01/bespokefutures/BespokeFutures/Thesecretwarbetweendownloadinganduploadingisnotbeingwagedinisolation/Itmustbecontextualizedwithinamuchwiderandlessmetaphoricseriesofbattlesworldwidestretchingbackdecades/Akeyfeatureoftheseconflictsh/asbeentheoscillationbetweenirrationalexuberanceanduntetheredterror/TodelineatetheperiodwearelivingthroughIcombinethehopefulnessthatfollowedthefalloftheBerlinWa
02/llwiththefearandragethatfollowedtheattacksontheWorldTradeCenterin2001/ThisperiodI/call8911pronouncedeightynineelevenandthissectionofthebookwillbothdefinethaterascharacteristicsandmovepastthestasisitengenderedviathecreationofwhatItermbespokefutures/Whatlookedlikeitwouldbeafacilehistoryin1989thevictoryofonesortofbuiltsyste/moveranotherthetriumphofdemocracyovertotalitarianismcapitalismoveracommandeco
03/nomyturnedouttobevastlymorecomplex/Thepost1989periodcontainedamultitudeoffeaturesbutoneunifyingconstructwasthebeliefthatafterthefalloftheBerlinWallandthentheSoviet/UnionitselfnotjustCommunismbutallthecountervailingforcesagainstmarketcapitalismwerevanquishedandnotjustforthemomentbutliterallyforalltime/TheMarketwithacapitalMwasthegrailattheendofFrancisFukayamastreatiseTheEndofHistory/TheMarketwasthe
04/solu/tionforallquestionstheMarketwouldbringpeaceandprosperityandwouldfreeitselffromthetyrannyofthebusinesscycleevolvingintoanentirelyinvisiblefrictionlessperpetualmotionmachinethatwouldtakethenameoftheNewEconomyagainwithcapitalletters/Thisimmedi/atepost1989periodcoincidedwiththemostutopianphaseoftheculturemachinetheeuphoriaoftheWorldWideWebsfirstWildWildWestphase/Forclosetoadecadepeopletalkedabout
05/brightposteconomicfuturesperfectlytransparentglobalmarketsandthegloriesofpureunadulter/atedinformationflowingaroundtheworldatthespeedoflight/Intheviewofthosewhocametobecharacterizedasneoliberalsdigitizednetworksconnectedthefarflungcommercialenterprisesofthelightlyregulatedandpurportedlystatelessworld/Informationwassimultaneou/slyweightlessandpowerfulwiththepremillennialmomentpromisinglimitlessecon
06/omicandsocialpossibilitiesatleasttothosewiredintothenetwork/Evenbeyondtherarefiedworldsofventurecapitalistsnewlymintedhightechmillionairesandthosewhocashedoutontheirsto/ckoptionsnowrichenoughtoconsiderthemselvesposteconomictherewasageneralizedoptimismaboutthemarketeffectsofcomputers/MuchwasmadeofproductivitygainsandeconomistspointedtothematurationofinformationtechnologywithintheeconomyfromWalmarts
07/sophistic/atedstockingsoftwarestosmallbusinessesuseofefficientdatabases/TherhetoricoffreedomandempowermentrangedfromcyberlibertarianindividualismtocommunitariannetworksbutthefirstwaveofenthusiasmfortheWorldWideWebdidpromiseopencommonandoftenfreecultu/reatthesametimethattheunimoderncommunicationtechnologiesspreadthememesofadvancedcapitalismandmarketliberalizationaroundtheglobe/Certainlytherewerethe
08/occasionalglitchesinthesystemaswhenantiglobalizationprotestersdisruptedworldtradegatherings/inplaceslikeMilanandSeattlebutforthemostpartthetrendlinesasbusinessforecastersliketocallthemsoaredupwardintoaneverbluersky/WithCommunismdispatchednootherideologycouldchallengethemarketamarketthatnowthroughtheadditionofthesimulationandpartic/ipationmodesoftheculturemachinewasclaimedtobeimpervioustothedisloca
09/tionsofearlierbusinesscycles/ButthisperiodwasshorterlivedthaneventheSeattleprotestersexpectedittobe/TheNASDAQaUS/marketheavyonhightechnologyfirmswasthemostimportantindexfort/heNewEconomy/ItcrestedinMarch2000andwithinayearhadlostmorethanhalfitsvaluevaporizingtrillionsinpaperprofits/ThestockmarketlossesforthreecompaniesaloneAOLAmazonandYahooamountedtothreehundredbilliondollars/Theindexescontinuedtos
10/inkforthenexty/earandthencamethecriticaleventthatsignaledthecompleteendoftheperiodinauguratedwiththedismantlingoftheBerlinWallin1989/ItwasonSeptember112001thatthemarketstooktheirnextmassivehitandthenewnessofthesocalledNewEconomyhaditslastbitsofhypesuckedo/utofit/ForAmericansatleastthefaithintheMarkettoovercomeallobstaclessufferedanearfatalblowthatdaynotsimplywiththevividreminderthathistoryinfactha
11/dnotendedbutalsothatallthosehighflyingyoungengineersventurecapitalistsandentrepreneursintheirCas/ualFridayEveryDaychinosandpoloshirtswerenowbeingedgedoutofthespotlighttoprepareforthereturnoftheBlueSuitedWingtipShodFlagpinLapelledgrownupsthinkformerVicePresidentDickCheneyandSecretaryofDefenseDonaldRumsfeld/Thesewerecyclicboomsandbustsof/courseandtheadventofWeb20anditsimplicationsofWebsn0inthefuture
12/havereignitedalessertechnofabulism/NoonetalksofsocialnetworkingsitesasbeingmoreimportantthanfireastheydidwithWeb10/ThatisbecausefireoratleastFIREcameroaringbackintheevenbiggerfin/ancialcrisisthatfollowedtheburstingoftheWeb10bubble/FIREanacronymforFinanceInsuranceandRealEstatewasenabledbytheincreasinglyfrictionlessglobalnetworksofinformationcommerceandtradeinthefirstdecadeofthetwentyfirstcentury/Th
13/eFIREfinancialcrisi/swaslessconcernedwiththemysticalpowersofthetechnologizedmarketthanaretreatintooldfashionedGreedwithacapitalGfueledbydebtandthedissolutionofoversightandregulationthoughtheinnovationsinfiscalinstrumentsthatsustainedtheauraofFIREsinvincibility/reliedevermoreheavilyoncomputerstocrunchnumbersandparceloutrisk/TheFIREfiresaleonlyintensifiedthelossoffaithintheMarketwithacapitalMbutthis
14/isnottosaythatithasbeenreplacedwithsomealternateeconomicorsocialcertainty/BeforetheeventsofSeptember1/12001IwrotethatwithtribalismandfundamentalismappearingtobetheonlyotheroptionsonthepoliticalsceneattractingadherentspostindustrialcapitalismwouldseematthispointasinevitableandallpowerfultotheartistsoftheWestastheChristianChurchmusthavebeento/artisansof11thcenturyFrance/TheattacksonNewYorkWashington
15/BaliMadridandLondonalongwiththereverberationsthereafterinAfghanistanIraqandaroundtheworldonlyprovethispoint/Forthosecomingofageinthe8911worldwhochoosenottoembracetherigidcertaintiesof/tribeorfaithaviablealternativetocapitalismhassimplynotmanifesteditselfnomatterhowferventthedesiresofantiglobalistsmanifestedonthestreet/The8911theoriesofaestheticproductionthenbeginwiththemarketanditsforcesbutmustnot
16/endthere/Itwouldbepleasa/nttoretreatintotheirrationalexuberanceofthetechnofabulistboomandseewithinitthetriumphofthedigitalculturemachine/ButasnotedanHbombsmuggledonacontainershiporahumanbombwalkingthroughacrowdedcaferesuscitatethedreadoftheannihilationthatcharacter/izedtheperiodfromtheatomicbombingofHiroshimathroughtheendofthecoldwar/The9/11mentalityunfortunatelyinternalizedthisterrorreworkingitin
17/toaechochamberoffearandisolationismandonethatfortoolongdominatedthetenoroftelevisionstwentyfourhournewscyc/leandthenacceleratedevenfasterastheblogospheregavebirthtonanocyclesofinformation/Tomakeapositivecontributionmovingpastthe89/11manicdepressiveswingsmeansreplacingfearasthedefaultsettingwithoutsuccumbingtonostalgiaforamarkettriumphalismthatca/nnotsustainitself/Howcanthecomputerasculturemachines
18/aveusfromfanaticsofallstripesandfaiths/FromthesmartchipsintoastersandwashingmachinestotheGlobalPositioningSystemsincellphonesandcarstotheinvisiblewebsofclosedcircuittelevisionsurveillances/ystemsweareevermoreenmeshedincomputationalandcommunicativenetworks/Asalloftheseobjectsandenvironmentsbecomeinexorablysmarteraswellasinterconnectedwhatwemeanbycultureitselfexpands/Wearenotjusttalkingaboutvideoblo
19/gsandfabbedknickknacksinalive/denvironmentwhereunimoderninformationalismhastakenholdtherealmsofnatureandculturefuseinsidesareconnectedtooutsidesandculturemachinesenvelopuscompletely/Thisiswhatgivesthecomputerthechancetomatchandevenoverpowerthebomb/Thesciencefictionalaut/horandfuturistBruceSterlingbelievesthatneitherutopianoroblivionlieinourfuturesbutinsteadblendsthemintotheneologismsublopiaandotiv
20/ion/Hispointisthatthereareplacesontheplanetwheretheapocalypseisalreadyhappeningandotherplaceswheretheperfectedf/uturealreadyseemssofirmlyentrenchedthatitisimpossibletoimagineitasotherwise/Thecomputerwillbecentraltomuchthatisawfulnowandintimestocomebutcontainswithinitthewayoutoftheveryproblemsitignoresnowandexacerbatesinlargemeasurebecausetheculturema/chineallowsustovisualizeandunderstandourlivesno
21/tsimplyasaseriesofeventsbutinsteadasasystemofsystems/Onewordtodescribebuildingthissystemofsystemsisdesign/DesignerBruceMauwhocoinedthephrasePostscriptWorldnotedearlierdidafamousnapkinsketchthat/featuresafigure/groundtogglebetweendesignandsociety/Hedrawstwoimagesofconcentriccirclesnexttoeachother/Theoneonthelefthasasitsoutermostringthewordnaturenextinisculturethenbusinessandfinallynestedatthecenter
