In preparation for an independent study this summer, I’m trying to learn more about Marx’s conception of culture. This is oversimplified, but foundationally Marx argues that our consciousness does not determine our social being, rather our social being, our means of organizing our economic existence, gives rise to and conditions our consciousness, our ideologies, our culture.
In a recent interview, Wired Magazine’s Fred Vogelstein asked Google CEO Eric Schmidt a seemingly simple question. He wanted to know: “How should we think about Google today?”
Schmidt answered:
Think of it first as an advertising system. Then as an end-user system – Google Apps. A third way to think of Google is as a giant supercomputer. And a fourth way is to think of it as a social phenomenon involving the company, the people, the brand, the mission, the values – all that kind of stuff.
Maybe it’s just me trying to create connections between classical theory and this here modern life, but it’s interesting how folks (myself included) like to think about Google first and foremost as a paradigm shifter. After all, “free and accessible information for all” is their corporate ideology. Now we’ve got all the knowledge in the world at our fingertips, information wants to be free, and so on. Yet the man who makes the big decisions says “first we are an advertising system, fourth (not second or third) we are an ideology.”