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Commentaries on this Media!

An Autobiography of an Autobiographic Medium

by Ethan Tussey

by Daniel C. Faltesek for IN MEDIA RES

It was unclear if or when Facebook would file form S-1, the document used to begin an inital public offering and the object of this curation. In their S-1 Facebook wrote an autobiography in the style of the Timeline. On the left side of the timeline, technical features and revenue; on the right side of the timeline, the estimated number of monthly active users, or MAUs to use their parlance. Formatting the history as a timeline tells the story of Facebook through results – how big it was and what was it doing. Using the Facebook visual vernacular also tells us that users and Facebook use the same images. This strategy is much akin to building an autobiography of a person through childhood report cards and etchings on a doorframe. It describes the capacities of Facebook, but it leaves motivation vague. 

Zuckerberg’s letter to the shareholders in the S-1 may be more revealing in this respect. The purpose of Facebook as described by Zuckerberg was not to be a company, but to fulfill a social mission, an almost Habermasian vision of reflexivity where the sharing of perspectives and conversation might enliven democratic life.  Retroactively defining Facebook as being for a productive political function does important relational work, their motives were always pure, neither a pawn of the advertising industry nor law enforcement. The creation of Facebook can be attributed to vision, surely not the accidental result of ever-increasing acceleration or the absurdity of random chance.  What we learn in great detail is that Facebook is a controlled company with great risks and perhaps great rewards. 

The autobiography manages the corporate history of Facebook and the precarious future. As I have curated this document it has continued to change: now it includes the Yahoo! Patent lawsuit, softening advertising margins, and the precariousness of revenue via payments, resistance against the estrangement of surveillance, and the possibility that the idea of Facebook from the S-1 isn't interested enough in cash. If a corporation is a person, the S-1 is their autobiography. A profile and the S-1 are very similar. They are both imperfect: interrupted by old party pictures, impulsive statuses, disclosures of risk, and risky disclosures. It is the slippage that animates social media: making autobiography more than the mere collection of details, and business more than the collection of profit. 

Facebook's IPO Filing

examining the paperwork

from Facebook's IPO Filing (2012)
Creator: Wall Street Journal
Posted by Ethan Tussey