Facebook and Face-Saving --- The importance of our current study of ‘face’ is exemplified by this week’s announcement of one big tech company’s efforts, at least in part, to ‘save face’ and avoid disgrace. Mark Zuckerberg has explained that his company is in the process of rebranding, the current identity of ‘Facebook’ to a new image of “Metaverse’.

Recall Google’s face-saving effort in 2015 to rebrand as “Alphabet”’ and defense contractor Blackwater’s changes over the years to move past their reputational damage. Tactically, this decision is in anticipation of other companies like Microsoft or Roblox entering this new ‘space’.

Consider that Facebook’s proposed technology of AR glasses able to present the simulacrum of a dystopian universe. I will expand this concept of the simulacrum, so important to Language and Diplomacy, in a separate post.

Anti-trust regulators, through the respective office of their state attorney-general, continue attempts to break up the company. So, in addition to face-saving, reputational damage, and market repositioning there is a legal challenge that provides context for rebranding.

Recent Congressional testimony supports the criticism that Facebook management does virtually nothing to stop human trafficking around the world, or teen girls feeling bad about themselves on Instagram.

There is more to the face-saving through name-changing than meets the eye. Channeling people’s attention inward through futuristic technology dims public sensitivity to criticism of the world’s most powerful social media platform.

Source author: John D. Hipsley jhipsley@igc.org