The Dark Side of Social Media: "Can’t Look Away" Exposes Big Tech’s Impact on Youth
In the digital age, social media has become an omnipresent force, shaping the lives of billions, especially children and teenagers. While offering connectivity and entertainment, its darker side has emerged, raising concerns about its potential for harm. The documentary “Can’t Look Away,” directed by Matthew O’Neill and Perri Peltz, delves into this critical issue, exposing the tragic consequences of Big Tech algorithms and the legal battles being waged against them. Based on investigative journalism by Bloomberg News reporter Olivia Carville, the film follows the Social Media Victims Law Center in Seattle as they fight for families devastated by suicides, drug overdoses, and exploitation linked to social media usage.
The heart of the documentary lies in the legal team’s challenge to Section 230 of the Communications Decency Act, a 1996 law designed for the pre-social media internet. This legislation shields internet service providers from liability for third-party content, a protection that the lawyers argue is being exploited by tech giants. O’Neill and Peltz were drawn to the novel approach of targeting product liability as a means to circumvent Section 230’s protections, recognizing the groundbreaking potential of this legal strategy. Their film captures the families’ raw grief and the lawyers’ determined pursuit of justice, providing a compelling narrative of a David-versus-Goliath struggle against powerful tech corporations.
“Can’t Look Away” has found a home on Jolt, an AI-powered streaming platform dedicated to connecting independent films with their target audiences. This innovative distribution model utilizes data analytics and machine learning to identify potential viewers and tailor marketing campaigns accordingly. Jolt represents a new frontier in film distribution, aiming to break free from traditional methods and reach wider audiences through targeted promotion. For "Can’t Look Away," this approach is particularly relevant given the film’s subject matter and its potential to resonate with diverse groups.
Jolt’s AI-driven Interest Delivery Networks enable films to find niche audiences that might otherwise be missed. While the platform’s CEO, Tara Hein-Phillip, declined to disclose specific viewership numbers for “Can’t Look Away,” she highlighted the success of other documentaries on the platform, such as “Your Fat Friend,” which benefited from its subject’s established online following. This demonstrates Jolt’s ability to leverage existing communities and connect films with receptive viewers. Hein-Phillip acknowledges that audience building is an ongoing learning process, with each film requiring a unique approach. Jolt’s strategy is based on tailoring marketing plans to individual films rather than relying on a single established audience base.
Jolt’s business model emphasizes collaboration with filmmakers, offering them 70% of their earnings and retaining complete ownership of their work and future rights. The platform actively supports films in various stages of development, from theatrical releases and impact campaigns to festival runs. Hein-Phillip emphasized that Jolt’s partnership with “Can’t Look Away” was driven by both the film’s impactful message and its broad audience potential, encompassing parents, teenagers, lawyers, educators, and more. This collaborative approach positions Jolt as a partner in the filmmakers’ success, aligning their interests and maximizing the reach of their work.
Ironically, despite the film’s critical examination of social media’s harmful effects, “Can’t Look Away” has leveraged social media platforms to promote its message. The directors clarify that they are not advocating for the abolition of social media but rather for greater accountability from tech companies. Their aim is to spark dialogue and raise awareness about the potential dangers lurking within these platforms, urging viewers to critically evaluate their own social media consumption and advocate for responsible technology use. The film’s subsequent release on Bloomberg Media Platforms in July will further expand its reach and contribute to the ongoing conversation surrounding social media’s impact on society. The documentary stands as a testament to the power of independent filmmaking to shed light on critical issues and ignite meaningful change.