The Frictionless Politics of the Social Technocracy
12th September 2022
Pass a Tesla on the street or pick up an Apple Magic Mouse and you encounter the sleek simplified aesthetics that underlie the mindset of the new technocracy. Apple used Picasso’s Bull, a set of drawings that reduce the animal to a stylized cubist abstraction, as the basis for its own minimalist aesthetic reductionism. It’s an aesthetic that meshes with Big Tech’s love of frictionless experiences that make complex processes appear deceptively simple.
Eliminating the extrusions on a car or a computer peripheral doesn’t actually make them any simpler to construct or to operate. It’s a marketing strategy that also shapes how people think of technology. Early computer kits were messy assemblies of wire and circuit boards. The early internet was a sprawling assortment of unregulated content. That was around the time that science fiction author William Gibson, a foremost promoter of Cyberpunk, coined the term “cyberspace”. A generation later, Gibson even more radically envisioned the internet disappearing and being reduced to a few apps on the phone. And that is what happened.
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Free speech was the first casualty of the simplified internet. Most people give it away for convenience. And they never missed it until suddenly they realized that they wanted to say or hear things that the new platforms no longer allowed. Big Tech wanted people to keep on clicking, but not in a way that disrupted their business model, their politics or culture.