off for political ads hits, and come up with contingencies to bypass the political ad cut offs. Facebook is POWER, and you want it now!
That's the point of this film... to manipulate ad buyers, not ad consumers. I think ad consumers probably become more loyal to facebook after they quit and come back than if they never quit. Resistance presupposes power and all that.
The Social Dilemma is a part of a larger problem of ad buyer manipulation. Nobody ever seems to want to talk about that end of the equation for some reason.
I learned about this a couple of years ago, while researching for a friend. I have a friend who has been an aspiring YouTube/Twitch celebrity for years. A lot of you probably know somebody like this. He's always on there, trying to build an audience, and he's got a lot of heart, but you know... it's probably not going to happen. A couple of years ago, I thought I'd surprise him on his birthday by secretly buying some exposure for him. Maybe make some banner ads or video ads or something, spend like $50 on ad placements, and then he wakes up to 100k views on his birthday type thing. How hard can it be?
So I researched. Ad tech is trickier and weirder than I thought it would be. At the time, facebook was kicking ass with click through and conversion rates, compared to google and bing. Big data is stupid when it's too big. It's easier to predict behavior on one web site than it is to predict behavior on the entire internet. Like, on VVO, I can pretty much predict that when I see certain faces in my notifications, it's a bag of dicks react (love you guys). I could probably just eyeball an ad to predict if it would be relevant to people's interests here. Outside of VVO? I have no idea, that problem is too big. So facebook has big data, but it's a smaller, and more manageable big data than the big big data that google is working with.
Anyway, the ad tech forums I was lurking on while studying all this stuff were wild. Every other post was a horror story about an asshole account executive at Google giving them shit for pulling back on Google ads. A lot of ad tech people are contractors, so they have multiple clients. When the ad tech specialist would shut them down, they would keep calling like bill collectors. Eventually, it was common for the Google ad executives to phone an ad tech guy's client to convince them to keep buying google ads, when other venues, like facebook, or twitter ads would fit their strategy better. These account executives at Google would destroy people's campaigns just to make a few more bucks in commission.
I never ended up surprising my friend with traffic, and that's probably for the best, but from that experience, I learned to watch for these social networking companies trying to manipulate ad buyers. The Social Dilemma looks like a prime example of that.