In was not the motivation Facebook would be a

“Terms and Conditions May Apply”, Cullen Hoback reveals the selling of data and
interpersonal process of economic surveillance through Facebook. Hoback quotes Zuckerberg’s instant message rant about
how early Facebook users are, “dumb fucks” for freely giving their
information to him. Facebook founder and CEO Mark Zuckerberg says that
Facebook is about the “concept that the world will be better if you share more”
(Wired Magazine, August 2010). In a Times story, Zuckerberg said: “The goal of
the company is to help people to share more in order to make the world more
open and to help promote understanding between people. The long-term belief is
that if we can succeed in this mission then we also be able to build a pretty
good business and everyone can be financially rewarded… The Times: Does money
motivate you? Zuckerberg: No”. Facebook being
a capitalist company has the economic goal of achieving monetary profit. This
profit is attained through targeted advertising, meaning Facebook uses data
surveillance to store personal likes and dislikes of users which reveal specific
products the users are likely to buy. In order to provide each individual user
with personalized and individualized advertisements Facebook uses detail
analysis, algorithmic selection, and comparison mechanism which are believed to
reflect the user’s consumption interests. This form of Internet surveillance
works through permanent input and activity of users. Massachusetts Institute of
Technology professor Sherry Turkle says, “I’m okay with Facebook behaving like
a company. But I think we need to treat it like a company, and not treat it
like some benign public utility.” Zuckerberg’s response to the Times question
of whether or not money is the motivation is directly contradicted because if
money was not the motivation Facebook would be a non-commercial platform. Yet,
like many other web 2.0 platforms Facebook achieves its economic aims by
economic surveillance. Many of us are so used to advertisement that we have
never even questioned it or saw it as a problem but once you know you’re being
force fed information you get this feeling of constantly being violated, every
advertisement you’re forced to see after becomes irritating. “For how we spend the brutally limited resource of our
attention will determine those lives to a degree most of us may prefer not to
think about. As William James observed, we must reflect that, when we reach the
end of our days, our life experience will equal what we have paid attention to,
whether by choice or default. We are at risk, without quite fully realizing it,
of living lives that are less our own than we imagine. (Wu, 32)