There are dozens of other social networking sites, including Orkut, Bebo, and Yahoo 360º. Microsoft recently announced its own plans for a social networking site called Wallop; the company boasts that the site will offer “an entirely new way for consumers to express their individuality online.” (It is noteworthy that Microsoft refers to social networkers as “consumers” rather than merely “users” or, say, “people.”) Niche social networking sites are also flourishing: there are sites offering forums and fellowship for photographers, music lovers, and sports fans. There are professional networking sites, such as LinkedIn, that keep people connected with present and former colleagues and other business acquaintances. There are sites specifically for younger children, such as Club Penguin, which lets kids pretend to be chubby, colored penguins who waddle around, chatting, playing games, earning virtual money, and buying virtual clothes. Other niche social networking sites connect like-minded self-improvers; the site 43things.com encourages people to share their personal goals. Click on “watch less TV,” one of the goals listed on the site, and you can see the profiles of the 1,300 other people in the network who want to do the same thing. And for people who want to join a social network but don’t know which niche site is right for them, there are sites that help users locate the proper online social networking community for their particular (or peculiar) interests.
Social networking sites are also fertile ground for those who make it their lives’ work to get your attention—namely, spammers, marketers, and politicians. Incidents of spamming and spyware on MySpace and other social networking sites are legion. Legitimate advertisers such as record labels and film studios have also set up pages for their products. In some cases, fictional characters from books and movies are given their own official MySpace pages. Some sports mascots and brand icons have them, too. Procter & Gamble has a Crest toothpaste page on MySpace featuring a sultry-looking model called “Miss Irresistible.” As of this summer, she had about 50,000 users linked as friends, whom she urged to “spice it up by sending a naughty (or nice) e-card.” The e-cards are emblazoned with Crest or Scope logos, of course, and include messages such as “I wanna get fresh with you” or “Pucker up baby—I’m getting fresh.” AP & G marketing officer recently told the Wall Street Journal that from a business perspective social networking sites are “going to be one giant living dynamic learning experience about consumers.”
As for politicians, with the presidential primary season now underway, candidates have embraced a no-website-left-behind policy. Senator Hillary Clinton has official pages on social networking sites MySpace, Flickr, LiveJournal, Facebook, Friendster, and Orkut. As of July 1, 2007, she had a mere 52,472 friends on MySpace (a bit more than Miss Irresistible); her Democratic rival Senator Barack Obama had an impressive 128,859. Former Senator John Edwards has profiles on twenty-three different sites. Republican contenders for the White House are poorer social networkers than their Democratic counterparts; as of this writing, none of the GOP candidates has as many MySpace friends as Hillary, and some of the leading Republican candidates have no social networking presence at all.
Despite the increasingly diverse range of social networking sites, the most popular sites share certain features. On MySpace and Facebook, for example, the process of setting up one’s online identity is relatively simple: Provide your name, address, e-mail address, and a few other pieces of information and you’re up and running and ready to create your online persona. MySpace includes a section, “About Me,” where you can post your name, age, where you live, and other personal details such as your zodiac sign, religion, sexual orientation, and relationship status. There is also a “Who I’d Like to Meet” section, which on most MySpace profiles is filled with images of celebrities. Users can also list their favorite music, movies, and television shows, as well as their personal heroes; MySpace users can also blog on their pages. A user “friends” people—that is, invites them by e-mail to appear on the user’s “Friend Space,” where they are listed, linked, and ranked. Below the Friends space is a Comments section where friends can post notes. MySpace allows users to personalize their pages by uploading images and music and videos; indeed, one of the defining features of most MySpace pages is the ubiquity of visual and audio clutter. With silly, hyper flashing graphics in neon colors and clipart-style images of kittens and cartoons, MySpace pages often resemble an overdecorated high school yearbook.
By contrast, Facebook limits what its users can do to their profiles. Besides general personal information, Facebook users have a “Wall” where people can leave them brief notes, as well as a Messages feature that functions like an in-house Facebook e-mail account. You list your friends on Facebook as well, but in general, unlike MySpace friends, which are often complete strangers (or spammers), Facebook friends tend to be part of one’s offline social circle. (This might change, however, now that Facebook has opened its site to anyone rather than restricting it to college and high school students.) Facebook (and MySpace) allow users to form groups based on mutual interests. Facebook users can also send “pokes” to friends; these little digital nudges are meant to let someone know you are thinking about him or her. But they can also be interpreted as not-so-subtle come-ons; one Facebook group with over 200,000 members is called “Enough with the Poking, Let’s Just Have Sex.”
>>> degrees of separation
It is worth pausing for a moment to reflect on the curious use of the word networking to describe this new form of human interaction. Social networking websites “connect” users with a network—literally, a computer network. But the verb to network has long been used to describe an act of intentional social connecting, especially for professionals seeking career-boosting contacts. When the word first came into circulation in the 1970s, computer networks were rare and mysterious. Back then, “network” usually referred to television. But social scientists were already using the notion of networks and nodes to map out human relations and calculate just how closely we are connected.
