connecting*the*dots

The day that AOL/Netscape reduces their decade-long focus on squeezing profits from dial-up deals with web newbies long enough to compete with a niche, early adopter site like Digg, is the day that online, participatory communities will have reached the ROI tipping point.

Eh-hem! That day is here.

Michael Arrington frames the move nicely:

[…]

The fact that AOL is launching the new service under the Netscape brand instead of building out a new property says how serious they are about the space. According to statistics provided by AOL, Netscape serves a whopping 811 million monthly page views - far more than Digg today.

Putting this kind of audience in front of a Digg like service could spell trouble for many sites that ultimately make it to the top of the site. A Digg or Slashdot story can send tens of thousands of visitors to a site in a matter of minutes or hours. With Netscape, this effect could be many times larger - possibly resulting in outages at sites headlining the new service.

There are a number of other notable features of the new Netscape. Story submissions can be tagged by the submitter along for easier search in the future. Every category, user and group of friends has their own RSS feed. Also, category anchors will follow up on many stories and post their own editorial content on those stories (see below)

With all of the recent moves, one has to be wondering where the participatory news space is heading:

• Newsvine is already an “all category” user-generated article space
• Digg is rumored to be expanding from a niche site to an all-encompassing domain
• Netscape is launching a full-force, broadly targeted, participatory interface into the mix

At first glance, the long-term benefits of this growing industry and competition seem to land in the laps of the end user.

In the real world, industry competition drives quality standards while the invisible hand of the market usually corrects pricing issues (except for oil and other lobbied industries, but that’s a whole other article).

If you follow similar logic within this segment of the internet economy, the domain with the most intoxicating experience design and participatory incentive programs should retain the largest share of the participatory market (and I’m not talking about the bread and circus returns of shiny AJAX widgets and karma points).

Interfaces that are primarily designed for an optimized, ad sales, click-through scheme and not unique, behavioral, user experiences, just won’t survive in the long-run. Domain competition will force top notch user-centered interaction design, reducing opportunities to implement old school, bean counting advertising schemes to piggy-back user behavior.

Even more disruptive; in order to increase sign-ups, retain customers and increase degrees of participation, one would think that revenue generated from these new user-centered, advertising paradigms will have to be efficiently shared with this new workforce of virtual attention laborors.

While it’s true that these particular industry domains are already branding the very idea of 2.0 community — essentially “soft-locking” people into committing to a domain as with neighborhoods — without certain concessions (such as revenue sharing) I’d imagine that tactic alone to be short-sighted. I mean, wouldn’t corporate abuse of our participatory nature by these enabling domains drive us to be quick to change our attachment to these particular 2.0 communities?

I have to profess, this is where my faith in the many falters.

Honestly, my “fear” is that the masses of early-adoptor geeks who are driving the emergence of this participatory economy are just as self-centered as the capitalistic drivers of the attention economy itself.

Let me rephrase and explain my thoughts more clearly.

Are we more interested in participating as authentic medic creators and information contextualizers from afar, while being left alone to receive our timely, customized, community-centered, topical information? Or do we believe in standing together as a workforce of developers of this information revolution and as personal, information contextualizers to create change in our overarching financial system itself, ensuring a greater diversity of fiscal opportunities for people living on the other side of numerous socio-economic divides?

This is where the rubber hits the road, just before the fork.

We Don’t Have To Follow The Same Path We Used To Get Here

Big business is just beginning to view participatory systems as an obvious line extension of the profit vehicles that mass production provided in the industrial age through financial capitalism. If you understand the underlying principals of the first go-around, the evolutionary patterns of the second pass make themselves quite obvious:

• In the 20th century, capitalists leveraged cookie-cutter product design, simplified mass production assembly lines, ensured low-wage labor systems and implemented hardcore, mass marketing and psychological advertising within an imbedded entertainment mass media to drive product consumption
• In the 21st century, capitalists have the advent of collaborative filtering and personalized interfaces, running on the movement, interactions and contextualization of data and perspectives of the people who use them, driving contextualized ad placement, resulting in both revenue and product consumption with much less overhead

VC’s drool over the possibilities of the attention economy, because they see exactly how to take advantage of the situation, turning passionate information junkies and connectors into ad sales generators, which is fine, because it’s in their nature.

