If you shared Facebook’s “I’m A Voter” app in a recent election, you might have become a nice data point for the social media giant and a couple of resourceful political scientists. In the 2010 midterms, the graphic was pinned to 61 million newsfeeds and it turned out that users who saw that their friends were voting were .4 percent more likely to vote than those in the control group (the people without the app). Apparently, this social pressure added 340,000 new voters to the 2010 election cycle.
Like every other voter preparing for the upcoming election, I often cruise Facebook to gauge the mood of my fellow citizens. Not that I’m a fan of the site. To me, Facebook has always seemed like an inversion of the old “banality of evil” trope: It is the evil of banality, a fount of never-ending Likes and emoticons and pictures of highly caloric restaurant meals and garish sunsets and Frisbee-catching dogs. It is an online Leave It to Beaver updated to the digital age, a place where we can all cozily catch up and be comfortable and make soft, murmuring sounds to each other.