22/isdesign/Thissketchshowsdesigninit/shistoricalroleastheservantofcommerceasreflectedintheearlytermforgraphicdesigncommercialart/TherighthandcircleshowswhathashappenedinMausviewsincetheadventofnanotechnologiesgeneticmanipulationlargescaledigitalfabricationandeventerraforming/D/esignexpandstobecometheoutermostringencompassingnaturecultureandbusiness/FromMausperspectivehumankindsincreasingcapacitiesto
23/manipulateandshapeeverythingfromthesubmoleculartoplanetaryscalesradicallytransformswhatdesignmeansandsignifiesinhisw/ordsthatdesignitselfhasbecomethebiggestprojectofall/MiekeGerritzenaDutchvisualprovocateurwentsofarastoproclaimthatEveryoneIsaDesignerinabookshedesignedbythesamename/Whetherweacceptthehyperboleofhermanifestoornotthereismuchtobegainedfromatle/astthinkinglikeadesignerinthis89/11world/D
24/esignerMichaelBeirutequivocatesperfectlyNoteverythingisdesign/Butdesignisabouteverything/SIDEBAR/SearsvsVDNX/In1939inasixhundredacreparkinthenorthofMoscowtheExhibitionoftheAchievementoftheSovietPeop/lesEconomyopened/KnownasVDNXthispropagandaparkwasaPotemkinvillageatradeandtechnologyfairandamodelfarmallwrappedupintoone/VDNXwasaphantasmagoricspacewheretheSovieticonographyofhappyhealthyworkerspowerfu
25/ltractorsandglisteningsatelliteswasmirr/oredbythebountyofprizepigsandlusciousproduce/ItwasacentralshowplaceoftheStalinistspectacleandtrulyfitMaximGorkysideaofsocialistrealismasrevolutionaryromanticism/VDNXshowedlifenotasitwaslivedbutratherasitoughttobelived/Thatsameyearthousandso/fmilesfromMoscowaSearsstoreopenedinLosAngelesattheintersectionofPicoandSanVicenteboulevards/Thiswasoneoftheretailgiants
26/crownjewelsadepartmentstorewherethebuildingwasconstructedfromthegrounduptoshowcasethemerchandise/Thissyncreticconstructio/nwasafairlynovelconceptinwhichthetablesfixturesspacerequirementsforthedifferentmerchandiselinescustomerflowandwidthoftheaislesaswellasthebuildingsshellitselfwereallbuiltaroundthesellingfloorplan/Atthetimearivalmerchandisingexecutiveofferedt/ributeInmylongexperienceintheretailfi
27/eldhesaidIhaveyettowitnessa/unitwhichequalsSearsPicoStoreinpracticalefficiencymerchandiseengineeringoperationlayoutandpresentationofmerchandise/Settingthestoryupthiswayappearstoauguraclassicdialecticonep/ittingCommunistexhibitionagainstcapitalistshowcase/Aftertheeventsof1989theconclusionwouldappearobviousthevictoryofthemarketagainstthefailuresofthecontroleconomy/Thiswouldmirrortheselfcongratulator
28/yproseemanatingfromthepagesoftheUSmedia/Thet/olerantantistatistneoliberaltoneofestablishedmedialiketheNewYorkTimescriedoutforlampoonsthoughnonewereforthcomingin1999ayearinwhichtriumphalismdominatedinlargemeasurebecausetheNewEconomywassodependentonthefantasiesofpoliticalandtechnologica/lomnipotence/Thehistoriesweinherittendtobethestoriesofconflictsaswrittenbythevictors/Discursiveexcessesaside1989wa
29/sofcentralimportancetothewaywemakecultureandthinkabouthistorydecadeslater/ThatyearsawtheCzechVelvetRevolutionthefalloftheBerli/nWallthereunificationofGermanytheeventualfissioningoftheSovietUniontheemergenceoftheBalticstatesandthecontinuedextensionofmarketreformsinChinawhichcoincidedwiththepoliticalrepressionofTiananmenSquare/ThePolishtradeunionistjournalistandnowca/pitalistnewspaperownerAdamMichni
30/kputitwellwhenhenotedinacommemorationthattherevolutionof1989wasagreatchangewithoutagreatutopia/SoletusreturntoVDNXandSearstodayafterthisgreatchange/Bythemid1990stheUSSRwasnomoreandnorthofMoscowinacityonceagai/ninacountrycalledRussiaVDNXwastransformedthroughthatpeculiarlypostSovietmixofperestroikaprivatismandgangstercapitalism/AsoneobservercommentedsoonafterthedissolutionoftheSovietUniontheexhibiti
31/onspavilionsbuiltaspalacesforthepeoplehavebeentra/nsformedintocommunalapartmentsofcommerceVDNXisnowabizarreshoppingmall/Manyofthemostopulentpavilionshavebecomecongestedlabyrinthsoftinystallsthatsellajumbleofconsumergoods/BytheturnofthemillenniumtheSpaceExplorationPavilionwasfullofusedcarsa/lthoughtherewereafewsatelliteandrocketmodelshangingfromtheroofabovethem/Thelessgrandiosepavilionshadbeenrente
32/doutbynewRussiancompaniesmanyofthemprotectedbyprivateguardservicesagainstRussiasrampantgangsterism/Butifthisistobethestoryoftriumph/wemustfollowVDNXsrivalinLosAngeles/Theonlyproblemwasthatbythemid1990sthebuildinghadbeensoldandwasnolongeraSears/NowitstandswheretheCentralAmericanKoreanAmericanandAfricanAmericancommunitiesmeldindowntowntheCrenshawdistrictandthesoutheastern/mostedgesoftherichWestside
33/Thefirstfloorwastakenoverbyamassivebutalwaysunderstockeddiscounthardwarestore/ThesecondfloorbecamethePicoSwapMart/Mostofthecarefullydesignedwallswereknockeddownandthewholespacewascutupintoaseriesofcubiclesthatwere/separatedfromeachotherbymetalfencing/SmallshopkeepersprimarilyKoreansandGuatemalansfilledeachlittlespacewithaprofusionofthesortofoffbrandoddstylegoodsthatyouexpecttoseeinLimaManilaorMarr
34/akechbutnotintheheartofthestandardizedhomogenizedUnite/dStates/InfacttherewereprobablysimilaroffbranditemsavailableatbothVDNXandthePicoSwapMart/AsforthethirdflooroftheformerSearsitwassimplyclosedoffbymoreofthechainlinkfencing/Sincethattimeithasbeentorndownandrebuiltasamallanchoredbyahomeimprove/mentsuperstoreawaitingthenextstageofcapitalismscreativedestruction/MutantsandModernists/Closetotwodecade
35/softeachingandinteractingwithartistsanddesignershaspromptedmetothinkthatdesignshouldnowbeseenasanexpandeddiscipline/Asabonusdesignasmeta/orevenmegadesigncanhelptoaddressthevisiondeficitthatthe89/11periodhassaddleduswith/Irealizedhowseriousthisdeficitwasoneafternoonwhenanextremelytalentedstudentaskedmetolookathissketchesforafilmproject/Theassignmentwastocreateascenarioandartd/irectasciencefictional
36/filmaboutthefuture/Therewerenootherrequirements/Hewasfreetoimagineaswidelyandwildlyashewished/Thisiswhathecameupwith/MyfilmideaissetinSouthernCalifornia/Radiationfromthenuclearfallouthasmutatedmostofthesurvivinghumansa/ndthosefewwhohaveprovenimmune/madetheremainsoftheformerRoseBowltheirhome/ToprotectthemselvesfromtheviolentandmindlessexhumanstheyhavefortifiedtheRoseBowlswallsandmadetheinteriorcomp
37/letelyselfsustainable/Thearchitecturalillustrationswereexce/ptionallydetailedandthemutantsappropriatelyderangedlookingbutintheendIwasprofoundlydepressedbythefactthatthiskindofpostapocalypticlandscapeisnowthedefaultwhenweaskcreativepeopletospeculateaboutthefuture/Istartedtothinkaboutwhywehavesolittle/faithinthefuture/Onereasonisthattheshapeofthingstocomehasneverbeensoinadequatelyimagined/Knockmoder
38/nismifyouchoosebutatleasttheartdesignandarchitecturegeneratedinthatheadyeraputforthapanoplyoffuturesseductiveenoughtoinspireotherstobringthem/intobeing/Thetwentiethcenturyofferedasurplusoffuturitiesorthosequalitiesweassociateinorwiththefutureitself/Inthetwentyfirstcenturythoughweseemtosufferfromavisiondeficitaninabilitytoimagineafutureorfuturesthatwewouldactuallyliketolivein/What/isneededissomethi
39/ngtoquickentheheartaboutthefuturesomethingtoinvestuswithhopeexcitementvisionandwill/Inotherwordswhereareourjetpacks/Thislackofvisionaboutthetwentyfirstcenturyisindirectcontrasttotheexplosionofimaginingsaboutthetwentieth/Fro/mtheturnofthenineteenthcenturythrougheventhefirstdecadesofthetwentieththelastcenturywasexploredandenvisionedviaworldfairsexpositionsSundaysupplementsandpopularfiction/In1968dir
40/ectorStanleyKubrickmade2001andcreatedoneofthesignatureattemptsat/envisioningourcentury/Eventhoughhemadethefilmatthetailendofthe1960sexpansivepostscarcityhippieinfluencedspaceracefeverdreamsKubricksvisionisalreadymelancholicportrayingthecomingcenturyasevenmorebanalinsomewaysthanhispresent/Onlythealientech/nologyreinvigorateswonder/AdecadeandahalflaterRidleyScotteliminateseventhecosmosasasourceofins
41/pirationwiththetwentyfirstcenturysOffworldColoniesinBladeRunner1984unseenexceptinadvertisementsfloatingbyonblimps/ThesuccessofScottsretrodecostyle/inBladeRunneressentiallystoppedthepopularvisioningofthefutureinitstrackslockingsuccessivepopularmediafuturesintoapermanentpresentofevermoreencrustedlayeringoftechnologiesandstyles/Cohesivevisionsofthetwentyfirstcenturyasasocialoreventechnol/ogicallyinsp
42/iringwholehavebeenraretononexistent/Therearegoodreasonsforthisvisiondeficitofcourse/ThetwentiethcenturysogaudilyimaginedinthedecadesbeforeWorldWarIconfrontedthebloodyfutilityoftrenchwarfareinVerdunfollowedinturnbytheGreatDepress/iontheatrocitiesoftheNaziHolocausttheSovietgulagsChinesecentralplanningfaminesandtheboundlessferocityofCambodiasreeducationcampsafterYearZero/PhilosopherKarlPoppershardwon
