Month: July 2006

A book must be out somewhere because there are interviews about the Long Tail all over the place. The Long Tail refers to a graph and that point on a graph where many different things are happening so rather than describing an spike in activity, it is showing an extended diversity. Someone has decided that this is what the internet has caused.

To a degree this is a correct observation but only to a degree as, in large part, it is not. This is because it is a catchy generalization that can be applied and misapplied with confidence. One basic principle that is largely ignored is both the incompleteness and over-self-congratulatory praise that accompanies it. So we have a tendency, like with refereces to “post 9/11” to accept that everything has changed – without the slightest reference to what was before. One very handy illustration of this is from these two posts at Bound By Gravity where Andrew (Canada’s best blogger at the moment) assumes and then catches himself assuming that the internet has had an effect on reading.

This sort of thing has become rampant. Recently I saw a reference to how difficult it must have been to travel by car before the internet based on the assumption, one supposes that mapping began with MapQuest. Another, more to the heart of the error of the Long Tail, is that people lived lives permeated by mass media and mass production. First, this presumes that people defined (and define) their lives by media and product – as subjects of consumption. That presumption is based on the limited ability the internet has to provide: it can only deliver communications and provide a venue for ordering product. Second, people did live out personal niche interests as actively and fully as they do now. People bought rare stamps, comic books and music. People read things that no one else read and held ideas that were different from their neighbours – hence, among other things, the great splintering schismistastic fun that is protestantism. They just did not do it publicly and through a medium that recorded the activity digitally. It was done by mail orders, letters, conversations, meetings. In rec rooms, via ‘zines and through posters stapled to utility poles.

Structurally, even with the opportunity to watch old videos on YouTube, the internet is just another mass medium and as dangerous a one as ever there was through its active denial its own nature is a mass medium. The third issue of Geez magazine came last week and is full of good advice on cross checking the effect of the internet on your values. Are you more materialistic? Are you more prone to follow the poltical and ethical messages of others? Are you more part of the Borg?

Remember, the internet is good fun and can be used responsibly. Be careful out there.