Facebook the Surveillance and Social Control Grail NOT Under Deep State Control

NewYorker |  Twelve years later, the fixation on data as the key to political persuasion has exploded into scandal. For the past several days, the Internet has been enveloped in outrage over Facebook and Cambridge Analytica, the shadowy firm that supposedly helped Donald Trump win the White House. As with the Maoist rebels, this appears to be a tale of data-lust gone bad. In order to fulfill the promises that Cambridge Analytica made to its clients—it claimed to possess cutting-edge “psychographic profiles” that could judge voters’ personalities better than their own friends could—the company had to harvest huge amounts of information. It did this in an ethically suspicious way, by contracting with Aleksandr Kogan, a psychologist at the University of Cambridge, who built an app that collected demographic data on tens of millions of Facebook users, largely without their knowledge. “This was a scam—and a fraud,” Paul Grewal, Facebook’s deputy general counsel, told the Times over the weekend. Kogan has said that he was assured by Cambridge Analytica that the data collection was “perfectly legal and within the limits of the terms of service.”

Despite Facebook’s performance of victimization, it has endured a good deal of blowback and blame. Even before the story broke, Trump’s critics frequently railed at the company for contributing to his victory by failing to rein in fake news and Russian propaganda. To them, the Cambridge Analytica story was another example of Facebook’s inability, or unwillingness, to control its platform, which allowed bad actors to exploit people on behalf of authoritarian populism. Democrats have demanded that Mark Zuckerberg, the C.E.O. of Facebook, testify before Congress. Antonio Tajani, the President of the European Parliament, wants to talk to him, too. “Facebook needs to clarify before the representatives of five hundred million Europeans that personal data is not being used to manipulate democracy,” he said. On Wednesday afternoon, after remaining conspicuously silent since Friday night, Zuckerberg pledged to restrict third-party access to Facebook data in an effort to win back user trust. “We have a responsibility to protect your data, and if we can’t then we don’t deserve to serve you,” he wrote on Facebook.

But, as some have noted, the furor over Cambridge Analytica is complicated by the fact that what the firm did wasn’t unique or all that new. In 2012, Barack Obama’s reëlection campaign used a Facebook app to target users for outreach, giving supporters the option to share their friend lists with the campaign. These efforts, compared with those of Kogan and Cambridge Analytica, were relatively transparent, but users who never gave their consent had their information sucked up anyway. (Facebook has since changed its policies.) As the sociologist Zeynep Tufekci has written, Facebook itself is a giant “surveillance machine”: its business model demands that it gather as much data about its users as possible, then allow advertisers to exploit the information through a system so complex and opaque that misuse is almost guaranteed.