In 1967, Harvard sociologist and psychologist Stanley Milgram, best known for his earlier Yale experiments on obedience to authority, published the results of a study about social connection that he called the “small world experiment.” “Given any two people in the world, person X and person Z,” he asked, “how many intermediate acquaintance links are needed before X and Z are connected?” Milgram’s research, which involved sending out a kind of chain letter and tracing its journey to a particular target person, yielded an average number of 5.5 connections. The idea that we are all connected by “six degrees of separation” (a phrase later popularized by playwright John Guare) is now conventional wisdom.
But is it true? Duncan J. Watts, a professor at Columbia University and author of Six Degrees: The Science of a Connected Age, has embarked on a new small world project to test Milgram’s theory. Similar in spirit to Milgram’s work, it relies on e-mail to determine whether “any two people in the world can be connected via ‘six degrees of separation.’ ” Unlike Milgram’s experiment, which was restricted to the United States, Watts’s project is global; as he and his colleagues reported in Science, “Targets included a professor at an Ivy League university, an archival inspector in Estonia, a technology consultant in India, a policeman in Australia, and a veterinarian in the Norwegian army.” Their early results suggest that Milgram might have been right: messages reached their targets in five to seven steps, on average. Other social networking theorists are equally optimistic about the smallness of our wireless world. In Linked: The New Science of Networks, Albert-László Barabási enthuses, “The world is shrinking because social links that would have died out a hundred years ago are kept alive and can be easily activated. The number of social links an individual can actively maintain has increased dramatically, bringing down the degrees of separation. Milgram estimated six,” Barabási writes. “We could be much closer these days to three.”
What kind of “links” are these? In a 1973 essay, “The Strength of Weak Ties,” socio
logist Mark Granovetter argued that weaker relationships, such as those we form with colleagues at work or minor acquaintances, were more useful in spreading certain kinds of information than networks of close friends and family. Watts found a similar phenomenon in his online small world experiment: weak ties (largely professional ones) were more useful than strong ties for locating far-flung individuals, for example.
Today’s online social networks are congeries of mostly weak ties—no one who lists thousands of “friends” on MySpace thinks of those people in the same way as he does his flesh-and-blood acquaintances, for example. It is surely no coincidence, then, that the activities social networking sites promote are precisely the ones weak ties foster, like rumor-mongering, gossip, finding people, and tracking the ever-shifting movements of popular culture and fad. If this is our small world, it is one that gives its greatest attention to small things.
Even more intriguing than the actual results of Milgram’s small world experiment—our supposed closeness to each other—was the swiftness and credulity of the public in embracing those results. But as psychologist Judith Kleinfeld found when she delved into Milgram’s research (much of which was methodologically flawed and never adequately replicated), entrenched barriers of race and social class undermine the idea that we live in a small world. Computer networks have not removed those barriers. As Watts and his colleagues conceded in describing their own digital small world experiment, “more than half of all participants resided in North America and were middle class, professional, college educated, and Christian.”
Nevertheless, our need to believe in the possibility of a small world and in the power of connection is strong, as evidenced by the popularity and proliferation of contemporary online social networks. Perhaps the question we should be asking isn’t how closely are we connected, but rather what kinds of communities and friendships are we creating?
>>> won’t you be my digital neighbor
According to a survey recently conducted by the Pew Internet and American Life Project, more than half of all Americans between the ages of twelve and seventeen use some online social networking site. Indeed, media coverage of social networking sites usually describes them as vast teenage playgrounds—or wastelands, depending on one’s perspective. Central to this narrative is a nearly unbridgeable generational divide, with tech-savvy youngsters redefining friendship while their doddering elders look on with bafflement and increasing anxiety. This seems anecdotally correct; I can’t count how many times I have mentioned social networking websites to someone over the age of forty and received the reply, “Oh yes, I’ve heard about that MyFace! All the kids are doing that these days. Very interesting!”
Numerous articles have chronicled adults’ attempts to navigate the world of social networking, such as the recent New York Times essay in which columnist Michelle Slatalla described the incredible embarrassment she caused her teenage daughter when she joined Facebook: “everyone in the whole world thinks its super creepy when adults have facebooks,” her daughter instant-messaged her. “unfriend paige right now. im serious.... i will be soo mad if you dont unfriend paige right now. actually.” In fact, social networking sites are not only for the young. More than half of the visitors to MySpace claim to be over the age of thirty-five. And now that the first generation of college Facebook users have graduated, and the site is open to all, more than half of Facebook users are no longer students. What’s more, the proliferation of niche social networking sites, including those aimed at adults, suggests that it is not only teenagers who will nurture relationships in virtual space for the foreseeable future.
