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Abstract
In this paper I offer a philosophical analysis of the act of ‘liking’ a post on social media. First, I consider what it means to ‘like’ something. I argue that ‘liking’ is best understood as a phatic gesture; it signals uptake and anoints the poster’s positive face. Next, I consider how best to theorise the power that comes with amassing many ‘likes’. I suggest that ‘like’ tallies alongside posts institute and record a form of digital social capital. Finally, I consider whether ‘likes’ have ultimately improved online discourse. I argue that while the ‘liking’ function itself is relatively innocuous, public ‘like’ tallies introduce a corrosive motivation to online communication. By making the prospect of increased social capital perpetually salient to us, they encourage us to prioritise high levels of engagement over meaningful engagement.
Keywords philosophy of the internet  social media  technology  likes  Bourdieu  social capital  politeness  context collapse
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Echo Chambers and Epistemic Bubbles.C. Thi Nguyen - 2020 - Episteme 17 (2):141-161.
Common Ground.Robert C. Stalnaker - 2002 - Linguistics and Philosophy 25 (5-6):701-721.
Fake News and Partisan Epistemology.Regina Rini - 2017 - Kennedy Institute of Ethics Journal 27 (S2):43-64.
Stop Talking About Fake News!Josh Habgood-Coote - 2019 - Inquiry: An Interdisciplinary Journal of Philosophy 62 (9-10):1033-1065.

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