The Potlatch and the Panopticon: the yin and yang of social media gift economics

This article was initially posted in the RN Philosopher’s Zone on ABC Radio (Australia). Follow this link for an interview with Tim Rayner and RN Philosopher’s Zone host Joe Gelonesi.

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Paul Krugman doesn’t tweet. The economist and New York Times columnist has over one million followers on Twitter, yet he claims that he doesn’t have time to engage them, and employs a tweet-bot to deliver titles from his blog. Krugman’s aversion to Twitter may have more to do with his dislike of chatter than with time constraints. Krugman, in 1998, famously predicted that ‘[t]he growth of the internet will slow drastically [as it] becomes apparent [that] most people have nothing to say to one another’. Since then, the chattering classes have swept to ubiquity. Twitter has 218 million active monthly users. Facebook, the current king of the social media world, has 850 million active users and is worth about 80 billion dollars.

Tech pundits claim that we have entered the social era, an age of constant, multi-channel, sharing. What drives this frenzy of exchange, and what sustains it, given that, as Krugman notes, most people have nothing to say to one another? One way of understanding these issues is to look at the psychological and motivational dynamics of gift exchanges. The enticements and rewards of tweeting, posting, pinning, and blogging come into relief when we think of this activity as gifting rather than sharing, as contributing to a common pool rather than simply chattering.

Social media as gift culture: the reputation game

This is the first in a series of posts exploring the gift cultural dimensions of online social sharing. It builds on The Gift Shift and The Family History of Facebook, in which I introduced the idea of social media as a gift culture. It also represents a critical response to the position I developed in the Foucault and social media series, in which I used Foucault’s idea of the Panopticon to explore the psychological effects of sharing in the presence of a crowd. The ‘virtual Panopticon’ idea is not wrong but it is incomplete. What it leaves out is the virtuous competition that takes place between participants in the open social space – a competition based in the free exchange of gifts.

It comes down to how we relate to our followers. If we feel alienated from them, or intimated by them, sharing in public can be difficult. We are uncomfortably aware that our content is tagged with an existential marker: ‘I like it – it reflects my values and interests’. Like prisoners in a Panopticon, we can’t help feeling that we are judged on the basis of our posts and shares, and it is hard to shake the sense that we need to prove ourselves in some way. If, on the other hand, we feel supported and empowered by our followers, sharing in public is a different experience. We feel like valued participants in a multi-player game. We feel able to make valid contributions to the mix – to add content that may be passed around and enjoyed, that enriches the social experience. The fact that the content of our posts and shares reflects personally on us becomes a positive thing. We want to be known for the things that we share. We affirm our right to step forth and lead the conversation. It is by leading that we develop a positive reputation.

Don’t think of your followers as judges. Think of them as your tribe. Yes, they implicitly judge your contributions. Yet, for the most part, they value your gifts. Think of yourself as a tribal chief, competing for status in a virtual Potlatch. The crowd is there to witness your gifts, not to judge and condemn them. Your goal is to enrich your tribe with whatever gifts you have to offer.

Play the reputation game. Celebrate the virtual Potlatch and give.

Foucault and social media: the call of the crowd

This is the final instalment in a three-part series on social media and ‘subjectivation’ (Michel Foucault’s term for the self-construction of identity). Part one discusses how the open commons ideal of social media creates a ‘virtual Panopticon’ effect that impacts on the psychology of users. I argue that the awareness of being watched and implicitly judged by the material we post online (including likes, shares, and comments) leads us to unconsciously aspire to please and/or impress a certain crowd, and to select content accordingly.

Part two deepens the analysis by reflecting on author Peggy Orenstein’s experience of Twitter. Orenstein’s awareness of the crowd spurred her to work even harder to craft a positive identity. This reflects a common response on the part of social media prosumers. Users who are able to channel and utilize the anxiety produced by the virtual Panopticon seize on the positive aspects of their identity and amplify them to the nth degree. This is what I call ‘creative self-affirmation’.

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Forget Farmville and World of Warcraft. Creative self-affirmation is the most popular game online. We play this game whenever we select material to share with friends or craft messages to frame our posts. The name of the game is to present oneself, via one’s tweets, posts, likes, comments, and shares, in the light in which one aspires to be viewed. This essentially amounts to affirming the things that one loves in such a way that the love one brings to the world is reflected in one’s online activity. The rules of the game are simple: [1] share only what you love or what resonates with you; [2] pay attention to the feedback you receive from the crowd and modify your posts accordingly; [3] don’t stray too far from the truth. Be creative but don’t be phoney.

This last point is crucial. It is easy to fabricate an identity online. We do this when we create avatars on SecondLife or player characters in World of Warcraft. We create fictional personas drawn from our dreams and imaginings – personas that may have little or no connection with our real world self. Creative self-affirmation is different. Instead of fabricating an identity, it involves creatively affirming key aspects of your person – those aspects that you consider valuable, virtuous and beautiful – while editing out your weaknesses and deficiencies.

Creative self-affirmation is an artistic activity, it is true. But like all great art, it has as much to do with truth as with fiction. It starts with your sense of who you really are. If your posts, tweets, comments, shares, and likes do not reflect who you really are (or who you believe yourself to be, at least), you are playing the game incorrectly. The point is to affirm your singular potential. You need to seize on your inner awesome and put it before the crowd.

