KTub8

Digital Solidarity
relevance. Yet, in practice, there are numerous signs that
commercial communication is being privileged over
non-commercial. Increasingly, commercial messages
(‘promoted posts’ as Facebook calls them) are required
to pass through the filtering algorithms. 64 This would
suggest that weak networks do integrate and fracture
the social world at the same time, creating a deeply
integrated, yet highly non-linear, social geography.
The presence of the new filtering algorithms
highlights the second reason why it is useful to think of
social networks as weak networks: the very limited degree
of control users have over the tools through which they
build their networks and thus over the types of social
relationships they can build. While there is no direct,
determining relationship between a tool and the social
dynamics it can enable, tools and their particular, often
subtle, designs do matter. This is particularly important
in the case of the current crop of tools for creating and
maintaining weak networks which are constructed for
a dual purpose. One purpose is that of attracting users
to share information with other people. In order to be
successful, these tools need to offer something that
is really useful to people. People are not duped into
creating weak networks and they would stop using
them if they did not offer tangible benefits. The ability to
share information and build extensive social networks
is of great, immediate value to most people. Yet, these
tool are, of course, equally – arguably even primarily –
constructed to create profits for investors who financed
it and thus shaped it from the beginning. As such, these
tools enable the transformation of social value (created
between users) into commercial value (created by and on
behalf of the owners of the platforms).
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