From Memes to Marx: Social Media as the New Frontier of Ruling Class Dominance

Abstract

This master’s thesis aims to examine whether the complex nature of today’s internet-based communication can be reconciled with twentieth century sociological systems theories, especially those of Niklas Luhmann. The question is whether the impact of social media tends to support or refute existing social theories. The digital age (from about 1980 onwards) has brought about new forms of communication that are strongly influenced by neoliberal economic policies and (from about 2005 onwards) increasingly by social media. Like analog mass media, the new media provide information and entertainment. Both forms of communication also have in common that they are financed by advertising. Unlike established media, however, the content in social media is created by users and is therefore free of charge for platform operators. Consequently, there is no quality control in the form of an editorial filter. The key to business success for platform operators is that users generate a stream of data about their behavior and preferences. Platform operators collect this user-specific data and distribute it commercially. The data allows advertisers to target their campaigns to specific populations. In addition, online-marketing specialists can measure the success of these campaigns with outstanding resolution. As a consequence, the budget available to campaign – together with the lead time – are decisive for success. This applies to sales promotion, but also to political campaigns, for example in the run-up to elections. Because of these targeted campaigns, the behavior of large sub-societies, as well as public opinion, are shaped – to an extent that has never been reached before – by the ruling class as only they have the budgets that are necessary for success. Multinational corporations, influential organizations, extraordinarily wealthy individuals, and autocratic leaders determine topics of conversation and public opinion. Societal systems theories of the twentieth century are not transferable to the twenty-first century as communication does not follow natural laws. On the contrary, structures prevailing in nineteenth century capitalist economic systems, which Karl Marx in particular dealt with, have been resurrected in the present day. This was possible because the platform operators have succeeded in developing monopolies in their respective segments. Thus they are leveraging out the market that would be necessary for a capitalist economic system to function properly. Thanks to social media, the ruling class controls both the state and public opinion to a previously unimaginable degree. An age of digital feudalism has dawned.