THE TWO DIMENSIONAL SELF: The way in which people use Facebook as a ‘second life’ is compromising our attempt to discover an authentic self-understanding. Facebook provides us with a ‘flattened’, ‘two-dimensional’ identity, where our account could be seen as a ‘living advert’ in which we only promote the positive aspects of our life and hide away the bad. When we fill in forms at the Doctor’s, we do not claim that is our whole self. However, our attributes, basic details and interests wholly define our ‘Facebook Identity’. This leads us to the question, how are we able to act freely and reasonably whilst retaining this false reality?
HOW DOES FACEBOOK MAKE A PROFIT?: Facebook is a free service that is accessible to all Internet users. Therefore, in order to maintain this service and to create a successful business, Facebook provides us with advertisements. It tempts us with products we didn’t even know we wanted. Facebook uses targeted advertising through the knowledge of our personal details and interests.
TARGETED PHILOSOPHY AND KANT: With a consideration for Kant’s position, one could argue that presenting the subject with targeted advertisements is not immoral as we are able to judge and act upon what we encounter in life, freely and through reason. Through a consideration for Kant’s moral philosophy, I will aim to deduce the extent to which we are manipulated to buy products placed upon us in Facebook.
SPONSORED STORY AND KANT: If I choose to ‘like’ a brand’s page, then I can be used in a sponsored story on one of my friend’s pages. This is a service that one cannot opt out of and brings into question the idea that the user is fundamentally exploited as a ‘human advert’. Facebook argue that when I like something, I am associating myself with that specific brand or service. However, in my project, I will be arguing whether it is ethically right to use others as a means to making a greater profit for the company.
DEATH OF ADVERTISING? AND LEVINAS: Levinas states that most art is fundamentally materialistic in that matter overpowers form. Through a consideration for his philosophy, I will provide a critical evaluation of the artistic nature of this type of advertising. Also, I will discuss whether Facebook has resulted in the death of advertising or instead it is simply part of the natural evolution of the revolutionary marketing strategies of the 21st century.