(photo by illmatic)

The question I desperately want to ask “the masses” is do we, the designers, the developers, the content creators and authentic media generators, care about this pure, capitalistic leeching or is it truely in our nature to provide a free ride, no matter the potential for being used as residual generators of capital?

For if we do care, we — the schitzophrenic creators and consumers of this new economy — are in a unique position to take a slice of the proverbial pie, whether through better positioning in a buyer’s market or as compensated content creators in a participatory, user-generated, contextualized media system. Either way, we can completely alter the model of managed capitalism and move one-step closer to to realizing Doc Searls’ intention economy.

Let the capitalists finance the infrastructure and reap their fair, residual returns, but let the people drive the costs of the market based on our desires while sharing in the residual profits that we generate via digital forms of word of mouth advertising.

In today’s parameter-passing, unique-identifier, permalink world, both notions are completely feasible. The only question is whether or not they will take this revolutionary change lying down.

The reviews are in: We, the people, are in the drivers seat.

Newspapers are already hemoraging readership, as the web has created an extremely rich bazaar, allowing us to shop for unbundled content at every turn, while unbundled advertising models begin to sprout up to support this evolution. Well, get ready for the online replicas of the print world to begin to sweat even more. Following on the heals of the mass appeal of social wisdom sites such as slashdot and digg comes a revolutionary hybrid of mainstream media, citizen journalism and participatory editing: Newsvine.

Taking the aggregation features of a Yahoo! News, the collaborative properties of a digg and the citizen media aspects of blogging, Newsvine is staged to completely redefine the news. Why? Because the common man now has stake in the game.

Old School

Top/down delivery of content, beginning with organized knowledge, is a modern construct. Since the advent of television, these organized silos of knowledge have been optimized over the years for advertising to take advantage of explicit media buys — matching business audience demographics, psychographics and geographics to channeled, programed, bundled content. Great for advertisers and the networks/publications, lousy for the “consumer,” as we end up consuming more messaging and less news or interests which match *our* needs and desires.

These constructed, mechanical relationships define false, explicit edges of our culture, which in turn raises the value proposition of media and news organizations simply by standardizing on such lexicon. This standardization of topical interests — unknowingly bought into by the public as what is *real* — enables a sussinct universe of sales and stories, broadcast on television news and pumped through newspapers, serving as the ying to the entertainment media’s yang.

A metaphor: Is it easier to entertain and pacify a child within a theme park or the natural environment of a forest?

Somewhere between the crafted, paced, 4/4 movement of greased industry palms rubbing against one another, lies our percept of reality, consistently bombarded by messaging and it’s representative experience. So while we struggle with this understanding of our surroundings, back in the news room, editors — the field managers of this construct — find themselves under the thumb of the financial steerings and pressures of this propped reality. Their indoctrinated intuition places reactionary constraints on the types of stories generated, the depth of coverage, even the language the writer chooses to employ.

The innovators and early adopters of the web… we’re basically saying, “Fuck that noise.”

New School

Bottom/up constructs, enabled by the personal publishing revolution, delivered with flexible subscription technology such as RSS, have empowered individuals to publish cheaply within our own crafted domains.

• RSS allows us to digest information passively (in a centralized location), instead of actively (surfing the decentalized web), which greatly increases our level of input and conversely, fine tunes our understanding of the world, which is represented by our output (blogging, conversations, actions, etc.)
• Those of us who publish our own information objects, apply meta-data to increase the potential of findability, both now and in future interfaces
• Many of us participate with folksonomies, helping make our POV of all information semantically rich and contextual to our neighbors interests, our future grandchildern’s recollections of us, even the desires of a family on the other side of the planet
• We create multimedia objects to compete with elite vehicles of capital, and fuel them through the same tactical approaches

This participatory environment is one aspect of the Web 2.0 phrase that gets tossed about. It’s enabling us humans to share our creative impulses with others, helping to constantly define and then redefine the world around us through our personal representations of both explicit and implicit lexicon.

