About Facebook

From: Subject: About Facebook Date: Mon, 14 Jan 2008 15:14:23 -0600 MIME-Version: 1.0 Content-Type: multipart/related; type="text/html"; boundary="----=_NextPart_000_0000_01C856C0.24D6B6E0" X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2900.3198 This is a multi-part message in MIME format. ------=_NextPart_000_0000_01C856C0.24D6B6E0 Content-Type: text/html; charset="iso-8859-1" Content-Transfer-Encoding: quoted-printable Content-Location: http://www.thenation.com/docprint.mhtml?i=20080107&s=melber About Facebook

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About Facebook

by ARI MELBER

[from the January 7, 2008 issue]

When one of America's largest electronic surveillance systems was = launched in=20 Palo Alto a year ago, it sparked an immediate national uproar. The new = system=20 tracked roughly 9 million Americans, broadcasting their photographs and = personal=20 information on the Internet; 700,000 web-savvy young people organized = online=20 protests in just days. Time declared it "Gen Y's first official=20 revolution," while a Nation blogger lauded students for taking = privacy=20 activism to "a mass scale." Yet today, the activism has waned, and the=20 surveillance continues largely unabated.

Generation Y's "revolution" failed partly because young people were = getting=20 what they signed up for. All the protesters were members of Facebook, a = popular=20 social networking site, which had designed a sweeping "news feed" = program to=20 disseminate personal information that users post on their web profiles. = Suddenly=20 everything people posted, from photos to their relationship status, was = sent to=20 hundreds of other users in a feed of time-stamped updates. People = complained=20 that the new system violated their privacy. Facebook argued that it was = merely=20 distributing information users had already revealed. The battle--and = Facebook's=20 growing market dominance in the past year--show how social networking = sites are=20 rupturing the traditional conception of privacy and priming a new = generation for=20 complacency in a surveillance society. Users can complain, but the = information=20 keeps flowing.

Facebook users did not recognize how vulnerable their information was = within=20 the site's architecture. The initial protests drew an impressive 8 = percent of=20 users, but they quickly subsided after Facebook provided more privacy = options.=20 Today the feed is the site's nerve center. Chris Kelly, Facebook's chief = privacy=20 officer, said that when he speaks on campuses these days, students = approach him=20 to say that while they initially "hated" the feed, now they "can't live = without=20 it."

Still, Facebook hit a similar privacy snag in November after it = launched=20 Beacon, a "social advertising" program that broadcast users' profile = pictures=20 and private activities as advertising bulletins. When a Facebook user = bought a=20 product on one of dozens of other websites, for example, the information = was=20 sent to Facebook and distributed across the user's network as a = "personal" ad.=20 ("Joe Johnson rented Traffic at Blockbuster," for example.) Many = users=20 had their pictures and actions morphed into advertisements without their = consent, turning private commerce into public endorsements. That could = be an=20 illegal appropriation, according to Daniel Solove and William McGeveran, = two law=20 professors who specialize in digital privacy and who blogged about the = issue.=20

MoveOn.org formed a Facebook group to demand that Beacon switch to=20 "opt-in"--a default to protect uninformed users--and allow people to = reject the=20 program in one click. The group drew less than .2 percent of Facebook = members,=20 far less than during last year's feed protest, but this time MoveOn = helped the=20 protest group press specific reforms, generate critical media attention = and even=20 rattle some advertisers, who backtracked on using Beacon.

Facebook buckled, agreeing to make the ads opt-in and allowing people = to=20 reject the whole program, for now. Facebook founder Mark Zuckerberg = apologized=20 to users on the company blog, explaining the problem in the language of = the new=20 privacy. "When we first thought of Beacon, our goal was to build a = simple=20 product to let people share information across sites with their = friends," he=20 wrote. "It had to be lightweight so it wouldn't get in people's way as = they=20 browsed the web, but also clear enough so people would be able to easily = control=20 what they shared."

Yet both Facebook and its privacy protesters largely operated within = the same=20 model of privacy control--opt-in versus opt-out, sharing versus=20 concealing. The traditional concept of privacy was largely absent from = the=20 debate: the premise that what people do on other websites should never = be anyone=20 else's business. After all, why would people want to browse the web with = "lightweight" surveillance broadcasting their pictures and supposed = endorsements=20 of products they happen to buy? And why do people continue to give = pictures and=20 personal information to a company that reserves the right to use their=20 photos--and their very identities--to sell more advertising, products = and market=20 targeting in the future?

