This vision is also wafer-thin, and Fincher satirizes it mercilessly. Again, we know its basic outline: a velvet rope, a cocktail waitress who treats you like a king, the best of everything on tap, a special booth of your own, fussy tiny expensive food (“Could you bring out some things? The lacquered pork with that ginger confit? I don’t know, tuna tartar, some lobster claws, the foie gras, and the shrimp dumplings, that’ll get us started”), appletinis, a Victoria’s Secret model date, wild house parties, fancy cars, slick suits, cocaine, and a “sky’s the limit” objective: “A million dollars isn’t cool. You know what’s cool? . . .A billion dollars.” Over cocktails in a glamorous nightclub, Parker dazzles Zuckerberg with tales of the life that awaits him on the other side of a billion. Fincher keeps the thumping Euro house music turned up to exactly the level it would be in real life: the actors have to practically scream to be heard above it. Like many a nerd before him, Zuckerberg is too hyped on the idea that he’s in heaven to notice he’s in hell.
Generation Facebook’s obsession with this type of “celebrity life-style” is more than familiar. It’s pitiful, it pains us, and we recognize it. But would Zuckerberg recognize it, the real Zuckerberg? Are these really his motivations, his obsessions? No—and the movie knows it. Several times the script tries to square the real Zuckerberg’s apparent indifference to money with the plot arc of The Social Network—and never quite succeeds. In a scene in which Mark argues with a lawyer, Sorkin attempts a sleight of hand, swapping an interest in money for an interest in power:
Ma’am, I know you’ve done your homework and so you know that money isn’t a big part of my life, but at the moment I could buy Harvard University, take the Phoenix Club, and turn it into my ping-pong room.
But that doesn’t explain why the teenage Zuckerberg gave away his free app for an MP3 player (similar to the very popular Pandora, as it recognized your taste in music) rather than selling it to Microsoft. What power was he hoping to accrue to himself in high school, at seventeen? Girls, was it? Except the girl motivation is patently phony—with a brief interruption, Zuckerberg has been dating the same Chinese American, now a medical student, since 2003, a fact the movie omits entirely. At the end of the film, when all the suing has come to an end (“Pay them. In the scheme of things it’s a parking ticket”), we’re offered a Zuckerberg slumped before his laptop, still obsessed with the long-lost Erica, sending a “friend request” to her on Facebook and then refreshing the page, over and over, in expectation of her reply . . . Fincher’s contemporary window-dressing is so convincing that it wasn’t until this very last scene that I realized the obvious progenitor of this wildly enjoyable, wildly inaccurate biopic. Hollywood still believes that behind every mogul there’s an idée fixe: Rosebud—meet Erica.
If it’s not for money and it’s not for girls, what is it for? With Zuckerberg we have a real American mystery. Maybe it’s not mysterious and he’s just playing the long game, holding out: not a billion dollars but a hundred billion dollars. Or is it possible he just loves programming? No doubt the filmmakers considered this option, but you can see their dilemma: how to convey the pleasure of programming—if such a pleasure exists—in a way that is both cinematic and comprehensible? Movies are notoriously bad at showing the pleasures and rigors of art-making, even when the medium is familiar.
Programming is a whole new kind of problem. Fincher makes a brave stab at showing the intensity of programming in action (“He’s wired in,” people say to other people to stop them disturbing a third person who sits before a laptop wearing noise-reducing earphones), and there’s a “vodka-shots-and-programming” party in Zuckerberg’s dorm room that gives us some clue of the pleasures. But even if we spent half the film looking at those busy screens (and we do get glimpses), most of us would be none the wiser. Watching this movie, even though you know Sorkin wants your disapproval, you can’t help feel a little swell of pride in this 2.0 generation. They’ve spent a decade being berated for not making the right sorts of paintings or novels or music or politics. Turns out the brightest 2.0 kids have been doing something else extraordinary. They’ve been making a world.
