Can we expect an authenticity backlash after report of fake online followers?

“The Follower Factory” in the New York Times details how many public figures and social media users purchase followers.

The Times reviewed business and court records showing that Devumi has more than 200,000 customers, including reality television stars, professional athletes, comedians, TED speakers, pastors and models. In most cases, the records show, they purchased their own followers. In others, their employees, agents, public relations companies, family members or friends did the buying. For just pennies each — sometimes even less — Devumi offers Twitter followers, views on YouTube, plays on SoundCloud, the music-hosting site, and endorsements on LinkedIn, the professional-networking site.

The actor John Leguizamo has Devumi followers. So do Michael Dell, the computer billionaire, and Ray Lewis, the football commentator and former Ravens linebacker. Kathy Ireland, the onetime swimsuit model who today presides over a half-billion-dollar licensing empire, has hundreds of thousands of fake Devumi followers, as does Akbar Gbajabiamila, the host of the show “American Ninja Warrior.” Even a Twitter board member, Martha Lane Fox, has some.

At a time when Facebook, Twitter and Google are grappling with an epidemic of political manipulation and fake news, Devumi’s fake followers also serve as phantom foot soldiers in political battles online. Devumi’s customers include both avid supporters and fervent critics of President Trump, and both liberal cable pundits and a reporter at the alt-right bastion Breitbart. Randy Bryce, an ironworker seeking to unseat Representative Paul Ryan of Wisconsin, purchased Devumi followers in 2015, when he was a blogger and labor activist. Louise Linton, the wife of the Treasury secretary, Steven Mnuchin, bought followers when she was trying to gain traction as an actress.

Devumi’s products serve politicians and governments overseas, too. An editor at China’s state-run news agency, Xinhua, paid Devumi for hundreds of thousands of followers and retweets on Twitter, which the country’s government has banned but sees as a forum for issuing propaganda abroad. An adviser to Ecuador’s president, Lenín Moreno, bought tens of thousands of followers and retweets for Mr. Moreno’s campaign accounts during last year’s elections.

The incentives to do this are high: not only can these purchased followers act on the behalf of the purchaser, media accounts regularly highlight the number of friends or followers a user has. These counts are one of the important social markers of status online. If you are not actively trying to boost these counts by multiple means, you are falling behind.

If so many public figures then have purchased followers, then will we see an authenticity backlash? Imagine a scenario where Twitter or LinkedIn offers a special badge that all of your friends and followers are authentic people. Or, public profiles will include an estimate of how many followers are actual users. Then, it is not only about how many followers you have but rather how many are “real” people. The irony may be that even if you have “real” followers, the sort of interactions you have with them in the online realm can be quite different than offline interactions.

Would the public care to have such metrics? News of paid followers has been available for years. (For example, see earlier posts here and here.) Would they act differently toward certain users or profiles if they knew where they came from? In a world full of paid or compensated online reviews, fake followers, and who knows what else (targeted Facebook ads? Google search results just for you?), perhaps we are already past the point of no return.

Insight into the highest status western suburbs of Chicagoland

An Internet journey led me to West Suburban Living‘s 2015 Best of the West which included this question to readers:

TOWN YOU’D WANT TO LIVE IN (OTHER THAN YOUR OWN)

Best: Geneva
2nd: Naperville
3rd: TIE: Glen Ellyn and Hinsdale
Other Favorites: Downers Grove, Elmhurst, Geneva, St. Charles and Western Springs

I’m sure there are all sorts of sampling issues here: who exactly reads this magazine and who votes? Yet, this may just provide a hint into how suburbanites in the western suburbs view their communities. All of these suburbs mentioned are majority white and pretty wealthy. They all have downtowns and fairly long histories (they were all founded before post-World War II suburbanization). Generally, they have high scores in quality of life: good schools, parks, good local services, low crime, nice houses, relatively competent local governments.

Sampling issues aside, this may get at the social status ranking of western suburbs. Or, at least, it hints at the geographic and lifestyle aspirations of the voters.

“McAnger” over new big homes in New York City suburbs

Some new large homes in Westchester County have drawn some “McAnger”:

“This is really stupid,” wrote Laura Kerns. “No one needs this much house.”…”It’s sad, really,” David Raguso wrote. “This county just doesn’t care about the average person.”

