In an article in the New Yorker, Malcolm Gladwell bites into “the outsized enthusiasm for social media.” This is a worthwhile cause, to be sure. The article drips with contempt for anyone and everyone who seems overly eager to declare the miracles of technology. The claims of Twitter’s role in Moldova and Iran are put in their place. He quotes journalist Golnaz Esfandiari, “Simply put: There was no Twitter Revolution inside Iran.” Go, Malcolm, go!
But, this is actually old news. What’s new is Gladwell’s take. He denies two business-book authors’ claim that “Social networks are particularly effective at increasing motivation.” It’s not motivation, but merely participation that is increased via social networks, according to Gladwell. Citing Facebook causes that have millions of friends but very low average donations, he writes, “Facebook activism succeeds not by motivating people to make a real sacrifice but by motivating them to do the things that people do when they are not motivated enough to make a real sacrifice.”
This is true, and right in line with the Jester’s motto: Technology magnifies human intent and capacity. Yes, you can get more friends on Facebook making donations, than if you had to stuff envelopes and lick stamps, but what use is it, if their underlying desire and ability to donate is limited (as it inevitably is)?
The story he ends on is the story made famous by Clay Shirky, about a New York woman, Ivanna, who loses her fancy mobile phone in a taxi and has it stolen by a teenager, Sasha, who refuses to return it. Thanks to some Internet activism by Ivanna’s friend Evan, millions of people followed the story, some agitated, and the police were forced publicly to acknowledge that the phone was stolen and not just lost. They then nabbed Sasha and Ivanna got her phone back. Gladwell says whoop-dee-doo, and ends with sarcastic flourish the Jester wished he had: “A networked, weak-tie world is good at things like helping Wall Streeters get phones back from teen-age girls. Viva la revolución.”
If Gladwell pushed just a little further, though, he’d have had even more ammunition to critique his targets. The real issue with these stories is not that they are minor accomplishments — Shirky’s other examples, which Malcolm leaves out, are actually quite powerful. The real problem is that as everyone else starts using these tools for the same purposes, we will again settle into an equilibrium where everyone competes for everyone else’s attention, and the winners of the new game will, with minor shuffling, be the same winners of the old game. How soon do you think it will be, before people tire of agitating on the behalf of rich people’s lost gadgets? And, how quickly we’ll all get exhausted when pinged for the next thousand causes we could be giving to.
Technology amplifies human intent and capacity, but the competition for some things — donor dollars, attention, political power — is more of a zero-sum game than a game pie that can be grown indefinitely, by technology or otherwise. For maybe a few more months, or maybe a few more years, we’ll keep hearing about how Twitter and Facebook is a wondrous, global lost-and-found. But, when the dust settles, we’ll quickly start treating common Facebook requests like so much spam.
The amplification that social media is accomplishing is the speed at which we get excited about, and then grow weary of, fads.