Social media doesn’t work the way we think it should. That’s the conclusion many people have come to in the wake of revelations about Cambridge Analytica’s mining of Facebook data to build political profiles and sway elections. Perhaps the concerns go further back, to the election of a US president in 2016 who seems fueled by social media, the more polarizing and divisive the better. Or perhaps it was Brexit that broke you. Or a gunman “self-investigating” the Comet Ping Pong pizza parlor, spurious accusations of crisis actors at Marjorie Stoneman Douglas and the amazingly inventive web of conspiracies the internet seems to engender. The cyberutopians have retreated, the creators of the modern internet are doing penance and we’re all social media critics now.
Those critics include (suddenly) self-reflective executives at social media platforms, who are desperate for ideas on how their tools can return to society’s good graces. Having learned that platforms manage to metrics, making business decisions to maximize revenues, pageviews or engagement, there’s a new urgency to create a metric that will give us better social media, tools less likely to isolate, polarize and radicalize us. Tristan Harris has preached the gospel of Time Well Spent to newly receptive audiences at Facebook. At Cortico, my MIT colleague Deb Roy is working to define measures of healthy online communities, so Twitter and other platforms can optimize to encourage these behaviors.
These are worthy projects, and I am following both with optimism and interest. But I am concerned that we’ve not had a robust conversation about what we want social media to do for us.
We know what social media does for platform companies like Facebook and Twitter: it generates enormous masses of user-generated content that can be monetized with advertising, and reams of behavioral data that make that advertising more valuable. Perhaps we have a sense for what social media does for us as individuals, connecting us to distant friends, helping us maintain a lightweight awareness of each other’s lives even when we are not co-present. Or perhaps it’s a machine for disappointment and envy, a window into lives better lived than our own. It’s likely that what social media does for us personally is a deeply idiosyncratic question, dependent on our own lives, psyches and decisions, better discussed with our therapists than spoken about in generalities.
I’m interested in what social media should do for us as citizens in a democracy. We talk about social media as a digital public sphere, invoking Habermas and coffeehouses frequented by the bourgeoisie. Before we ask whether the internet succeeds as a public sphere, we ought to ask whether that’s actually what we want it to be.
I take my lead here from journalism scholar Michael Schudson, who took issue with a hyperbolic statement made by media critic James Carey: “journalism as a practice is unthinkable except in the context of democracy; in fact, journalism is usefully understood as another name for democracy.” For Schudson, this was a step too far. Journalism may be necessary for democracy to function well, but journalism by itself is not democracy and cannot produce democracy. Instead, we should work to understand the “Six or Seven Things News Can Do for Democracy”, the title of an incisive essay Schudson wrote to anchor his book, Why Democracies Need an Unloveable Press.
The six things Schudson sees news currently doing for democracy are presented in order of their frequency – as a result, the first three functions Schudson sees are straightforward and unsurprising. The news informs us about events, locally and globally, that we need to know about as citizens. The news investigates issues that are not immediately obvious, doing the hard work of excavating truths that someone did not want told. News provides analysis, knitting reported facts into complex possible narratives of significance and direction.
Schudson wades into deeper waters with the next three functions. News can serve as a public forum, allowing citizens to raise their voices through letters to the editor, op-eds and (when they’re still permitted) through comments. The news can serve as a tool for social empathy, helping us feel the importance of social issues through careful storytelling, appealing to our hearts as well as our heads. Controversially, Schudson argues, news can be a force for mobilization, urging readers to take action, voting, marching, protesting, boycotting, or using any of the other tools we have access to as citizens.
His essay closes with a seventh role that Schudson believes the news should fill, even if it has yet to embrace it. The news can be a force for the promotion of representative democracy. For Schudson, this includes the idea of protecting minority rights against the excesses of populism, and he sees a possible role for journalists in ensuring that these key protections remain in force.