What characterizes these online communities in which an increasing number of us are spending our time? Social networking sites have a peculiar psychogeography. As researchers at the Pew project have noted, the proto–social networking sites of a decade ago used metaphors of place to organize their members: people were linked through virtual cities, communities, and home pages. In 1997, GeoCities boasted thirty virtual “neighborhoods” in which “homesteaders” or “GeoCitizens” could gather—“Heartland” for family and parenting tips, “SouthBeach” for socializing, “Vienna” for classical music aficionados, “Broadway” for theater buffs, and so on. By contrast, today’s social networking sites organize themselves around metaphors of the person, with individual profiles that list hobbies and interests. As a result, one’s entrée into this world generally isn’t through a virtual neighborhood or community but through the revelation of personal information. And unlike a neighborhood, where one usually has a general knowledge of others who live in the area, social networking sites are gatherings of deracinated individuals, none of whose personal boastings and musings are necessarily trustworthy. Here, the old arbiters of community—geographic location, family, role, or occupation—have little effect on relationships.
Also, in the offline world, communities typically are responsible for enforcing norms of privacy and general etiquette. In the online world, which is unfettered by the boundaries of real-world communities, new etiquette challenges abound. For example, what do you do with a “friend” who posts inappropriate comments on your Wall? What recourse do you have if someone posts an embarrassing picture of you on his MySpace page? What happens when a friend breaks up with someone—do you defriend the ex? If someone “friends” you and you don’t accept the overture, how serious a rejection is it? Some of these scenarios can be resolved with split-second snap judgments; others can provoke days of agonizing.
Enthusiasts of social networking argue that these sites are not merely entertaining; they also edify by teaching users about the rules of social space. As Danah Boyd, a graduate student studying social networks at the University of California, Berkeley, told the authors of MySpace Unraveled, social networking promotes “informal learning.... It’s where you learn social norms, rules, how to interact with others, narrative, personal and group history, and media literacy.” This is more a hopeful assertion than a proven fact, however. The question that isn’t asked is how the technology itself—the way it encourages us to present ourselves and interact—limits or imposes on that process of informal learning. All communities expect their members to internalize certain norms. Even individuals in the transient communities that form in public spaces obey these rules, for the most part; for example, patrons of libraries are expected to keep noise to a minimum. New technologies are challenging such norms—cell phones ring during church sermons; blaring televisions in doctors’ waiting rooms make it difficult to talk quietly—and new norms must develop to replace the old. What cues are young, avid social networkers learning about social space? What unspoken rules and communal norms have the millions of participants in these online social networks internalized, and how have these new norms influenced their behavior in the offline world?
Social rules and norms are not merely the straitlaced conceits of a bygone era; they serve a protective function. I know a young woman—attractive, intelligent, and well-spoken—who, like many other people in their twenties, joined Facebook as a college student when it launched. When she and her boyfriend got engaged, they both updated their relationship status to “Engaged” on their profiles and friends posted congratulatory messages on her Wall.
But then they broke off the engagement. And a funny thing happened. Although she had already told a few friends and family members that the relationship was over, her ex decided to make it official in a very twenty-first-century way: he changed his status on his profile from “Engaged” to “Single.” Facebook immediately sent out a feed to every one of their mutual “friends” announcing the news, “Mr. X and Ms. Y are no longer in a relationship,” complete with an icon of a broken heart. When I asked the young woman how she felt about this, she said that although she assumed her friends and acquaintances would eventually hear the news, there was something disconcerting about the fact that everyone found out about it instantaneously; and since the message came from Facebook, rather than in a face-to-face exchange initiated by her,
it was devoid of context—save for a helpful notation of the time and that tacky little heart.
>>> indecent exposure
Enthusiasts praise social networking for presenting chances for identity-play; they see opportunities for all of us to be little Van Goghs and Warhols, rendering quixotic and ever-changing versions of ourselves for others to enjoy. Instead of a palette of oils, we can employ services such as PimpMySpace.org, which offers “layouts, graphics, background, and more!” to gussy up an online presentation of self, albeit in a decidedly raunchy fashion. Among the most popular graphics used by PimpMySpace clients on a given day in June 2007 were short video clips of two women kissing and another of a man and an obese woman having sex; a picture of a gleaming pink handgun; and an image of the cartoon character SpongeBob SquarePants, looking alarmed and uttering a profanity.
This kind of coarseness and vulgarity is commonplace on social networking sites for a reason: it’s an easy way to set oneself apart. Pharaohs and kings once celebrated themselves by erecting towering statues or, like the emperor Augustus, placing their own visages on coins. But now, as the insightful technology observer Jaron Lanier has written, “Since there are only a few archetypes, ideals, or icons to strive for in comparison to the vastness of instances of everything online, quirks and idiosyncrasies stand out better than grandeur in this new domain. I imagine Augustus’ MySpace page would have pictured him picking his nose.” And he wouldn’t be alone. Indeed, this is one of the characteristics of MySpace most striking to anyone who spends a few hours trolling its millions of pages: it is an overwhelmingly dull sea of monotonous uniqueness, of conventional individuality, of distinctive sameness.
The Digital Divide Page 18