Said Dana Doyle, “Bye bye, middle-class! The rich folk are taking over!”…

Like others, Daphne Philipson questioned the need for so much square footage. “The Gilded Age is back – and we know how well that went for everyone.”…

“Wretched excess,” he wrote. “There is nothing wrong with being financially successful, but why then not be reserved about it? How much house does a man need? Find meaning in meaningful things.”…Some were not so much annoyed but still critical of the new homes, critiquing the exterior appearance specifically as a hodgepodge of conflicting architectural styles. “Looks like it was thrown together at different times by different moods,” wrote Erika Kislaki-Bauer.

Eileen Healy Rehill lamented the addition of “more overly priced McMansions” in Westchester rather than “nice yet affordable housing for the middle class.” She was far from the only one, with housing for seniors and the disabled also mentioned.

Some familiar comments when McMansions are involved. Three quick thoughts, with the first two mentioned briefly in this summary of feedback:

1. Westchester County already is a wealthy county. It was known as the home to many wealthy estates as New York City was growing. A number of high-profile companies moved there post-World War II, including IBM. It is home to “Hipsterurbia.” In other words, McMansions are just symptomatic of a wealthy county where many communities would not welcome affordable housing and builders see ongoing opportunities for wealthy buyers.

2. These new homes are indeed large and luxurious. But, the conversation about “who needs this” can get sticky. How much do Westchester County residents consume? How many suburbanites buy a home that is too small for them? How many people don’t seek through the exterior of their home or the things inside to provide some markers of their social status? On one hand, Americans have historically tended to frown upon opulent wealth (hence, everyone wants to be middle class) yet consumption is rampant and the American middle class is very well off by American standards (though there may be a big gap between them and many Westchester County residents).

3. The critique of the architecture might seem class neutral. After all, people could build both big and small houses that match the local styles or are done in good taste. Yet, architectural styles and design are likely class-based tastes, a la Bourdieu.

TV show uses McMansions to show off differing personalities

The TV show The Last Man on Earth features McMansions intended to quickly display the personalities of different characters:

“We wanted to play off the fact that we’re all worried about ‘bigger is better.’ With these McMansions, it’s kind of like, ‘Look what we’ve become,’ ” Hill says.

As with any good comedy, though, the main function of the McMansions is to reflect the personalities of the characters who live in them. The motley crew of pandemic survivors who unite in Tucson have little else in common, and the homes they adopt embody this.

“For Phil, we wanted something a little more masculine to kind of embrace the earth tones of the Tucson area,” Hill says. “Phil’s environment, obviously after the first few months he’s there, goes from this pristine environment with the artifacts he brings from all over the country to this completely slovenly layer upon layer of bottles and cans.”

Forte finds his foil in Kristen Schaal’s character, Carol, whose spotless home looks like a living Pinterest board. “For Carol, we wanted it to be a little bit more formal, a little bit colder,” Hill says. “She brings her own layer of craftiness.”

This works on two levels. First, television – particularly comedies – have limited time to develop characters. Thus, they have to use some shorthand to quickly convey character traits to viewers. Big differences in houses could imply quite a bit. Second, Americans generally have believed that their homes reflect them. Poorly maintained lawn and messy house? Garish decorations? Immaculate style? Lots of rooms but not as much furniture? Americans also think homeowners are more invested in their properties and communities than renters. Additionally, homes help denote status in their size, upkeep, and furnishings. Overall, McMansion owners are likely viewed poorly because their homes are designed poorly, try too hard to impress, and may be viewed as wasteful while homeownership gives them back some points. But, if you are truly the last people on earth in Tucson, Arizona, perhaps you have to differentiate yourself in some way…

See this earlier post about the use of McMansions on The Last Man on Earth.

What you can make from giving up your lawn in the West

There are some growing incentives in California and other Western states to replace your lawn with something else:

Even before Brown’s order, some of California’s 411 water districts offered rebates — now as much as $3.75 per square foot — to persuade homeowners to give up on grass.

The Southern Nevada Water Authority pays $1.50 per square foot of lawn replaced with desert landscaping, up to 5,000 square feet. After that, it’s $1 per square foot. Arizona and Utah also have lawn rebate programs…

In addition to paying rebates, the Southern Nevada Water Authority sponsors landscaping contests and offers homeowners free, downloadable designs, divvied into categories, such as “pool-friendly” and “child-friendly.”…

Las Vegas officials say they have removed nearly 4,000 acres of grass, with plans to rip up 3,000 more. In Los Angeles, officials want to take out 25 million square feet of grass by year’s end.

