Prior to the Web, we had hundreds of years of experience with broadcast media, from printing presses to radio and TV. Prior to email, we had hundreds of years experience with personal media — the telegraph, the telephone. But outside the internet, we had almost nothing that supported conversation among many people at once. Conference calling was the best it got — cumbersome, expensive, real-time only, and useless for large groups. The social tools of the internet, lightweight though most of them are, have a kind of fluidity and ease of use that the conference call never attained: compare the effortlessness of CC:ing half a dozen friend to decide on a movie, versus trying to set up a conference call to accomplish the same task.
The radical change was de-coupling groups in space and time. To get a conversation going around a conference table or campfire, you need to gather everyone in the same place at the same moment. By undoing those restrictions, the internet has ushered in a host of new social patterns, from the mailing list to the chat room to the weblog.
One of the problems with the prevalence of solutions is it overvalues invention and undervalues behavior. We look for a gizmo, when changing how we act can have the desired effect. It seems like we’ve been hoodwinked into a trap of technological dependency.
But, technology is only as good or bad as what we use it to do, and I don’t think anyone who works in tech gets into the field with malice as their intent. In fact, usually the opposite, which is why I like this business. Hell, I’m one of the the folks in technology, so none of this criticism excludes me—I only suggest we stop looking at technology as the primary way to fix problems, and stop turning a blind eye to its negative consequences and to the new problems it produces.
The single biggest fallacy I want to blow up is this utopian idea that there is this SINGLE thing called ‘The Cloud’. Each company today reinvents their own cloud. The Cloud as a concept is dead and has been for years: we are living within a stormy sky of cranky clouds, all trying to pretend the others don’t exist.