Facebook Class Discussion

     Although the website Facebook seems to be a positive way to socially connect with others, I have found the theory of Karl Marx and his ideas on capitalism and class conflict imbedded within the evolution of Facebook. The website was first launched February 4, 2004 and since then has acquired 750 million users worldwide. I still find ideals of capitalism, class and globalization main factors towards the website's production. Which leads me to the question; does Facebook have part in mass culture? Although Facebook creator Mark Zuckerberg did not have capitalistic intentions like many other websites, Facebook is beginning to be driven by a capitalist economy.

     According to an online source Facebook’s revenue comes from advertisements. Microsoft is Facebook’s exclusive partner for serving banner advertising and Facebook serves only advertisements that exist in Microsoft’s advertisement inventory. According to Marx, capitalism is an exploitative order that gives rise to social relations of class conflict. For instance, “find us Facebook” is something you hear on almost all commercials, radio stations and on the web. There is the idea that organizations are trying to tie you to their labels by social networking. Organizations say “find us on Facebook,” but what they are really doing is following the user. Starbucks, Frito Lay, your local hair stylist, take for an example; all want to be part of your Facebook page. So that your friends can see what your interest are and it gives organizations like these a reassuring feeling that their label is being viewed. Facebook did not originally begin its site with these ideals. Originally Facebook began as a college site for students to network and to get to know one another better, relate to each other based on similarities.

     Currently Facebook is available to any person 13 years of age or older with valid email account. Another question I like to ask is does Facebook appeal to an overall class? For the most part, yes it does. According to Marx class is defined as a relationship to the means of production. Although Facebook is for most ages, it has been noticed that young adults from 18-25 years of age are a majority of the individuals using the site. In relation to class status, aside from owning a valid email account, one must have access to the Internet via desktop, laptop, Smartphone etc. Advertisements that appear on Facebook appeal to modern consumers and Internet savvy individuals. Car advertisements, insurance or consumables can all be advertised on Facebook. These items are not always available to individuals with insufficient means; therefore, Facebook has already appealed to a certain class. According to an online source “Facebook users are more technologically savvy and therefore use ad blocking software to hide advertisement, that users are younger and therefore better at ignoring messages and that My Space users spend more time browsing through content, while Facebook users spend their time communicating with friends and therefore have their attention diverted away from advertisements”. For the most part, organizations like Starbucks maintain a Facebook page for means of advertising.

     Social networks like Facebook carry notions of globalization. Facebook has connected much economic, social, cultural and political awareness throughout the world. For example, from an economic perspective Facebook is available almost to anyone everywhere; therefore bringing awareness, uniting, and connecting individuals globally. In some countries the government uses Facebook to summons people for court. Another example, Facebook has socially impacted the globe by becoming the number one used social network. Facebook has been acclaimed for its low CTR, spam, and advertisements. Also, the growing number of users shows the sites ability to connect people and close the gap between foreign, or ‘shrinking world’. Another example, Facebook culturally distinguishes itself upon the masses. The Unites States makes up almost 50 percent of Facebook’s users. Among other countries are Indonesia, Canada and the United Kingdom, which also make up a large percent of Facebook users. On other global aspects, Facebook has been criticized for possible security breaches and the site is banned from many countries and work places. Many people believe that Facebook, My Space, Twitter and social networking is one of the worse things to happen to people and culture.

     The first question I asked earlier was does Facebook hold a place in mass culture, or popular culture. In my opinion it is both because I feel that Zuckerberg initial intentions were harmless and good. Facebook as the leading way to connect with old, new friends, people with the same interest and an overall feel of what people like. However, according to Barker and Cyber capitalism, “the Internet exists within a capitalist world driven by profit seeking and dominated by a powerful consumer culture. The concern regarding democracy is that the World Wide Web will become a commoditized sphere of entertainment and selling rather than of political discussion”. It has been obviously seen and stated that Facebook does serve as an advertisement catalyst within mass culture. The idea of Facebook is still very new and evolving in both negative and positive aspects of culture.

The following clip is a homemade attempt, but still an attempt to promote Facebook and the creators own website.

Barker, Chris. Cultural Studies Theory and Practice, Chapter 11: Digital Media Culture. Sage, 2008.

“Facebook.” Wikipedia. 2011. Wikipedia Foundation, Inc. 17 August 2011.

http://en.wikipedia.org/wiki/Facebook