Growing up online, young people assume their inner circle knows their = business. The "new privacy" is about controlling how many people = know--not if=20 anyone knows. "Information is not private because no one knows it; it is = private=20 because the knowing is limited and controlled," argues Danah Boyd, an=20 anthropologist and social-networking expert at the University of = California,=20 Berkeley, who studied the feed controversy for a forthcoming article in = the=20 journal Convergence. Facebook's Kelly also contends that privacy = is=20 shifting from an "absolute right to be let alone" to an emphasis on = control. "We=20 don't think [users are] losing privacy as long as there's a control = machine and=20 access restrictions," he said in an interview.

The feed rankled because it plucked personal details that previously = existed=20 in a social context, limited by visitors' interest in a person, and = shattered=20 any sense of concentric circles of control by broadcasting them across = wider=20 networks. (Students list hundreds of acquaintances as "Facebook = friends,"=20 assuming that people they barely know don't check their profiles often.) = Boyd=20 compares it to yelling over loud music at a bar, only to find the music = has=20 stopped and everyone is staring at you.

Neither controversy has slowed Facebook's huge growth. It quadrupled = its user=20 base over the past year and is now the most popular website among = Americans age=20 17 to 25. Facebook has achieved near total penetration of the college = market,=20 with more than eight out of ten college students registered. Older = Americans are=20 also flocking to the site: it draws 250,000 new members every day. = Overall, it=20 is the fifth most popular site in the country, ranking just behind = YouTube.=20 Young and old use it to divulge loads of personal information, often = oblivious=20 to the ramifications and ignorant of the basic features of the = technology they=20 use so effortlessly to socialize.

One study at the University of North Carolina, for example, found = more than=20 60 percent of Facebook users posted their political views, relationship = status,=20 personal picture, interests and address. People also post a whopping 14 = million=20 personal photos every single day, making Facebook the top photo website = in the=20 country. Then users diligently label one another in these pictures, = enabling=20 visitors to see every photo anyone has ever posted of other people, = regardless=20 of their consent or knowledge. Even if users terminate their membership, = pictures of them posted by others remain online. But users can't really = quit,=20 anyway.

Like guests at the Hotel California, people who check out of Facebook = have a=20 hard time leaving. Profiles of former members are preserved in case = people want=20 to reactivate their accounts. And all users' digital selves can outlive = their=20 creators. As the company's "terms of use" explain, profiles of deceased = members=20 are kept "active under a special memorialized status for a period of = time=20 determined by us to allow other users to post and view comments."

Facebook's 58 million active members have posted more than 2.7 = billion=20 photos, with more than 2.2 billion digital labels of people in the = pictures. But=20 what many users may not realize is that the company owns every photo. In = fact,=20 everything that people post is automatically licensed to Facebook for = its=20 perpetual and transferable use, distribution or public display. The = terms of use=20 reserve the right to grant and sublicense all "user content" posted on = the site=20 to other businesses. Facebook, a privately held company, rejected a = buyout offer=20 from Yahoo! last year and recently sold a 1.6 percent stake to = Microsoft, which=20 values the company at up to $15 billion. (Rupert Murdoch's News = Corporation=20 bought MySpace, the other leading social network site, for $580 million = in=20 2005.)

Yet the same young people posting all this personal information and=20 relinquishing their photos to corporate control still say they value = privacy. A=20 Carnegie Mellon study found that students on Facebook think privacy = policy is a=20 "highly important issue," ranking above terrorism, and many would be = very=20 concerned if a stranger knew their class schedule or could find out = their=20 political views five years from now. Of the students who expressed the = highest=20 possible concern about protecting their class schedule, however, 40 = percent=20 still posted it on Facebook, and 47 percent of those concerned about = political=20 views still provided them. The study concluded there was "little or no = relation=20 between participants' reported privacy attitudes and their likelihood of = providing certain information."

Why would young people publicize the very information they want to = keep=20 private?

Critics argue that privacy does not matter to children who were = raised in a=20 wired celebrity culture that promises a niche audience for everyone. Why = hide=20 when you can perform? But even if young people are performing, many are = clueless=20 about the size of their audience. That's because the new generation is = often=20 proficient with technology it doesn't fully understand. The Carnegie = Mellon=20 study found that one-third of students don't realize that it is easy for = nonstudents to access their Facebook profiles. And 30 percent of = students did=20 not even know they had an option to limit access to their profile.

Most people don't use the privacy settings to limit access to their = Facebook=20 profile. Four out of five simply accept the default setting, which = allows their=20 whole network to see the entire profile. In the UCLA network, that's = 50,400=20 people. The Boston network has 312,404 people. For comparison, the = city's=20 tabloid, the Boston Herald, has a circulation of 201,503. Users = may think=20 they're only sharing with the friends they can see, but they're actually = publishing with the reach of a newspaper.

