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‘Don’t Be Fooled’: Critics of Facebook Say Name Change Can’t Hide Company’s Harm

Above: Photo Collage / Lynxotic

“Changing their name doesn’t change reality: Facebook is destroying our democracy and is the world’s leading peddler of disinformation and hate.”

Tech ethicists and branding professionals on Thursday said consumers should not be hoodwinked by Facebook’s name change, which numerous observers compared to earlier efforts by tobacco and fossil fuel companies to distract attention from their societal harms.

“Don’t be fooled. Nothing changes here. This is just a publicity stunt hatched by Facebook’s PR department to deflect attention as Zuckerberg squirms.”

Facebook co-founder and CEO Mark Zuckerberg announced the Meta rechristening during Facebook Connect, the company’s annual virtual and augmented reality conference, explaining that “we are a company that builds technology to connect people and the metaverse is the next frontier, just like social networking was when we got started.”

“Some of you might be wondering why we’re doing this right now,” he added. “The answer is that I believe that we’re put on this Earth to create. I believe that technology can make our lives better.”

Many critics found Zuckerberg’s explanation unconvincing at best and, at worst, disingenuous.

“Changing their name doesn’t change reality: Facebook is destroying our democracy and is the world’s leading peddler of disinformation and hate,” the watchdog group Real Facebook Oversight Board said in a statement. “Their meaningless name change should not distract from the investigation, regulation, and real, independent oversight needed to hold Facebook accountable.”

Vahid Razavi, founder of the advocacy group Ethics in Tech, told Common Dreams: “Don’t be fooled. Nothing changes here. This is just a publicity stunt hatched by Facebook’s PR department to deflect attention as Zuckerberg squirms” over the negative press from recent whistleblower revelations.

Former Facebook employees-turned whistleblowers say the company’s profit-seeking algorithms—and its executives who know their insidious impacts—are responsible for the mass dissemination of harmful content, including hate speech and political, climate, and Covid-19 misinformation.

Siva Vaidhyanathan, a media studies professor at the University of Virginia and author of the book Antisocial Media, told Time that “the Facebook of today has never been the end game for Zuckerberg.” 

“He’s always wanted his company to be the operating system of our lives that can socially engineer how we live and what we know,” Vaidhyanathan continued, adding that the new name is “not going to change his vision for his company—he’s never let anybody on the outside change his mind.”

Zuckerberg, he said, “wants to take the dynamic of algorithmic guidance out of our phones and off of our computers and build that system into our lives and our consciousness, so our eyeglasses become our screens, and our hands become the mouse.”

Some observers compared Facebook’s attempt to rebrand itself to what they called similar efforts by Big Tobacco and fossil fuel corporations.

“It didn’t do anything,” Laurel Sutton, co-founder of the branding agency Catchword, told Time. “People still knew that Altria was Philip Morris and they didn’t rehabilitate their reputation simply because they changed the name.” 

“There’s no name that’s going to rehabilitate the behavior that they’ve displayed so far,” Sutton said of the social media giant. “Maybe put that time and energy into rehabilitating their morals and ethics and business decisions rather than just trying to slap a new name on something.”

Originally published on Creative Commons by BRETT WILKINS and republished under a Creative Commons License (CC BY-NC-ND 3.0)

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Books

Books in the Top 100 for Decades: Power, The Alchemist, Rich Dad Poor Dad, The Four Agreements

Above: Photo Credit / Publishers / Various

In music the famous example is Pink Floyds “Dark Side of the Moon” which, incredibly, remained in the top 100 charts for more than 18 years. When it comes to popularity and longevity, there are certain works of art and literature that exist on a whole other level.

When it comes to books, classics remain on must-read lists for centuries. During more recent times we have these examples of books that remain the most popular around for decades. The Alchemist by Paulo Coelho was first printed in 1988, 33 years ago. Rich Dad Poor Dad, meanwhile, was published by Robert Kiyosaki and resonated immediately with readers, and has never lost its appeal, still hovering near the top of best seller lists. The Four Agreements, similarly, has remained immensely popular for 24 years. And, finally, The 48 Laws of Power has fascinated and attracted readers, with a nearly unmatched power for 21 years.

Below we are happy to feature these incredible, evergreen wonders, along with some information on the titles.

The Four Agreements

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In The Four Agreements, bestselling author don Miguel Ruiz reveals the source of self-limiting beliefs that rob us of joy and create needless suffering.

Based on ancient Toltec wisdom, The Four Agreements offer a powerful code of conduct that can rapidly transform our lives to a new experience of freedom, true happiness, and love.

– A New York Times bestseller for over a decade
– Translated into 46 languages worldwide

First published in November 07, 1997.

Rich Dad Poor Dad

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In the 20th Anniversary Edition of this classic, Robert Kiyosaki offers an update on what we’ve seen over the past 20 years related to money, investing, and the global economy.

Sidebars throughout the book will take readers “fast forward” — from 1997 to today — as Robert assesses how the principles taught by his rich dad have stood the test of time. 

In many ways, the messages of Rich Dad Poor Dad, messages that were criticized and challenged two decades ago, are more meaningful, relevant and important today than they were 21 years ago.

First published April 1, 1997

The Alchemist

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Combining magic, mysticism, wisdom and wonder into an inspiring tale of self-discovery, The Alchemist has become a modern classic, selling millions of copies around the world and transforming the lives of countless readers across generations.

Paulo Coelho’s masterpiece tells the mystical story of Santiago, an Andalusian shepherd boy who yearns to travel in search of a worldly treasure.

His quest will lead him to riches far different–and far more satisfying–than he ever imagined. Santiago’s journey teaches us about the essential wisdom of listening to our hearts, of recognizing opportunity and learning to read the omens strewn along life’s path, and, most importantly, to follow our dreams.

First published in Spanish in 1988 and in english on April 15, 1993

The 48 Laws of Power

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In the book that People magazine proclaimed “beguiling” and “fascinating,” Robert Greene and Joost Elffers have distilled three thousand years of the history of power into 48 essential laws by drawing from the philosophies of Machiavelli, Sun Tzu, and Carl Von Clausewitz and also from the lives of figures ranging from Henry Kissinger to P.T. Barnum.

 Some laws teach the need for prudence (“Law 1: Never Outshine the Master”), others teach the value of confidence (“Law 28: Enter Action with Boldness”), and many recommend absolute self-preservation (“Law 15: Crush Your Enemy Totally”). Every law, though, has one thing in common: an interest in total domination. In a bold and arresting two-color package, The 48 Laws of Power is ideal whether your aim is conquest, self-defense, or simply to understand the rules of the game.

First Published in September 01, 2000

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