By Gordon Hull
Facebook’s opaque advertising practices are in the news (again) because it was apparently the vehicle through which some of the Russian attempts to meddle in the 2016 election were routed. This piece by Sam Biddle on The Intercept is well worth the read, as it makes the case that the public needs to know more about Facebook’s advertising practices. On the one hand, the company has admitted to a little of what happened. But it studiously has failed to answer most of the relevant questions, hiding behind vague, well-lawyered blog posts. Biddle concludes:
“It’s reassuring that Facebook is cooperating with the ongoing Russia-related probes. But this is bigger than Russia, bigger than Hillary Clinton, and bigger than 2016. Should Facebook continue to simply allude to its ominous potential rather than sharing it in full, there’s only one good option left: Bring in Mark Zuckerberg and have him sworn in live on C-SPAN. No spokespeople required.”
This is not a new issue; what Facebook does to your news feed is a paradigmatic example of the black box society at work. Worried? Facebook routinely publishes research designed to exonerate itself from whatever concerns its black box might engender; for example, it published papers in both 2015 and 2012 purporting to prove that it did not contribute to the development of online echo chambers. As I argued at the time, these results are not just misleading for reasons internal to the research, but because they spread the myth that anything involving big data, machine learning, or a humongous N= figure somehow produces unvarnished, self-interpreting truth. This serves to insulate companies like Facebook from the scrutiny that accompanies what Tarleton Gillespie identified as the “politics of platforms” back in 2010 and what Helen Nissenbaum and Lucas Introna identified as an analogous issue with portal sites all the way back in 2000. When a company is the means through which people experience the Internet or their social interactions with other users, how that company curates its data matters. But two things are certain: the data is carefully curated, and the companies curating the data aren’t talking. This isn’t to say that they don’t say things indicating what they might be up to; under the guise of proving that the emotional contagion effect could work across remote networks (and did not require face-to-face interaction), Facebook basically telegraphed that it manipulates users’ news feeds to elicit (presumably positive) emotional states. danah boyd captured a lot of what is at stake, pointing out (again, a while ago) that Facebook presents itself like a public utility, but demands that it be free from the regulations that guarantee that utilities serve the public interest.
