‘A History of Like’
So what is new about Facebook and the Like button? Oddly enough, it reveals too much. The great sin of Facebook is that it made “like” far too important and too obvious. Marketing is in part the practice of eliding the underlying complexity, messiness, and wastefulness of capitalist production with neat abstractions. Every ad, every customer service interaction, every display, and every package contributes to the commodity fetish, covering up the conditions of production with desire and fantasy. As such, Facebook may reveal too much of the underlying architecture of emotional capitalism. The Like button tears aside this veil to reveal the cloying, pathetic, Willy Lomanesque need of marketers to have their brands be well-liked. Keep liking, keep buying. Like us! Like us! Like us!