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OPINION- Norberto Zylberberg Of Socialisssima: “Free Lunch” Since 2007
Liz Unamo| 25 de abril de 2018
Norbi
In 1964 when Marshall Mcluhan said “the media is the message”, ad people at the time took note and began to develop strategies in order to communicate en masse through television, and the unidirectional powerful message did the rest. The society that was reflected in the media was “happy and innocent”.When the technological revolution of 2007-2008 that gave us the IPhone, Facebook, Google, Twitter and YouTube took off, it introduced the idea of the democratization and freedom of expression to the masses, and thus the small or great triumphs could be recorded and posted to be seen anywhere in the world, whether it be videos of Obama’s speeches or the celebration of my aunt Berta’s 75th birthday. Finally, individuals ‘succeeded’ in finding their own voice and the advertising industry again saw the dramatic shift that was taking place in society.In 2017, when Jonathan Taplin said that these social networks were compromising our democracy by using complex algorithms and manipulation — claims which branded him as both an apocalypticist and an extremist — the industry went from immeasurable mass manipulation to quantitative surgical persuasion. In light of recent events, just a few weeks ago the world realized their private lives were indeed exposed, and that there was really no such thing as a “free lunch”. That the algorithm knows, even before we know ourselves, what we want to buy; or that the manipulation paraphrased by Nazi Joseph Goebbels (“if you tell a lie long enough, it becomes the truth”) is quickly becoming the status quo in the social and political landscape.This is the reality that we face, and our response to this issue will define what kind of “media independence” we will have in the future.I think we are partly to blame for the non-privacy in the networks, and while we liked the “free lunch” idea, maybe we should choose to do some fasting, skip the dessert, look at the calories of each meal and choose how much we want to leave on the plate. Because we already know that in the last decade we’ve gone from being the product-buyers to being the product itself, and every day there are more and more cannibals out there itching to sink their teeth into us. Bon appetit!ByNorberto ZylberbergCCO and FounderSocialisssima
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