Here Comes Everyone
In
the 1990s the personal computer revolution turned into the social
computer revolution. The thrill of having sophisticated computer power on
your desktop turned out to be just the beginning, once your machine could
connect to everyone else's via telephone lines. There is a global computer
the size of humanity taking shape.
Now that everybody can publish their own interests to a world audience on the
Net, we learn irreversibly that the world is far stranger and more
interesting that we would ever guess from magazines, books and broadcast
media. Our sense of the world is altered and, oddly enough, in an
optimistic direction.
Two simple-seeming devices -- search engines and links -- have made
search-space on the Internet more exciting than outer space. It is more
current and diverse than any encyclopedia, and it's inhabited with real people.
However remote-seeming your query with a search service like Alta Vista,
within minutes you find yourself on the home page of someone who has made
that subject their life's obsession. What he or she has to say raises
questions you would never have thought to ask. And they provide links to
even more astounding sources.
Web surfers experience a giddy sensation of boundless variety and boundless
possibility.
How the world talks to itself is permanently changed. In the jargon, it
has shifted from one-to-one (telephone) and one-to-many (broadcast) to
many-to-many (the Net). Power is taken from the editors and distributors
in huge over-cautious corporations and handed to no-longer-passive, radical
everyone. Individuals on the Net initiate and control content to
suit themselves and those they can interest. (This makes governments
nervous.)
The Net is an antidote to broadcast news. The news tells you about a shocking
earthquake and you're depressed. The Net gives you the people who are
helping the earthquake victims and provides firsthand reports: "I was out
in the garden when it hit, and I noticed that suddenly the ground was
covered with earthworms."
Some have described most activity on the Net as merely "vanity publishing"
or "advertising." Those are left-over broadcast terms whose meaning
is changed in the Net environment. Grass-roots "advertising" is what
assembles new communities of interest and whole new ecologies of knowledge.
If we had any idea how wildly interesting "vanity publishing" could be
when it is cheap and plentiful, we would never have condemned it.
Some call the Net "democratic." It is certainly empowering and
political, but in a new sense. People are not using the net to vote on
issues (though they may soon) or to elect representatives in a hierarchical
power structure. They are using the Net to make things happen directly,
personally, immediately.
"Here comes everybody," James Joyce wrote in "Finnegan's Wake" to summarize
what the 20th century would bring. Media visionary Marshall McLuhan
chanted his statement like a mantra. The Net has made it real. In a
cascade, here comes everybody.
Stewart Brand is cofounder of Global Business Network, The WELL and the Hackers' Conference.
He is also author of "The Media Lab" and "How Buildings Learn."
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