This is perhaps not an exhaustive list, nor is the news required to do all that Schudson believes it can do. Neither does the list include things that the news tries to do that aren’t necessarily connected to democracy, like providing an advertising platform for local businesses, providing revenue for publishers, or entertaining audiences. And Schudson acknowledges that these functions can come into conflict – the more a news organization engages in mobilization, the more likely it is that it will compromise their ability to inform impartially.
In this same spirit, I’d like to suggest six or seven things social media can do for democracy. I am neither as learned or as wise as Schudson, so I fully expect readers to offer half a dozen functions that I’ve missed. In the spirit of Schudson’s public forum and Benkler’s digital public sphere, I offer these in the hopes of starting, not ending, a conversation.
Social media can inform us.
Many of us have heard the statistic that a majority of young people see Facebook as a primary source for news, and virtually every newsroom now considers Facebook as an important distributor of their content (sometimes to their peril.) But that’s not what’s most important in considering social media as a tool for democracy. Because social media is participatory, it is a tool people use to create and share information with friends and family, and potentially the wider world. Usually this information is of interest only to a few people – it’s what you had for lunch, or the antics of the squirrel in your backyard. But sometimes the news you see is of intense importance to the rest of the world.
When protesters took to the streets of Sidi Bouzid, Tunisia, they were visible to the world through Facebook even though the Tunisian government had prevented journalists from coming to the town. Videos from Facebook made their way to Al Jazeera through Tunisian activists in the diaspora, and Al Jazeera rebroadcast footage, helping spread the protests to Tunis and beyond. The importance of social media in informing us is that it provides a channel for those excluded by the news – whether through censorship, as in Tunisia, or through disinterest or ignorance – to have their voices and issues heard.
Places don’t need to be as far away as Tunisia for social media to be a conduit for information – when Michael Brown was killed in Ferguson, Missouri, many people learned of his death, the protests that unfolded in the wake, and the militarized response to those protests, via Twitter. (And as news reporters were arrested for covering events in Ferguson, they turned to Twitter to share news of their own detention.) Social media is critically important in giving voice to communities who’ve been systemically excluded from media – people of color, women, LGBTQIA people, poor people. By giving people a chance to share their under-covered perspectives with broadcast media, social media has a possible role in making the media ecosystem more inclusive and fair.
Finally, social media may be in helping replace or augment local information, as people connect directly with their children’s schools or with community organizations. This function is increasingly important as local newspapers shed staff or close altogether, as social media may become the primary conduit for local information.
Social media can amplify important voices and issues.
In traditional (broadcast or newspaper) media, editors decide what topics are worth the readers’ attention. This “agenda setting” function has enormous political importance – as Max McCombs and Donald Shaw observed in 1972, the news doesn’t tell us what to think, but it’s very good at telling us what to think about.
That agenda-setting power takes a different shape in the era of social media. Instead of a linear process from an editor’s desk through a reporter to the paper on your front porch, social media works with news media through a set of feedback loops. Readers make stories more visible by sharing them on social media (and help ensure invisibility by failing to share stories). Editors and writers respond to sharing as a signal of popularity and interest, and will often write more stories to capitalize on this interest. Readers may respond to stories by becoming authors, injecting their stories into the mix and competing with professional stories for attention and amplification.
Amplification has become a new form of exercising political power. In 2012, we watched Invisible Children use a carefully crafted campaign, built around a manipulative video and a strategy of sharing the video with online influencers. Within an few days, roughly half of American young people had seen the video, and US funding for the Ugandan military – the goal of the campaign – was being supported by powerful people in the US Congress and military. (That the organization’s director had a nervous breakdown, leading to the group’s implosion, was not a coincidence – Invisible Children managed to amplify an issue to a level of visibility where powerful backlash was inevitable.)