Foucault and social media: I tweet, therefore I become

This is the second instalment in a three-part series. Part one discusses how the open commons ideal of social media creates a ‘virtual Panopticon’ effect that impacts on the psychology of users. I argue, building on Michel Foucault’s account of the Panopticon:

There is a self-reflexive structure to sharing content on Facebook or Twitter. Just as actors on stage know that they are being watched by the audience and tailor their behaviour to find the best effect, effective use of social media implies selecting and framing content with a view to pleasing and/or impressing a certain crowd. We may not intend to do this but it is essential to doing it well. Unless we are sharing anonymously (and the radical end of internet culture, Anonymous, favours anonymity), all the content we share is tagged with an existential marker:

‘I sent this – it is part of my work. You shall know me by my works’.

Part two continues the Foucaultian interrogation of social media looking at Foucault’s concept of subjectivation. I argue for a playful approach to life in the virtual Panopticon. Social media shapes us, so why shouldn’t we engage this process in a creative way? Indeed, we can and do use social media as a vehicle for creative self-development.

‘Never stop sculpting your own statue’, the ancient philosopher Plotinus said. Latter-day Foucaultians are recovering this teaching in an age of social media. We are crafting our selves online in the engagement with crowds.

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Peggy Orenstein came late to Twitter. Orenstein was sceptical at first when her publisher suggested she use Twitter to promote her book, Cinderella Ate My Daughter. She wasn’t fond of the gossip and celebrity culture and the trivial nature of much of what passed as content in the Twittersphere. Orenstein knew, however, that a ready tribe of tweeps is an essential part of the contemporary writer’s guerilla marketing toolkit. She succumbed to pressure and signed up.

Orenstein approached her Twitter experiment with the studious detachment of the field anthropologist. I imagine this is why she noticed how Twitter was changing her.

Tweeting, it turned out, was more fun than she had expected. It was addictive. In an article on her experience published in the New York Times, ‘I Tweet, Therefore I Am’, Orenstein describes how using Twitter redefined her experience of life and self. There was nothing covert or oppressive about this transformation. Orenstein was a willing participant in her own subjectivation.

Foucault and social media: life in a virtual panopticon

This is the first instalment in a three-part series.

Part 2. I tweet, therefore I become
Part 3. The call of the crowd

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You start the day bleary-eyed and anxious. You stayed up late last night working on a post for your blog, gathering facts and memes from about the web and weaving them into an incisive whole. Has it produced a spike in the stats? You sign in on your iPhone as you brew the coffee. But it’s too early to slip into the professional headspace – you decide that you don’t want to know. Someone has messaged you on Facebook, so you check that instead. Japanese manga mashup! Killer breaks off the cost of Lombok. Lady Gaga is a man and we have photoshopped evidence to prove it! A friend will appreciate that one, so you share it with her directly. Perhaps not something that you’d want to share widely. Two new contact requests on LinkedIn. Your profile needs updating. Should you include details about the design work you completed for the local event the week before? You are not sure. You are building your profile as a graphic artist and looking for quality clients. Perhaps this is a part of your person that you will let incubate for a while longer.

You jump on HootSuite and start sharing targeted content: Facebook for friends, tweets for professional contacts. The day has barely started and already you are split into half a dozen pieces.

How did we ever get by without social media? In under a decade, free online services like Facebook, Twitter, and LinkedIn have utterly transformed how we work, play, and communicate. For hundreds of millions of people, sharing content across a range of social media services is a familiar part of life. Yet little is known about how social media is impacting us on a psychological level. A wealth of commentators are exploring how social media is refiguring forms of economic activity, reshaping our institutions, and transforming our social and organizational practices. We are still learning about how social media impacts on our sense of personal identity.

The French philosopher Michel Foucault (1926-1984) has a set of insights that can help clarify how social media affects us on a psychological level. Foucault died before the advent of the internet, yet his studies of social conditioning and identity formation in relation to power are applicable to life online. Seen from a Foucaultian perspective, social media is more than a vehicle for exchanging information. Social media is a vehicle for identity-formation. Social media involves ‘subjectivation’.

Foucault and social media: life in a virtual panopticon

This is the first instalment in a three-part series.

Part 2. I tweet, therefore I become
Part 3. The call of the crowd

——————————————-

You start the day bleary-eyed and anxious. You stayed up late last night working on a post for your blog, gathering facts and memes from about the web and weaving them into an incisive whole. Has it produced a spike in the stats? You sign in on your iPhone as you brew the coffee. But it’s too early to slip into the professional headspace – you decide that you don’t want to know. Someone has messaged you on Facebook, so you check that instead. Japanese manga mashup! Killer breaks off the cost of Lombok. Lady Gaga is a man and we have photoshopped evidence to prove it! A friend will appreciate that one, so you share it with her directly. Perhaps not something that you’d want to share widely. Two new contact requests on LinkedIn. Your profile needs updating. Should you include details about the design work you completed for the local event the week before? You are not sure. You are building your profile as a graphic artist and looking for quality clients. Perhaps this is a part of your person that you will let incubate for a while longer.

You jump on HootSuite and start sharing targeted content: Facebook for friends, tweets for professional contacts. The day has barely started and already you are split into half a dozen pieces.

How did we ever get by without social media? In under a decade, free online services like Facebook, Twitter, and LinkedIn have utterly transformed how we work, play, and communicate. For hundreds of millions of people, sharing content across a range of social media services is a familiar part of life. Yet little is known about how social media is impacting us on a psychological level. A wealth of commentators are exploring how social media is refiguring forms of economic activity, reshaping our institutions, and transforming our social and organizational practices. We are still learning about how social media impacts on our sense of personal identity.

The French philosopher Michel Foucault (1926-1984) has a set of insights that can help clarify how social media affects us on a psychological level. Foucault died before the advent of the internet, yet his studies of social conditioning and identity formation in relation to power are applicable to life online. Seen from a Foucaultian perspective, social media is more than a vehicle for exchanging information. Social media is a vehicle for identity-formation. Social media involves ‘subjectivation’.