There is a self-reflexive structure to sharing content on Facebook or Twitter. Just as actors on stage know that they are being watched by the audience and tailor their behaviour to find the best effect, effective use of social media implies selecting and framing content with a view to pleasing and/or impressing a certain crowd. We may not intend to do this but it is essential to doing it well.
This process of ‘subjectivation’ – a self-reflexive subject-building not at all dissimilar to Goffman’s “dramaturgical approach” – sheds light on a host of social media quandaries. For starters, it complicates the notion of information sharing as something pure or distinct from affect.
I got to thinking about this after reading some back-and-forths over the common Twitter disclaimer of “Retweets do not equal endorsements.” This disclaimer has been called into question by legal experts. But beyond questions of law, there’s that little voice in the back of our heads before we push the “tweet” button – “Am I going to look stupid for tweeting/retweeting this?” There’s more to this self-editing than concerns for truth and fact. It also points to the suspension of subjectivation as a problematic in information ecosystems.
We implicitly recognize that we are inextricably linked in myriad ways to the links we share.