Digital Bytes: The Power of Likes | Common Sense Education | YouTubeToText
YouTube Transcript: Digital Bytes: The Power of Likes
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MAN: The power of like.
MAN: Companies know how to turn like into money.
MAN: And the advertising machine spinning likes into gold.
WOMAN: Your consumer is your marketer.
MAN: Today, people are giving up more and more
private information about themselves online
without knowing that it's being harvested and personalized
and sold to lots of different people.
WOMAN: Facebook recently proposed some policy changes
on user privacy, they say trying to clarify language
on how some photos and information
might be used in advertisements.
MAN: The idea was it was much easier to use your name
and image in commercial and advertising campaigns
on behalf of Facebook for brands
who have a relationship with Facebook.
This is madness.
I mean, this idea that, you know,
if you don't pay attention on day one, then on day two,
I show up in an advertising campaign for Facebook.
I can think of no other major branded company who has
that kind of... the combination of tone deafness
and predatory relationship with their customers.
MAN; Facebook caused an uproar last week when scientists
from Cornell University, working with Facebook's own
data science team, released the results
of a psychological experiment that they performed
on about 700,000 Facebook users,
none of which knew they were participating.
It's sometimes said of Facebook that the users
aren't the customer, they're the product.
We've developed mechanisms where we can quite accurately predict
things like your political preference,
your personality score, gender, sexual orientation, and, again,
it doesn't come from what you might think of
as obvious information.
Most media companies-- television, radio, publishing,
games, you name it-- they use very rigid segmentation methods
in order to understand their audiences.
It's old school demographics.
Media companies believe that if you fall within
a certain demographic category, then you are predictable
in certain ways.
You have certain taste, that you like certain things,
and so the bizarre result of this is that
most of our popular culture is actually based on these
presumptions about our demographics.
MAN: When you hit like, when you retweet,
when you make any expression online, you're creating data,
you're creating a demographic profile of yourself.
You are your own media company.
100%.
That's every single person's goal in this.
MAN: So all those selfies you take
so that people will like them on Instagram?
They helped that company sell for a billion dollars.
Send a tweet, and you help raise
the value of Twitter to around $30 billion.
And Facebook?
It's valued at around $140 billion.
Those numbers aren't based on profits-- not yet, anyway.
Those prices are based on the volume of likes
they can generate, and likes don't generate themselves.
WOMAN: This event is a pop-up Tweet shop for Daisy,
Marc Jacobs' fragrances.
There's absolutely no transactions with money
that take place, and instead, social media equals
social currency.
WOMAN: It's a lot of work to, like, do all of this.
It's... like, it takes a lot of time to, like,
retweet everything, to like everything,
so I was liking and sharing
all these posts for like four to five hours,
my hands were so tired after.
It makes me feel like a worker, but it's all worth it in the end
because... I get more sparks.
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