In a previous post I wrote on the difficult ways to establish trust and intimacy in the digital age. In pushing this idea out a bit laterally I have begun to ponder more about the ways that authority and authorship dictate our digital lives.
Think about trust: Google and other technology companies are in the business of making trust. They are “trust making” companies. Authority and authorship are baked into their business model. Don’t be evil is another way of saying trust us. You are viewing the physical representation of this ideology right on their search results page. The blue links are just colorized trust icons. Each link leads to a source that has authorship embedded into its very existence. Do we fail to recognize how humans are behind these texts? Sure, algorithms whip up something great and serve it on a facile platter for easy consumption, but a human being is tied to each and every bit and byte. To ignore that or to claim that the Internet is somehow neutral or neutered is naive. Their authority, and the authorship guiding each and every move on the internet, is precisely the source, fuel and engine of their power.
Corporations are commodifying trust, and this is not new – every brand is a logo-fied version of a monetized public good. Might as well take a branding iron to the forests, since that’s basically what every paper company has done. This signifies a new owner/author of the public domain. They stamp, brand and own what is effectively no one’s and everyone’s. They restrict and legitimize space and time. They create patents, aka the system of ‘search and destroy’ that targets anyone who trespasses on their sacred domain. Commodities are signifiers of a largely unnamed world, and yet those in control want to make the world into another material object. And as ‘consumers’, we have willingly bought into this myth, since we too, want a piece of the author pie. It’s ours to share, have and hold. A beautiful marriage of consumerism and empowerment.
Commodification, authority and authorship are one side of the coin; democracy is the other. We continue to view the world in this binary frame where everything post 21st century is ours/theirs, and yet the public space is still no one’s. How can we live in this mediated space where the two are incompatible? This myth will only continue to be perpetuated unless we have a larger discussion on what it truly means to be a democratic society. I’m hopeful that there are others out there who feel the same.