Commerce and philosophy

"I do nothing but go about persuading you all, old and young alike, not to take thought for your persons or your properties, but and chiefly to care about the greatest improvement of the soul. I tell you that virtue is not given by money, but that from virtue comes money and every other good of man, public as well as private. This is my teaching, and if this is the doctrine which corrupts the youth, I am a mischievous person." -Apology

An excerpt from Ezra Klein's new book, Why We're Polarized, explains how social media (which are commercial ventures) contribute to political polarization.  They cater to people's sense of their identity.  A flavor of Klein's excerpt (which is worth reading in its whole):

To post that article on Facebook is to make a statement about who you are, who your group is, and, just as important, who is excluded.
In political media, identity is affirmed and activated with slightly more oblique headlines. But the underlying dynamic is the same: This public figure that you and everyone in your group loathe said something awful. This poll came out saying you and your group are going to win or, better yet, that your out-group is going to lose. This slashing column explains why you’re right about everything and why your opponents are wrong.
[...]
When I entered journalism, the term of art for pieces infused with perspective was “opinion journalism.” The point of the work was to convey an opinion. Nowadays, I think a lot of it is closer to “identity journalism” — the effect of the work, given the social channels through which it’s consumed, is to reinforce an identity.
But an identity, once adopted, is harder to change than an opinion. An identity that binds you into a community you care about is costly and painful to abandon, and the mind will go to great lengths to avoid abandoning it. So the more media people see that encourages them to think of themselves as part of a group, and the more they publicly proclaim — through sharing and liking and following and subscribing — that they are part of a group, the deeper that identity roots and the more resistant the underlying views become to change.

The bad online social dynamics that result from this are all well-known and widely loathed by now, but it got this way because it was profitable for the social-media companies to form their algorithms in this direction.  It is, in other words, what the market demands, and they're meeting that demand.

In an intellectually bankrupt culture, the natural result is the highly-polarized toxicity.  (For reasons I've given time and time again, a very large share of the blame for this goes to what I now term a structural dishonesty in the intellectual culture of leftism; the only question for me is whether this structural dishonesty is subtle, or whether it is blatantly obvious.)  (Other examples of structural dishonesty would be authoritarian regimes, such as those in China and Iran, that censor and punish dissenting voices.  No question in these cases how blatantly obvious the dishonesty is.)

The point I'll jump right to: Commerce is neither good nor bad, per se.  It is how well-ordered the commerce is, vis-a-vis the needs and care of the soul.  I'm not really saying anything new here, but I think social media toxicity and polarization are explained by the principle involved.  Social media algorithms are directed toward user pleasure or utility, but the dollar - the bottom line - does not discriminate between the higher and lower pleasures.  A pleasure that is triggered by having one's prejudices reaffirmed is a lower - base and ignoble - pleasure.  A pleasure related to the perfection of one's intellectual capacity is a higher pleasure.

For example: if you spend all of your cable news viewing time only on Fox News, or only on CNN, you get your political-identitarian preferences satisfied, and the companies'/advertisers' bottom lines get served, but the effects are blatantly toxic.  (I regard MSDNC as a lower level (akin to the sewer if the other two are the gutter) of 'news and opinion' presentation entirely - pleasurable to the toxic/twitterized/AOC left, and repulsive to just about anyone else.)  If, on the other hand, your interest is in dialectic - of obtaining the widest story or context or breadth of opinion or input - then you'll divide your time between these sources as well as plenty of other diversified non-cable-news sources.

