Scott Rosenberg: The Facebook mood-manipulation study is creepy because it shows the true face of Facebook

The “emotional contagion” study dramatically rips off a curtain that separated Facebook’s public face and its backstage. Publicly, Facebook woos us with a vision of a social information stream shaped by our individual needs and networks; backstage, the folks behind the curtain are pulling levers to find more efficient ways to hijack our attention and sell us stuff. (The frontstage/backstage theory sounds like The Wizard of Oz but is actually Erving Goffman’s.)

The simple reason Facebook’s mood study creeps us out

I started this blog in April as a means of maximizing the benefit I get from social networks. But over time, I find I like getting the most from social platforms while keeping them at arm’s length. That’s particularly true of Facebook.

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