43/insightintothetwentiethcenturyscharnelhouseswasthattheattempttomakehe/avenonearthinvariablyproduceshell/Oneofthewaysthattheworldwasabletoreinvigorateitselfwasbyshiftingitsfocustotheactualheavens/ThequestforouterspacewasenoughtoreignitetheimaginationafterWorldWarIIbutoncethatgoalwasachievedtheexhaustiondescrib/edabovesettledoverusagain/Besidesthebombspresenceontheglobalscenethereisalsoanotherfactor
44/toweighin/Thefutureitselfhadsofullyarrivedthatitwasgoingtotakedecadestosortitallout/CaptainNemossubmarineinJulesVernes2000LeaguesbeneaththeSeabecamethe/scourgeofcommercialshippingduringWorldWarII/ThesocialistutopianEdwardBellamypredictedtelevisioninhisbestsellingnovelof1888LookingBackwardunderratherthanoverestimatingitssignificance/Fromthepulpyimaginationsofcomicsworldwidethetwentiethcentu/rysawth
45/erealizationsoffantasiesfromBritishboyheroDanDaresrocketshipstodailynewspaperstripDickTracystwowaywristcommunicatorstothesonicboomsoverTokyoofKazumasaHiraiandJiroKuwataspioneeringcyborgmanga8Man/Eventherelativelysoberprognostications/ofengineersdiscussedintheGenerationsnarrativecametrueinthemostwidespreadways/By2000neitherVannevarBushsprotohypertextualMemexproposalof1945norJCRLicklidersmoreamusing
46/lynamedIntergalacticComputerNetworkin1963seemedfuturistic/Infacttheydefine/dthepresentnessofdesktopsworldwide/Itmaybethatwewillnevercatchourcollectivebreathbutthatdoesnotmeanthattheyearningformorecomprehensivevisionsofthefuturehascompletelylostitsvalue/SIDEBAR/WhereAreOurJetPacks/InAugust1928thekidswhowandereddown/tothelocaldrugstoreornewsstandcaughttheirfirstglimpseofthenewAmazingStories/Theywere
47/usedtoseeingextraterrestialmonsterscruisingstarshipsorsteelyeyedheroesbattlingevensteelierrobots/Whatdidthosepulpaddictedreadersthinkofthatmonthscoverthough/sodifferentintoneandattitude/TheillustratorFrankRPaulhadpaintedabucoliclandscapewithamanfloatingserenelyaboveitgraspingaglowingwandandwearingaflyingharnessandpilotshelmet/InabookonthebirthofcomicsGerardJonestalksaboutthisimagesimpact/Inthea/rc
48/haeologyofpopularculture[Paulscover]appearsagainandagainasapivotalmemoryofagenerationofmoviemakerssciencefictionwriterscartoonistsastronomersfuturistsandrocketengineers/IncontrasttothemonsterfilledlabsanddevastatedplanetsofmostAmazingcove/rsthisisaworldofsunandsecuritydefinedbyarchitecturescienceandsupremelyeconomicalillustration/Andincontrasttotheterrorandgrimacingofeveryfaceonthecoversofthepulps
49/thismanissmiling/Innewsstandsfilledwithdreadheresuddenlywasjoyasafebutunbounded/future/Hereintheheartsofchildrenwhosawthatcoverwasasoftexhaustlessliftintotheopengoldensky/PaulwascommissionedtocreatethisimagebyHugoGernsbackoneofthetwentiethcenturysmostintriguingculturalentrepreneurswitharemarkablenosefortalent/Gernsback/wasthemostimportantpublisherofsciencefictioninitsgoldenageandinhispulpsthegenre
50/emergedalmostwholecloth/ThecoversofAmazingStoriesandtheotherpulpswereillustrationratherthanphotobasedandtheroleofillustrationinopeningupthetwentiethcenturyimagin/ationtothefuturecannotbeunderestimated/Drawingoffersafreedomthatthephotographicimagedoesnot/Fromthenineteenthcenturyonwardillustratorswouldbetaskedwithcreatingvisionsofthefuturesometetheredtotherealwhileothersreachingtheflightiestoffancie
51/s/Theseevocationsofnewtechnologiescommunicationstransportationsandhabitationspreparedthewayforthemaderealitiesofmodernismandtwentiethcenturymaterialculture/TheywereoftenjuvenileandsometimescrudebutthepulpmodernismthatPaulandhiscohortofillustr/atorscomicbookartistsfilmmakersandspecialeffectstechnicianscreatedhadanimpactthatoutlastedtheirmakersrenown/Inthe1980sthecyberpunkpioneerWilliamGibsonpublish
52/edashortstorycalledTheGernsbackContinuumwherethenarratormentionsPaulsworkastheworld/ofAmazingStoriesbleedsthroughintotherealworld/Thenarratorlooksoutintothedesertandseeszeppelindocksandmadneonspires/ingleamingzigguratstepsthatclimbedtoacentralgoldentempletower/Roadsofcrystalsoaredbetweenthespirescrossedandrecrossedbysmooth/silvershapeslikebeadsofrunningmercury/Theairwasthickwithshipsgiantwingliner
53/slittledartingsilverthingssometimesoneofthequicksilvershapesfromtheskybridgesrosegracefullyintotheairandflewuptojointhedancemilelongblimpshoveringdragonflythingsthat/weregyrocopters/Illustrationhasdiedoffasthefontofimaginationintheearlytwentyfirstcenturysaveperhapsforthosepreliminarysketchesof3Dcomputergraphicanimation/Thenewsourceisphotorealisticcomputergraphicspecialeffects/Itremainstobeseenifan
54/ewgene/rationofFrankPaulswillharnessthesetoolsinthesamewaythattheirpredecessorsinthepulpsdidacenturyago/AdoptingtheFutureasaClient/Thereareriskstothinkingaboutthefuturethroughthelensofdesign/Suchactivitiescanbringusdangerouslyclosetotechnocraticfa/ntasiesofrationalutopiasallowingustoelidetheproblemsofcontemporarylifeandevensquanderourenergiesinthesheerunlikelinessofitall/Notthinkingaboutthefutureb
55/othseriouslyandplayfullycanbeanevenworsehubris/Oneinspirationisthepracticeofdesignitself/wherepractitionersregularlytakeonprobonowork/ThisistheshortversionoftheLatinphraseprobonopublicawhichtranslatesasforthepublicgoodandwhileitisoftenassociatedwithlawyersdesignersalsoregularlytakeonlowerornonpayingclienteleasapublicservice/Iha/veinthepastchallengeddesignerstochoosethefutureitselfasoneoftheirprobo
56/noclientsandmorethanthatinsistedtheyconsciouslychooseabetterfuturetobethatclient/Thischoiceaddressedakeycomplaintofdesignerstowhitthattheydonotgettoworkoncontentthatisasc/ompellingastheircontroloverformmightwarrant/Takingonthefutureasaclientallowsdesignerstodedicatethemselvestothedevelopmentofanewkindofhumanism/Designershavenumerousclientsandcannotnecessarilychoosethemall/Butonecanchooseatleastsom
57/eofthem/Ina/nycasethebestdesignersknowthatthechoiceofwhonottoworkwithisasoftenmoreimportantthanwhoonedoeschooseorisforcedtoacceptsimplytopaytherent/Inamomentwhensustainabilityisgainingmoreandmoretractionindesigndiscoursethisfutureasclientmodelmovesdesi/gnerspastthedefaultsofnontoxicinksrecyclableconsumablesandwalkablecitiesintodeepissuesofsustainabilityortheveryfutureofdesignasahumanactivity/Thisi
58/sallwellandgoodbuthowtoadoptthefutureasaclientwhatmethodsareavailableandhowcanthesemethodsfun/ctionbeyondthescopeoftraditionaldesignandinterestthoseofuswhoarenotdesigners/Onemethodologyworthexploringisscenarioplanningoraswillbeexplainedlaterthecraftingofbespokefutures/Rememberthatnotonlyhavecorporationsnotforgottenthefuturetheyhaved/evelopedmeasurestoplanforit/Overthelastquartercenturyfarsightedmu
59/ltinationalshaveinstitutionalizedscenarioplanningtoponderupcomingconditionsandtheireffectsonlongtermprofitandloss/Bytakingthiscorporatescenarioplanningandpervertingitsmethodol/ogiesaudiencesandoutcomeswecantransformvisiondeficitsintosurplusfuturityproactivelyfillingthepresentsimaginativegapswithanabundanceofwonderstocome/Notonlyisthisnecessaryatourparticularmomentintimethisbespokefuturesprocessise
60/nabledasweseeint/hischapterssectiononwhatIcallmassivelysynchronousapplicationsoftheimaginationMaSAIbytheadventofvisualcomputingandmassivelyscalednetworks/Thesesystemshavemadeitpossibleforgroupsofindividualstocometogetherandenvisionfuturestheymightactuallywa/nttoinhabit/Indeedarchitectsandtechnologistslongthelordsoffuturityneedtobeshakenoutoftheircomplacentleadership/Thefutureisaboutmorethanjustgiz
61/mosandskylinesalthoughthatcertainlystilldefinesourlumpenvisionsofititisaboutthemodesandmeaningstha/tpeoplecreateinthesevirtualaswellasbuiltenvironments/In1985RoyalDutchShellsdirectorofplanningPierreWackpublishedaseminalessayintheHarvardBusinessReviewtitledTheGentleArtofReperceiving/HereWackoutlinedthewaysinwhichRoyalDutchShellaBritishbas/edmultinationalcompanyhaddevelopedmethodsforescapingfromcons
62/ensusmindsetsaboutthefuturethatinformandinfecteverymajorcorporation/Theconsensusmindsetisthatofficialfuturehandeddownbybossestosubordinatesandingrainedwithintheorganizationsculture//Ithasaremarkablestayingpowerevenifsubordinatesandevenaselectfewinuppermanagementknowthatfollowingtheofficialfuturewillleadtoeventualruin/ThegenerationalslideofthebigthreeUS/automobilecompaniesaftertheoilcrisisof1973isp
