Knowledge Replaced with Social Media

When it emerged towards the end of the 80s as a purely text-based medium, [the internet] was seen as a tool to pursue knowledge, not pleasure. Reason and thought were most valued in this garden—all derived from the project of Enlightenment. Universities around the world were among the first to connect to this new medium, which hosted discussion groups, informative personal or group blogs, electronic magazines, and academic mailing lists and forums. It was an intellectual project, not about commerce or control, created in a scientific research center in Switzerland.

Wikipedia was a fruit of this garden. So was Google search and its text-based advertising model. And so were blogs, which valued text, hypertext (links), knowledge, and literature. They effectively democratized the ability to contribute to the global corpus of knowledge. For more than a decade, the web created an alternative space that threatened television’s grip on society.

Social networks, though, have since colonized the web for television’s values. From Facebook to Instagram, the medium refocuses our attention on videos and images, rewarding emotional appeals—‘like’ buttons—over rational ones. Instead of a quest for knowledge, it engages us in an endless zest for instant approval from an audience, for which we are constantly but unconsciously performing. (It’s telling that, while Google began life as a PhD thesis, Facebook started as a tool to judge classmates’ appearances.) It reduces our curiosity by showing us exactly what we already want and think, based on our profiles and preferences. Enlightenment’s motto of ‘Dare to know’ has become ‘Dare not to care to know.’