Amplification works within much smaller circles that those surrounding US foreign policy. By sharing content with small personal networks on social media, individuals signal the issues they see as most important and engage in a constant process of self-definition. In the process, they advocate for friends to pay attention to these issues as well. Essentially, social media provides an efficient mechanism for the two-step flow of communication, documented by Paul Lazarsfeld and Elihu Katz, to unfold online. We are less influenced by mass media than we are by opinion leaders, who share their opinions about mass media. Social media invites all of us to become opinion leaders, at least for our circles of friends, and makes the process entertaining, gamifying our role as influencers by rewarding us with up to the second numbers on how our tweets and posts have been liked and shared by our friends.
Social media can be a tool for connection and solidarity.
The pre-web internet of the 1980s and 1990s was organized around topics of interest, rather than offline friendships, as social networks like Facebook organize. Some of the most long-lasting communities that emerged from the Usenet era of the internet were communities of interest that connected people who had a hard time finding each other offline: young people questioning their sexuality, religious and ethnic minorities, people with esoteric or specialized interests. The spirit of the community of interest and identity continued through Scott Hefferman’s meetup.com, which helped poodle owners or Bernie supporters in Des Moines find each other, and now surfaces again in Facebook Groups, semi-private spaces designed to allow people to connect with likeminded individuals in safe, restricted spaces.
Social critics, notably Robert Putnam, have worried that the internet is undermining our sense of community and lessening people’s abilities to engage in civic behavior. Another possibility is that we’re forming new bonds of solidarity based on shared interests than on shared geographies. I think of Jen Brea, whose academic career at Harvard was cut short by myalgic encephalomyelitis, who used the internet to build an online community of fellow disease sufferers, a powerful documentary film that premiered at Sundance, and a powerful campaign calling attention to the ways diseases that disproportionately affect women are systemically misdiagnosed. Brea’s disease makes it difficult for her to connect with her local, physical community, but social media has made it possible to build a powerful community of interest that is working on helping people live with their disease.
One of the major worries voiced about social media is the ways in which it can increase political polarization. Communities of solidarity can both exacerbate and combat that problem. We may end up more firmly rooted in our existing opinions, or we may create a new set of weak ties to people who we may disagree with in terms of traditional political categories, but with whom we share powerful bonds around shared interests, identities and struggles.
Social media can be a space for mobilization
The power of social media to raise money for candidates, recruit people to participate in marches and rallies, to organize boycotts of products or the overthrow of governments is one of the best-documented – and most debated – powers of social media. From Clay Shirky’s examination of group formation and mobilization in Here Comes Everybody to endless analyses of the power of Facebook and Twitter in mobilizing youth in Tahrir Square or Gezi Park, including Zeynep Tufekçi’s Twitter and Tear Gas, the power of social media to both recruit people to social movements and to organize actions offline has been well documented. It’s also been heartily critiqued, from Malcolm Gladwell, who believes that online connections can never be as powerful as real-world strong ties for leading people to protest, or by thinkers like Tufekçi, who readily admit that the ease of mobilizing people online is an Achille’s heel, teaching leaders like Erdogan to discount the importance of citizens protesting in the streets.
It’s worth noting that mobilization online does not have to lead to offline action to be effective. A wave of campaigns like Sleeping Giants, which has urged advertisers to pull support from Breitbart, or #metoo, where tens of thousands of women have demonstrated that sexual harassment is a pervasive condition, not just the product of a few Harvey Weinsteins, have connected primarily online action to real-world change. What’s increasingly clear is that online mobilization – like amplification – is simply a tool in the contemporary civic toolkit, alongsite more traditional forms of organizing.
Social media can be a space for deliberation and debate.
Perhaps no promise of social media has been more disappointing than hope that social media would provide the public forum function Schudson celebrated. Newspapers began experimenting with participatory media through open comments fora, and quickly discovered that online discourse was often mean, petty, superficial and worth ignoring. Moving debate from often anonymous comment sections onto real-name social networks like Facebook had less of a mediating effect that many hoped. While conversations less often devolve into insults and shouting, everyone who’s shared political news online has had the experience of a friend or family member ending an online friendship over controversial content. It’s likely that the increasing popularity of closed online spaces, like Facebook groups, has to do with the unwillingness of people to engage in civil deliberation and debate, and the hope that people can find affirmation and support for their views rather than experiencing conflict and tension.
