Facebook’s 2016 Election Team Gave Advertisers a Blueprint to a Divided US
All in all, this is why there is no dislike button. The entire Facebook system incentivizes division because division creates revenue. It&#x27;s a perpetual loop.<p>Let&#x27;s walk through how it works:<p>Step 1) A person posts, or shares, something incredibly divisive. Note: There is no feedback button to let the poster know the content is hateful and that broader society disapproves of it. There is also no consequence to posting it most of the time.<p>Step 2) The content attracts likes. Since there is no dislike button, or negative feedback, any likes received makes the poster feel good.<p>Step 3) The poster is emboldened and increases his&#x2F;her frequency of posting divisive or hateful content. This attracts a following and more engagement for the original poster. The poster has no need to create inclusive content. They are incentivized to find and highlight divisive thoughts from their life because it rewards them with engagement and the Facebook system re-enforces those thoughts.<p>Step 4) Repeat<p>Each subsequent post creates more comments, more engagement, more passion. This is great for Facebook because it means more time on site and increased usage frequency. The handout Facebook is giving advertisers is proof of that. They are monetizing the system. Make no mistake, it is designed to work this way and they are profiting from it.