derrick de k brainframes of web 2.0
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by prof. Derrick de Kerckhove (University of Toronto), presented at New Media Days, Katowice 2008, www.dninowychmediow.plTRANSCRIPT
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Brainframes of the new economy
Derrick de [email protected]
Katowice
21st November 2008
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Brainframes from the oral to the electric age
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Technology and generations
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The next medium, whatever it is- it may be the extension of conciousness- will include television as it's content, not as it's environment, and will transform television into an art form. A computer as a research and communication instrument could enhance retrieval, obsolesce mass library organization, retrieve the individuals encyclopedic function and flip into a private line to speedily tailored data of a saleable kind (Marshall McLuhan 1962).
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Great ideas emerge, sink and re-emerge
Three main trends:
DECENTRALISATIONJOBS TO ROLESHARDWARE TO
SOFTWARE
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From Atoms to Bits (Nicholas Negroponte)
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Being Digital: In the information and entertainment
industries, bits and atoms often are confused. Is the publisher of a book in the
information delivery business (bits) or in the manufacturing
business (atoms)? The historical answer is both, but
that will change rapidly as information appliances
become more ubiquitous and user-friendly. Right now it is
hard to compete with the qualities of a printed book.
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W. Brian Arthur
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W. Brian Arthur
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Kelly: bee hive metaphor
Swarm creativity is like a beehive or ant colony, it may look
chaotic from the outside, but everyone has a job, knows what to
do, and does it.
The marvel of "hive mind" is that no one is in control, and yet an invisible hand governs, a hand that emerges from very
dumb members.
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David Weinberger et al• "A powerful global conversation
has begun. Through the Internet, people are
discovering and inventing new ways to share relevant
knowledge with blinding speed. As a direct result, markets are
getting smarter—and getting smarter faster than most
companies.” The Clue-Train Manifesto
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From Kevin
Kelly to Peter Gloor
Specifically, to reap the benefits of swarm innovation, companies must (1) gain power by giving it away, (2)
share with the swarm and (3) concentrate on the swarm, not on making
money.
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Benefits of the Swarm Systems• Adaptable -- what is required is a swarm -- a hive mind. Only a whole
containing many parts can allow a whole to persist while the parts die off or change to fit the new stimuli.
• Evolvable -- Systems that can shift the locus of adaptation over time from one part of the system to another (from the body to the genes or from one individual to a population) must be swarm based. Noncollective systems cannot evolve (in the biological sense).
• Resilient -- Because collective systems are built upon multitudes in parallel, there is redundancy. Individuals don't count. Small failures are lost in the hubbub. Big failures are held in check by becoming merely small failures at the next highest level on a hierarchy.
• Novelty -- Swarm systems generate novelty for three reasons: (1) They are "sensitive to initial conditions" -- a scientific shorthand for saying that the size of the effect is not proportional to the size of the cause -- so they can make a surprising mountain out of a molehill. (2) They hide countless novel possibilities in the exponential combinations of many interlinked individuals. (3) They don't reckon individuals, so therefore individual variation and imperfection can be allowed. In swarm systems with heritability, individual variation and imperfection will lead to perpetual novelty, or what we call evolution.
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The Long Tail Theory
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A single Body of data
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Ubidistribution of everybody
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The Era of the tag
The soul of the internet is the tag
It is only emerging to consciouness now
All messages on the Internet are divided into “packets”, series of 01 with a protocol to address and order it for reconstruction at the other end of the conversation
Every packet on the Internet has its own unique tag and that allows it to find its destination with absolute precision instantly
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Tags and devicesRfid (Radio Frequency Identification Device)
Rfid is an automatic method, relying on storing and remotely retrieving data using devices “Rfid-tag” or transponders.Rfid-tag is an object that can be applied to or incorporated into a product, or person for the purpose of identification using radiowaves.
Antenna
Rfid-tagDatabase
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Rfid - Tag
Pets
Office
Sanity Stores
Home
Vehicles
I.D.
Public Transportation
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The Intelligence is in the Connections
Connections between people
Con
nect
ions
bet
wee
n In
form
atio
n
Social Networking
Groupware
JavascriptWeblogs
Databases
File Systems
HTTPKeyword Search
USENET
Wikis
Websites
Directory Portals
2010 - 2020
Web 1.0
2000 - 2010
1990 - 2000
PC Era1980 - 1990
RSSWidgets
PC’s
2020 - 2030
Office 2.0
XML
RDF
SPARQLAJAX
FTP IRC
SOAP
Mashups
File Servers
Social Media Sharing
Lightweight Collaboration
ATOM
Web 3.0
Web 4.0
Semantic SearchSemantic Databases
Distributed Search
Intelligent personal agents
JavaSaaS
Web 2.0 Flash
OWL
HTML
SGML
SQLGopher
P2P
The Web
The PC
Windows
MacOS
SWRL
OpenID
BBS
MMO’s
VR
Semantic Web
Intelligent Web
The Internet
Social Web
Web OS
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The third decade of the Web
• A period in time, not a single technology but many small pieces loosely joined that bring people, networks and technologies together (David Weinberger)
• How to enrich the structure of the Web– Improve the quality of search,
collaboration, publishing, advertising
– Enables applications to become more integrated and intelligent
• How to transform Web from fileserver to database– Thinktag.org
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Tags and digital identity
Tagging allows people to organize their own content
Individually:• Show Mindset• Profile identity• His own semantic and slang
Socially:• Community Structure• Social identity• Semantic track
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i-pertinence
Screens
PDA
Computer
Screens
Screens
VideoMonitor
Glossy Mags
TV
InternalNetwork
Monitor(s)
PDA
Computer
Billboards
Home
The City & Mall
GPS
Gameboy
X-Box
TVGlossy Mags
Car
Airport
Work
Screens
Jet BlueSeatback
Screens
Screens
MultiplicitySimultaneity
2/11/2006
ImagePinballing &Reverb
Cell phone Ip
od Photo
You
“Understand that you will be likethose with whom you surroundyourself. Your environment is
stronger than you are .”Daniel Levin
Reverb =Feedback >
Web >Hierarchy -Flattener
Our involvement with alphabets is
linear and sequential . Our engagementwith imagery is non -linear and reverberational .