Yet it is possible to create spaces for deliberation and debate within social media. Wael Ghonim was the organizer of the We Are All Khaled Said Facebook page, one of the major groups that mobilized “Tahrir youth” to stand up to the Mubarak regime, leading to the most dramatic changes to come out of the Arab Spring. After the revolution, Ghonim was deeply involved with democratic organizing in Egypt. He became frustrated with Facebook, which was an excellent platform for rallying people and harnessing anger, but far less effective in enabling nuanced debate about political futures. Ghonim went on to build his own social network, Parlio, which focused on civility and respectful debate, featuring dialogs with intellectuals and political leaders rather than updates on what participants were eating for lunch or watching on TV. The network had difficulty scaling, but was acquired by Quora, the question-answering social network, which was attracted to Parlio’s work in building high-value conversations that went beyond questions and answers.
Parlio suggests that the dynamics of social networks as we understand them have to do with the choices made by their founders and governing team. Facebook and Twitter can be such unpleasant places because strong emotions lead to high engagement, and engagement sells ads. Engineer a different social network around different principles, and it’s possible that the deliberation and debate we might hope from a digital public sphere could happen within a platform.
Social media can be a tool for showing us a diversity of views and perspectives.
If the idea of social media as a space for deliberation and polite dialog doesn’t convince you that I’ve been replaced with a cyberutopian dopplegänger of myself, this assertion might. I wrote a book, Rewire, that argues that social media tends to reinforce homophily, the tendency of birds of a feather to flock together. Given the apparent track record of social media as a space where ethnonationalism and racism thrive, is it reasonable to hope for social media to operate as a tool for increasing diversity of views and exposure to alternative perspectives.
Yes, but not without conscious intervention to help social networks operate differently than they do now. Contemporary social networks have an enormous amount of potential diversity, but very little manifest diversity. In theory, you can connect with 2 billion people from virtually every country in the world on Facebook. In practice, you connect with a few hundred people you know offline, who tend to share your national origin, race, religion and politics. But a social network that focused explicitly on broadening your perspectives would have a tremendous foundation to build upon: networks like Facebook know a great deal about who you already pay attention to, and have a deep well of alternative content to draw from. Projects like FlipFeed from MIT’s Laboratory for Social Machines and gobo.social from my group at the MIT Media Lab explicitly re-engineer your social media feeds to encourage encounters with a more diverse set of perspectives. If a network like Twitter or Facebook concluded that increased diversity was a worthy metric to manage to, there’s dozens of ways to accomplish the goal, and rich questions to be solved in combining increased diversity with a user’s interests to accomplish serendipity, rather than increased randomness.
Schudson’s suggestion that news could promote representative democracy was intended as a challenge to news organizations to take their democratic responsibilities more seriously. I offer my seventh suggestion for social media in the same spirit.
Social media can be a model for democratically governed spaces.
Users in social networks like Twitter and Facebook have little control over how those networks are governed, despite the great value they collectively create for platform owners. This disparity has led Rebecca MacKinnon to call for platform owners to seek Consent of the Networked, and Trebor Scholz to call us to recognize participation in social networks as Digital Labor. But some platforms have done more than others to engage their communities in governance.
Reddit is the fourth most popular site on the US internet and sixth most popular site worldwide, as measured by Alexa Internet, and is a daily destination for at least 250 million users. The site is organized into thousands of “subreddits”, each managed by a team of uncompensated, volunteer moderators, who determine what content is allowable in each community. The result is a wildly diverse set of conversations, ranging from insightful conversations about science and politics in some communities, to ugly, racist, misogynistic, hateful speech in others. The difference in outcomes in those communities comes in large part to differences in governance and to the partipants each community attracts.
