Emilie Grybos

Regressive Futuring: Zuckerberg’s Rebranding Against Techlash’s “Crisis”

By 2018, techlash had opened a possible crisis for Silicon Valley’s technology industry, otherwise resolutely committed to selling imagined technofutures. No company or celebrified founder has borne the brunt of public opinion’s pendulum swings as much as Facebook, Inc. and Mark Zuckerberg. Zuckerberg’s rebranding of Facebook, Inc. to Meta in 2021 is a case