This reverb or feedback is a hallmark of
surrounding ourselves with ubiquitous imagery .
Video Ipod
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From “Spimes” to “Everyware”
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SPIMES!SPIME=spacetime markers (RFID
+ GPS + Motori di ricerca+ CAD+Rapid Prototyping+3D printers+cradle-to-cradle
recycling
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Near Field Communications (NFC)
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Adam Greenfield
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The answer to ubimedia: “the cloak of data invisibility”
(Usman Haque)
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Commercial examples of Tag Power
The Digg community published the decrypt-code of the new HD DVD and Digg gave up trying to stop the users. The web community decided to keep it public.Facebook released API and the users began to create thousands of new applications that can integrate together social networking as well.Technorati became one of the biggest comunities where social tagging shows exactly what blogosphere is about.
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Tags and mobileNFC (Near Field Communication)
NFC is a short high frequency wireless communication technology which enables the exchange of data between devices over about decimetre distance.
Uses Applications
• Card Emulation• Reader mode• P2P mode
• Mobile ticketing• Mobile payment• Smart poster• Identity documents• Bluetooth pairing
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Business and integrationMarketing studies “Everyware”
The User always has an updated profile (autoprofile).
Data-mining gives meaning to the abundance of data.
The firms hit a precise target, optimize the strengths and improves services/products.
The technology is hidden behind the common objects.
The objects talk among each other.
Integration systems.
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The Big Opportunity…The social graph just connects people
People
Groups
The semantic graph connects everything…
EmailsCompanies
Products
Services
Web Pages
Multimedia
Documents
Events
Projects
Activities
Interests
PlacesBetter search
More targeted ads
Smarter collaboration
Deeper integration
Richer content
Better personalization
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Character of the web 2.0 economy
• User-generated content• Empowerment• Low-entry level• Prospect of great ROI• Non hierarchical (“consumer activist” Kryptonite on Youtube)
• Teams• Open source• Social capital
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New Web versus Old
• Flickr• MySpace• Wikipedia• YouTube• e-Pinions• e-Bay• Amazon• GoogleMap• Craigslist
• Webshots• Friendster• EnCarta, Britannica• CNN• Consumer Reports• Conventional Markets• Conventional publishing• MapQuest• Want Ads
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“What’s the difference?” asks Don Tapscott
• Web 1.0 launched Web sites
• Web 1.0 built walled gardens
• Web 1.0 innovated internally
• Web 1.0 jealously guarded data and software interfaces
• Web 2.0 launched vibrant communities
• The winners built public squares
• The winners innovated with users
• The winners shared them with everyone
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In any problem whatever, one in a million would see no problem. The real problem is how do you reach this person who has the
answer (1974)
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Marketing Dynamic of
the connected economy
• “Reputation Capital”• Trust (Goldcorp) • blogs, comments,
referrals• Gerd Gerken community
building• How to buy a washing
machine• Hypertinence
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The Long Tail dissected
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Craigslist
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Technorati
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From Knowledge Management to Social Network Enablement
(Dave Pollard)Knowledge Management Social Network Enablement
Knowledge Creation Strategy Submit what you know Publish your filing cabinet
Knowledge Use Strategy Re-use: Find & tailor appropriate knowledge from central repositories
Qualify & Proxy: Use individuals' knowledge to qualify them as appropriate experts to converse with, and as a surrogate for that individual when they are not available for conversation
Where Knowledge Resides Large, centralized repositories Decentralized, personal weblogs (mostly)
Key Knowledge Tools Search engines, Community of Practice and collaboration tools
Expertise finder, Weblog auto-publishing tool, Social software (described below)
Critical Connection People-to-knowledge People-to-people
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43 things
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43 things
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GoldCorp
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Sellaband.com
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In the electric age, we wear all mankind as our skin
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Second Life
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One person with one great idea is the
fuel that powers the new economy. That person may be an evangelist for change inside a vast, global
corporation, the leader of a high-energy startup, or the sole creator of a Web site that
attracts millions of visitors. Never before in the
history of business has each person
mattered more -- as a talented
performer, as a leader in an
organization, as a consumer in the
market, as a creator in the world of
enterprise. (Jochai Benkler)
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