This is Jaron Lanier’s memorable description of social media in his new book Ten Arguments For Deleting Your Social Media Accounts Right Now. Social media is a technology for asshole amplification. To be clearly seen in the fact that “since social media took off, assholes are having more of a say in the world” (pg 43). His point is not that social media is a haven for trolls because it’s “not helpful to think of the world as being divided into assholes and non-assholes or if you prefer trolls and victims”. On pg 44 he cautions that each of us has our own inner troll:
It’s like an ugly alien living inside you that you long ago forgot about. Don’t let your inner troll take control! If it happens when you’re in a particular situation, avoid that situation! It doesn’t matter if it’s an online platform, a relationship, or a job. Your character is like your health, more valuable than anything you can buy. Don’t throw it away. But why, why is the inner troll there at all? It’s such a common problem that it must be a deep, primal business, a tragedy of our inheritance, a stupid flaw at the heart of the human condition. But saying that doesn’t get us anywhere. What exactly is the inner troll? Sometimes the inner troll takes charge, sometimes it doesn’t. My working hypothesis has long been that there’s a switch deep in every human personality that can be set in one of two modes. We’re like wolves. We can either be solitary or members of a pack of wolves. I call this switch the Solitary/ Pack switch. When we’re solitary wolves, we’re more free. We’re cautious, but also capable of more joy. We think for ourselves, improvise, create. We scavenge, hunt, hide. We howl once in a while out of pure exuberance. When we’re in a pack, interactions with others become the most important thing in the world. I don’t know how far that goes with wolves, but it’s dramatic in people. When people are locked in a competitive, hierarchical power structure, as in a corporation, they can lose sight of the reality of what they’re doing because the immediate power struggle looms larger than reality itself.
The evolutionary language here can seem off-putting to a sociologist. But it can be recast in terms of internal and external goods. Sometimes we are driven by the rewards internal to what we are doing while at other times we are driven by rewards external to what we are doing. What makes social media platforms so insidious is their tendency to, as Lanier puts it, make “social status and intrigues become more than immediate than the larger reality” (pg 49). I don’t agree with his account of why this is so but I think the underlying direction of his argument is correct. Social media is asshole amplification technology because it lends such force and vivacity to external goods, particularly recognition and reputation, leaving internal goods hard to sustain.
We often do sustain our relationship with these goods, as can be seen in the continued existence of thoughtful and intelligent exchange online. But we do so in spite of rather than because of the asshole amplification architecture of social media. It’s grasping the bivalent nature of this relationship, as internal and external goods co-mingle within platform architectures which are continually modulating in response to our (ambivalent) actions, which is crucial if we want to understand and perhaps even overcome the asshole amplification propensities of social media.