J.S. Mill not only famously distinguished between the higher and lower pleasures - captured in his famous phrase "Better to be a Socrates dissatisfied than a fool satisfied" - but (and this is part of the wider context with which this higher/lower distinction has to be dialectically integrated) he also said of opinion polarization:

He who knows only his own side of the case knows little of that. His reasons may be good, and no one may have been able to refute them. But if he is equally unable to refute the reasons on the opposite side, if he does not so much as know what they are, he has no ground for preferring either opinion... Nor is it enough that he should hear the opinions of adversaries from his own teachers, presented as they state them, and accompanied by what they offer as refutations. He must be able to hear them from persons who actually believe them...he must know them in their most plausible and persuasive form. (On Liberty)

Not only is this essentially a formulation of the Dennett/Rapoport Rules a century-plus in advance, it's also a principle I hope over time, with thorough-enough research, to be able to exemplify in my own philosophic practice.  Tying these points together with a figure much-smeared in blatant defiance of Mill/Dennett/Rapoport, Ayn Rand, let's have a look at what Rand has to say about money (a point where she seems to be especially smeared by her enemies if not sometimes or often merely innocently misunderstood by others):

So you think that money is the root of all evil? . . . Have you ever asked what is the root of money? Money is a tool of exchange, which can’t exist unless there are goods produced and men able to produce them. Money is the material shape of the principle that men who wish to deal with one another must deal by trade and give value for value. Money is not the tool of the moochers, who claim your product by tears, or of the looters, who take it from you by force. Money is made possible only by the men who produce. Is this what you consider evil? [...] 

Have you ever looked for the root of production? Take a look at an electric generator and dare tell yourself that it was created by the muscular effort of unthinking brutes. Try to grow a seed of wheat without the knowledge left to you by men who had to discover it for the first time. Try to obtain your food by means of nothing but physical motions—and you’ll learn that man’s mind is the root of all the goods produced and of all the wealth that has ever existed on earth.

A strawman version of Rand - e.g., this one in "the world's most popular philosophy [sic] blog" - would excise Rand's praise for money-making from the philosophic context in which it is embedded.  The context is indicated in part by the "see also" cross-references in the "money" link I've provided and quoted from, and is contained in full in the whole of the Lexicon - the virtue of rationality most fundamentally, and the virtue of productiveness more proximately.  I once encountered an online Rand-basher who quoted from the "money speech" (excerpted above) the following one line: "The words 'to make money' hold the essence of human morality."  (To treat this quotation in isolation from the wider context of Rand's work is par for the course for Rand-bashers.)  The strawman version hyperlinked above (also par for that loathsome course, and which also implicitly if not explicitly recklessly smears the Ayn Rand Society scholars (e.g.) as "imbeciles") characterizes Rand's ethics as being a money-grubbing one in stark contrast to Nietzsche's evident disdain for market values.  But Rand's philosophy was consistent between Atlas Shrugged (where one finds the "money speech") and her earlier novel The Fountainhead.  John Galt and Howard Roark are each in their own way Rand's concretized-in-art ideal men.  And as is well-known to readers of The Fountainhead, Roark was committed so much to his own creative vision that he turned down a major commission, resulting (for the time being) in his firm shutting its doors.  The wealthiest character in the novel, Gail Wynand, is a foil to the heroic Roark, a man ultimately destroyed by having pandered to the mob/his "livelihood."

Put another way: Roark (and by implication her other heroic figures) regarded money-making as virtuous as long as it was virtuous, i.e., expressed the higher nature and possibilities of humans, including creative independence and integrity.  Rand's commitment to such noble ideals, as against the base, is made explicit in her discussion of that "noble soul" passage from Nietzsche (Beyond Good and Evil Aphorism 287) with which she originally planned to introduce The Fountainhead and then reintroduced/discussed in its 25th anniversary edition.  The Randian hero is a lover of self in the Aristotelian sense (for Aristotle, the "noble soul" is the great-souled or magnanimous man), a connection that a leading Nietzsche translator and interpreter, Walter Kaufmann, drew in his editor's footnote to Aphorism 287.

Which is to say, to neatly tie the various themes of this post together, that to combat social media toxicity in particular and commercial crassness in general, the market participants could do considerably better to aspire to the ideals espoused by Aristotle, Nietzsche and Rand - and to aspire to greater virtue/nobility/wisdom/understanding/dialectic/etc. generally (as with Socrates, Mill, Rapoport and Dennett).