When the GuardianUK newspaper broke a story about a data analytics company called Cambridge Analytica and its role in collecting the private data of British and American citizens, African social media did not go
apoplectic. This was despite the fact that the same company also allegedly
had a hand in two of the continents largest countries’ elections, Nigeria and
Kenya.
Even when the #deletefacebook hashtag emerged in the countries
most affected by this revealing story, we did not bother. At least not enough for anyone in charge of
the application to be worried. For
now.
There were no reports of marked decreases of Facebook users
in Africa or in the region. There were
however calls for at least follow up investigations on the role of Cambridge
Analytica in Nigeria and Kenya’s elections.
But beyond that, we would be hard pressed to find similar local public outcry
about these latest developments as in the global north.
On their own, and because of the global reach of Facebook,
the allegations levelled at the latter are very serious. Not only for their disregard for the right to
privacy of individuals using the applications but also for the intended
political effects of data gathering and development of algorithms that affect political
behaviour.
As the Canadian born whistle-blower Christopher Wylie said in his testimony before a British parliamentary committee, the effect of the alleged interference and targeted conversion (from not just a click or like but to action such as donations or attending an event) of users would have had an evident impact on, for example, the UK's Brexit referendum result.
As the Canadian born whistle-blower Christopher Wylie said in his testimony before a British parliamentary committee, the effect of the alleged interference and targeted conversion (from not just a click or like but to action such as donations or attending an event) of users would have had an evident impact on, for example, the UK's Brexit referendum result.
A mixture of data algorithims and an allegedly deliberate pursuit of orchestrated political
electoral outcomes motivated this. And
the real life impact of manipulation of either facebook or other social media
platforms to interfere not only with political processes but also their meaning
is something that is definitely going to pre-occupy most western democracies.
Inclusive of the alleged role the Russians played in similar manoeuvres during the last USA presidential election.
Inclusive of the alleged role the Russians played in similar manoeuvres during the last USA presidential election.
Where it concerns us in Africa, there is ambivalence about a
similar role being played in our political processes. Where Cambridge Analytica is accused of
possibly/allegedly having tried to influence the Kenyan and Nigerian elections,
the outcry is relatively muted. And in
most cases, it is conveyed via the same platforms to limited response or
support from users (based in Africa or its Diaspora).
So we have to examine the meaning of the phenomenon that is
Facebook on the continent.
With over 170
million users as of December 2017, it is a key access to information, entertainment
platform for many of us. More often than
not because our mainstream media may not be providing us with the sort of quick
access to information and entertainment that we may prefer. But also because we
want to be globally connected. And its
enabling of free expression together with access to information is a good
thing.
But where such a platform/application begins to have serious
problems around data collection as it affects privacy and allegedly seeks to
target specific users/voters for specific political outcomes, then we would be
well within our right to also call it to order.
This is despite the fact that we are far from its most significant centre
and have very limited (legislative/technological/market) power over it or its owners.
Also given the fact that whatever algorithms it develops and
applies on its users even if done globally have contextual effect. This includes determining newsfeeds based on
your own personal preferences as opposed to what may obtain in reality. The
latter point being that sometimes the social media application can tell you
what you prefer to hear/see than what is factual.
The key difference however is that there are still comparatively
fewer Africans connected to social media or the internet. So it may not matter as much that Facebook is
facing the serious allegations that it is on this side of the world. But there is no doubt that some if not a
greater majority of African governments may decide to tighten controls on social
media use and its impact on political processes.
Not because they will have any direct
evidence of such tampering, but more because they will follow the lead of the governments
that are currently affected in the global north. Or those that already have had a carrot and
stick approach to Facebook that are in the global east.
The full import of what Facebook is alleged to have done
shall be seen via the inquiries that are ongoing or yet to begin in the global north. What that means for us in Africa may be that
social media’s mechanics are not so global in meaning after all. Context matters. So do algorithms and the political/profit intentions
of powerful individuals that control them.
The only plus is we now have an idea of how it all works.
And we must gird ourselves to protect our universal rights to free expression,
access to information and privacy.
*Takura Zhangazha writes here in his personal capacity (takura-zhangazha.blogspot.com)