Since its debut on Netflix, the documentary “The Social Dilemma” which focuses on the dangerous societal influence of large social media companies has gained widespread popularity - so much so that CNBC has reported viewers saying that they were deleting their Facebook and Instagram accounts after watching it. Featuring interviews of whistleblowers who used to work at the likes of Google and Facebook, the documentary argues that social media companies are deliberately using algorithms that encourage addiction to their platforms which has caused an increase on depression and suicide rates. Whilst this does not present a new revelation for most, the popularity of the documentary – it has been trending on Netflix for weeks now – has prompted Facebook to respond.
Facebook addressed the concerns raised in the Social Dilemma by saying that the documentary „buries the substance in sensationalism” and that “rather than offer[ing] a nuanced look at technology, it gives a distorted view of how social media platforms work to create a convenient scapegoat for what are difficult and complex societal problems.”
The central question, it seems, comes down to whether the algorithm is designed to drive polarization within society where it only shows content to users that they will likely agree to, or whether its purpose is to keep things relevant and useful for users.
Like with most things in life, the truth is likely to lie somewhere in the middle. Digital marketers need to be wary, since this has a direct impact on ads as well. How personalized should ads be before they get too creepy? Is there going to be further regulations in the future? The popularity of the documentary indicates that change is coming and its positions are not seen as “conspiracies” or “doomsday sayings” anymore. They are actually becoming mainstream and regulators are putting these issues top of their agendas.
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