But there’s push-back from the $25-billion-a-year grass industry, which says lawns are good for the environment, producing oxygen, preventing soil erosion and dissipating heat.

Lawns are part of the American Dream and go along with owning a home and having private space. That grass industry is big and many Americans seem to like the status of having a well-kept lawn. Yet, when this dream comes up against ecological realities – as the article goes on to note, LA gets 15 inches of rain on average a year versus 50 inches in New York City – the lawn may just have to go. This isn’t something new; see this earlier post about painting the lawn.

I like the idea of landscaping contests because that would allow homeowners to still fight for status but in more sustainable ways. Perhaps some businesses would even want to sponsor these or offer discounts to those competing. At the same time, I do wonder how neighbors might view some of these new yards, particularly if they are front yard vegetable gardens (one illustration in the article).

How hot is the sociology of zombies?

An unemployed sociologist discusses his difficulties in securing a tenure track job with papers in the growing area of the sociology of zombies:

My job market struggles are made all more the inexplicable by the fact that I maintain an active publication track in a hot field of study – zombies. In the past year alone I have published three articles, and I have an additional three under review, and numerous projects in the pipeline.

While my research on zombies may be an odd topic for sociologists to tackle, my scholarship garners much interest. My first sole-authored article “Locating Zombies in the Sociology of Popular Culture,” for instance, can net 100+ downloads in a day on my academia.edu webpage. The same piece has been quoted in numerous press outlets, elicits interview requests, and even gets me open invitations to present at professional conferences that, ironically, I cannot afford to attend.

One of my “under review” articles “The New Horror Movie” is required reading for a graduate seminar taught by a friend at Aarhus University in Denmark. While some in sociology may be turned off to my research on zombies (something they do without reading it), I have also published and received grant money in the sociology of race – a topic of perennial sociological interest.

Zombies are a hot area in popular culture so it makes sense that academics would address this and think about what it says about or means for American society. At the same time, I wonder how many people within the larger discipline of sociology are thinking about zombies. Traditional markers of the status of a topic within the discipline include things like papers about the topic at professional meetings of sociologists (conferences involving other disciplines may not matter as much), respected faculty tackling the subject, important programs/departments teaching the course/having a concentration of faculty teaching about it/attracting graduate students interested in the topic, numerous articles/book chapters/books published and in the pipeline, citations of said publications, and perhaps a research network or ASA section or some sort of permanent sociology group addressing the topic. All of this takes quite a bit of time to develop and for the benefits to trickle down to those who study the subject.

I wonder if there is some easy way to track trends in sociological subjects over time to see which hot topics of past decades made it and which did not.

A college education as another object of conspicuous consumption?

A law professor argues the price of a college degree is related to seeing it as part of conspicuous consumption:

More than a century ago, the sociologist Thorstein Veblen coined the term “conspicuous consumption” to describe the practice of buying luxury goods in order to display social status. In its purest form, conspicuous consumption involves purchasing expensive goods precisely because they are expensive, which means that the true conspicuous consumer will have what economists call an inverted demand curve.

Normally, when the price of a good rises, demand for it will fall. Demand for a Veblen good, by contrast, goes up as it becomes more expensive. The purpose of buying it is to display wealth, so the fewer people that can afford to buy a good, the more valuable it becomes to conspicuous consumers…

In economic terms, higher education is a positional good: It is valuable to have a college degree because other people don’t have one. It is also to a significant extent a Veblen good: Sending one’s children to college, and most especially a prestigious (meaning expensive) college, is a way of signaling social status via the conspicuous consumption of a luxury good.

All of this helps explain why college tuition has increased three times faster than the cost of living over the past three decades. University administrators have discovered that, to a remarkable degree, the more they charge for what they’re offering, the more people will want to buy it.

This reminds me of the argument Mitchell Stevens makes in Creating a Class. After a prolonged study of college admissions, Stevens suggests prospective college students tend to select the school they will attend primarily based on status (my note: which is often tied to price). The emphasis is not on learning but rather on the economic benefits this can lead to (better jobs, better social networks) as well as the status the college confers to its graduates.

I encountered a bit of this with my graduate education at the University of Notre Dame. While Notre Dame does not have one of the highest ranked sociology programs, people who heard I was at Notre Dame expressed they were impressed since it is viewed as a good school. The implication was that I must be a good student if Notre Dame thought highly of me – a transfer of status from the university to the individual. However, I suspect their claims were based on the undergraduate ranking (usually between #15-20 in US News) and not on the specific of the sociology graduate program.