To make the most of social media we need to see it in context: as a communication tool that can magnify resistance movements, and whose online potential is related to its connections offline.In all those senses it is a welcome tonic to the one-sidedness that has dominated most discussions I've come across. On the other hand I did feel like it missed some key points that were worth exploring. For instance, Jesse says the following about the mixed nature of ideas:
Social media doesn’t inherently “erode normal human relations” any more than it has magical powers. It simply reflects the ruling ideas, and as the German socialist Karl Marx argued: “The ideas of the ruling class are in every epoch the ruling ideas, i.e. the class which is the ruling material force of society, is at the same time its ruling intellectual force. The class which has the means of material production at its disposal, has control at the same time over the means of mental production, so that thereby, generally speaking, the ideas of those who lack the means of mental production are subject to it.” These ruling class ideas don’t completely dominate: most people have contradictory consciousness—and the experience of collective struggle can expose the contradiction and through the process people’s ideas can change.But this isn't just that people accept living under capitalist relations and therefore the online ideas reflect that. It's like the film industry. It's not just that people like right wing action movies or celebrity-worshipping superhero blockbusters because they reinforce the experience that workers have every day. It is a much more active process: Hollywood will spend upwards of $100 million on marketing alone to get that $100 million superhero movie on the lips of everyone in North America, Europe and, increasingly, China. The same thing applies to the internet. Perform a search for any particular product or service you might want, or for an artist whose work you love. You will be met first and foremost by a series of "sponsored search results" courtesy of Google's adwords program. Those who pay more are more likely to end up at the top of search results.
Secondly, the internet fits into the web of media that provides global advertising and ideological coverage to reinforce the dominant players. Some of that $100 million blockbuster marketing budget goes into banner ads, sponsored twitter campaigns, Facebook campaigns, cross-platform marketing campaigns (including complementary video games, youtube videos with sponsored ranking and banner ads), pinterest campaigns. You name it, the big players have that social media covered.
Thirdly, the dominance of the big players also applies to news and the message that gets out about domestic and international events of any importance. I may write this blog on what happened in the Middle East this week or last but when you check the news in your Google search it won't be my blog that provides the top hit. Not to mention that while it's great to get news instantaneously, most news content is now written by a few large newswire services like Reuters. Newspapers from the New York Times to the Globe & Mail use the newswires for their stories, ensuring a nearly homogenous worldview is conveyed by the big media players.
Fourth, the internet seems to exist in the ether: I just type an e-mail and it ends up in your inbox, like magic. But it doesn't. It requires a lot of physical infrastructure to make it work and that infrastructure is easily monitored - as we've seen with Snowdon's revelations about the NSA's global data-mining of innocent people - and easily disrupted. During the Arab Spring governments regularly shut down the internet in their own countries. In Egypt, of course, they discovered that the revolution wasn't really on Twitter after all because even shutting down the internet didn't stop Egyptians from overthrowing Mubarak. Here in Canada, effectively all of the internet infrastructure to homes is owned by a few companies like Rogers and Bell. Even the smaller, "independent" ISPs rely upon renting infrastructure belonging to one of the big players.
All that said - and the above discussion could be deepened and expanded much further - the internet is overall a positive thing. Just like the printing press allowed capitalists to more efficiently produce propaganda to win support for, say, an unjust war - so too did the printing press allow the workers movement to organize and share ideas and experiences. The internet takes the printing press, makes it instantaneous and international. It allows us to perform research into, for instance, the historical economic data on the USA going back to the 19th century - without having to pay the outrageous sums demanded by university libraries if you aren't faculty or a student there. In Toronto recently, the internet met smartphone tech to demonstrate brilliantly that while there is increased surveillance (watching from above) there is also increased sousveillance (watching from below). When the cops shot and killed 18-year old Sammy Yatim, the sheer brutality of the response was known by tens of thousands within a few hours because people nearby filmed it on their cellphones and then uploaded it to YouTube. That helped to generate the response that brought thousands of protestors on the streets within 24-hours and put the police on the back foot.
But these points really only expand upon what Jesse wrote in his piece. The bigger absence, the elephant in the room if I may, is the lack of discussion of blogs and the blogosphere. Blogs basically fit into the overall discussion about the relationship of social media to progress, social change, freedom, etc. However, there is a significant debate in some socialist organizations - in particular, in the socialist Tendency of which Jesse is a part, the International Socialist Tendency - about the role that blogs can play in relationship to debates in the party, in the movements, etc. The general view has been that individual blogs are OK, if unimportant, when they comment on the broader world. But they are to be shunned as tools to further debate and clarity inside of socialist organizations. They are deemed "unaccountable", "elitist", "undemocratic", et al. because they are the preserve of unaccountable individuals, not to mention being subjected to the same sorts of selection pressures as discussed above (though a discussion about how items and blogs and videos go viral is in order, as it provides an exception to the rule of big money dominating the internet).
However, the flip side of this is that the internet can provide a means to encourage and spur spontaneous and horizontal engagement and activism. It may be chaotic and inconvenient but surely we want our members and activists debating with each other in each and every forum possible. This can lead to problems - like substituting internalized debate that isn't tested in practice in the outside world for the kinds of activism that can help clarify ideas. It can lead to expanding small differences into large ones. And, of course, anybody can write anything - a lie, etc. and might not have to fear suffering the consequences. But all these things apply to all forms or media and all forms of organization. Even without social media socialist and activist organizations were quite able to end up in unproductive infighting, with people making defamatory claims and counter-claims against each other. In the 1980s ACT-UP, an AIDS activist group that had some explosive growth as the AIDS crisis radicalized tens of thousands of LGBTQs, imploded a few years later as it turned inward. Similar things have happened to other movements in the last 30+ years. It happens. Avoiding debate is not the way to deal with it. Better is to build an organization of outward looking cadre with strong and clear politics, unafraid to grapple with debate and challenges because they are confident in their politics.
What's more blogs and other forms of social engagement - Facebook, Twitter, Tumblr, et al - offer the opportunity for people who never get published to have their say. They don't have to have perfect grammar or a university degree. There is much less pressure to be perfect because the stakes are lower - there's no printing bill to pay, no need to organize distribution via physical shipping, etc. It allows for spontaneous and ad hoc groupings of radicals and activists to unite around a virtual publication, engage in debate and then, once the struggle has passed or the moment of crisis that generated the flurry, the publication can shut down. It can re-emerge later in a new form, with a new collective, etc. Counterposing formal structures of accountability to this kind of dynamic and fluid method for engagement is conservative and bureaucratic in its impetus. Of course our movements need structures but debates, crises, and upsurges don't wait for approved structures to emerge and take account of them. They emerge already in motion and our structures must adjust to meet them and engage with them. Structures and structural traditions can help to shape such insurgencies into accountable forums. And insurgencies are the lifeblood that make structures relevant and renewed.