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Please Like This Paper

Published online by Cambridge University Press:  14 May 2021

Lucy McDonald
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Abstract

In this paper I offer a philosophical analysis of the act of ‘liking’ a post on social media. First, I consider what it means to ‘like’ something. I argue that ‘liking’ is best understood as a phatic gesture; it signals uptake and anoints the poster’s positive face. Next, I consider how best to theorise the power that comes with amassing many ‘likes’. I suggest that ‘like’ tallies alongside posts institute and record a form of digital social capital. Finally, I consider whether ‘likes’ have ultimately improved online discourse. I argue that while the ‘liking’ function itself is relatively innocuous, public ‘like’ tallies introduce a corrosive motivation to online communication. By making the prospect of increased social capital perpetually salient to us, they encourage us to prioritise high levels of engagement over meaningful engagement.

Type
Research Article
Information
Philosophy , Volume 96 , Issue 3 , July 2021 , pp. 335 - 358
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Copyright
Copyright © The Royal Institute of Philosophy 2021

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Footnotes

This paper was the joint winner of the 2020 Philosophy essay prize.

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