Social networking sites also induce users to disclose information in = order to=20 be part of the site's culture. "Allowing users into your circle allows = them to=20 track your moves on Facebook and vice versa," explains technology writer = Michael=20 Hirschorn. "Even more compellingly, it allows you to track, if you wish, = their=20 interactions with other users, all from your own user page. You can play = with=20 your privacy settings to prevent this, but as you become acculturated to = the=20 site, you realize that you have to give information to get information." =

Facebook's Kelly argues that the trend is broader than a single = website.=20 People know their actions are tracked online, he says, just as they're = tracked=20 on streets filled with surveillance cameras, "whether privately = controlled=20 through an ATM or publicly controlled [for] legitimate anticrime or=20 anti-terrorism purposes." In an era of massive top-down surveillance, = posting=20 information on a website may feel downright redundant. Just as most = consumers=20 have acquiesced to companies collecting loads of data and private = information=20 about them, many Facebook users seem resigned to the company's = aggressive use of=20 private information.

In September Facebook launched a "public search" feature to list = users'=20 profiles on search engines like Yahoo! and Google. The move could = fundamentally=20 shift the site from a (relatively) closed social network to a more = exposed=20 public directory. Students originally joined Facebook as a private = campus hub,=20 but now it touts some of their profile information to the world. = (Diligent users=20 can opt out, and visitors still need to be Facebook members to view = people=20 within networks.) The massive search function might one day make = Facebook an=20 indispensable part of Internet commerce--creating the "Google of = people," as=20 blogger Jeff Jarvis puts it. The potential loss of privacy could = ultimately beat=20 the feed controversy by several orders of magnitude, but there has been = no=20 backlash so far.

Ultimately, these privacy concerns do not turn on the decisions of = one social=20 networking company like Facebook, or what its future owners may do. The=20 architecture of these sites already facilitates all kinds of = surveillance of=20 unsuspecting users by the public. Employers check Facebook to vet job=20 applicants, for example, and some have advised users to change their = profiles or=20 photos during the application process, as the Stanford Daily = reported=20 last year. A 2005 survey found that one out of four employers has = rejected=20 applicants based on research via search engines. Campus police = increasingly=20 review social networking sites to investigate crimes. Arkansas's John = Brown=20 University expelled a student after administrators discovered Facebook = pictures=20 of him dressed in drag last year, a violation of the school's Christian = conduct=20 code. And a Secret Service officer paid a dorm visit to University of = Oklahoma=20 sophomore Saul Martinez based on a comment he posted on the Facebook = group Bush=20 Sucks.

Even if this generation of Internet users is truly developing a "new = privacy"=20 concept that prioritizes nuanced control, they largely fail on their own = terms.=20 Most users do not exercise any real authority over their information; = they=20 accept default exposure settings, post to huge networks and transfer = ownership=20 of their social media productions to entertainment businesses. Thus = "control"=20 devolves to the thousands of people in their networks and the business = models of=20 ambitious companies. The entire social network ecosystem, with its = detailed=20 records, pictures and videos of formative years, can completely change = on a=20 company's whim. Most users are left relying on the kindness of strangers = and the=20 benevolence of business.

A simple way to address one of Facebook's privacy problems is to = ensure that=20 users can make informed choices. Taking a page from the consumer = protection=20 movement, Congress could simply require social networking sites to = display their=20 broadcasting reach prominently when new users post information. Just as = the=20 government requires standardized nutrition labels on packaged food, a = privacy=20 label would reveal the "ingredients" of social networking. For example, = the=20 label might tell users: "The photos you are about to post will become = Facebook's=20 property and be visible to 150,000 people--click here to control your = privacy=20 settings."

This disclosure requirement would push Facebook to catch up with its=20 customers. After all, users disclose tons of information about = themselves. Why=20 shouldn't the company open up a bit, too?

Facebook's invisible audiences should also stop hiding. Responsible=20 institutions that choose to monitor users (and minors) on the site, such = as=20 schools and employers, have a special obligation to inform users and = parents of=20 the practice.

In the end, social networking sites are wildly popular precisely = because they=20 disseminate information so effectively. Posting to a network is easier = than=20 e-mailing individuals, and usually more fun. One bright side is that = these=20 sites' popularity dispels the recurring complaint that the web is merely = an=20 incubator for like-minded people to isolate themselves, associating only = with=20 the people and ideas that confirm their beliefs. Young people are doing = just the=20 opposite. Their favorite websites are about real people in the real = world--not=20 just their like-minded best friends but hundreds of acquaintances from = different=20 facets of their lives.

The problem, of course, is that playing with reality online is = riskier than=20 playing with video games and anonymous screen names. Young people are = recording=20 their lives in minute detail, enabling unprecedented experiences, = exposure and=20 evidence that will outlast their youth. Social networking is a free = service, but=20 abdicating control of personal information, photos, writing, videos and = memories=20 seems like a high price to pay.

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