Some Reddit communities have begun working with scholars to examine scientifically how they could govern their communities more effectively. /r/science, a community of 18 million subscribers and over a thousand volunteer moderators, has worked with communications scholar Nathan Matias to experiment with ways of enforcing their rules to maximize positive discussions and throw out fewer rulebreakers. The ability to experiment with different rules in different parts of a site and to study what rulesets best enable what kinds of conversations could have benefits for supporters of participatory democracy offline as well as online.
It’s fair to point out that the social media platforms we use today don’t fulfill all these functions. Few have taken steps to increase the diversity of opinions users are exposed to, and though many have tried to encourage civil discourse, very few have succeeded. It’s likely that some of these goals are incompatible with current ad supported business models. Political polarization and name-calling may well generate more pageviews than diversity and civil deliberation.
Second, as Schudson observed about the possible functions for media, these democratic functions for social media may be mutually incompatible. It’s likely that the communities that favor solidarity and subgroup identity, or turn that identity into mobilization, aren’t the best ones to support efforts for diversity or for dialog. The ways in which different networks may be necessary to accomplish multiple democratic goals points to the fact that we may not need One Network to Rule Them All, so much as we may need a diversity of networks for different purposes. The place where I swap war stories about continuous glucose monitors with fellow type 1 diabetics may not be the place I argue politics – and it may be a massive mistake to collapse those communities and functions into the same platform
Finally, it’s also fair to note that there’s a dark side to every democratic function I’ve listed. The tools that allow marginalized people to report their news and influence media are the same ones that allow fake news to be injected into the media ecosystem. Amplification is a technique used by everyone from Black Lives Matter to neo-Nazis, as is mobilization, and the spaces for solidarity that allow Jen Brea to manage her disease allow “incels” to push each other towards violence. While I feel comfortable advocating for respectful dialog and diverse points of view, someone will see my advocacy as an attempt to push politically correct multiculturalism down their throat, or to silence the exclusive truth of their perspectives through dialog. The bad news is that making social media work better for democracy likely means making it work better for the Nazis as well. The good news is that there’s a lot more participatory democrats than there are Nazis.
My aim in putting forward seven things social media could do for democracy is two-fold. As we demand that Facebook, Twitter and others do better – and we should – we need to know what we’re asking for. I want Facebook to be more respectful of my personal information, more dedicated to helping me connect with my friends than marketing me to advertisers, but I also want them to be thinking about which of these democratic goals they hope to achieve. Second, I don’t believe we should have only one or two social media networks. My hope is a world where we could have dozens of interoperable social networks focused on different goals and purposes. When I’ve proposed publicly-funded social media networks, it’s not because I believe taxpayers should pay for a replacement for Facebook. It’s because I think we need networks that take seriously problems like deliberation and diversity, and I don’t yet see those projects emerging from the market.
In suggesting the roles news has within a democracy, Michael Schudson had the support of Thomas Jefferson, who declared that if he had to choose between “a government without newspapers or newspapers without a government, I should not hesitate a moment to prefer the latter”. There’s no guarantee that our founders would have embraced social media as a critical pillar of democracy – though I’ve made the case that Franklin, at least, would have found it very familiar. But if our response to the shortcomings of contemporary social media is to move beyond the idea that we should burn it all down, it’s critical that we ask what social media can do for democracy and demand that it play its part.
As I mentioned early in this essay, I’m unconvinced that I’ve identified the correct seven functions for social media in a democracy, or that there’s six or seven. And while I have the intuition that our democracies are better with social media than without them, I’m interested in all arguments, including the argument to burn it all down. I hope you’ll take advantage of participatory media as a space for dialog to offer your thoughts in the comments on this, or in your own writing elsewhere online. Thanks for reading and engaging.
Also published on Medium.