The Optics are the Substance

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I want to try to use this essay to formulate a simple law for social media, but to do so, I would like to put it within a context of other such laws to which it is akin. In the first place, we have a theory within economics stated using only five words, and known as Say’s Law, after Jean-Baptiste Say, which states simply this: “supply creates its own demand“. That is to say, if you have a truckload of some object for which there is demand, say chairs for example, its sale will result in increased demand for other goods from the profits obtained. And thus, Say’s Law links the concepts of aggregate supply and demand, which may have previously been thought by some to be independent. A similar law in the theory of communications was that of Marshall McLuhan, whose famous five word adage, “the medium is the message“, can be interpreted as saying that the vehicle of communications is actually likely to be the principal constituent of the payload it delivers.

While these laws are well known, they are not often connected, despite having a similar flavor. In both cases, they link two concepts which are traditionally considered as connected complements. In this spirit, what I would like to experiment with here is the introduction of a five word law for social media. It may be stated either as “The Optics Are The Substance”, or “Optics Create Their Own Substance”, depending upon whether one wishes to follow McLuhan or Say, respectively.

Now what do I mean by this? Well, consider the effect of a smartphone on human cognition. To be clear, we must acknowledge that such a remarkable device gives us the ability to dive deeply into any subject we care to investigate, but, if we are honest, we must admit that it is even more likely in practice to distract us constantly and dilute our attention than to be the tool that we hope we will utilize for noble means. Thus, we very seldom do dive deeply into any of the subjects which come across our feeds, searches, and screens. And even if we do pursue a news story or update into the weeds, it is very unlikely that large numbers of other users will do so alongside us.

Thus, the most important aspect of a story may well not be its underlying substance or truth, but its optics instead. That is, our intuitive sense of an update may well be expected to be the extent of our engagement with that story. Specific five word specializations of this as-yet unnamed law might be “The Headline Is The Article”, or “The Publisher Is The Politics”. Knowing that an unedited video was leaked to appear on James O’Keefe’s Project Veritas is presumably sufficient to make sure that it is not taken seriously by any center-left institution. The optics of the United States’ cleverly named Black Lives Matter movement are stated clearly in the title. To oppose this organization for its platforms, the self-declared Marxist agenda pushed by its founders, or its bizarre foray into the politics of the Middle East, where there are very few black American lives, is not possible under this law of social media without becoming a racist in the eyes of the internet. Why? Because the optics are in the title, and thus the implied substance of the organization is designed to make it impossible to oppose without catastrophic cost to those reacting to the nuance found in the details.

-Eric Weinstein on The Portal Ep 39: Admission To Sugar Baby U.

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