World makers, social network makers, ask one question first: How can I do it? Zuckerberg solved that one in about three weeks. The other question, the ethical question, he came to later: Why? Why Facebook? Why this format? Why do it like that? Why not do it another way? The striking thing about the real Zuckerberg, in video and in print, is the relative banality of his ideas concerning the “why” of Facebook. He uses the word connect as believers use the word Jesus, as if it were sacred in and of itself: “So the idea is really that, um, the site helps everyone connect with people and share information with the people they want to stay connected with . . .” Connection is the goal. The quality of that connection, the quality of the information that passes through it, the quality of the relationship that connection permits—none of this is important. That a lot of social networking software explicitly encourages people to make weak, superficial connections with each other (as Malcolm Gladwell has recently argued),1 and that this might not be an entirely positive thing, seems never to have occurred to him.
He is, to say the least, dispassionate about the philosophical questions concerning privacy—and sociality itself—raised by his ingenious program. Watching him interviewed, I found myself waiting for the verbal wit, the controlled and articulate sarcasm of that famous Zuckerberg kid—then remembered that was only Sorkin. The real Zuckerberg is much more like his website, on each page of which, once upon a time (2004), he emblazoned the legend A Mark Zuckerberg Production. Controlled but dull, bright and clean but uniformly plain, non-ideological, affectless.
In Zuckerberg’s New Yorker profile it is revealed that his own Facebook page lists, among his interests, minimalism, revolutions, and “eliminating desire.”2 We also learn of his affection for the culture and writings of ancient Greece. Perhaps this is the disjunct between real Zuckerberg and fake Zuckerberg: the movie places him in the Roman world of betrayal and excess, but the real Zuckerberg may belong in the Greek, perhaps with the Stoics (“eliminating desire”?). There’s a clue in the two Zuckerbergs’ relative physiognomies: real Zuckerberg (especially in profile) is Greek sculpture, noble, featureless, a little like the Doryphorus (only facially, mind—his torso is definitely not seven times his head). Fake Mark looks Roman, with all the precise facial detail filled in. Zuckerberg, with his steady relationship and his rented house and his refusal to get angry on television even when people are being very rude to him (he sweats instead), has something of the teenage Stoic about him. And of course if you’ve eliminated desire you’ve got nothing to hide, right?
It’s that kind of kid we’re dealing with, the kind who would never screw a groupie in a bar toilet—as happens in the movie—or leave his doctor girlfriend for a Victoria’s Secret model. It’s this type of kid who would think that giving people less privacy was a good idea. What’s striking about Zuckerberg’s vision of an open Internet is the very blandness it requires to function, as Facebook members discovered when the site changed their privacy settings, allowing more things to become more public, with the (unintended?) consequence that your Aunt Dora could suddenly find out you joined the group Queer Nation last Tuesday. Gay kids became un-gay, par-tiers took down their party photos, pol itical firebrands put out their fires. In real life we can be all these people on our own terms, in our own way, with whom we choose. For a revealing moment Facebook forgot that. Or else got bored of waiting for us to change in the ways it’s betting we will. On the question of privacy, Zuckerberg informed the world, “That social norm is just something that has evolved over time.” On this occasion, the world protested, loudly, and so Facebook has responded with “Groups,” a site revamp that will allow people to divide their friends into “cliques,” some who see more of our profile and some who see less.
How “Groups” will work alongside “Facebook Connect” remains to be seen. Facebook Connect is the “next iteration of Facebook Platform,” i
n which users are “allowed” to “‘connect’ their Facebook identity, friends and privacy to any site.” In this new, open Internet, we will take our real identities with us as we travel through the Internet. This concept seems to have some immediate Stoical advantages: no more faceless bile, no more inflammatory trolling: if your name and social network track you around the virtual world beyond Facebook, you’ll have to restrain yourself and so will everyone else. On the other hand, you’ll also take your likes and dislikes with you, your tastes, your preferences, all connected to your name, through which people will try to sell you things.
