Digerati: encounters with the cyber elite
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
San Francisco
HardWired
1996
|
| Ausgabe: | 1. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016833286&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XXXV, 354 S. |
| ISBN: | 1888869046 |
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Datensatz im Suchindex
| _version_ | 1819282259249725440 |
|---|---|
| adam_text | Titel: Digerati
Autor: Brockman, John
Jahr: 1996
Contents
PROLOGUE: 1966 XXI
McLuhan had pointed out that by inventing electric technology, we had
externalized our central nervous systems; that is, our minds. Cage went further
to say that we now had to presume that there s only one mind, the one we all
share. Cage pointed out that we had to go beyond private and personal mind-
sets and undersand how radically things had changed. Mind had become
socialized. We can t change our minds without changing the world, he said.
Mind as a man-made extension became our environment, which he charac-
terized as the collective consciousness, which we could tap into by creating
a global utilities network.
introduction: content in the digital RGE XXVII
Value is in activity. Content is no longer a noun. Content is context.
Content is activity. Content is relationship, community. Content is not
text or pictures as distinct from the interactive components that provide access
to them. Content is the interactive quality. Content is a verb, a continuing
process. Value on the Internet will be created through services, the selection of
programming, the presence of other people, and assurance of authenticity -
reliable information about sources of bits. In short, intellectual processes and
services will appreciate; intellectual assets will depreciate. Content is infor-
mation, and information is not a thing. Value is in activity.
the pragmatist: STEWART ALSOP 1
Editors are the original intelligent agents. We try to figure out what our cus-
tomers do, and we succeed to the degree that we re able to give them what they
want, compel them, give them an identity, and make them feel that they re part
of a community.
THE COYOTE: JOHN PERRY BARLOW 9
Information is like a life jerky: dried up and not terribly communicative.
Through informationyou come back to the vast set of phenomena that is
creating the data in the first place. Experience and the universe itself are inti-
mately bound up with one another. The purpose of the Internet and all its
surrounding phenomena is to create a context where experience is universal,
and the informational reduction is no longer necessary.
THE SCOUT: STEWART BRAND 19
The peculiarity of the new devices on the Internet is thatyou ve got a double
acceleration or a double instability. First there s Moore s Law, the fact that the
number of processors on a chip, and thus computer power, keeps doubling every
eighteen months, decade after decade. Then there s Metcalfe s Law: the value
of a net goes up as the square of the number of people on that net. That is to
say the Net itself or any net - even one made up of faxes or cellular telephones
- increases dramatically in value the more people are on it. You ve got a
double-runaway phenomenon. Throw into that the tools that suddenly turn
up, like the World Wide Web, Mosaic, and later Netscape Navigator, which
also can become dramatically empowering in short order. The Net is a major
social event. Culture s got to change.
THE SEER: DAVID BUNNELL 29
There s a fundamental shift taking place, because information is no longer an
object that has to be transported. In the digital world, information that tradi-
tionally took the form of newspapers, magazines, or books can instantaneously
be transported anywhere. The implication is vast. It requires a different value
system. How heavy a newspaper is and how much it costs to get it to somebody
no longer determine the cover price. Suddenly that cost is zero.
THE THINKER: DOUG CARLSTON 39
You have to think of the convergence companies in terms of their multiplicity
of functions. For film and television, the locus of control historically has been
distribution. They have direct access to theaters in a way that independent pro-
ducers can t match or onto the airwaves in a way not available to others. That
distribution function has been the source of most of the profit in film and tele-
vision over theyears. Most film and television companies have been spinning
off productive capability to small independent studios so they can fob off a lot
of the risk and then pick and choose the more successful projects. Distribution
is a whole new game on the Internet, and it s not clear how controllable it is.
If the Net stays as anarchistic as it is now in terms of access, then distribution
may not be a good way to control it. A better route may be controlling produc-
tive capability. In this case, the people who are going to succeed are the ones
who get very good at investing in new products and new ideas, and at being
right in a commercial sense.
THE IDEALIST: DENISE CARUSO 49
I refuse to use the word content. It s insulting. Artists create art; writers
write ideas. The word will continue to be used, though, because media has
become such a huge commercial enterprise. Everything is becoming a commodity
- including art, including ideas.
THE STATESMAN: STEVE CASE 61
There s too much focus on technology in the industry, an obsession with band-
width and the latest browsers. What s much more important is creating a
magical interactive experience, for which the technology is certainly an enabler.
Human creativity is really going to drive us.
