The End of Cyber BS

David Weinberger, one of the co-authors of the Cluetrain Manifesto: The End of Business As Usual, is one of many celebrated practitioners of what loosely came to be known as cybertheory. The Manifesto began with the memorable phrase "People of Earth" and was "aimed squarely at the solar plexus of corporate America," one reviewer alleged. (You remember those days. Everything about the Net was aimed at the solar plexus of one thing or another). The book purported to show how the Internet was turning business upside down. But that, of course, was then, and this is now. Nobody seems to have noticed that if anything has been turned upside down, it's the Net. Weinberger has struck again in his new book Small Pieces Loosely Joined , (Perseus) a "unified theory of the Web." This time, the Web is changing life itself. Is he on the same Web? Mostly, what this book suggests is the end of CyberBS. And good riddance. Small Pieces Loosely Joined author David Weinberger pages 211 publisher Perseus rating 4/10 reviewer Jon Katz ISBN 0-7382-0543-5 summary the Web is changing life itself

Despite the staggering amount of hype everyone has had to endure (and some of us have contributed to), Weinberger's premise is that the Web hasn't been hyped enough. The Web, he claims, is not only altering social institutions like business and government, but transforming fundamental concepts of our culture: space, time, reality itself.

This is the sort of stuff that gets publishers, media people and academics breathing heavily, even though reality suggests that a) it simply isn't so, and b) such declarations are the intellectual equivalent of tech support: the more deeply you look, the less seems to be there. The outside world continues to see the Net as an atom-smashing alien force, when it is, in fact, a transforming technology whose future nature and impact remains unclear. There is the persistent belief out there that for the Net and the Web to be interesting, they must be portrayed as changing everything about everything, and the search for the seer who can explain how has been relentless, although not by the book-buying public. This has given rise to a whole genre of Cyber BS.

Weinberger is obviously bright and observant. And he's quite correct in suggesting that the hyperlinking era the Web begins is astounding, even revolutionary. But is it changing the nature of our lives? Decide for yourselves.

Weinberger proposes four concepts (plus the nature of life itself) that the Web is altering: he uses eBay as an illustration.

- Space. eBay is a Web space that occupies no space, whose links are based not on contiguity but on human interest. eBay demonstrates that the geography of the Web is as ephemeral as human interest iself, each of us looking across the space that is eBay and seeing vastly different landscapes -- of games, quilts, Star Wars memorabilia, battery chargers.

- Time. The real world, Weinberger says, is a series of ticks to which schedules are tied. As he investigated different kinds of eBay auctions, checking back every few hours to see if he'd been outbid on quilts, "I felt as if I were returning to a story that was in progress, waiting for me whenever I wanted. I could break off in the middle when, for example, my son came home, and go back whenever I wanted."

- Self. Buyers and sellers on eBay adopt a name by which they will be known. The real world person behind the handle firewife30 may have other eBay identities, as well. Unlike non-virtual selves, these eBay selves are intermittent and, most important, they are in writing.

- Knowledge. Weinberger began his eBay experience ignorant about quilts. But he learned by listening to other quilters and wound up knowing quite a bit.

The upshot? "If a simple auction at eBay is based on new assumptions about space, time, self and knowledge, the Web is more than a place for disturbed teen-agers to try out roles and more than a good place to buy cheap quilts."

The Web has sent an enormous jolt through our culture, he continues, zapping our economy, our ideas about the sharing of creative works, possibly even our institutions such as religion and government. Suppose that the Web is a new world we're just beginning to inhabit. We can't characterize ourselves without simultaneously drawing a picture of how the world seems to us, Weinberger says, nor can we describe our world without describing the type of people we are. If we are entering a new world, then we are also becoming new people.

Heady stuff. Weinberger, an NPR commentator and the publisher of JOHO (Journal of the Hyperlinked Organization) understands hyperlinks and their stunning impact. It isn't as if his observations are wrong. The things he sees are new, interesting and significant.

But his book also reminds us that this age of Cybertheorizing began to die with the demise of the original Wired. This is bad news for over-heated tech writers and academics feasting on cyber-culture courses. In case Weinberger hasn't noticed -- and he hasn't, if the book is any indication -- the Web these days is mostly about sex, free news, entertainment and retailing. For better or worse, we remain the same people we were. You could argue that the Web has triggered a monumental wave of hostility, self-referential blabber and commercialism. In the post dot-com era, we see that the Net and the Web aren't changing everything about the world, just taking the things people have always liked to do -- shop, read, yak, play, masturbate -- and making them easier. Business and politicians are also drearily unchanged. Even the hackers have been largely tamed by lawsuits and the numerous fences sprouting all over the cyber frontier.

"Once we are on the Web," Weinberger claims, "we find the ground has dropped out from beneath us. The normal constraints, on which we have built the common sense that guides us, fall away. And so we get to improvise and to invent... We are sharing this new world not because we have to but because we want to. We are sharing this world not because we find ourselves next to someone due to the inevitable accident of proximity but because we have chosen to join with someone based on the common ground of shared passions."

Is this your Net, your Web? I don't think so. The ground seems pretty solid where I go, and normal constraints are everywhere.

I'd like to get on Weinberger's Web. The one I can access is increasingly hard-headed and utilitarian, dominated by movie reservatiion sites, customized news delivery, retail ordering, and the ubiquity of digital communications -- mailing lists, e-mail, IM systems. Flamers and spammers have driven many underground, where we communicate in exclusive media more peacefully in peace, but with a less diverse and decidedly non-passionate group of people.

It's too bad, really, but it seems to be the contemporary reality of life online. Small Pieces Loosely Joined is not convincing. The age of the cyber-manifesto is ending. The Web isn't altering the nature of reality. It is, of course, only reflecting.

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Comments

Re:Why Britney's Worthless

[Bluesee]

Well, I see we are in violent agreement here. The only reason I used Britney was because it is a good example. See, music is pure information and so is a perfect internet target. That the DMCA and other legislation is being used to hold back the dam is the reason why the part of the internet that was supposed to turn that part of the economy upside down didn't. And what remains then is, yeah, not a whole lot more than the news, weather, stock quotes, and as you say 'relevant information.' But the web should have destroyed the traditional pyramidal economic structure for music, videos, and software. As another example, that's what the GNU GPL is about: you and I may profit a little bit from coding and selling software, but no central authority can maintain a revenue stream by holding those rights.

So, yah, I in no way expected the web to turn the whole "old" economy upside down, but it has transformed the information portions of the economy, and those that are almost pure information have lost their edge.

I didn't mean to rant... Britney was just an example.

Astonishment

[selfevident]

It sounds like Jon's review is based on the first eight pages (of a book that won't be published until early April) in which I use shopping at eBay as a prosaic first example precisely because I figured it's a common experience. The book - the whole book - is my attempt to answer a question implicit in Jon's review. He says I'm "quite correct in suggesting that the hyperlinking era the Web begins is astounding, even revolutionary." If so, then what's it revolutionizing? If the Web is as boring and quotidian as Jon says, then what's astounding about it? For some of us, even while we're bidding on quilts at eBay or downloading porn, there's something importantly different about the Web. That's what the book's about. And one of its points is how extraordinary the ordinary is on the Web. Astonishment isn't such a bad response.