Reducing "people" to "users" and "consumers" through profiles designed to define them as such. (Zuckerberg: "A lot of the information people produce is inherently commercial. And if you look at someone's profile, almost all the fields that define them are in some way commercial - music, movies, books, products, games. It's a part of our identity as people that we like something, but it also has commercial value.")...What made social networking such a big deal was the fact that people liked being used. Anything was better than the loneliness and boredom of the Internet and the derangements brought on by blogger psychosis. And so social networking became a drug. Early on, Facebook executives called the effect their product had "the trance," understanding that what they were doing was essentially pushing a narcotic (not coincidentally, their first big advertiser would be a gambling site).
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