Maybe it will be like an intensified version of the Internet I already live in, where ads for dental services stalk me from pillar to post and I am continually urged to buy my own books. Or maybe the whole Internet will simply become like Facebook: falsely jolly, fake friendly, self-promoting, slickly disingenuous. For all these reasons I quit Facebook about two months after I’d joined it. As with all seriously addictive things, giving up proved to be immeasurably harder than starting. I kept changing my mind: Facebook remains the greatest distraction from work I’ve ever had, and I loved it for that. I think a lot of people love it for that. Some work avoidance techniques are onerous in themselves and don’t make time move especially quickly: smoking, eating, calling people up on the phone. With Facebook hours, afternoons, entire days went by without my noticing.
When I finally decided to put a stop to it, once and for all, I was left with the question bothering everybody: Are you ever truly removed, once and for all? In an interview on The Today Show, Matt Lauer asked Zuckerberg the same question, but because Matt Lauer doesn’t listen to people when they talk, he accepted the following answer and moved on to the next question: “Yeah, so what’ll happen is that none of that information will be shared with anyone going forward.”
You want to be optimistic about your own generation. You want to keep pace with them and not to fear what you don’t understand. To put it another way, if you feel discomfort at the world they’re making, you want to have a good reason for it. Master programmer and virtual reality pioneer Jaron Lanier (b. 1960) is not of my generation, but he knows and understands us well, and has written a short and frightening book, You Are Not a Gadget, which chimes with my own discomfort, while coming from a position of real knowledge and insight, both practical and philosophical. Lanier is interested in the ways in which people “reduce themselves” in order to make a computer’s description of them appear more accurate. “Information systems,” he writes, “need to have information in order to run, but information underrepresents reality” (my italics). In Lanier’s view, there is no perfect computer analogue for what we call a “person.” In life, we all profess to know this, but when we get online it becomes easy to forget. In Facebook, as it is with other online social networks, life is turned into a database, and this is a degradation, Lanier argues, which is
based on [a] philosophical mistake . . . the belief that computers can presently represent human thought or human relationships. These are things computers cannot currently do.
We know the consequences of this instinctively; we feel them. We know that having two thousand Facebook friends is not what it looks like. We know that we are using the software to behave in a certain superficial way toward others. We know what we are doing “in” the software. But do we know, are we alert to, what the software is doing to us? Is it possible that what is communicated between people online “eventually becomes their truth”? What Lanier, a software expert, reveals to me, a software idiot, is what must be obvious (to software experts): software is not neutral. Different software embeds different philosophies, and these philosophies, as they become ubiquitous, become invisible.
Lanier asks us to consider, for example, the humble file, or rather, to consider a world without “files.” (The first iteration of the Macintosh, which never shipped, didn’t have files.) I confess this thought experiment stumped me about as much as if I’d been asked to consider persisting in a world without “time.” And then consider further that these designs, so often taken up in a slapdash, last-minute fashion, become “locked in,” and, because they are software, used by millions, too often become impossible to adapt, or change. MIDI, an inflexible, early-198os digital music protocol for connecting different musical components, such as a keyboard and a computer, takes no account of, say, the fluid line of a soprano’s coloratura; it is still the basis of most of the tinny music we hear every day—in our phones, in the charts, in elevators—simply because it became, in software terms, too big to fail, too big to change.
Lanier wants us to be attentive to the software to which we are “locked in.” Is it really fulfilling our needs? Or are we reducing the needs we feel in order to convince ourselves that the software isn’t limited? As Lanier argues:
Different media designs stimulate different potentials in human nature.We shouldn’t seek to make the pack mentality as efficient as possible. We should instead seek to inspire the phenomenon of individual intelligence.
But the pack mentality is precisely what Open Graph, a Facebook innovation of 2008, is designed to encourage. Open Graph allows you to see everything your friends are reading, watching, eating, so that you might read and watch and eat as they do. In his New Yorker profile, Zuckerberg made his personal “philosophy” clear:
Most of the information that we care about is things that are in our heads, right? And that’s not out there to be indexed, right? . . .It’s like hard-wired into us in a deeper way: you really want to know what’s going on with the people around you.
