The development of society has been based around ideas of utopias and dystopias. From Thomas Moore to George Orwell, the state of society has been weighed and measured. The premise for these theories of the formation of society is founded in a great power struggle over the allowance of creativity of the individual and the control of the state, or acting controlling party (i.e. religion, education, or government). Althusser's theories of control concerning the controlling natures of ideological state apparatuses (ISAs) and repressive state apparatuses (RSAs) give a great introspection into the means of how hegemonic systems can be perpetuated in society. In Orwell's dystopian novel, 1984, the subject of governmental control and the perpetuation of a hegemonic system is examined using the totalitarian regime of the Party with "Big Brother" at its head. Orwell plays with different theories of how totalitarian regimes control their subjects: through observation, through control of the media, and through ideological brainwashing. These ideas apply to any type of hegemony and are applicable to our digital world today. Massive companies such as Google, Facebook, and Apple use the same means of control as described in Orwell's book to influence a society of consumers to place trust in their products and be influenced by which information is promulgated on the Web by said companies and the means to acquire this information.
In 1984, the hegemonic system created by the Party is kept in line by a system where the eyes of the party are ever present, the past is rewritten, and citizens are brainwashed to think certain ideas. In the book, in every Party members' home, there is a piece known as a telescreen. These screens provide a way for Party members to constantly be fed propaganda by the Party and also constantly be observed. This constant observation keeps the subjugated citizens of Airstrip One mostly in submission to the decrees of the government. Winston, the protagonist, only finds ways to rise against the hegemonic system by being able to get away from the all-seeing eye of "Big Brother." This idea of control by constant observation, or might I say presence, translates to the digital world. Google, by amassing rights to be the default search engine on many internet browsers, has been able to create a vast presence on the Web that has even led to the addition of "google" as a verb in the dictionary. Facebook has connected its services to millions of websites making it possible to critique the Web presence of companies and the ideas of millions of individuals with the simple click of a "Like" icon. Apple products, such as the iPhone, iPad, iMac, iPod, and assorted laptops sync together connecting a Mac user in a "walled garden" of hardware that allows for limited control.
The hegemony of 1984 is also continued by the Party's ability to modify the past and control the information that is consumed by individuals. Winston describes this constant flux of truth by using the Newspeak word "doublethink." To garner more understanding about what this is, see this post. The idea of changing or controlling what information people are privy to is part of the reality of the digital world. Google, for example, has certain algorithms which modify searches to personalize them for each of their individual customers based on their search history and perceived interests. Thin in effect censors the kind of information you are able to view when surfing the Internet. A different example of this kind of control can be viewed from Apple's "walled garden" of hardware which isolates consumers.
The possible establishment of hegemonic systems is a possible reality because of the ignorance and consumerist nature of individuals according to Alan Kirby in his article. I have examined his ideas in a previous blog post of mine found here. As consumers interact with literature on the internet, they are able to create meaning for themselves from their intimate relationship with material. Kirby argues that this will make individuals ignorant and cause them to conform. In light of these thoughts, I would add that this ignorance and conformist mentality can be used by companies to control individuals in a hegemonic system . By using different forms of advertisement and creating different portals to create interactive content or pleasurable online experiences, companies like Google, Facebook, and Apple are enabled to influence users and steer them in the direction they see best.
My ideas have been greatly influenced by the posts of Jonathan Erdman and his blog, the Theos Project. We have been able to have many discussions explaining our concerns with the control that different companies have over peoples' lives and the possibilities of too much power being exercised by these mega-technology companies. We feel that it is necessary that consumers not be ignorant and take a stake in protecting themselves from being constantly controlled by being aware of these companies influences.
By the end of 1984, Winston has been completely brainwashed and pronounces that he loves "Big Brother." His ideas become twisted because of the forceful means used to curb his creativity and free thought. He is controlled by the different means employed in hegemonic systems. Today, the digital world is controlled by companies that seemingly control our lives without our complaint. We sometimes ignorantly consume products, both hardware and software, and are joyed because easy access to the great World Wide Web of information floating in the aether that is at our finger tips. Sadly, if we are not careful, we may be dragged into a world where information and accessibility to the great information and social interaction on the Web could bring us into a compliant subjection to the whims of companies like Google, Facebook, and Apple. People need to be aware of themselves on the Web and need to be protected from these possible hegemonic systems. Being able to be informed about the attitudes of these companies will help get us out of this ignorant, conformist mindset and not perpetuate a possible dystopia as described in 1984.
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