63/roofenoughthatmindson/cesetaredifficulttochange/ButitwaspreciselychangethatWackandotherswereafterwhentheydevelopedamethodologyforengaginggroupsofinvestedpartiesindialoguesaboutthefuture/Theyidentifiedchangeagentsplottedthemoutongridsgavepotentialfuturescatchynam/esandtriednottoletthereceivedwisdomofthecorporateculturepreventthemfromthinkingtheunthinkable/Scenarioplanningoftenidentifiesfivekeydrivi
64/ngforcesattheoutsetlikesocietytechnologyeconomicspoliticsandtheenvironment/Theidentifiedscenariodrivers/arethenallayedinaspectrumalongoneaxisamatrixwithtwoaxesandfour2Dspacesoravolumewiththreeaxesandeight3Dspaces/SomeofthebetterknownsuccessesofthescenarioplanningprocesswereRoyalDutchShellsabilitytoplansuccessfullyfortheexpansionsandcontractio/nsofglobaloildemandsafterthepriceshocksofthe1970stheapa
65/rtheidgovernmentofSouthAfricadevelopingthecapacitytoimagineapeacefulturnoverofpowertoNelsonMandelaandtheAfricanNationalCongressandsomewhatlessgloballysignificanttheidentificationanddeve/lopmentofaUSgardeninglifestylebytheretailerSmithHawken/CraftingBespokeFutures/PeterSchwartzandJayOgilvycofoundersoftheGlobalBusinessNetworkorGBNasitisbetterknownaretwoofthebetterknownscenarioplanners/Theyhaveinvest
66/edagreatdealincondensingan/ddistributingthememesofscenarioplanning/TheydistilledtheirexperienceintoTenTipsforSuccessfulScenarioswhicharehonedfromyearsofworkingwithahugerangeofclients/Manyofthecompaniesthatareengagedinscenarioplanningarethoseforwhomitisunfortunatelyal/readytoolate/Thesecorporationsarethusfunctioningontheedgeofobsolescencehysteriaorbankruptcybuffetedbyforcesandfuturestheydonotunders
67/tand/ThetipsthatSchwartzandOgilvyofferareideallysuitedforgroupswithdefinitegoalsprofitsbeingthemostobviouswi/thlargescalehierarchicalorganizationswheredecisionmakersareoftenfarremovedfromthosewhoactuallyrecognizethechangeagentsontheground/Hencemuchofwhattheysuggestisascriptforanencountergroupbetweenunequalsinwhichthelesspowerfulbutmoreknowledgeabl/eand/orsensitivehelptodraftacompactaboutthefuturew
68/iththosewhocontroltheirdestiniesbutnotthefutureofthoseoutsidetheorganization/ThatcaveatofferedhereisSchwartzandOgilvystoptenlist/1Stayfocused/2Keepitsimple/3Keepitinteractive/4Plantoplananda/llowenoughtime/5Dontsettleforsimplehighmediumandlowplots/6Avoidprobabilitiesormostlikelyplots/7Avoiddraftingtoomanyscenarios/8Inventcatchynamesforthescenarios/9Makethedecisionmakersownthescenarios/10Budgetsuff
69/icientresourcesforcommunicating/thescenarios/Asnotedscenarioplannersgenerallyworkforgroupsusuallycorporationsandoccasionallygovernmentagenciesnongovernmentalorganizationsfoundationscommunitygroupsorothernonprofits/Butwhatabouttheideaofscenarioplanningfortherestofus/Inanyc/asescenarioplanninglikesciencefictionisfrequentlylessaboutthefuturethanitisaboutthepresentthepresentsblinkeredperspectivesandwi
70/stfulhopeswritlarge/Theideaistogetbeyondprofitandlossstatementstherebycreatinganopportunityspacefortheimagination/andenablingindividualsandindependentgroupstocreatevisionsofthefuturethatinspirethem/TobeclearhereIwanttoperverttheprocessmisusingscenarioplanningtoskewtowardagoalafuturethatIandhopefullyotherswouldactuallywanttoworktobuild/Thepointistocreat/eaplotthatmovesfromprofitandlosstovisionandfu
71/turityPLtoVFfromareturnoninvestmenttoareturnonvisionROItoROV/LikeSchwartzmypointistoinjectthejoyofmakingandengagedinventionintotheprocess/Iproposerecastingthewholeprocessstealingawordfromhaberdas/heryandputtingitthroughamethodologicalblender/AsaBritishaudienceisfarmorelikelytoknowthetermbespokereferstoclothingthatiscustommade/Itcomesfromtheseventeenthcenturywhentailorsheldtheirownstocksofcloth/Acu
72/stomerwouldcomeinandchoosethefabricf/orhissuitafterwhichthetailorwouldmarkofftherequisitelengthofmaterialreferringtoitashavingbeenspokenfor/Sohowarewetocraftthesecustommadevisions/HerearetenuntestedtipsskewedadaptedandmodifiedfromtheGBNmodelinordertocreatebespokefutures/1Stayf/ocusedStayvisionary/2KeepitsimpleKeepitcomplex/3KeepitinteractiveDesignitinteractive/4PlantoplanandallowenoughtimePlanfors
73/erendipityandallowenoughspace/5DontsettleforsimplehighmediumandlowplotsAimhigh/6AvoidprobabilitiesormostlikelyplotsFix/ateonjustonescenariothatyouwanttoachieve/7AvoiddraftingtoomanyscenariosDraftenoughscenariostokillallbutthebest/8InventcatchynamesforthescenariosInventcatchyvisualsforthescenarios/9MakethedecisionmakersownthescenariosOwnyourownscenarios/10Bu/dgetsufficientresourcesforcommunicatingt
74/hescenariosGeneratesufficientfervortocommunicatethescenarios/Creativelymisusingscenarioplanningasameanstowardcraftingvisionsofthefutureofteninteractiveimmersiveoraugmentedcaninspireustogobacktoourownc/ommunitiesordigdeeperintoourowncreativepracticestotransformthevisiondeficitintoasurplusfuturity/Corporationsandgovernmentsharnesstheircontroloverscalecapitalandpowertogeneratetheirscenarios/Afewyears
75/backbothVodaphoneandMotorolareleasedinter/activeWebhostedmediadesignscenariosaboutthenearfuture/Notunexpectedlythesesitesofferedanexceedinglytechnicistfuturitywellmadenicelydesignedbutdrivenbynewstuffnotnewwaysofmakingnewmeaning/Theseconnectioniseverythingmodelsheavilypromotedbypho/neandwirelesscompaniesareretroMcLuhaninthesecorporatefuturesthemediumalwaysdominatesthemessage/Bespokefuturesmightwel
76/lrestoresomebalance/Theculturemachineoffersagrowingcapacitytocreatecomplexvisualizationswithdigitalsystemsanddistributethem/widelyoverhighspeednetworksengagingwithopensourceculturalinitiatives/Wearenowcapableoftakingadvantageofpeertopeernetworkingfilesharingandmassivelyscaleddistributedcomputingtodevelopcountervailingforcesorpeoplesratherthancorporatescenariobui/ldingstrategies/BespokeFuturesasStr
77/angeAttractors/Atanearlierculturalmomentwemighthavelookedtotheoratleastanavantgardeforsurplusfuturityandtogenerateourbespokefutures/ButgiventheuseandabuseofthetermavantgardeIhavedescribeditasahorseriddento/ohardfortoolongandinneedofanextendedcoolingoffperioditisimportanttodevelopothermetaphors/Comparetwoimagescapesonestillandtheotherdynamic/Thefirstisperhapsthemostfamousdiagrammaticrepresentationo
78/ftheavantgardeAlfredBarrs1936chartTheDevelopme/ntofAbstractArt/BarrthefoundingdirectoroftheMuseumofModernArtMOMAcreatedavisualizationthatoffersarationalmodernisttaxonomyofoppositioncriticaldistanceandhistoricalprogresstoexplainandsupporthiscuratorialchoicesatMOMA/Ifyouconnectthelinksone/wayyouwilltrackthefollowingmovement/CubismSuprematismConstructivismBauhaus/FollowanotherlineandyouwillgettotheBa
79/uhausthisway/SynthetismFauvismExpressionismBauhaus/Barrschartisateleologicaldocumentthatculminateswiththepresentationoftheseobje/ctsinMOMAsgalleries/TheexactitudeofBarrschartisunlikelytoemergefromtheprocessofbespokefutures/Theskewingoftheclassicscenariobuildingprocessunderminessuchvectoralsuretyandfixedrelationships/Insteadabettermodelmightbefoundinthedynamicimagesca/pesoftheLorenzstrangeattractor
80/oneoftheearliestandstillmostpotentvisualizationsofchaoticsystems/EdwardLorenzamathematicianandmeteorologistatMITneededanewwaytoanalyzeatmosphericconditions/Hecameupwithadynamicmodelinwhichseeminglyrandomandchao/ticoutlierswereeventuallycontainedwithinadefinitefigureoftendescribedaslookinglikeanowlseyesinwhichsolutionsapproachbutdonotreplicateeachotherexactly/Theequationsaredescribedasdeterministic
81/yettheyareextremelysensitivetotheirinitialcondition/s/Thismeansthatitisimpossibletopredictanysinglesolutionatanyextendedperiodoftime/Pendulumsorpistonshaverelativelysimpleattractors/Morecomplexsystemslikeweatherthestockmarketorhumanculturerelyonahugenumberofattractorsandcanbebetterthoughtofa/sphasespaces/Inphasespacesrepetitionsanddifferencesleadtoconstantlyshiftingequilibriums/Aminorchangeintheor
82/iginalconditioncaneffectahugelydifferentoutcomebetterknownasthebutterflyeffectandcanalsocreateadifferentattractorcollapsingitintoafix/edsolutionortumblingitbackintoapparentchaosbeforeanewstrangeattractorestablishesitself/ThiseffectisreadilyvisiblewhenyouwatchananimationofthestrangeattractormanyofwhicharenowavailableontheWorldWideWeb/Disequilibriumcanfallintoadynamicequili/briumwithaslightshiftandc
83/anagainbethrownintoanewdisequilibriumbyyetanothershift/Thestrangeattractorcanbeanypointwithinanorbitthatappearstopulltheentiresystemtowardit/ChaostheoryisbasedinpartonthefactthatNewtonianparadigmsofpredictabilitydon/otactuallywork/Acceptingnonlinearsystemscreatesachallengetoscenarioplanning/Recastingscenarioplanningtocreatebespokefuturesacknowledgestheunpredictabilityofstrangeattractorsbuthopestou
