In November 2010, Zadie Smith wrote about the movie Social Network for the New York Review of Books.

This was not just a review, but a brilliant critique of the whole communicative, ‘let’s share everything’ propaganda machine which Facebook epitomizes.

Reading it again, makes me think how on the nose she was. Here’s an extract:

“With Facebook, Zuckerberg seems to be trying to create something like a Noosphere, an Internet with one mind, a uniform environment in which it genuinely doesn’t matter who you are, as long as you make “choices” (which means, finally, purchases). If the aim is to be liked by more and more people, whatever is unusual about a person gets flattened out. One nation under a format. To ourselves, we are special people, documented in wonderful photos, and it also happens that we sometimes buy things. This latter fact is an incidental matter, to us. However, the advertising money that will rain down on Facebook—if and when Zuckerberg succeeds in encouraging 500 million people to take their Facebook identities onto the Internet at large—this money thinks of us the other way around. To the advertisers, we are our capacity to buy, attached to a few personal, irrelevant photos”.

You can read the whole article here.