The Death of the Cyberflâneur
Posted: Sun Feb 05, 2012 5:35 pm
Death of the cyberflâneur – Evgeny Morozov, New York Times, 4 February 2012
http://www.nytimes.com/2012/02/05/opini ... aneur.html
http://www.nytimes.com/2012/02/05/opini ... aneur.html
... But if today’s Internet has a Baron Haussmann, it is Facebook. Everything that makes cyberflânerie possible — solitude and individuality, anonymity and opacity, mystery and ambivalence, curiosity and risk-taking — is under assault by that company. And it’s not just any company: with 845 million active users worldwide, where Facebook goes, arguably, so goes the Internet.
It’s easy to blame Facebook’s business model (e.g., the loss of online anonymity allows it to make more money from advertising), but the problem resides much deeper. Facebook seems to believe that the quirky ingredients that make flânerie possible need to go. “We want everything to be social,” Sheryl Sandberg, Facebook’s chief operating officer, said on “Charlie Rose” a few months ago.
What this means in practice was explained by her boss, Mark Zuckerberg, on that same show. “Do you want to go to the movies by yourself or do you want to go to the movies with your friends?” he asked, immediately answering his own question: “You want to go with your friends.”
The implications are clear: Facebook wants to build an Internet where watching films, listening to music, reading books and even browsing is done not just openly but socially and collaboratively. Through clever partnerships with companies like Spotify and Netflix, Facebook will create powerful (but latent) incentives that would make users eagerly embrace the tyranny of the “social,” to the point where pursuing any of those activities on their own would become impossible....
... As the popular technology blogger Robert Scoble explained in a recent post defending frictionless sharing, “The new world is you just open up Facebook and everything you care about will be streaming down the screen.”
This is the very stance that is killing cyberflânerie: the whole point of the flâneur’s wanderings is that he does not know what he cares about. As the German writer Franz Hessel, an occasional collaborator with Walter Benjamin, put it, “in order to engage in flânerie, one must not have anything too definite in mind.” Compared with Facebook’s highly deterministic universe, even Microsoft’s unimaginative slogan from the 1990s — “Where do you want to go today?” — sounds excitingly subversive. Who asks that silly question in the age of Facebook?
According to Benjamin, the sad figure of the sandwich board man was the last incarnation of the flâneur. In a way, we have all become such sandwich board men, walking the cyber-streets of Facebook with invisible advertisements hanging off our online selves. The only difference is that the digital nature of information has allowed us to merrily consume songs, films and books even as we advertise them, obliviously.