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The arguments that Facebook is evil are really dumb and I'm kind of tired of them. The core mechanism of political polarization is that the internet inexorably pulled society out of its temporary state of mass media consolidation. For a couple decades, we had an unusual situation where a few companies ran mass media, and those companies all sort of agreed to toe the centrist consensus line politically. Now, we've reverted to something like what we had before radio, which was that socialists read the socialist newspaper, right-wing folks read the right-wing newspaper, etc., if not even worse -- some folks just got their news from the loudest partisans at the bar. We've gone from an era where news distribution was fragmented because it was very difficult, to an era where it was consolidated because it was easy for large corporations only, to an era where it's so dead simple that anyone can do it, so it's fragmented again. Legacy media folks hate this. They blame the biggest players helping people share fragmented media sources with one another, rather than recognizing the inevitability of this fragmentation, no matter what products people use to share news over the internet. They demand a return to elite consensus blocking extreme viewpoints. It is simply not gonna happen. That barn was always temporary, and it has collapsed around the horse. |
But when it became obvious that “ads” was the wrong mental model, and that the products being created were ultimately about the general problem of persuading people by using data collected by spying on them, it should have been realized this was an incentive structure that any sane code of engineering ethics should abandon. Facebook ended up being the best and most successful example of an organization taking this system to its most logical endpoint, but someone always would have unless a code of ethics managed to materialize upon seeing the damage it was causing before it got too far.
I don’t judge people who work at Facebook generally, but do think every one of them at this point should resign on ethical grounds. The situation could be fixed if the company (even just internally) owned up to the malincentives they have fallen into and committed to exiting it and leading on forming a code of ethics on when these kinds of system ought not be built.