One final snippet from The Boy Kings, by Katherine Losse, that I can’t resist posting. It seems that Mark Zuckerberg has a secret back room in his private Facebook office, allowing him to retreat into opacity while sustaining the glass fronted and open plan layout of the corporate offices:
Mark’s office sat adjacent to our pod, with its secret back room (for especially important meetings, because the front room of his office had a glass window onto the hallway that made meetings transparent) hidden behind a wallpapered door and a single table illuminated by a Mad Men –style modern lamp, receiving a constant stream of celebrities and tech luminaries and wealthy Russians in silk suits. (Pg 196)
This is the same Zuckerberg who bought four homes adjacent to his in order to ensure his own privacy. His own power dramatically illustrates the politics of transparency and opacity in digital capitalism. We can see this even more dramatically in the private retreats of the digital elites: if transparency gets tiring, why not just head off to your super yacht or Hawaii estate for a while? As Zuckerberg describes it, quoted on pg 198: “We are pushing the world in the direction of making it a more open and transparent place, this is where the world is going and at Facebook we need to lead in that direction.” The key terms here are pushing and lead. The pushers and the leaders are able to take a break when they’d like, without worrying about someone else perpetually trying to push and lead them.
I think this could be analysed in a similar way to how Bauman explored mobility in his work on globalisation: those at the bottom of the hierarchy are transparent because they lack the resources to escape the filter bubble, while those at the top of the hierarchy are usually transparent as a function of their own commercial success. But one condition is forced, leaving the people in question susceptible to manipulation, while the latter is chosen and can be voluntarily withdrawn from in private life.