84/setheprocessitselfaswellasitsresulttomovethesystemtoward/atippingpoint/ReturningtoBarrsdiagrambespokefuturesaremorelikestrangeattractorsthanoppositionalorpoliticalavantgardistobjects/Thebespokefuturesprocesscandevelopattractorstopulltheentiresystemtowardnewandmorehopefulvisionsofworldstocome/Thes/ebespokefuturescanbecomeenergyfieldswithwhichtheirmakersaspiretomovethewholesystemoftheworldintotheiro
85/rbit/Itwouldbetheheightoffoolishnesstoclaimthatthebespokefuturesprocesswillbyitsnatureyieldprogressiveends/Thesamemethodologiescouldresult/insystemsoftheworldthatwouldstrikemeasfarworsethanourpresent/OntheotherhandbespokefuturescanmoveuspasttheOfficialFuturesweallhaveinourheadswhichsince2001havebeenpermeatedbyfearandtrytousedigitaltechnologiesandmediadesigntocraftculturalstran/geattractorsmagnetsf
86/ortheimaginationthatcanenmeshtheirusersinabettermorehopefulandmoremeaningfulsetoffutures/Moreandmoremeaningitselfbecomesthecentralconcern/Howcanweensurethatthephenomenalmachinesandpervasiveinfrastructureswehaveinventedth/ecomputersnetworksniftylittleportabledevicesaugmentedspacesinteractiveentertainmentsthelistgoesonactuallyholdaswellasdevelopcomplexityrigorandmeaning/Craftingacompellingsetofbespo
87/kefuturescanenableactivistpositions/Makingmeaningwiththeseobj/ectsandstickysystemswillbekeytoasocietythatrefusestoequatecitizenswithconsumers/SchwartzwritesthatthereisahungerforanothersetofvisionsofapossiblesocietybutwhatismissingincorporateandevennonprofitscenarioplanningispreciselythatvisionthatXfac/torthatcreatesthefuture/Schwartzdiscussestherelationshipbetweentheunconsciousandconsciousandtalks
88/aboutimagesasthelinktotheunconsciousyethedoesnotmovetothenextstepandseetheproductionofimagesascriticaltosettingthatunconsciousfree/Whatthedesig/nfieldsbringtoscenarioplanningispreciselythepowertotakeadiscussionandanimateitasvisioninteractionandenvironment/Notonlythatbespokefuturesengagewiththeessenceofthedesignprocessthecraftingofpotentialitiesoutoftheimaginationandtheireventualrea/lizationoratlea
89/stvirtualizationintheworld/Ifthereisonethingweoughttobeabletodoitistotrainanewgenerationofvisionariesofyoungpeoplewhonotonlycanimagineabetterfuturebutcanvisualizeanddesignitaswell/FinallyIwanttostresstwothings/Thewordbespokeh/asacommercialcasttoitanditisexactlythatconnectiontodesignandthemarketthatIamtryingtoengageratherthanfallingbackontheexhaustedtropesofoppositionalavantgardism/SecondalthoughIh
90/aveemphasizedaiminghighchoosingonefutureandworkingtowarditthrought/hisbespokeprocessIwanttomakeitclearthatthisworkwouldbetakingplaceinawiredworldandoneinwhichtheseuniqueshardswouldadduptomultiplesets/IamnottalkingaboutasingularityofutopianvisionbutinsteadanetworkedpluralityofvisionaplutopiaasIcallitbetters/uitedtothiscenturythismillennium/MaSAIMassivelySynchronousApplicationsoftheImagination/Parti
91/cipationisafinethingbutlikemostfinethingsitcanbereadilycommodified/ThelabelprosumerproducerconsumerhasbeencoinedforthoseusersoftheWebwhocontributeto/commercialcultureviauploadingwithoutmuchinthewayofcommercialrecompense/Theissueofwhoownsthecontentthatusersgenerateisnotabstract/Manyofthemajorsocialnetworkingsiteshaveburieddeepwithintheiragreementsthatthesitesandtheircorporatestructuresha/vefullcont
92/roloveranymaterialuploadedontothem/Theyevenretaintherighttocontinuehostingapageifthepersonwhocreatedthematerialonitwishesittoberemovedanotuncommondesireamongcollegeseniorswhocometounderstandthattheirpotentialbosseshaveaccesstothei/rrecordsofyouthfulexuberance/Therearenosurefiresafeguardsagainsttheabuseofprosumerism/Onetackistoconsciouslychoosetouploaddifferentkindsofmediaforprosocialratherthanpros
93/umerreasonscraftingalternatevisionstotakeadvantageofthebraidingofsimula/tionandparticipation/WhenlargegroupsofusersareabletoaccesspowerfuluniversalsimulatorswhatdevelopsisthepotentialforMaSAI/Thismassivesynchronicityoftheimaginationisonewaytoaddstickinesstothesystem/Successivesolutionsorexperiencesaddlayersando/utcroppingswhichcanofferaffordancestoattractyetmorecontributionsovertime/Massiveandnetw
94/orkeddoesnotalwaysmeanfasterandmorehoweveroxymoronicthatmaysound/OneofthethingsthatMaSAIcanencourageaswehavealreadyseenisamoredeliberatecontemplativeappr/oachtothisrichnessasintheinfotriagediscussedearlierinchapter2/Thisisnottosaythattobestickyaworkneedstobecollaborativelyproducednorthatmorecollaboratorsequalsstickierwork/WhatIamclaimingisthatMaSAIopensupanewspacefortheproductionanddistribut/ionof
95/cultureofallkinds/Hereincreasedparticipationleadstoanetworkmultipliereffectwithintelligencesapplyingthemselvestotheproblemtherebyincreasingthelikelihoodofintriguingsolutionsandeventhegenerationofnewproblems/Thesesolutionsrangefromconfr/ontingthesocalledwickedproblemsthosemostintractableissuesofpovertyhungeranddeterminingwhatconstitutesthegoodlifewelllivedtosmallerconcernsabouttheindividualhousehol
96/dandevenneighborhoodorschool/ThepointofMaSAIistotakethemaximofopensourcesoft/waredevelopersGivenenougheyeballsallbugsareshallowandapplythistootherrealmsofsociallifeandthebuiltenvironment/OneprojectthatpointsthewayiscalledStardusthomewhichhasassembledahugegroupofpeopletousethenetworktosearchforinterstellardustcollect/edbyarecentspacemission/In2004theStardustinterstellardustcollectorpassedthroughthe
97/comaofacometnamedWild2andcapturedpotentiallythousandsofdustgrainsinitsaerogelcollectors/In2006thecraftreturnedtoEarthandthesearchforthesegrainsbeganinearnest/Tofindthesegrainsthefirstcontemporaryspacedusttoeverbeidentifiedwithintheaerogelisnoeasytaskthoughbecausetheyarerandomlyspacedandtiny/Itisalsodifficulttorunpatternrecognitionsoftwarebecausethetracesthatthegrainsleavearesimilartootherdeforma/t
98/ionsinthegel/Humanperceptioniswellsuitedtothiskindofdetaileddiscriminationhowever/TwentyfiveyearsagotheUniversityofCaliforniaatBerkeleyteamwouldhavetrainedagroupoflaboratoryassistantsandsetthemtoworkforthenextfourorfiveyears/ButtheStardust/teamhadanothermodeltodrawon/FormorethanadecadeordinarypeoplehadbeennotjustwillingbutalsoeagertoturnpartoftheircomputersruncyclesovertotheSearchforExtraterrestri
99/alIntelligenceproject/TheSETIhomedistributedcomputinginitiativehasbeenwildlysucc/essfulforalmostadecade/Itsendsoutchunksofdataorworkunitstocomputersallovertheworldandtheusersthensendtheresultsback/UserswillingnesstosharetheiruntappedcomputingpowermeansthattheSearchforExtraterrestrialIntelligenceSETIprojectdoesnotneedtop/urchaseextrasupercomputersorrenttimeonthem/Thedistributionhereisessentiallyafr
100/eegiftandrequireslittlefromtheparticipantsbeyondtheirsigningupandthenallowingthedatachunkstoflowinandtheresultstoflowout/Stardusthomemovesthisprocesstothenextleve/laskingpeopletocommittolearninghowtoreadtheimagesandthenidentifythegrains/Thislinksusersnetworksandmachinesandappealstopeoplessenseofwondermentaboutspaceaswellastheirdesiretoferretoutmysteries/Thesecommunaleffortsevenappealtopeoplesvanit
101/yas/themostsuccessfulparticipantswillbelistedascoauthorsonanymajorscientificpaperstoemergefromtheStardustinterstellardustcollector/Stardusthomeiswonderfulbutitremainsatopdownhierarchy/NASAsendsupaprobescientistsplanexperimentsanddistributeduser/s/participantsexecutetheanalysis/Whataboutmoredistributedspontaneousactivities/Thenextlevelistojoinpeopletogetherforwiderrangingculturalandscientificproces
102/ses/Theselargerscalemassivelyparallelapplicationsoftheimaginationhavebeenmanifestingt/hemselvesthroughawholerangeofapplicationssocialnetworksandculturalinitiatives/Asdiscussedinchapter4theopensourcemovementandCreativeCommonsaretwowildlysuccessfulmodelsofthis/RPRReallyPublicRelations/TheopensourcemovementCreativeCommonsandthe/battlestolimitcopyrightareallweightedonthesideofmindfuldownloadingandmean
103/ingfuluploadingbutthisEnvironmentalImpactReportonWebn0wouldbeinsufficientifitstoppedthere/Theculturemachineisnowprovingitselftobeoneofthekeytoolsinyetanotherconflictor/iginatinginthetwentiethcenturythepowerelitescontroloverpublicrelationsversustherightsofthepublictoknowtheactualstory/Publicrelationsasameansofmanipulatingtheopinionsofvastswathsofthepopulationthemanufacturingofconsentasitcametobekno
104/wnhadanu/mberoforiginatorsbutnonemoreprominentnorwithamoreinterestingbackstorythanEdwardL/BernaysBernayswhocametocombineinsightsintothegeneralsubconsciouswithamasteryofmassmediawasinfactanephewofSigmundFreudhimself/AfterWorldWarIBernaystookFreudspio/neeringworkandretooledtheideaofpropagandaforpeacetimeuseintheworldofbusinessindustryandpartypolitics/Ofcoursepublicrelationscanbeseenasanimprovementon
