Plato’s Allegory of the Cave and Social Media
I love to read. I am a big fan of Latin American and Spanish writers; one of my favorites is Jose Saramago (OK, so he is Portuguese). I recently finished one of his books entitled, The Cave. Now honestly, I did not think too much about this book compared to some of his others like Blindness or Seeing, but the idea on which the book is based, Plato’s Allegory of the Cave blew me away and continues to cause me sleepless nights
As I was working on a social media presentation last night for a client, I started thinking about the relationship between the Allegory of the Cave and Web 2.0.
Essentially, Plato believed that all mankind are prisoners chained in place from birth inside a cave. We are all sitting next to each other but we can only look forward toward a giant wall in front of us. Behind us, on a raised platform are the elders (authority) and behind them a roaring fire. The elders use the fire to project images of things on the wall in front of the prisoners. Therefore, the only perception of reality that the prisoners see is that presented to them by the elders.
Now occasionally, one of the prisoners escapes and runs to the light at the entrance to the cave. Once outside he perceives a reality completely different from that thrust upon him by the elders. In his joy, he rushes back into the cave to tell the rest of the prisoners what he has found. The prisoners however, are so scared by the idea that everything they have been taught and believe in is wrong that they end up killing the enlightened one.
For the purposes of our discussion, let’s assume that the elders are marketers (they could also be politicians, teachers, parents etc.). For generations they have told consumers what to think about their products and about how to live their lives. Marketers’ images of success, self worth, beauty and entitlement, among others, have defined consumers’ reality. There has been a one-way flow of information and any dissention has been minimal and eventually blown out.
What Web 2.0 and social media has done is freed the prisoners from the cave. No longer do marketers have monopoly control of information. Customers have it and are freely sharing with anyone, anytime, anywhere.
Understandably, marketers are confused and some terrified by this development. Armed with unlimited access to information and people, dishonest, specious communication is immediately exposed and disregarded. However, those marketers that welcome the daylight and begin to learn from those that they have been teaching, to embrace and energize their customers through new channels will be the ones best poised to succeed along the uncertain road ahead.
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Comments
John,
Great analogy. I am currently absorbing everything I can on social media phenom. Curiously, I’ve always been aware, and find it entertaining that others are finally getting involved.
The current discussion I’ve been watching is web archives issue. Who decides and what is done with the ancient data sitting and abandoned. I’m looking forward to further debate.
Chuck
So, at some level, don’t people still want to “believe”? Please don’t tell me that the 22 Immutable Laws of Marketing are just hype. After all, perception HAS been reality for the span of my career at least. And, It’s been a comfortable cave.
Though I’m no cannibal.
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