Behold the metaverse: Facebook’s Meta imaginary and the circulation of elite discourse

Abstract

Despite pushback from regulatory and non-governmental entities, Meta’s control over the public narrative remains consistent. Using a method of corpus analysis, this study investigated the company’s sociotechnical imaginary as it circulates in media artifacts (428) responding to Zuckerberg’s 2021 Metaverse announcement. Analysis of how these artifacts respond to issues related to identity, security, and connectivity revealed that the majority amplify Meta’s corporate messaging, empowering its elite discourse and solidifying its socio-technological power. As it relates to user privacy, however, this study uncovered a limited number of artifacts in which journalists challenged rather than repeated Meta’s rhetoric. As an implication of this finding, future tech journalism should consider privacy as a starting point for critiques that also interrogate the underlying logic of surveillance capitalism and user exploitation. Ultimately, this article addresses the rhetorical functions deployed in the circulation of elite discourse while acknowledging the dynamism of sociotechnical imaginaries.