105/royaledictsandthepropagandaoftotalitarianregimesbothofwhichhavethehardpowerofthestatebehin/dthembutitssoftpowerisformidablewhenitachievesthediffusionthatthetelevisionaffordeditinthesecondhalfofthetwentiethcentury/Opensourceculturalinitiativesoffercommunitiessomesortofautonomyofinformationcollectionanalysiscurationanddistribution/Addtothatthepowerofdistributedcomputingitselfandthenopensourcesimulat
106/ionandsocialmodelingbecomespossible/Thelegacyofspinremainswithustothisdayanditwouldbefoolishindeedtodenythatthenetworksandaffordancesoftheculturemachinehavenotactuallymade/iteasierthanevertomanufactureconsent/ButatthesametimethesenewconnectionsandcapacitieshavemadetheproductionaswellasdistributionofwhatIcallreallypublicrelationsorRPRpossibleandcanofferacounterbalancingeffect/Inordertofunctionthisw
107/aythoughthey/needtobebroughttogetherandaggregatedevenmorerigorouslytofightofftheunelectedoftenunaccountablecorporateinterests/Ascorporationsfundmoreoftheirownresearchandconsolidatetheirtacticstoburycontraryevidenceopensourcenetworkscanfunctionasacounter/vailingforceobviouslyintermsofthedistributionofresearch/Thefirstaspectofthiscanbeseenasatwentyfirstcenturyresponsetothedevelopmentofpublicrelation
108/sinitstwentiethcenturyformasaprivatizedcorporatecontrolledmanipulationofinformation/Anditisind/eedinformationthatweneedevenifwefeelweareawashintoomuchalready/Yethowwilltheinformationbearrangeddistilledanddeployed/Thesearequestionsofdesign/Thiswayofthinkingandworkinglooksbacktooneoftheguidingprinciplesofmodernistdesignwhichallowedprac/titionerstoserveasconduitsandrefinersofcomplexinformationaboutso
109/cialaestheticandscientificsystemsformassaudiencestherebyaddingtotherealmofknowledgeanddemocracy/Inthe1920saremarkablepolymathnamedOttoNeurathexplodedintotherealmofdesign/Neurat/htrainedasamathematicianwasobsessedwithuniversalizingknowledgeworkingatdifferenttimesasaphilosopherofscienceasociologistandaneconomist/Hisstrongestimpactbyfarhowevercamewithhisdesiretocreatemodesbywhichtoconveylargebodiesof
110/informationtodive/rseaudiences/Neurathmaintainedthatthetwentiethcenturywasgeneratingthehugequantitiesofdatathataneducatedcitizenryrequiredbutdidnotalwaysorevenfrequentlyhavethecapacitytounderstand/NeurathsinnovationwastheisotypetheInternationalSystemofTypogr/aphicPictureEducationwhichwenowrecognizeasthoseubiquitoussilhouettesindicatingmensandwomensroomsbymeansofabstractedfigures/Littledescriptioni
111/sneededtoinvokethealmosthieroglyphicfeelofisotypesroadsignswarninglabelsandhighvoltageindicators/In/thewordsofmediaphilosopherFrankHartmannNeurathwantedtointroducemedialiteracyasenhancinganewformofenlightenment/Neurathusedtheemergentmassmediatechnologiesofhiseraandcreatedearlysignpoststothefigurationofinformationitself/Hisseriousnessabout/theimportanceofthesocialspheretranslatedintoaremarkablydura
112/blevisualiconography/Thechallengeforcontemporarymakersandthinkersistotakethiskindofsocialpositivismandlinkittocontemporarynetworkedenvironmentstocreateasocialmediathatgoesbeyondsoci/abilityintotherealmsoftheuseful/Aslocalandglobalnetworksproliferateandinterminglethewebofcomputerenabledscenarioswillgroweverdenserandmoreinterconnected/Thiswillleadtoatrulynewnewthingintheworldonecapableofcontributing
113/tothediscussionanddeve/lopmentofitsownfuture/BrendaLaureloncenotedthatcreatinginteractivesimulationsofcomplexsystemsisoneofthemosthighlyleveragedgoalswecanachievewithourburgeoningtechnologicalpower/Goodsimulationswillnotonlyhelpuslearnaboutsystemstheymayhelpuseva/luatepoliciesandformpoliticalgoals/Thisnewcenturybringsnewproblemsasisalwaysthecasebutwewouldbefoolishtonottakeadvantageofpeertopeernetw
114/orkingfilesharingandmassivelyscaleddistributedcomputingtodevelopcountervailingforcesfromatrulypopulistsc/enariobuildingcapacitytoasyetunimaginablevisualizationsofchange/Opensourceculturalproductionchallengesmorethangovernmentandcorporatecentralizationitalsoservestoempowerthecitizenry/Themorethatstatesandcorporationsgrowthemoreindividualsneedto/beabletocommunicatewithothersintheirowncommunitiesanda
115/crosstheglobeiftheyhopetohaveanysayintheirownlives/Oneoftheproductsofthemegastateisthegenerationofmegaquantitiesofinformation/Fewindividualshavethecapacitytomovethroughthisdatamuchlessfu/llyunderstandit/Butinnetworkstheycanserveasacounterbalancetotheofficialtakeontheinformation/TheManyEyesWebsiteisjustthesortofinterventionthatthecomputerasculturemachinemakespossible/ThegoalofManyEyesisto‘democrati
116/zevisualizationandtoenablea/newsocialkindofdataanalysis/Thesitedoessobyofferingasetoftemplatesandorganizingvisualschemataforcreatingrepresentationsofofficialandpersonaldatasets/DescribingManyEyeswiththislanguagemaymakeitseemlikeasitethatonlyastatisticiancouldlove/Once/peoplestarttoexplorehowchangingthevisualizationsofthesamedatacanproduceentirelydifferentreactionsthepowerofsuchtoolsbecomesevident
117/WecaninfactusetheseculturemachinesrecursivelydeployingthemtoanalyzeourselvesMaSAIintheserviceoflookingatourow/nintelligenceandimagination/Computersarethebestdevicesthatwehaveevercreatedtogenerateandevaluateprobabilities/Theyareideallysuitedtodevelopsimulationsofpotentialoutcomestheyarescenariobuilders/Inaworldwhereimagesoundandeveninteractivitybeco/mecentraltoargumentationthecomputersevermoresophi
118/sticatedvisualizationtechnologiesbecomekey/Asensibilitythatdeploystheculturemachinetocreatevisionsofthefuturethatweactuallywanttoliveincankeepusfromslippingbackintothenarcotizingstateofentert/ainmentforwhichtelevisionconditionsus/PlutopianMeliorism/Theculturemachinesmeldingoftechniquesandmediaopensratherthanclosescommunicativepotentials/Theexpansivenessoftheculturemachineaugurspluralismwhichcanstr
119/ikesomeasopenandembracingandothe/rsasuncommittedandmarketdriven/AtitsbestpluralismincontemporaryculturewillleadustowardaconceptthatIintroducedearlierasplutopian/Thisneologismtriestosavethehopefulnessandstrivingforabetterfutureinherentinthewordutopiawhileacknowledgingthaton/esizedoesnotfitallandthatablendingorhybridofutopianthoughtsandpracticesisthebestthatwecanachieve/Whatthesevisionsofthefutureca
120/nofferisawayoutofthebanalitiesofthemarketplaceofideasandintooneofcompetingorpluralutopias/PlutopiasareprofoundlyAm/ericaninconceptdeeplyingrainedinaculturethatpromisesnothappinessitselfbutratherthepursuitofhappinessasafoundingprinciple/Topromisehappinessisakintoofferingasingleutopiaauniformvisionofsatisfaction/Thepursuitofhappinessontheotherhandisinhere/ntlyaboutunfinish/Thisquestisaprocessnotanen
121/dpointopentoarangeofoutcomes/Thisopennesscanonlythriveinanenvironmentwherewehavewadedintothesecretwarontherightside/Ensuringthecapacitytouploadanddoingsoinameaningfulwayislessarevolutionarystrateg/ythanapragmaticone/Ifwelookbackahundredyearswecaninvokethepragmaticphilosophersandevenmorecentrallytheirconceptofmeliorism/WilliamJamesdefinedmeliorismasanattitudeinhumanaffairsratherthanacreedMeliorismt
122/reatssalvationasneitherinevitablenori/mpossible/Ittreatsitasapossibilitywhichbecomesmoreandmoreofaprobabilitythemorenumeroustheactualconditionsofsalvationbecome/Meliorismsattitudetowardthepossibilityofimprovementsmeldswellwiththeculturesofthecomputer/Televisiondoesnotimprovesom/uchasmetastasizegrowingtogargantuanhometheatersizeinthedenspreadingouttomultipleincarnationsineverymemberofthefamilysbedr
123/oomsintoourcarsontoourpersonaldigitalassistantsandintoultrabrightoutdoormodelsrecentlyreservedfortheultrarichbutsoontob/eineverybackyardspacenearyou/Thecomputerstrajectoryontheotherhandstrikesmeashopefulandeverupwardfrom10to20ton0toanasymptoteofinfinity/Ofcoursesomeofthisisjustthehypeofnewreleasesandunnecessaryupgradesbutevenshorttermhistorytendstosmooththes/ejaggededgesofftheupwardtendingcurve/Th
124/equantitativeincreasesinspeedsophisticationubiquitymobilityminiaturizationandpersonalizationbecomeoratleasthavethecapacitytobecomequalitativechangesinthewaysthatwemakeculture/Letusnotforgetthatthewordc/ulturederivesfromthesamerootasthewordscultivationandagriculturesotospeakoftheculturemachineasgrowingandevolvingthroughencouraginguploadingisnooxymoron/Toweighinonthesideofuploadingisamodestgoalnotth
125/eperfectionofutopianismbutthepragmaticsofp/lutopianmeliorism/Becausemeliorismtakesasitsgoalmakingthingsbetterthroughconcertedeffortitisahabitofmindandamodeofpracticethataimsforrealisticoptimismratherthanpassivitypessimismornihilism/JohnDeweywrotethatthestrivingtomakestabilityofmeani/ngprevailovertheinstabilityofeventsisthemaintaskofintelligenthumaneffort/Whatcouldbemoremelioristicthanmindfulrecept
