This is the first of several scripts I have prepared for my upcoming panel discussion for the Asia Business Summit organised by the Institute of Asian Consumer Insight and Channel News Asia.
Question: The dynamic landscape of digital revolution is set to change a very large aspect of consumer lives, especially in Asia where consumers love technology and are quick to adapt to new gadgets. What are some trends and issue you can foresee happening in 5 years’ time?
One online trend that I’ve observed over the past few years is that a rapidly increasing number of us have started to hashtag our lives: our feelings, our experiences, our personal thoughts. But as we do this, one emerging phenomenon is that we too are beginning to describe ourselves with hashtags. We are beginning to hashtag our own identity, and we are thinking about ourselves in those terms and acting on such an understanding.
In the past, people described themselves with a certain richness. “I am so-and-so, I like to do this and that, my favourite colour, blah blah blah…”
Today, if you check out the many social media profiles on Instagram for example, people describe themselves with hashtags: Writer, blogger, traveller, foodie, photographer, etc. They don’t even bother starting the sentence with “I am a…” No, they go right straight into it.
There is a problem when hashtag ourselves.
Let me start by illustrating the problem with a question: When I say the sky is cloudy, what colour is the sky? Grey? I think most of you will say that. But can the sky be white or blue? Yes!
That’s the problem with language: it says too little and too much at the same time.
As we move into a hashtag mode of self-understanding, of self-identification, we lose track of the richness of understanding and defining who we really are. On its own, this hashtag identification is a minor issue. However, when we begin to measure our worth and success on social media, as defined by those hashtags, based on the number of likes and followers, we fall prey to the terrors of performativity.
When you impose performance measures on people, what happens? We change our behaviours and our perceptions. Performance measures were designed precisely to engineer specific behavioural outcomes, or performance outcomes. Yet, one of the unintended effects is that it can and does change the way we behave in ways beyond the performance goals. James G. March, the sociologist and founder of organisational theory, notes that such performance indicators can produce a culture of distrust and competition rather than cooperation. People, at the mercy of such performance indicators, can live entire lives just working to achieve those goals annd neglect every other aspect that’s as important (but not defined in those performance measures).
The more obsess we are by those metrics, the more we think of ourselves solely in those terms. This makes us behave no differently from a machine.
As we think increasingly of ourselves as hashtags, we come to a reduced, and impoverished understanding of who we are. And this is further reinforced by the very fact that social media platforms are the means by which we present ourselves to the digital world. The likes and follows we receive are a measure of how the world responds to us. It’s our performance measure. And many young people (and not so young ones too) are falling prey to the terrors of such online performance measures.
If I define and present myself online as a foodie, for example, the online reactions I receive are a measure of how good a foodie I am. This traps us in the awful terror of performativity that forces us to work harder at whatever hashtag we used in our identification.
And it doesn’t help that social media services, in their bit to recommend related posts, will aid in reinforcing those hashtags, those perceptions of what we like, and who we are.
But am I more than a foodie, or a photographer, or writer, etc.? Yes.
I am a human being with a myriad passions and interests, likes and dislikes, and more. But it’s easy for us to forget all that when we’ve reduced our identities into a few hashtags.