THE GADFLY: JOHN C. DVORAK 73
The revolution is in the increased communication capability. This is a continu-
ation of what started well before the Industrial Revolution. Genghis Khan was
one of the first to grasp the concept of the necessity of quick transmittal of
information. He had horses positioned every twenty miles, and when guys wore
out a horse, they jumped on the next one and the next one. They made two
hundred miles a day, which was a big deal back in theyear 1200. Now we can
do everything instantly, worldwide. It s frightening.
THE PATTERN-RECOGNIZER: ESTHER DYSON 81
A new kind of community, not a culture, is coming. The difference between a
culture and a community is that a culture is one-way -you can absorb it by
reading it, by watching it - butyou have to invest back in a community. Absent
this return investment, it s not really a community. People will be investing in
sharing content and sending messages to each other, in spending time together,
and, in part, that s what builds these communities.
THE SOFTWARE DEVELOPER: BILL GATES 93
Essentially, Netscape wants to take a browser and turn it into an operating
system. We want to take an operating system and have enough Internet capa-
bility built in so that people continue to view Windows as the best way to use
the Internet. That is what our customers expect us to do. Unless we re doing a
better operating system and keeping the prices low, somebody else is going to
come in. Nobody has a guaranteed situation asyou look ahead a couple of
years. Companies are moving as fast as they can, and the marketplace is the
judge of who gets these things right. This competition is great for the end-user,
because all the companies involved have very low prices and there is a lot of
free software being made available.
THE CONSERVATIVE: DAVID GELERNTER 105
A community is not a community of disembodied spoken statements, in part
because the most important aspect of the communication that people have is
emotional, and one often communicates emotion not in terms of the text but
as a subtext. The physical body is not irrelevant to a human community. The
emotional subtext of human communication is crucial to human thought. It
isn t a footnote. Too many computer scientists don t understand this.
THE DEFENDER: MIKE GODWIN 115
One of the difficulties we face now, and the cause of a backlash of fear of the
medium, is the problem of pluralism. Most of us don t have to deal with the
full range of opinions and ideas -from the inspiring to the obnoxious - that
exist in the American landscape because the mainstream mass media filter them
out Whenyou spend time on the Net,you discover that people are hungry to
read and talk and that the political landscape is a lot richer thanyou ever
thought it was. People hold beliefs that are orthogonal to the usual Democrat
versus Republican scale.
THE GENIUS: W. DANIEL HILLIS 123
People are so tuned in to the near term that they aren t thinking in terms of
decades. Yet, over the long run, we have a chance of fundamentally changing
humanity. Many people sense this, but don t want to think about it because the
change is too profound. Today, on the Internet the main event is the Web. A lot
of people think that the Web is the Internet, and they re missing something. The
Internet is a brand-new fertile ground where things can grow, and the Web is
the first thing that grew there. But the stuff growing there is in a very primitive
form. The Web is the old media incorporated into the new medium. It both
adds something to the Internet and takes something away.
THE JUDGE: DAVID R. JOHNSON 133
What s happening on the Net is that the combined decisions made by a systems
operator setting rules and the users who vote with their modems, by deciding
which areas to frequent and how often, are creating competing environments
where different rules and different laws obtain. It s the first time that I know
of in the history of the world in which we ve had Darwinian selection pressure
on the law.
THE SEARCHER: BREWSTER KAHLE 145
A model that took some of the revenue from subscription payments and had a
royalty structure paying money back to the content creators who made the
Internet interesting would make for a more robust Internet. It would also
enable providers with only a small niche to have an easy mechanism to make a
little bit of money. We re getting there so far on the advertising model. We have
to get the subscription model going.
THE SAINT: KEVIN KELLY 155
What we are talking about now is a communications revolution. That is exciting,
because communication is the basis of culture. Culture is a process of commu-
nication among individuals and groups. We are amplifying and enhancing the
foundations of culture and society with this communications revolution. All the
dynamic and revolutionary effects we are going to see will come from these tiny
chips being used in a communications mode.
THE PRODIGY: JARON LANIER 163
One of the processes that concerns me is what I call the Karma Vertigo Effect.
We have an extraordinary amount ofwhatyou could call karma in this genera-
tion, because this generation is creating the computer network and the infra-
structure of computer software that will be running for a thousandyears. I call
it the Karma Vertigo Effect because whenyou realize how much karma we have
in this generation,you get vertigo!
THE MARKETER: TED LEONSIS 175
In terms of marketing, wouldyou rather be loved or needed? That s a question
I ask all the time. Utilities are needed but they re not loved. So are cable com-
panies and phone companies. If you re a brand that s loved, you don t even
have to know whoyour customers are. Coke doesn t know who its customers
are, but it has the most important shelf space - a position in a consumer s
mind. We want to be a brand that s loved, and that s where word of mouth
becomes very positive. We can send out a billion disks, but if members don t
love us and tell their friends and relatives about us, we won t win.
