Open Source Democracy, Douglas Rushkoff [ebook pdf reader for pc .txt] 📗

itself; but the less understanding and control we have over exactly what is fed to us through the tube, the more vulnerable we are to the whims of our programmers.

For most of us, what goes on in the television set is magic. Before the age of VCRs and camcorders it was even more so. The creation and broadcast of a television program was a magic act. Whoever has his image in that box must be special. Back in the 1960s, Walter Cronkite used to end his newscast with the assertion: "and that's the way it is". It was his ability to appear in the magic box that gave him the tremendous authority necessary to lay claim to the absolute truth.

I have always recoiled when this rhetorical advantage is exploited by those who have the power to monopolise a medium. Consider, for example, a scene in the third Star Wars movie, Return of the Jedi. Luke and Hans Solo have landed on an alien moon and are taken prisoner by a tribe of little furry creatures called Ewoks. In an effort to win their liberation, Luke's two robots tell the Ewoks the story of their heroes' struggle against the dark forces of the Empire. C3PO, the golden android, relates the tale while little R2D2 projects holographic images of battling spaceships. The Ewoks are dazzled by R2's special effects and engrossed in C3PO's tale: the how and the what. They are so moved by the story that they not only release their prisoners but fight a violent war on their behalf! What if the Empire's villainous protector, Darth Vader, had arrived on the alien moon first and told his side of the story, complete with his own special effects?

Television programming communicates through stories and it influences us through its seemingly magical capabilities. The programmer creates a character we like and with whom we can identify. As a series of plot developments bring that character into some kind of danger, we follow him and within us a sense of tension arises.

This is what Aristotle called the rising arc of dramatic action. The storyteller brings the character, and his audience, into as much danger as we can tolerate before inventing a solution, the rescue, allowing us all to breathe a big sigh of relief. Back in Aristotle's day, this solution was called Deus ex machina (God from the machine). One of the Greek gods would literally descend on a mechanism from the rafters and save the day. In an Arnold Schwarzenegger movie, the miraculous solution might take the form of a new, super-powered laser gun. In a commercial, the solution is, of course, the product being advertised.

TV commercials have honed this storytelling technique into the perfect 30-second package. A man is at work when his wife calls to tell him she's crashed the car. The boss comes in to tell him he just lost a big account, his bank statement shows he's in the red and his secretary quits. Now his head hurts. We've followed the poor guy all the way up Aristotle's arc of rising tension. We can feel the character's pain. What can he do? He opens the top desk drawer and finds his bottle of Brand A Pain Reliever and swallows the pills He swallows the pills while an awe-inspiring hi-tech animation demonstrates the way the pill passes through his body. He, and us, are released from our torture.

In this passive and mysterious medium, when we are brought into a state of vicarious tension, we are more likely to swallow whichever pill and accept whatever solution that the storyteller offers.

Interactivity: the birth of resistance

Interactive media changed this equation. Imagine if your father were watching that aspirin commercial back in 1955 on his old console television. Even if he suspected that he was watching a commercial designed to put him in a state of anxiety, in order to change the channel and remove himself from the externally imposed tension, he would have to move the popcorn off his lap, pull up the lever on his recliner, walk up to the television set and manually turn the dial. All that amounts to a somewhat rebellious action for a bleary-eyed television viewer. To sit through the rest of the commercial, however harrowing, might cost him only a tiny quantity of human energy until the pills come out of the drawer. The brain, being lazy, chooses the path of least resistance and Dad sits through the whole commercial.

Flash forward to 1990. A kid with a remote control in his hand makes the same mental calculation: an ounce of stress, or an infinitesimally small quantity of human effort to move his finger an eighth of an inch and he's free! The remote control gives viewers the power to remove themselves from the storyteller's spell with almost no effort. Watch a kid (or observe yourself) next time he channel surfs from program to program. He's not changing the channel because he's bored, but he surfs away when he senses that he's being put into an imposed state of tension.

The remote control breaks down the what. It allows a viewer to deconstruct the content of television media, and avoid falling under the programmer's spell. If a viewer does get back around the dial to watch the end of a program, he no longer has the same captivated orientation. Kids with remotes aren't watching television, they are watching the television (the physical machine) playing 'television', putting it through its paces.

Just as the remote control allowed a generation to deconstruct the content of television, the video game joystick demystified its technology. Think back to the first time you ever saw a video game. It was probably Pong, that primitive black and white depiction of a ping-pong table, with a square on either side of the screen representing the bat and a tiny white dot representing the ball. Now, remember the exhilaration you felt at playing that game for the very first time. Was it because you had always wanted an effective simulation of ping-pong? Did you celebrate because you could practice without purchasing an entire table and installing it in the basement? Of course not. You were celebrating the simple ability to move the pixels on the screen for the first time. It was a moment of revolution! The screen was no longer the exclusive turf of the television broadcasters.

Thanks to the joystick, as well as the subsequent introduction of the VCR and camcorder, we were empowered to move the pixels ourselves. The TV was no longer magical. Its functioning had become transparent. Just as the remote control allowed viewers to deconstruct the content of storytelling, the joystick allowed the audience to demystify the technology through which these stories were being told.

