Social Networks Are Not American
Mark Zuckerberg’s announcements signal an acceleration of "MMA-politics"; ultimately, it is the users who will decide where to express social connection.
Tuesday morning on Earth. Welcome to all new subscribers! Articles about Mark Zuckerberg's announcements are everywhere, as if Meta's mini-political system was irreversible.
The Social Network of the local sports club on Telegram is Puerto Rican, French, Brazilian, Mexican. It streams the senior team’s matches on Twitch. The family messaging group speaks Vietnamese, Basque, sometimes Italian. And we could multiply the examples.
Content sharing is a cultural melting pot that shapes our lives; so much so that our very language evolves at the pace of our digital exchanges. In this cacophony of uncertain and chaotic social ties, one thing is certain: social networks are not American, much to Meta’s dismay.
MMA-Politics
Mark Zuckerberg has ushered in a new era: by announcing the removal of numerous content moderation teams across his platforms and defending free speech at all costs, Meta is making a major ideological shift.
This turn aligns with the views of President Trump and his advisor, Elon Musk. One holds authority, the other reshapes the very definition of power
In short, for users:
A replacement of fact-checkers with community notes, inspired by X’s model
A relaxation of rules on divisive topics like immigration or gender
A much more permissive laissez-faire approach across Meta’s ecosystem
The war of all against all is just beginning.
"We're going to simplify our content policies and get rid of a bunch of restrictions on topics like immigration and gender that are just out of touch with mainstream discourse. What started as a movement to be more inclusive has increasingly been used to shut down opinions and shut out people with different ideas, and it's gone too far. So, I want to make sure that people can share their beliefs and experiences on our platforms."
Mark Zuckerberg
As usual with characters who see themselves as messianic, the tone is solemn, claiming to impact the entire world.
By pointing fingers at Europe, Zuckerberg deepens the divide between an “American-style” freedom of expression, presented as a transcendental force (algorithms, AI, users), and an old Europe perceived as a regulatory censor.
There was a time when messiahs parted seas and walked on water.
Today, we are entering the era of “MMA-politics”, where crushing the opponent replaces building social bonds. Not so surprising, then, that Meta, through its founder, is co-opting the rhetoric of the enemy, dear to Carl Schmitt.
Users Define the Networks
Migrating audiences from one app to another always seems impossible, even heretical. Yet, digital liveness—the quality or state of being alive—induced by social networks is becoming as essential as air or water for many.
We love, suffer, and define ourselves through them. But this is usage, not absolute loyalty to a platform. If Meta still dominates in many countries, its immortality is far from assured.
TikTok, unknown in France before 2017, already has over 20 million users.
In e-commerce, Temu surpasses 13 million users, while SHEIN reaches 22% of the French population each month.
Yesterday’s leaders have no guarantees about their future relevance. Digital infrastructure can be bought and but user behaviors may shift elsewhere
Digital is Polycentric, and Cultural
The illusion of a totally Americanized web masks a more complex reality. Networks evolve based on their users. In many regions, local platforms surpass American giants.
Some examples:
In Japan, LINE dominates, created after the 2011 earthquake as a disaster communication tool.
In China, WeChat is a complete ecosystem, a quasi-intranet integrating payments, socialization, and public services.
In South Korea, Naver and Cyworld preceded Western social networks and continue to influence local behavior.
At a granular level, users always repurpose platforms for their own ends. The latest example? Sharing your Letterboxd (a social platform for movie reviews) is becoming a way to flirt or even declare love.
In the age of ghost-posting, the need for connection and emotion is driving a complexification of our digital interactions, especially with the infinite possibilities offered by myriad platforms today.
The central question is: can we still speak of a global Internet?
We are already entering an era of hyper-fragmentation in social networks. While Meta imposes an American vision of moderation, it is local values and habits that shape platform futures. Zuckerberg’s standardization of political divides is an irresponsible approach. It not only endangers Meta, but also destabilizes its own economic model.
Brands understand that the real treasure lies in direct relationships with their customers—not in dependence on Meta’s casino.
Asinus asinum fricat
Albert Camus’ words resonate particularly today, as Meta forgets the essence of what makes a social bond virtuous: Long-term engagement, value creation, a shared culture.
It is much faster to give tools to online hate promoters to boost engagement.
But in the long run, the real dynamics of networks depend on private interactions and authentic communities—not algorithmic escalation.
"Freedom has children who are not all legitimate or admirable. Those who only applaud it when it serves their privileges, and who call for censorship the moment it threatens them, are not on our side. But those who, in Benjamin Constant’s words, neither wish to suffer nor possess the means of oppression, who want freedom both for themselves and for others, these are the grains beneath the snow, as Ignazio Silone put it. After the storm has passed, the world will be nourished by them."
Albert Camus – Tribute to an Exiled Journalist, 1955 (Actuelles, vol. IV: Facing the Tragedy of History)
Not business as usual, so to say.
Expression of the Week: +5000%
According to TechCrunch, searches like:
“how to delete all photos Facebook”
“alternative to Facebook”
“how to quit Facebook”
“how to delete Threads account”
“how to delete Instagram account without logging in”
…have suddenly increased by 5000% compared to previous periods.
Amazing links
The Economy of “Videomania” in Mali: Exploring a new media profession and its societal impact (Revue Française d’Économie et de Gestion)
In the U.S., Citizens Want More Online Fact-Checking (Statista)
The Era of Para-Content (Taste 101)
Have a great week! This newsletter is written with love, passion, and (Parisian) coffee.
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My book “Alive In Social Media” is available on Amazon.