Despite the denials, the stories about Facebook’s bias are real. But the bias isn’t there because of the company’s new technology. Facebook is biased because of its reliance on the biased old media.
Facebook’s trending topics wasn’t the automatic system that the company wanted people to think it was. Instead it hired young journalists with new media experience to “curate” its news feed. And plenty of them proved to be biased against conservative news and sources. Meanwhile someone at the top of Facebook’s dysfunctional culture wanted to play up Syria and the Black Lives Matter hate group.
Mark Zuckerberg’s fundamental mistake was recreating the biases and agendas of the old media in a service whose whole reason for existing was to allow users to create their own experience. The big difference between social and search is that social media is supposed to let you be the curator.
But, like Facebook’s trending topics, social curation was another scam. Facebook users don’t really define what they see. It’s defined for them by the company’s agendas. This includes the purely financial. It would be foolish to think that the fortunes that Buzzfeed spends on Facebook advertising don’t impact the placement of its stories by Facebook’s mysterious algorithm. And there is the more complex intersection of politics and branding in an age when business relevance means social relevance.
Twitter piggybacked on the Arab Spring to seem relevant. Facebook has used Black Lives Matter. Social media needs to be associated with political movements to seem more important than it is. Zuckerberg doesn’t want to head up a shinier version of MySpace that was originally set up to rate the attractiveness of Harvard girls. Being socially relevant is better for business. Especially when the business is vapid at its core.
Social media needs social relevance to disguise the narcissism at the center of its appeal.
Finally, a company worth hundreds of billions of dollars is not about to let users define their own experience even if that’s what they signed up to do. Facebook does not empower users. It seeks to shape and control their experience for its own power and profit. Facebook’s news feed is just as curated as its trending topics. The news feed depends more on algorithms, but those are still shaped by agendas even if they aren’t as simple as overworked left-wing journalism majors spitefully purging stories about IRS corruption from the trending topics on the right.