Most people thought the Internet represented a liberation from conformity where ideas, freedom of information, creativity ruled. But what role does our need to belong play? What role does the simple “like” button play in social approval? The WSJ article below argues that “As a result,” of the like button, “we can now search not just for information, merchandise and kitten videos on the Internet, but for approval.
Just as stand-up comedians are trained to be funny by observing which of their lines and expressions are greeted with laughter, so too are our thoughts online molded to conform to popular opinion by these buttons. A status update that is met with no likes (or a clever tweet that isn't retweeted) becomes the equivalent of a joke met with silence. It must be rethought and rewritten. And so we don't show our true selves online, but a mask designed to conform to the opinions of those around us.
Conversely, when we're looking at someone else's content—whether a video or a news story—we are able to see first how many people liked it and, often, whether our friends liked it. And so we are encouraged not to form our own opinion but to look to others for cues on how to feel.
“Like” culture is antithetical to the concept of self-esteem, which a healthy individual should be developing from the inside out rather than from the outside in. Instead, we are shaped by our stats, which include not just “likes” but the number of comments generated in response to what we write and the number of friends or followers we have. I've seen rock stars agonize over the fact that another artist has far more Facebook “likes” and Twitter followers than they do.
Because it's so easy to medicate our need for self-worth by pandering to win followers, “likes” and view counts, social media have become the métier of choice for many people who might otherwise channel that energy into books, music or art—or even into their own Web ventures.