In the Novara interview, Seymour talks about how when using social media (controlled by social industry) you are in some ways interacting more with a machine than with other people. Likes, retweets, etc, are part of this machinery. These have become industrial abstractions of actual social relations.
Analagous in some ways I feel to how Taylorism abstracted the movements of skilled labourers into smaller and smaller discrete motions, which could then be mechanised and repeated monotonously without skill or craft.
Digital time-and-motion men have abstracted social interactions into meaningless facsimiles of real interaction, real desire or affection.
Better a social craft than a social industry I think. Small tech and social software can be part of a that I think, but re-repurposing or even breaking some of the frames that industry co-opted and mechanised.
Writing a blog post, or a considered reply to someone else’s, takes more time and emotional craft than a like. But it’s more rewarding overall. It’s hopefully less alienating.