THE SCRIBE: JOHN MARKOFF 187
A small anarchic community ofwireheads and hackers made the mistake of giving
fire to the masses. Nobody is going to give it back. It is paradise lost. This won-
derful community is not a community anymore. It s a society. It is a city on the
Net, and in the back alleys of this electronic city, people are getting rolled. It is
no different than being in New York. Let me be a couch potato if this is what
Internet activity is about.
THE FORCE: JOHN McCREA 197
At a technical level, VRML is a file format. At a higher level, it is a way of
doing 3-D graphics over networks. 3-D graphics are coming to a Web where
people have become comfortable with a page-centric view. But VRML will take
the page-centric view and pop it into another dimension, with the potential to
make the experience more like the physical world. This fundamental shift brings
a sense of place to something that has absolutely evaporated the notion of space.
While evaporation of space is a powerful concept, much of the information sud-
denly loses context. Introducing the notion of space to the Net via VRML has
the potential to make it more compelling and appealing to a larger audience.
THE COMPETITOR: SCOTT McNEALY 207
At Sun we believe in the network-computing model. We re not wired up and
married to the host-based centralized computing model, and we re not all
tangled up in the desktop hairball - that is the desktop computing model of the
Intel-Microsoft world. Everything from the first computer we shipped a long
time ago goes out with a network interface, and every desktop, server, applica-
tion, software product, and service product that we ve ever offered has been
network-centric.
THE PUBLISHER: JANE METCALFE 219
It s trite to say that Wired is talking about the convergence of media, com-
puters, and communications. What we are really talking about is a fundamental
shift in society that is being led by technology but is infiltrating every aspect of
society. Technology, invented in labs, gets absorbed by business, and as business
takes it on, it starts to spread throughout society. Often, at that point, artists
are attracted to it and pioneer it, champion it, stretch it, push the boundaries
of it, and use it to bring a different message to the public. It s a three-pronged
approach that has a multilayered response from the society it s impacting.
Wired is really about this change. It s led by technology, absorbed by business,
and spread by artists. But it s not about technology.
THE WEBMASTER: KIP PARENT 229
A lot of corporate guys are saying that the Web is going to implode and that
40 percent of the companies on the Web today will be gone in six months. I
think they are wrong. Interactive TV is what has imploded. We may very well
see a merging of the ideas of interactive TV and the Web as we get broadband
TCP/IP broadcasts via TV cables. We ll see a natural merging of the technology,
but it ll be far better and far more powerful than people were thinking inter-
active TV would be in 1993- You re really going to have the opportunity to
interact with it.
THE CITIZEN: HOWARD RHEINGOLD 237
I resent the shallowness of the critics who say that ifyou sit in front of a com-
puter and participate in online conversations worldwideyou are not leading an
authentic life. I question the premise that one person can judge the authenticity
of another person s life. Millions of people passively watch television all day
long. Don t tell me that having an email relationship with someone on the other
side of the world is less authentic than sitting alone and watching the tube. For
many people, this new medium is a way of breaking out of the virtual world
they already live in.
THE BUCCANEER: LOUIS ROSSETTO 247
The online services would like to believe they are content providers. Wrong.
They have hosted content providers (and alienated a lot of them by not appre-
ciating their contribution to increasing the service s user base), but they them-
selves are not content providers. It s like theater owners thinking they are
operating studios. Media is not so easy.
THE ORACLE: PAUL SAFFO 259
For most of this century we have viewed communications as a conduit, a pipe
between physical locations on the planet. Wiat s happened now is that the
conduit has become so big and interesting that communication has become more
than a conduit, it has become a destination in its own right - what in the ver-
nacular is called cyberspace.
THE RADICAL: BOB STEIN 269
The subtext of what s happening is that we are changing the way that humans
communicate with each other. This transition is going to take much longer than
people talk about, and it may be a hundredyears, two hundredyears, before
it settles out. This profound shift is more significant than the invention of the
printing press, and the deep implications of it won t be known for some time.
A thousandyears from now, humanity will look back at the late part of the
twentieth century as the time when something big started.
THE SKEPTIC: CLIFF STOLL 277
When I m online, I m alone in a room, tapping on a keyboard, staring at a
cathode-ray tube. I m ignoring anyone else in the room. The nature of being
online is that I can t be with someone else. Rather than bringing me closer to
others, the time that I spend online isolates me from the most important people
in my life, my family, my friends, my neighborhood, my community.
