This is the story of a company and its leadership, but it's also a larger tale of a business sector unmoored from normal constraints, at a moment of political and cultural crisis, the worst possible time to be given new tools for summoning the darker angels of our nature and whipping them into a frenzy. Zucked is both an enthralling personal narrative and a masterful explication of the forces that have conspired to place us all on the horns of this dilemma.

Soon he and a dream team of Silicon Valley technologists are charging into the fray, to raise consciousness about the existential threat of Facebook, and the persuasion architecture of the attention economy more broadly - to our public health and to our political order. Now thoroughly alienated, McNamee digs into the issue, and fortuitously meets up with some fellow travellers who share his concerns, and help him sharpen its focus. To McNamee's shock, Facebook's leaders still duck and dissemble, viewing the matter as a public relations problem. Then there is the even more unsettling realization that Zuckerberg and Sheryl Sandberg are unable or unwilling to share his concerns, polite as they may be to his face.Īnd then comes Brexit and the election of Donald Trump, and the emergence of one horrific piece of news after another about the malign ends to which the Facebook platform has been put. First there is the author's dawning realization that the platform is being manipulated by some very bad actors. It's a story that begins with a series of rude awakenings. Zucked is McNamee's intimate reckoning with the catastrophic failure of the head of one of the world's most powerful companies to face up to the damage he is doing. Still a large shareholder in Facebook, he had every good reason to stay on the bright side. He had mentored many tech leaders in his illustrious career as an investor, but few things had made him prouder, or been better for his fund's bottom line, than his early service to Mark Zuckerberg. If you had told Roger McNamee three years ago that he would soon be devoting himself to stopping Facebook from destroying democracy, he would have howled with laughter. This is the dramatic story of how a noted tech venture capitalist, an early mentor to Mark Zuckerberg and investor in his company, woke up to the serious damage Facebook was doing to our society and set out to try to stop it.

He had mentored many tech leaders in his illustrious career as an investor, but few.