Michelle Cottle has written a piece for The New Republic on Sarah Palin’s public relations strategy that ends up making a far more interesting point about Facebook in the process:
Of course, unlike other categories of the rich and famous, political celebs (especially populist firebrands) cannot risk being seen as remote or out of touch. But here’s where Palin’s embrace of new media saves the day. Her perky, quirky tweets and chatty Facebook items make her fans feel as though they have a direct line to her—despite the oft-voiced assumption that Palin (like so many pols) does not write most (if any) of her own Facebook posts. Such is the beauty of social networking: It allows a public figure to avoid direct interaction with the public while promoting the illusion of personal connection and involvement.
Cottle’s writing drips with enthusiasm for the “genius” of this strategy. But I think this paragraph reveals a great deal more about social media than it does about Sarah Palin. The whole underpinning of this new kind of campaign is based on faking human interaction through things like Facebook, where its connections are inherently ephemeral and illusory.
I guess my question is—how true is this assertion about the connections we make on Facebook? Because if it’s true when it’s used in this way by politicians, isn’t it also necessarily true about the other connections we make on Facebook? This gets at one of primary reasons why I myself am on hiatus from Facebook at the moment. Very little of what I did while I was on it was actual communication with people. Mostly, it was about having the feeling of being connected to people by virtue of being privy to random tidbits about their lives that they chose to share. Once I came to realize how disconnected I actually was I grew disenchanted with the whole thing.
If Cottle is right about this, that what’s so innovative about this approach is the ability to manage a political campaign built entirely on false connectivity and the willingness of people to buy into a kind of self-delusion about how much they really matter, then “beauty” is just about the last word I can think of to describe it.
And if this is what’s at the core of social media interactions—that it’s not about interacting at all but more about giving ourselves the illusion of being connected to one another—then we need to rethink the kind of value we place on things like Facebook and Twitter.
Home