THE CATALYST: LINDA STONE 287
In real space, each place we go has a different sense of place. Places offer mood,
personality, and context. When we choose where we want to take a walk or
have dinner, carry on a conversation or shop, we do so based on how a place
dovetails with how we re feeling, who we will be with or what we hope to
accomplish. Likewise, how we dress and how we generally present ourselves
impacts the impression we make on others. In part, our lives are a process of
developing, tuning, and refining who we are...both to ourselves and to others.
At the moment, our cyberspace identity is our email signature.
THE EVANGELIST: LEW TUCKER 295
Whenyou talk about executable content, you face the following problem: how
does the provider know what system the content is going to be viewed on? Today,
software is system-dependent, fava is designed to be architecture-independent
and run on almost all platforms. Application writers who write to the fava plat-
form don t have to worry about the fact that the user is on a Windows system, a
Unix system, or a VCR. Instead, from the developer s point of view, fava allows
one to write to a single standard software platform, the fava Virtual Machine.
THE CYBERANALYST: SHERRY TURKLE 303
Many of these same ideas no longer seem abstract or esoteric whenyou immerse
yourself in life on the Internet. For example, the idea thatyou are constituted
by and through language is not an abstract idea ifyou re confronted with the
necessity of creating a character in a MUD. You just have to do it. Your words
areyour deeds,your words areyour body. Andyou feel these word-deeds and
this word-body quite viscerally. Similarly, the idea of multiplicity as a way of
thinking about identity is concretized when someone gets an Internet account, is
asked to name five handles or nicknames for his activities on the system, and
finds himself being Armani-boy in some online discussions, but Motorcycle-
man, Too-serious, Aquinas, and Lipstick in others.
THE LOVER: DAVE WINER 315
What s nice about DaveNet is that I don t need any money to do what I do.
I don t require an editorial staff, and I don t need a printing press. Therefore
I don t have anybody telling me what I can write. I also have a lead time that
is the envy of every journalist in every other medium. If a news story comes out
and I get it first, I can be out on the street in ten minutes. There s never been a
medium like this, with that kind of immediacy. It changes the way news happens.
It also changes the way opinion happens.
THE IMPRESARIO: RICHARD SAUL WURMAN 327
When I pick up a book, if it s a novel, I know that I have so many more pages
to read. I know where I am in the story. When I watch a movie that I know is
two hours, I know that no matter what happens in the first five minutes, it s
not the end of the movie. It s going to take two hours to go through the plot.
I have a sense of where I am. This is not a trivial issue. It gives me a base.
It s a centering thing.
Epilogue: 1996 333
Dad, Max interrupted, I don t mean to be disrespectful, but it s kids like me
that are going to be the pioneers and make things happen. We re the digerati.
Index 340
|
| any_adam_object | 1 |
| author | Brockman, John 1941- |
| author_GND | (DE-588)133797988 |
| author_facet | Brockman, John 1941- |
| author_role | aut |
| author_sort | Brockman, John 1941- |
| author_variant | j b jb |
| building | Verbundindex |
| bvnumber | BV023511268 |
| callnumber-first | Q - Science |
| callnumber-label | QA76 |
| callnumber-raw | QA76.9.C66B76 1996 |
| callnumber-search | QA76.9.C66B76 1996 |
| callnumber-sort | QA 276.9 C66 B76 41996 |
| callnumber-subject | QA - Mathematics |
| classification_rvk | SR 500 |
| ctrlnum | (OCoLC)832993974 (DE-599)BVBBV023511268 |
| dewey-full | 303.48/3421 |
| dewey-hundreds | 300 - Social sciences |
| dewey-ones | 303 - Social processes |
| dewey-raw | 303.48/34 21 |
| dewey-search | 303.48/34 21 |
| dewey-sort | 3303.48 234 221 |
| dewey-tens | 300 - Social sciences |
| discipline | Informatik Soziologie |
| edition | 1. ed. |
| format | Book |
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| spellingShingle | Brockman, John 1941- Digerati encounters with the cyber elite Computers and civilization Electronic data processing personnel -- Interviews Information society |
| title | Digerati encounters with the cyber elite |
| title_auth | Digerati encounters with the cyber elite |
| title_exact_search | Digerati encounters with the cyber elite |
| title_full | Digerati encounters with the cyber elite John Brockman |
| title_fullStr | Digerati encounters with the cyber elite John Brockman |
| title_full_unstemmed | Digerati encounters with the cyber elite John Brockman |
| title_short | Digerati |
| title_sort | digerati encounters with the cyber elite |
| title_sub | encounters with the cyber elite |
| topic | Computers and civilization Electronic data processing personnel -- Interviews Information society |
| topic_facet | Computers and civilization Electronic data processing personnel -- Interviews Information society |
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