126/ionandmeaningfulproductioneveniftheseexactphraseswerehardlyapartofDeweyslexicon/Proposingplutopianmeliorismastheendsandthecu/lturemachinesaestheticsasthemeansdoesnotprescribeunitaryintentbutexactlytheoppositeopeningthepossibilitiesforunfinish/Youcannotnorshouldyouwanttoclosedownavenuestoculturalparticipationorpleasure/Thatisachoicebutunliketelevisionitwillnotbeth/eonlychoiceiftheaffordancesarebuil
127/tinandifothersmodeldifferentbehaviorsearlyandoftenastheysay/EnlightenmentElectrified/IfculturaldiabetesisasbigaproblemasIclaimedtheissuesIhavebeendiscussinginthisbookarelesscuresthanpreventivemeasureswithan/emphasisoncurbingconsumptionandconcentratingonthepowersofproductionpositingthatmaterialprogressisrelativelyuninspiringwithoutanincrementalincreaseinthecreativepotentialoftheindividualandsociety
128/together/WhatmakesitaremixratherthanarevivalofE/nlightenmentrationalismisthatthetwentiethcenturysgreataccomplishmentsantisexismantiracismandanticlassicismwillbesolderedintotheequation/InotherwordsandtoaddtoourtranstemporalmixanewEnlightenmentelectrified/TheEnlightenmentisalabelweretroact/ivelyappliedtoabraidedstrandoftransformationseventsandpersonalitiesstretchedoutovermultipledecadesifnotcenturie
129/s/ThepresentmomentofunimodernismifitdeservestobeseenasanEnlightenmentElectrifiedmustbeevenmorepluralisticinitsapproachesandmanife/stationsasbefitstheiterativepowerandplayoftheculturemachine/Thisverypluralismdismaysprogrammaticcriticswhomissthesuretiesofhighmodernismmuchlessthoseofaregimentedpatriarchalreligioussociety/Butthecertitudeofthosemomentsisgone/TheEnlightenme/ntsmetanarrativesofuniversalh
130/umanrightsprogressthroughinquirytherightnessofreasonandtheascendanceofthesecularwereallattackedinthesecondhalfofthetwentiethcenturybyforcesfrombothendsofthepoliticalspectrum/ThefarLeftmountedacritiqueoftheuniver/salityoftheseclaimsandthetruthvalueoftruthitself/Variouslygatheredtogetheraspoststructuralismdeconstructionismandpostmodernismthesewereoftenthoughtfulcritiquesofahegemonicsystem/Withdistan
131/cetheycanbeseenasextensionsofratherthanacompletedisa/vowaloftheEnlightenmentinheritance/Thecritiquewasfueledbyoutragethattheenlightenmentofsomecouldsoeasilycoexistwiththeeconomiccolonialracistandsexistoppressionofothers/Theclimatethatfollowedthe89/11periodbroughtintoquestionforatleastsomeofus/intherichWesttheluckyNorthasensethatwhetherweadmitteditornotoneoftheappealsofthepost‘89periodwaspreciselyt
132/heahistoricalfantasythatwewerebeyondhistoryitself/Thatfantasywaslaidtorestwith9/11inNewYork3/11inMadridand7/7inLondon/Thecontemporarym/omentmustconfrontitsadversaries/IdisagreewithFrenchsociologistofscienceBrunoLatourscontentionthatwehaveneverbeenmodern/TheissueinLatoursdenialisweasweofcoursearerarelyanythingjointly/Idomaintainthatweareallatleastpartiallyunimodern/Theunimo/dernislikeWilliamGibsons
133/aphorismaboutthefutureallaroundusbutunevenlydistributed/Thecomputerisamachinethatbothfiguresindividualsandallowsthemtomoreeasilycoalesceintosocialandmarketforces/Thecomputerisarationaldeviceparexcellencedrivenbytheex/igenciesoftheEnlightenmentbutitisalsoadesiringmachineoftheneweconomicorderatoolthatdemandsnewtoolsthatmakespossibleindividuationandnichification/Likealldesiringmachinesthecomputerhasa
134/parttoplayinthelargescaleconflictsthatconvulseourculturei/ncludingthebalancebetweenthesacredandsecular/ThequestionbecomeshowtocompetewiththedevotionsandobligationsofthesacredwithnostrumsaboutcollagingdigitalsnapshotsinPhotoshoporfabbingWYMIWYMknickknacks/ToanswerthisIwouldrecallthatthedrivingburni/ngissuesofhighmodernismhaveburnedthemselvesout/Flatnessachievedtonalitytotaledthebuildingdefinitively
135/strippedofitsdecorationandturnedintoaboxcontainingpeopleandthenewnoveldenudedofcharacterandplottwentiethcenturymodernismwasalmostdoneinbyit/sownsuccess/Therunningroomthatmodernismcreatedwasinturncommodifiedoverthecourseofthetwentiethcenturyeliminatingthespaceforcontinueddreamingandcreativity/Thelackofrunningroombetweenculturalproductionanditscommodificationfirstintonichethenint/okitschhasdisappear
136/ed/Theheroicsofmodernismdrivenbyitsownlustsforgroundzerosetahigherbarforunimodernismbutthatisthechallengeforustousethecomputerwhichdecreasesclassicnotionsofrunningroomevenfurthertoreinventitforthetwentyfirstcentury/Revolu/tionhasbeencooptedbythemarketersontheonesideandfundamentalistdeathcultsontheother/Technologicaldeterminismisnottheanswer/Technologiescertainlyopenupspacesbuttheyalsoclosethemdown
137//Itishardlyassimplisticastheideathatyoucantstopprogress/Techno/logiesaresupporteddeployedandabandonedforahugeinterlockingnumberofreasons/Somehavetodowiththetechnologiesinnatequalitiesyetmanyofthemhavetodowiththeeconomicsofdispersalandmarketingtimingandpoliticalwill/Whatisinterestingfortheunimodernmomen/tthoughishowtechnologieshavebeenrolledoutwithanunprecedentedpresentness/Theyareintroducedassocia
138/lorcommercialrevolutionswithoutbeingslottedintoanoverarchingnarrativeofgeneralprogress/Strikingabalancebetweendownloadinganduploadingpracticingi/nfotriageseekingoutandaddingstickinessandcraftingbespokefuturesareallimportantintheirownrightevenifthestakeswerenotsohigh/Butatthismomentthestakesarehighindeed/Oneoftheproblemsofanykindofculturalconservatismevenonethatattemptstopreservethes/piritofthemode
139/rnisitsbaseinnostalgia/Itseekstoreturntoanimaginedpastratherthanimagineafutureitwantstoinhabit/Soifthewaybackisblockedwhathappenstothosefeelings/Wheredotheygoatthispoint/Ihavealreadymadetheclaimthattheendofmodernismscapacityto/inspirecreatedaholeinoursocietysheart/Thatholecreatesavacuumandavacuummustbefilledwhetherinnatureorculture/Whatflowedinfirstwasthemindlessdownloadbutwhathaslatelybeencompeti
140/ngwiththatisthereligiousimpulsethattheprojectoftheEnlightenmentstru/ggledforsolongtopushoutandthenholdback/TheEnlightenmentneverfullydidawaywiththereligiousimpulseandmodernismforallitsneoNietzscheanselfsatisfactionaboutthesocalleddeathofgoddidnotdosoeither/Thenotionofseparatespheresforcultureandreligionands/cienceandreligionwerestrongerintheeraofhighmodernismthantheyareinourownunimodernmoment/This
141/isnottosaythatreligionwasunderattackbutratherthatthesecularhadagreatdealofconfidenceinitsownexpertisepleasuresandautonomy/AsnolessaluminarythanCharle/sDarwinoncesaidIdonotattackMosesandIthinkMosescantakecareofhimself/WhattheEnlightenmentanditsmostrecentmodernstagedidmanagetodowascreateavitalvibrantandmeaningfulsecularculture/WehavetoreturntothecentralquestionsWhatreplacesthekindsofcultur/alaspirat
142/ionsandenergythattheavantgardeinspiredinitsmakersandadmirers/Howcantheculturemachinefillthevoidthatentertainmentdrillsoutofourpsyches/Itisthatvoidingofmeaningthatallowstheolddarkforcestosmugglethemselvesbackin/Whilethismaysoundirre/deemablynegativeaboutspiritualitythereissomespacefornegotiation/AfterallbeforehisdeathevenfamedgeneticistStephenJayGouldattemptedtoreconcilescienceandreligionbygranting
143/eachitsownsphereofinfluence/Thereasonthatthecomputerisanidealtooltofight/forthesecularisbecauseinnovationisthemachinesfirstmelioristicprinciple/Thekeyistokeepsecularculturefrombeingseenaseitherentirelytechnicistthereductionofthescientifictomechanicsorasentertainmentthereductionofculturetodistraction/Themostvirul/entwarriorsagainstinnovationarethosefundamentalistswhoseethemselvesastheimplacableenem
144/iesofreasoninitsbroadestsense/TheyseeklessareturntoagloriouspastthantoanantirationalreligiousparadisehereonEarth/Theyclaimtoloathethecultureofentertainmen/tthatmodernitysosuccessfullypromotesyettheyusethesamemediaintheirowncampaignstelevisionmobilephonesandtheWorldWideWebarecentraltotheirorganizationalrecruitmentandevenparamilitaryactivities/Fanaticsdreamofusingcomputernetworkstoenabledecentr/aliz
145/edgroupstosetoffatomicexplosionswhichwouldbecapturedbytelevisionandlikethefalloftheTwinTowersaswellasthecarnageontheMadridtrainsandLondonsubwaysbebroadcastlivetotheworld/Thedeclineinmodernismscapacitytoinspirehasnotgoneunnoticed/Theform/erheadofAlMuhajirounaradicalgroupbasedinLondonandasuspectedmemberofAlQaedaOmarBakriMuhammadholdsvirulentlyanticosmopolitanviewsincludingtheassertionthatthelifeofan