Is that really the best we can do online? In the film, Sean Parker, during one of his coke-fueled “Sean-athon monologues,” delivers what is intended as a generation-defining line: “We lived on farms, then we lived in cities, and now we’re gonna live on the Internet.” To this idea Lanier, one of the Internet’s original visionaries, can have no profound objection. But his skeptical interrogation of the “nerd reductionism” of Web 2.0 prompts us to ask a question: What kind of life?3 Surely not this one, where 500 million connected people all decide to watch the reality TV show Bride Wars because their friends are? “You have to be somebody,” Lanier writes, “before you can share yourself.” But to Zuckerberg, sharing your choices with everybody (and doing what they do) is being somebody.
Personally I don’t think final clubs were ever the point; I don’t think exclusivity was ever the point; nor even money. E Pluribus Unum—that’s the point. Here’s my guess: he wants to be like everybody else. He wants to be liked. Those 1.0 people who couldn’t understand Zuckerberg’s apparently ham-fisted PR move of giving the school system of Newark $100 million on the very day the movie came out—they just don’t get it. For our self-conscious generation (and in this, I and Zuckerberg, and everyone raised on TV in the eighties and nineties, share a single soul), not being liked is as bad as it gets. Intolerable to be thought of badly for a minute, even for a moment. He didn’t need to just get out “in front” of the story. He had to get right on top of it and try to stop it breathing. Two weeks later, he went to a screening. Why? Because everybody liked the movie.
When a human being becomes a set of data on a website like Facebook, he or she is reduced. Everything shrinks. Individual character. Friendships. Language. Sensibility. In a way it’s a transcendent experience: we lose our bodies, our messy feelings, our desires, our fears. It reminds me that those of us who turn in disgust from what we consider an overinflated liberal-bourgeois sense of self should be careful what we wish for: our denuded networked selves don’t look more free, they just look more owned.
With Facebook, Zuckerberg seems to be trying to create something like a Noosphere, an Internet with one mind, a uniform environment in which it genuinely doesn’t matter who you are, as long as you make “choices” (which means, finally, purchases). If the aim is to be liked by more and more people, whatever is unusual about a person gets flattened out. One nation under a format. To ourselves, we are special people, docum
ented in wonderful photos, and it also happens that we sometimes buy things. This latter fact is an incidental matter, to us. However, the advertising money that will rain down on Facebook—if and when Zuckerberg succeeds in encouraging 500 million people to take their Facebook identities onto the Internet at large—this money thinks of us the other way around. To the advertisers, we are our capacity to buy, attached to a few personal, irrelevant photos.
Is it possible that we have begun to think of ourselves that way? It seemed significant to me that on the way to the movie theater, while doing a small mental calculation (how old I was when at Harvard; how old I am now), I had a Person 1.0 panic attack. Soon I will be forty, then fifty, then soon after dead; I broke out in a Zuckerberg sweat, my heart went crazy, I had to stop and lean against a trash can. Can you have that feeling, on Facebook? I’ve noticed—and been ashamed of noticing—that when a teenager is murdered, at least in Britain, her Facebook wall will often fill with messages that seem to not quite comprehend the gravity of what has occurred. You know the type of thing: Sorry babes! Missin’ you!!! Hopin’ u iz with the Angles. I remember the jokes we used to have LOL! PEACE XXXXX
When I read something like that, I have a little argument with myself: “It’s only poor education. They feel the same way as anyone would, they just don’t have the language to express it.” But another part of me has a darker, more frightening thought. Do they genuinely believe, because the girl’s wall is still up, that she is still, in some sense, alive? What’s the difference, after all, if all your contact was virtual?4
Software may reduce humans, but there are degrees. Fiction reduces humans too, but bad fiction does it more than good fiction, and we have the option to read good fiction. Jaron Lanier’s point is that Web 2.0 “lock-in” happens soon; is happening; has to some degree already happened. And what has been “locked in”? It feels important to remind ourselves, at this point, that Facebook, our new beloved interface with reality, was designed by a Harvard sophomore with a Harvard sophomore’s preoccupations. What is your relationship status? (Choose one. There can be only one answer. People need to know.) Do you have a “life”? (Prove it. Post pictures.) Do you like the right sort of things? (Make a list. Things to like will include movies, music, books, and television, but not architecture, ideas, or plants.)
The Best American Essays 2011 Page 24