We are easily misguided as to the true nature of Facebook, and tend to treat it simply as a powerful technological instrument in the service of human intentions. We can, however, gain a better picture of it through recourse to the Jewish tradition of the golem, an image of human beings, created by them in a re‐enactment of their own creation by God. It turns into a magic servant in modernity with an inherent dynamic running between its human and its (...) subhuman characteristics. This dynamic is the main cause behind its becoming uncontrollable. In like manner, what is subhuman in Facebook serves its masters and functions under their total control, but also empowers Facebook's increasingly human operation, an algorithm‐based capability which raises growing doubts about what counts as human. Facebook implies the crisis of humanity which coincides with the “death of God,” that is, the obsolescence of the idea of a divine creator. (shrink)