146/onbelieverhasnovalue/Hismoralnullityisselfevidentbutitishiscontemptforthecult/ureinwhichhefoundhimselfafterfleeingrepressioninhisnativeSyriathatisofinterestinthiscase/UntilrecentlyBakriMuhammadlivedinEnglandandtookitonhimselftocallfortheultimateconversionoftheBritishIslestoIslam/BeforehewasexpelledfromtheUnitedKingdo/mforsubversiveactivitiesBakriMuhammadwasaskedwhyhewassocertainthattheblackflagofI
147/slamwouldsoonflyfromNumber10DowningStreet/HiscontemptuousresponsewasbecauseWesterncultureisnothingmorethanentertainmentandthisentertainmenthasnoanswersaboutthe/meaningoflifeanddeathwhichislifesbiggestchallenge/BakriMuhammadishimselfanindefensiblethugandthiswaswarmongeringagainstnotjustthecultureofentertainmentbutalsothecountrythatformorethantwodecadeshadshelteredhimfrompoliticalenemiesintheMiddleE
148//ast/ButhisdenunciationoftheWestneedstobeansweredwithmorethaneithertheflittingattentionofthemediaitselfsincehismovefromLondontoLebanonwhoevenremembershim/orwiththeologicaldisputationeitherfrommoremoderatepositionswithinhisparticularfaithorfr/omothertraditions/Howarewetodevelopcontentandmeaningsothatthemessagesareworthyoftheirmedia/Thetwentiethcenturyconflictsbetweenhighbrowandlowbrowculturegroundt
149/hemselvestoahaltleavingthespaceforahypercommercializedmiddlebrowtostepovertheexhau/stedcombatantsandreceiveitslaurelsinhighdefinitionontelevision/Thereisahistorytothisreversaloffortuneanditisworthrevisitingtwoofthecombatantsdecadeslaterinretrospectivemoods/BeforetheNewYorkerslongtimefilmwriterPaulineKaeldiedin2001shesaidt/hatwhenshewasattackinghighcultureindefenseoflowcultureshehadnoideathathighcu
150/lturewouldeventuallydisappear/Inthelastdecadebeforeherdeathin2004SusanSontagwassurprisedthatintheendshehadtodefendtheveryideaofseriousness/Onethingthatboundthesetwo/otherwisedifferentvoicesof1960sculturalcriticismtogetherfourdecadeslaterwasexactlythatsenseofamazementattheconclusionsoftheircareersthattheshibbolethsoftheiryouthhadinfactgivenuptheghostthatthegodsofhighculturecouldretirejustlikeZeusan
151/dHera/butwithoutanOlympusinwhichtoliveouttheireternitiesthatinwinningthebattlemodernismandevenmorepostmodernismlostthewar/WritingaquartercenturyagoSontagobservedthatstrippedofitsheroicstatureofitsclaimsasanadversarysensibilitymodernismhasprovedac/utelycompatiblewiththeethosofanadvancedconsumersociety/WithoutknowingitBakriMuhammadthenihilisticimamrepeatedSontagscritiqueinhisownlanguage/Theadvancedc
152/onsumersocietythatmodernismprovedsoacutelycompatiblewithispreciselytheculturethattelevi/sionenabledpromotedandmadeinescapable/CertainlyBakriMuhammadseesreligiouspietyasthecureforthiscultureofentertainmentbutsodoHasidsintheIsraelisettlermovementultranationalistHindufundamentalistsinIndiaandChristiantheocratsintheUnitedStates/In/steadofcallstobloodyjihadthislastgroupofblowdriedpreacherscloaktheirdre
153/amsofraptureinthelanguageofpollsandfocusgroupssignalingtheirintenttotherighteousthroughcodephraseslikepurposedrivenfaithbasedandfamilyvalues/ AsanonbelieverIamcompelledt/odefendmyviewsofsecularculturebutdismissingWesterncultureofthetwentyfirstcenturyasentertainmentissomethingIhavethoughtmyselfinbadmoments/WemustensurethatthesecularcultureoftheWestispowerfulenoughtostanduptosympatheticcritiquesfrom
154/withinnott/omentionfromtheocraticthugswherevertheyarefrom/Thisisnotacrisisawordsoovertaxedbyitsdeploymentinacademicpapertitlesandpoliticalattackadsastobealmostmeaninglessbutratherachancetosurveyourcultureandtakestockofitsbestattributesaredemptiveformo/fcriticism/Weneedanswersthatlookforwardintothepotentialitiesofthetwentyfirstcenturyinsteadofreflexivelybackwardasthoughouronlyhopeisaretreattohazyhi
155/ghlightsofaWesterncivilizationsurveycourse/Weneedtoembracetheideathatwhatcanbemostinterestin/gaboutaparticularculturalmomentarethosethingsthatcouldnotbedonebeforebyearliergenerationsandtheirtechnologies/Tostrengthenserioussecularcultureanditsimmunesystemtowardofftheseattacksyouhavetocreateaffordancesforbothproductionandconsumptions/eeingthewholeofcultureasaprocessasopposedtoaresult/Buttheessenceof
156/thedigitalasnotedearlierisanaestheticofunfinishanunderstandingbothliteraltheworkisneveroutofbetaandmetaphoricthedigitalisalwaysinfluxbetweenpointsflittingaboutandflickeringon/thegrid/InthenineteenthcenturytheFrenchauthorPaulValéryfamouslysaidApoemisneverfinishedonlyabandonedandintheeraofunimodernunimediaweallbecomepoetsafterasort/TheverysuccessoftheEnlightenmentprojectintransformingthecultureofthe
157/Westengendereda/backlashbothfromwithinandoutside/Butwewhodisagreewiththerisingtideoftheocratshaveanally/Thecomputerasculturemachinecanempowerthoseofuswhobelieveintheimportanceofpluralratherthanunitarymeaningsandsecularratherthansacredintents/Thecomputerwas/notdesignedwiththisgoalinmindbutthenagainneitherwastheprintingpress/GutenberginventedhispresstomanufactureBiblesfortheburgeoningmiddleclassmark
158/etbuthisinnovationallowedotherstoproducedistributeandconsumetheirownpluralisticaswellassecularvis/ions/WithoutthedevelopmentofthepressandmassprintingitisdoubtfulthattheEnlightenmentwouldhavebeenaspowerfulorwidespreadasitwas/Governmentscertainlyusecomputingandnetworksasbulwarksagainstterrorclosedcircuittelevisionsurveillancemassivedatami/ningoperationsandthetechnologicalgewgawsthatonceseemedtoberes
159/trictedtoJamesBondfantasiesbutarenowpartofourdailylives/Yetasimportantandoftenhamfistedlyusedasthesesystemsareitwillalsobethewaysinwhichtherestofususecomputersandnetworksasourcult/uremachinesthatwillmakethedifferenceintermsofcreatingasocietyeminentlyworthdefending/Ipreferforatleastthenearfuturetodeveloputilitiesratherthanpromulgatemanifestos/Utilitiesaddfunctionalitytosoftwaresystems/Theycanbuildo
160/nthemselvesorbebuilt/oninturnbyfurtherutilitiesanddevelopers/Utilitiesaremelioristratherthanrevolutionaryunlikelytocallforthedestructionofasysteminordertosaveit/Thereisaninherentmodestytotheutilityanadditiveimprovementandimmediatefunctionality/Muchofthisbookcan/bereadasaseriesofinterlockingselfreinforcingutilitiesmeanttoincreasetheabilitiesoftheculturemachinetocreatemeaning/Ifanythingthecomputeral
161/lowsthehumancreativespiritevenmoreflexibilityandgreaterpotentialthantheprintingpressbecauseitsynthesiz/essomanyothermediaforms/EducationaltheoristHowardGardnerproposedatheoryofmultipleintelligencesmorethanaquartercenturyagowritingthatinadditiontothelinguisticandmathematicalaptitudesthatmoststandardizedtestsmeasurepeoplecanhavespatialmusicalo/revenintrapersonalintelligencesthatgountracked/Whetheror
162/notoneagreeswithhisunderlyingthesisGardnersemphasisonmultiplicitymeldswellwiththeeraoftheculturemachinewhichallowsfortheexpressionoftheseaptitudesonnewlyglobalscales/Theculturemachines/verynoveltyitscapacitytogeneratenewformsandnewexplorationscansaveusfromturningtonostalgiafromlookingforthehopeforthefutureinareturntothepast/Wecannotgobackneithertothosefewshortdecadesofheroicmodernismnortothecentur
163/iesoftraditionalfaithinmo/squeschurchesandtemples/Whileclaimingtomoveforwardbothutopianmodernismandmillennialreligiosityareinfactlockedinstasis/Iwouldargueinsteadfortheworkadayrealitiesofmeliorismasthehopeforaregeneratedsecularculture/Identifyingthebestusesofthecult/uremachineisnotsimplyanacademicexercise/IncreatingandperfectingthecomputerwecametorivalGutenbergandhispress/ItisnotoldNewEconomyhypet
164/osaythatinmyriadwaysthecomputerwillhavemoreofanimpactonculturethantheprintingpressdid/Butweneedtonurturethe/culturemachinesnascentcapacitiesandnotlockourselvesintoaseriesofdownloadingpresetsjustbecausewecanimaginethemourselvesorbecausethereisamomentaryeconomicorpoliticalrationaleforthem/IfthosewhohadfollowedinGutenbergswakeusedtheprintingpresstos/implymanufactureBiblesforthemiddleclassmarketrather
165/thaninventingthenewspaperpamphletalmanacposternovelandevencomicbookwewouldhavejudgedthemharshly/Inourcaseitisevenmoredifficulttomakesurethatthefuturewillbeabletoinventforitselfbecausesomany/ofoursystemsaredesignedwithbackwardcompatibilityinmindwithgrandfatheringinoldersystems/Againthisisworthyanditisimportanttoensurethatwedonotabandonwhatwehavealreadymadeanddigitizedwitheverychangeofsystembutitals
166/omeansthatthedecisionswearemak/ingnoworforthevastmajorityofusnotmakingbecauseitisusuallyonlyatinycadreofprogrammerswhomakethesedecisionsontheflyandunderthepressureofdeliverydatesandquarterlyreportswillhaveadirectifimpossibletoquantifyeffectonourdescendants/Ifasaculturewe/haveslowlyswungaroundtoconsideringwhatourimpactontheecologicalenvironmentwillbequeathtoourchildrengrandchildrenandbeyonditisnowt
167/imetodothatforourtechnologicalenvironmentsaswell/Wecanandmustleaveabetterlegacythanthis