Finally, the computer mouse and keyboard transformed a receive-only monitor into a portal. Packaged programming was no longer any more valuable, or valid, than the words we could type ourselves. The addition of a modem turned the computer into a broadcast facility. We were no longer dependent on the content of Rupert Murdoch or corporate TV stations, but could create and disseminate our own content. The internet revolution was a do-it-yourself revolution. We had deconstructed the content of media's stories, demystified its modes of transmission and learned to do it all for ourselves.

These three stages of development: deconstruction of content, demystification of technology and finally do-it-yourself or participatory authorship are the three steps through which a programmed populace returns to autonomous thinking, action and collective self-determination.

Chapter 2

The birth of the electronic community… and the backlash

New forms of community were emerging that stressed the actual contributions of the participants, rather than whatever prepackaged content they had in common. In many cases, these contributions took the form not of ideas or text but technology itself.

The early interactive mediaspace was a gift economy (see Barbrook2). People developed and shared new technologies with no expectation of financial return. It was gratifying enough to see one's own email program or bulletin board software spread to thousands of other users. The technologies in use on the internet today, from browsers and POP email programs to streaming video, were all developed by this shareware community of software engineers. The University of Illinois at Champagne Urbana, where Mozilla, the precursor to Netscape, was first developed was a hotbed of new software development. So was Cornell and MIT, as well as hundreds of more loosely organised hacker groups around the world.

Invariably, the software applications developed by this community stressed communication over mere data retrieval. They were egalitarian in design. IRC chats and USENET groups, for example, present every contributor's postings in the same universal ASCII text. The internet was a text-only medium and its user was as likely to be typing into the keyboard as reading what was on screen. It is as if the internet's early developers released that this was not a medium for broadcasting by a few but for the expression of the many.

People became the content, a shift that had implications not just for the online community but for society as a whole. The notion of a group of people working together for a shared goal rather than financial self-interest was quite startling to Westerners whose lives had been organised around the single purpose of making money and achieving personal security. The internet was considered sexy simply because young people took an interest in it. People who developed internet applications in this way were called cyberpunks or hackers, and their antics were often equated with those of Wild West outlaws, hippies, Situationists and even communists.

But their organisation model was much more complex and potentially far-reaching than those of their countercultural predecessors. Many of these early technology and media pioneers would not have considered themselves to be part of a counterculture at all. Indeed, many new models for networked behaviour and collaborative engagement were developed at research facilities dedicated to the advancement of military technology. A US government policy requiring all firms working under Defense Department contracts to test their employees' blood and urine for illegal drug use led to a certain disconnection between most Silicon Valley firms and the majority of the fledgling computer counterculture. (In fact, of all the Silicon Valley firms, only Sun computing quite conspicuously refused to do drug testing on its employees.)

Whatever the applications envisioned for the communication technology being developed, the operating principles of the finished networking solutions, as well as the style of collaboration required to create them, offered up a new cultural narrative based in collective self-determination.

Online communities sprung up seemingly from nowhere. On the West Coast in the late 1980s one of Ken Kesey's Merry Pranksters, Stewart Brand (now co-founder of the prestigious Global Business Network), conceived and implemented an online bulletin board called The Well (Whole Earth 'Lectronic Link). Within two years thousands of users had joined the dial-in computer conferencing system and were sharing their deepest hopes and fears with one another. Famous scientists, authors, philosophers and scores of journalists flocked to the site in order to develop their ideas collaboratively rather than alone. Meanwhile as the internet continued to develop, online discussions in a distributed system called USENET began to proliferate. These were absolutely self-organising discussions about thousands of different topics. They themselves spawned communities of scientists, activists, doctors, and patients, among so many others, dedicated to tackling problems in collaboration across formerly prohibitive geographical and cultural divides.

The Backlash

These new communities are perhaps why the effects of the remote, joystick and mouse represented such a tremendous threat to business as usual. Studies in the mid-1990s showed that families with internet-capable computers were watching an average of nine hours less television per week. Even more frightening to those who depended on the mindless passivity of consumer culture, internet enthusiasts were sharing information, ideas and whole computer programs for free! Software known as 'freeware' and 'shareware' gave rise to a gift economy based on community and mutual self-interest. People were turning to alternative news and entertainment sources, which they didn't have to pay for. Worse, they were watching fewer commercials. Something had to be done. And it was.

It is difficult to determine exactly how intentional each of the mainstream media's attacks were on the development of the internet and the culture it spawned. Certainly, the many executives of media conglomerates who contacted my colleagues and I for advice throughout the 1990s were both threatened by the unchecked growth of interactive culture and anxious to cash in on these new developments. They were chagrined by the flow of viewers away from television programming, but they hoped this shift could be managed and ultimately exploited. While many existing content industries, such as the music recording industry, sought to put both individual companies and entire new categories out of business (such as Napster and other peer-to-peer networks), the great majority of executives did not want to see the internet entirely shut down. It