You will almost certainly find many viewers decry Netflix’s eye-opening documentary The Social Dilemma as hysterical polemic; an over the top rebuke of our Information Age. Like everything else around us right now, the content will polarise.
It is an extension of arguments that thinkers and writers such as Shoshana Zuboff (who appears here as a marvellously coiffured talking head) have been making for some time about the perils of surveillance capitalism. That our dominant, all-pervasive big tech platforms—Facebook, Twitter, TikTok, Reddit etc…—deal in, as Zuboff describes it, “human futures”. Rather than we as a society using social media as a tool to communicate, learn and principally buy, we rather are the tool of almost artificially intelligent algorithms that understand more about our psychology and habits than anyone in our lives, and even we as individuals could possibly understand. We are the commodity. And the result is that our entire fabric of society is being controlled and fundamentally broken by this machine-led, money-driven system.
The Social Dilemma packages up ideas that you may well have heard before into an effective, streamlined docu-drama, one that plays as much like a horror movie at times in how it pushes our buttons to be afraid, very afraid, of Big Tech and their manipulation of human existence. Some, therefore, will find it hyperbolic and perhaps even simplistic. It is a film with a clear agenda, one designed to influence us in the manner the networks it decries itself does. Netflix is, technically, no better. After watching the movie, I automatically pressed the thumbs up button and rated it. I therefore sent data off to Netflix’s servers which will influence what their algorithm shows me on the “you might also like…” screen. There is an irony about that that the makers of The Social Dilemma might not have appreciated.
Yet it speaks to how I, as much as you reading most likely, remain a willing cog in the manipulation machine. How do I use social media? And could I detach from it completely? These are the questions I’ve been asking since I finished The Social Dilemma.