This is an open paradigm, a transparent journey, based in accelerated trust and faith in one another.

So when these two worlds meet — old school vs. new school or modernism vs. post-modernism or proprietary vs. open source — the truth of hierarchy and the truth of individual POV’s collide. Guess what remains?

A truthier truth.

Newsvine has taken a position of mixing mainstream feeds with user submitted, tagged and collaboratively greenlit content. Even more revolutionary, they’re mixing the standardized embedded lexicon of our culture — topical categories — with the co-occurance generated wisdom of the people creating relevant content living within such silos (see below)

The secondary navigation points are all dynamic, altering over time as the co-occurance of tagged objects within a topical category shifts. This is how I think — how I search, discover, build my own archive in this blog — so in and of itself, the concept doesn’t blow me away. What does blow me away is that by simply placing this paradigm next to, say, The New York Times, Yahoo! News, my pseudo-innovative hometown Greensboro News & Record and a blog aggregator like Greensboro101 (disclosure: I’m on the advisory panel), none of these domains can compete if Newsvine gains a participatory, critical mass audience.

Think about it: Newsvine provides AP feeds (like a Yahoo! News), yet allows anyone to seed *any* story, from *any* site (like digging or del.icio.us tagging). Let me try to clearly paint how disruptive of a strategy this is.

• With only the AP feed, Newsvine could potentially evolve to become a successful News aggregator
• The addition of the digg and del.icio.us features completely change the game. Newsvine now becomes populated by the very content from the news sites (New York Times, News & Record, etc.) that it’s competing against for advertising
• The better the content, say, a New York Times produces, the more likely it’ll end up in Newsvine, but with more context (meta-data) and a thriving, participatory readership.
• Content will begin to be valued differently at a New York Times — as prices might become reduced at the domain, while new, shared models will be created at sites like Newsvine. Good for the Times, as they have a new market for revenue, but it will effect their organizational structure. The big advantage for Newsvine: they don’t have to completely readjust due to their recent entry into the arena and their nimble stature (compared to large news organizations)
• Community blog aggregators could possibly fall to the wayside, simply due to the fact that people can seed their own local posts, as well as their neighbors, and leverage unbundled advertising services. The very concept of “community” will be redefined on much more granular levels, moving towards a flickr existence, as explicit tags begin to define groups of interest

The Final Touch

Mike Davidson obviously knows what he has here; not only an opportunity to provide a rich, participatory environment for the redefinition of what news means to us as a collective, a community and as individuals, but this service could very well challenge the embedded constructs of media and the contradictions of Adam Smith capitalism.

Heavy.

In the final analysis, if Newswire succeeds, it’ll be because of the participatory nature of people. So if Davidson really wants to make his mark on this planet, he’ll not only decide to share advertising revenue with the organizations and the content creators themselves, but the swarms of participating editors — editors removed from the burden and balancing act of management, reduced simply to individual citizens focused on making our communities that much more aware, educated and inclusive. If an incentive program can be devised along these lines– some type of a micro-payment structure based on Karma points and click-throughs for both editors *and* authors– he’ll be responsible for creating the Mechanical Turk of the media world.

If he heads in this direction, or others evolve his concept down this line, media as we know it could absolutely cease to exist. Reputable journalists will become more enabled by freelance opportunities, as news organizations will need to drastically reduce their overhead because advertising money won’t be channeled into one out of six corporate funnels.

Then we’ll more easily find the opportunities to 2.0 the hell out of government.

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(Big ups to Kent Bye over at The Echo Chamber Project for refueling my tank last night on the way home. 5 hours of ECP podcasts will get you into this type of groove. Go check out his amazing project)