From Obedience to Contagion: Discourses of Power in Milgram, Zimbardo, and the Facebook Experiment

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Title: From Obedience to Contagion: Discourses of Power in Milgram, Zimbardo, and the Facebook Experiment
Language: English
Authors: Recuber, Timothy
Source: Research Ethics. Jan 2016 12(1):44-54.
Availability: SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Peer Reviewed: Y
Page Count: 11
Publication Date: 2016
Document Type: Journal Articles
Reports - Evaluative
Descriptors: Social Media, Ethics, Research Methodology, Emotional Response, Behavior Change, Power Structure
DOI: 10.1177/1747016115579533
ISSN: 1747-0161
Abstract: When the public outcry concerning the 'Facebook experiment' began, many commentators drew parallels to controversial social science experiments from a prior era. The infamous Milgram (1963) and Zimbardo (1973) experiments concerning the social psychology of obedience and aggression seemed in some ways obvious analogs to the Facebook experiment, at least inasmuch as all three violated norms about the treatment of human subjects in research. But besides that, what do they really have in common? In fact, a close reading of Milgram, Zimbardo, and the Facebook experiment reveals something about the way power--both as a subject of scholarly inquiry and as an element wielded by researchers--is conceptualized today. Although all three experiments were, in essence, measuring the researchers' ability to induce an emotional or behavioral change in subjects, the Facebook experiment did much more than the others to hide such considerations and naturalize the exercise of power at work in that study. This paper thus argues that the invisibility of power in the discourse of the Facebook experiment demonstrates, in miniature, the more insidious elements of big data as a whole.
Abstractor: As Provided
Number of References: 27
Entry Date: 2018
Accession Number: EJ1194576
Database: ERIC
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  Data: When the public outcry concerning the 'Facebook experiment' began, many commentators drew parallels to controversial social science experiments from a prior era. The infamous Milgram (1963) and Zimbardo (1973) experiments concerning the social psychology of obedience and aggression seemed in some ways obvious analogs to the Facebook experiment, at least inasmuch as all three violated norms about the treatment of human subjects in research. But besides that, what do they really have in common? In fact, a close reading of Milgram, Zimbardo, and the Facebook experiment reveals something about the way power--both as a subject of scholarly inquiry and as an element wielded by researchers--is conceptualized today. Although all three experiments were, in essence, measuring the researchers' ability to induce an emotional or behavioral change in subjects, the Facebook experiment did much more than the others to hide such considerations and naturalize the exercise of power at work in that study. This paper thus argues that the invisibility of power in the discourse of the Facebook experiment demonstrates, in miniature, the more insidious elements of big data as a whole.
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