These are the words of Facebook Chief Operating Officer Sheryl Sandberg, from an interview published in the April 20, 2009 issue of BusinessWeek. She continued:
“We believe advertising needs to blend into the experience … we don’t have big banners across the site, nor do we have text-based ads that are really part of the search experience. We have ads that act like our site.”
Facebook is the world’s premier social networking website. Hundreds of millions of people use it to keep in touch with their friends, families, and associates. These are the relationships and conversations that make human life meaningful. But:
“These naturally occurring social actions now also can be paired with sponsored content and advertising to create a Social Ad.” – Facebook Product Overview FAQ
Facebook is a privately owned company that profits by surreptitiously injecting paid advertisements into its users’ human relationships.
Research firm eMarketer predicts that advertisers will spend $605 million to reach Facebook users in 2010 — a 39% increase from 2009. Marketers are increasingly confident that the money they spend at Facebook will draw consumers to pay for their products and services.
“People treat Facebook as an authentic part of their lives, so you can be sure you are connecting with real people with real interest in your products.” – Facebook case study in a promotional message to advertisers.
People from around the globe login to Facebook hoping to share stories of life, love, hope, and achievement. Facebook’s aim is to make them talk about commercial products instead.
“The next hundred years will be different for advertising, and it starts today. … We are announcing a new advertising system, not about broadcasting messages, about getting into the conversations between people.” – Facebook CEO Mark Zuckerberg, at a press conference on November 6, 2007. Quoted by TechCrunch.
“[Facebook has] put the power of recommendation and referrals into a systematic environment.” – Chamath Palihapitiya, Facebook VP-product marketing and operations. Quoted in the November 12, 2007 issue of Advertising Age.
Facebook’s entire financial model rests on the fact that its users — or more accurately its used — are willing to display products as prominently as their friends and build their identities out of advertisements. John Doe’s Facebook profile does not list his beliefs, his achievements, or his goals. It is not set up to demonstrate his individuality or creativity or personality. It simply lists, “John Doe is a fan of: [insert brands here].” This is exactly how Facebook wants it to be.
“Facebook Pages are designed for businesses and brands to efficiently interact and communicate with users. Through Pages, businesses can engage with their fans and capture new audiences virally through their fans’ recommendations to their friends.” – Facebook Product Overview FAQ.
It doesn’t stop here. Third party companies that develop Facebook applications also sell their users to advertisers.
Demonstrators assembled outside the Wisconsin State Capitol in Madison on February 16 to urge action against the U.S. Supreme Court’s ruling in Citizens United v. Federal Election Commission, which recently struck down restrictions on the corporate financing of political advertisements. Wisconsin Public Radio reported that the rally participants made speeches and rang “liberty bells,” hoping to draw attention to their issue and gather support for a constitutional amendment to overturn the court’s decision.
Ronald Reagan (R)
John G. Roberts
George W. Bush (R)
Ronald Reagan (R)
George W. Bush (R)
George H.W. Bush (R)
*Thomas concurred with the majority’s primary opinion but dissented on another section.
The Supreme Court’s ruling, announced on January 21, marks a major change in the rules of electoral politics in America. It makes it possible for private corporations — whether for-profit companies, non-profit organizations, or unions — to use their money to air political advertisements in favor of or against specific candidates in the days before an election. This kind of direct corporate involvement in politics had previously been illegal, banned by legislation going back to the Tillman Act of 1907 and including most recently the Bipartisan Campaign Reform Act of 2002, sponsored by Republican Senator John McCain of Arizona and Democratic Senator Russ Feingold of Wisconsin. Their bill passed 59-41 in the Senate, but part of the act has now been voided by the 5 to 4 Supreme Court decision.
Justice Anthony Kennedy spoke for the court’s majority by arguing that any law restricting corporations from airing political advertisements was an infringement on the freedom of speech guaranteed by the First Amendment to the U.S. Constitution. Kennedy wrote:
By taking the right to speak from some and giving it to others, the Government deprives the disadvantaged person or class of the right to use speech to strive to establish worth, standing, and respect for the speaker’s voice. … We find no basis for the proposition that, in the context of political speech, the Government may impose restrictions on certain disfavored speakers. Both history and logic lead us to this conclusion.
John P. Stevens
Gerald Ford (R)
Ruth Bader Ginsburg
Bill Clinton (D)
Bill Clinton (D)
Barack Obama (D)
Meanwhile, dissenting Justice John Paul Stevens disagreed with the premise that a corporation constituted a “disadvantaged person.” Speaking for the court’s minority, he wrote:
The fact that corporations are different from human beings might seem to need no elaboration, except that the majority opinion almost completely elides it. … It might also be added that corporations have no consciences, no beliefs, no feelings, no thoughts, no desires. Corporations help structure and facilitate the activities of human beings, to be sure, and their “personhood” often serves as a useful legal fiction. But they are not themselves members of “We the People” by whom and for whom our Constitution was established.
Madison’s demonstrators agreed with those words. Some carried signs with slogans like “Abolish Corporate Personhood” and “Overrule the Court!” I applaud their position. Corporations are not humans. They exist only on paper as tools created by people to achieve some goal. The individual rights of the people involved in corporations — shareholders, directors and employees — were never in question. They have always held the right to speak as individual citizens. The Supreme Court’s ruling, as I see it, now gives corporate executives twice the rights that other people hold: their own unalienable right to speak as individuals, plus the right to speak through the corporations they control using those corporations’ money and power. Corporations hold immense concentrations of wealth, and because they are often structured simply to generate more, their interests are self-serving. Wealthy multinational corporations can easily outspend real individuals in a race to promote their profit-driven political agendas. Far from enhancing free speech, the court’s ruling will help powerful corporations drown out the voices of actual people with real human needs.