1) The document contrasts the differing philosophies of Mark Zuckerberg and Christopher Poole regarding transparency and anonymity online. Zuckerberg believes in complete transparency with one single identity, while Poole advocates for some level of anonymity. 2) As their companies Facebook and 4chan grew, both Zuckerberg and Poole moved their stances somewhat towards the center, adding more options for control and verification while still maintaining aspects of their original philosophies. 3) The challenges of context collapse online, where audiences are unknown, shape how the tools of Facebook and 4chan evolved regarding transparency versus anonymity for their users.

1. “It is probably no mere historical
accident that the word person, in it’s
first meaning, is a mask. It is rather a
recognition of the fact that everyone
is always and everywhere, more or
less consciously, playing a role … it is
in these roles that we know each
other; it is in these roles that we
know ourselves.”
-Erving Goffman

2. The Glass House:
Zuckerberg’s Vision for Transparency
Noah Echols
Digital Media Manager
@nvechols
Clay Duda
Digital Media Specialist
@clayduda

3. Shout it!

4. Erving Goffman (1959)
“Information about the individual helps to
define the situation, enabling others to know
in advance what he will expect of them and
what they may expect of him. Informed in
these ways, the others
will know how best to act
in order to call forth a
desired response from
him.”

5. Looking at:
• Context Collapse
• Mark Zuckerberg vs.
Christopher Poole
• Specific implementation
of differing ideals
• You decide

6. Context Collapse

7. What is Context Collapse?
• In face-to-face interaction we make careful decisions
about how we will act and what we will say taking
into account many factors that define the situation.
• Online it is nearly impossible to know who your
audience will be at all times, making it difficult
to control the interpretation
of your message.

8. Opposing Ideals
“You have one identity… “The cost of failure is really
Having two identities for yourself is high
an example of a lack of integrity.” when you’re contributing as
yourself.”

9. Zuckerberg moves toward center
• Facebook introduces ‘List’ function
– Control status updates, but nothing else.

10. Zuckerberg moves toward center

11. Poole moves toward center
• 4Chan adds e-mail field to deter illegal activity
– Still very easy to bypass

12. Poole moves toward center

13. Zuckerberg moves back to extreme
• Facebook adds frictionless sharing
– Seamless sharing from around the web

14. Zuckerberg moves back to extreme

15. Poole moves in more toward center
• Poole launches Canv.as, adds Facebook
connect to verify users
– Outward appearance remains anonymous

16. Poole moves in more toward center

17. “we shape our tools and
thereafter our tools shape us.”
-Marshall McLuhan

18. Q: So, in what ways do you see
our tools shaping us as individuals
and as a society?

19. Q: How many of you use tools
to make you anonymous online
on a regular basis?

20. Q: What about mobile and
geo-location? What are its
implications on privacy?

21. Q: Which is better for society:
transparency or anonymity?