Enframed Online

Please like, subscribe, follow, give me the thumbs up, leave a comment, favourite, retweet etcetera. In the abstract arena of the internet where everyone under the age of 40 makes their living, the currency is in the above listed units. That’s how you get traffic, hits, interactions, views, metrics and so on which equals profit. Somehow. I think it’s from advertising but that’s getting choked these days too so I don’t really know. Either way, both our livelihoods and our own self-worth today are measured in these kinds of metrics making social media a bizarre kind of augmented reality video game like Pokemon Go. Gotta catch em all!

This kind of thinking – technology as a mode of living – was perfectly defined by Heidegger in 1949 as ‘Gestell’ in German or ‘Enframing’ in English. The idea being that for something to exist in the Human world it must be ‘framed’ by us first i.e. something doesn’t really exist to us until we have named it and discovered its purpose. It is a lot more complicated than that but that’s the broad strokes. As such, we have enframed other people to serve the purpose of ‘followers’ or ‘friends’ on social media, they are a literally a resource to be mined, a different node with unique attributes in a system that falls into certain predictable patterns that we can then manipulate for our own ends, literally like a computer. It is perhaps little wonder then with the YouTube vlogger, the influencer and the blog pundit we have ended up with such a right-wing society developing in the west.

Now this hypothesis was developed by Heidegger prior to the invention of digital technologies so I doubt he could have foreseen how prescient this theory was. His perception of it was seeing the totality of vision or everything on Earth as ‘Standing Reserve’ or any matter waiting to be exploited by us (there’s no coincidence the Standing Reserve is used in military vocabulary too). Heidegger saw it as the way humanity has evolved and grown by using the environment to create tools, homes, toys, vehicles, etc but technology in general is our way of life so we must enframe the environment around us to see it as a resource. Whilst this is an accurate way of describing humanity it is equally problematic when it is applied to people. Heidegger himself flirted with Fascism and the Nazi mentality can most definitely be seen as a very extreme method of enframing, i.e. humans as a resource to be exploited. Ironically the current Neoliberal model of Capitalism is also very much the same; seeing people as consumers, artists as creators, art as content, a useful item as product. To enframe is to rob something of its own essence, its own definition of what it is and with every demand for a like and subscribe we are framed as a resource.

For me the fact that a lot of the ‘Alt-Right’ online, who like to troll and abuse anyone not white or male, seem to talk of objectivity, espouse a love for science and demand ‘The Truth’ in every discussion. This search for objectivity which they deem objectively true is an oxymoron. All experience is subjective but their belief in this objectivity reveals how they have enframed everything as a means to serve their way of life. In essence, the various YouTube channels, Facebookers, Celebrity Tweeters, Instagram Influencers and so on that say they are apolitical still enframe their audience as a resource for them to continue living their lives, so are indulging in a type of ‘soft-fascism’. Yes, I’m calling PewDiePie a fascist like everyone else. But seriously, the fact the likes of Milo, Cernovich and Alex Jones do so well online is because they don’t see people, they see metrics and text on a screen, a similar mentality as the various Nazis when asked how they could perform their crimes replied all they were doing was signing bits of paper. Whilst this comparison is admittedly extreme, the dehumanization in both cases is most certainly there.

It’s probably worth pointing out here that I write for a YouTube channel and most of my writing work is published online these days so I am by no means saying the internet is inherently bad but there are significant problems with our relationship with it. I like to think the stuff I write and the way I approach the internet goes some way to assuming the people who view my CONTENT are their own people with their own complex opinions and experiences that they bring to the discussion but I fully admit this is not always the case. Many is the time I have made a criticism of a celebrity or ‘important person’ online only to have them reply in defense. This always depresses me because typically I will stand by the criticism but by no means wished to offend or upset the person, in the same way you may have a criticism of a friend in real life but you would not wish to insult or attack them at a dinner party, I’d like to think I had better manners and was kind enough to know when and how to broach the subject in private. The internet and social media does not lend itself to this way of thinking. I enframe these celebrities as untouchable objects who neither hear nor care about my petty concerns so I can offer my super important hot takes to the world but then I am regularly proved wrong when I get an angry or wounded reply in defense.

I, more than most, have a lot to be grateful for thanks to the internet. It has given me a whole new life, new friends, travel, work and a girlfriend but the reason for that is, I hope, I always see the various people I interact with online as human beings with thoughts and feelings like me. A certain level of empathy is needed in the age of social media that is sorely lacking and has created an enormous amount of issues that has undeniably ruined lives. The alternative now is to just go off grid entirely which presents its own problems in a world where almost every financial transaction, bank, business and relationship is formed or fostered online. For me personally the sheen has definitely left the internet. The novelty of Amazon, YouTube, Social Media, et al has worn off with various scandals and problematic views, actions around tax avoidance, propaganda and misinformation, sales of personal information, abuse, Sexism, Racism, as well as poor customer service, built in obsolescence and much, much more. The Digital Revolution has transformed the world and isn’t stopping now but I think people are starting to predict, if not a Post-Internet Culture, but a culture where the internet is massively reduced in its scope and perhaps a return to more ‘analogue’ methods of interacting and sharing experience and knowledge. By no means does this remove the problems presented by our selfishness or our need to enframe the world as a mine of resources but it would certainly mitigate the impersonal mode by which we’re engaging with people, and the world, at the moment.

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