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Introduction: Facebook is Facebook

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Everybody has a Facebook story. Whether it is the story of how a relationship started, or ended, how people found long-lost loved ones, how they learned about the weddings, births and divorces of old friends and acquaintances, Facebook has played – and still does – an important part in people’s personal and professional lives. Facebook entered my own life during the autumn of 2006 when I was a graduate student in London. Online social networking sites were a relatively new phenomenon; my lecturers talked about this new phenomenon called Web 2.0, and MySpace was very much a thing. So, when someone in my university network sent me a Facebook invitation, I did not think twice about it and filled out the blank blueish template with some personal details and started to add friends. My school friends in London all became members around the same time that autumn, approximately two years after Facebook first launched its site for a select few American Ivy League networks. Having gone to secondary school in Oslo, Norway, my Norwegian friends had yet to discover Facebook, so I sent off a couple of email invitations. One of the first messages on my Facebook wall came from one of my best friends, saying: ‘Hi Taina! Now I’m here! I’ll test this one too … usually sites like these only last a week or two for me, but now I’ve added a few pics so let’s see how it goes.’ I guess the rest is history. Not only did the site prove its staying power for my friends and me, but it also turned out to do so for a staggering 2.7 billion people worldwide.

Fifteen years after Facebook first launched, an approximate one-third of the world’s population uses one of its apps on a monthly basis (including Facebook, Messenger, WhatsApp and Instagram), nearly half of Americans get their news from the Facebook feed, and four petabytes of data are generated through the site each day. Facebook has become one of the most important advertising venues ever to exist, which essentially makes it an advertising business at its core. With nearly every marketer using Facebook advertising, the company made $75 billion in revenue for the twelve months ending 30 June 2020, along with a market capitalization of $805 billion as of September 2020.1 These are not just impressive numbers but numbers with profound consequences. The fact that Facebook (and Google) essentially own the market for digital advertising means that other businesses whose business models depend on advertising, such as journalism, face huge problems. As every news executive I have talked to (in the Nordic region) seems to agree, the biggest competition to their respective brands and newspapers is not another newspaper, but Facebook and its powerful grip on the ad market. This is not just a commercial problem but something that has far-reaching consequences for journalism as a whole. Fewer revenues support fewer journalists, and fewer journalists and less time to do quality reporting ultimately means a loss of public-service journalism. Facebook’s power as a data-driven and programmatic advertisement platform has also become key to the ways in which politics plays out. While just a few years ago, scholars were mainly concerned with the creation of pages and profiles by election candidates, now we are beginning to see the complex ways in which Facebook’s advertising platform is used in political campaigning and what that might mean for election results, public discourse and the spread of misinformation and disinformation.

It may seem strange to begin a book on Facebook with two paragraphs describing the mundaneness of Facebook on the one hand, and the specific nature of Facebook as a data-driven ad company on the other. Yet, this is exactly what Facebook is all about: tensions and transitions. A Facebook ad released shortly after the infamous Cambridge Analytica scandal in 2018 usefully brings some of these tensions and transitions into view. Barely two weeks after Mark Zuckerberg testified in front of the US congressional lawmakers in April 2018, Facebook released its biggest ever brand marketing campaign under the tagline ‘Here Together’ (see also Chapter 1). Designed as a nostalgic field trip through Facebook’s connective potentials, the ad set out to remind people why they had signed up to Facebook in the first place, promising its users to do ‘more to keep you safe and protect your privacy so that we can all get back to what made Facebook good in the first place – Friends’. The ad tells a tale familiar to many Facebook users. A story that begins with friendship, develops into an expanded network of ‘friends and acquaintances’, reaches a point of conflict where too many ‘Friends’ make you participate less, or at the very least differently, and ends with a hope for a better future – whether this future includes Facebook or not. Beyond articulating a certain structure of feeling around the ways in which Facebook has changed from a simple friendship site to something much bigger, the ad reiterates another familiar story about Facebook. This is the idea of Facebook as a social medium. In calling for change, Facebook remains firm in positioning itself as a place for friends. Yet, as I will argue in this book, this tale no longer holds true, if it ever did.

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