Earlier today Strangers, the 1978 TV series created by Murray Smith, came to mind. Smith created and wrote many episodes of one of my favourite TV series, The Paradise Club (which to this day has no DVD release due to the music rights), and penned an entertaining miniseries Frederick Forsyth Presents (the first time that I noticed one Elizabeth Hurley) and a novel I bought when I first spotted it, The Devilâs Juggler. He also wrote one of my favourite Dempsey and Makepeace episodes, âWheel Manâ, which had quite a few of the hallmarks of some of his other work, including fairly likeable underworld figures, which came into play with The Paradise Club.
Yet thereâs precious little about Smith online. His Wikipedia entry is essentially a version of his IMDB credits with some embellishments, for instance. It doesnât even record his real name.
Donât worry, itâs not another dig at Wikipedia, but once again itâs a reflection of how things arenât permanent on the web, a subject Iâve touched on before after reading a blog entry from my friend Richard MacManus. And that we humans do have to rely on our own memories over whatâs on the ânet still: the World Wide Web is not the solution to storing all human knowledge, or, at least, not the solution to accessing it.
Itâs easy to refer to the disappearance of Geocities and the like, and the Internet Archive can only save so much. And in this case, I remember clearly searching for Murray Smith on Altavista in the 1990s, because I was interested in what he was up to. (He died in 2003.) I came across a legal prospectus of something he was proposing to do, and because it was a legal document, it gave his actual name.
Murray Smith was his screen name, and I gather from an article in The Independent quoting Smith and his friend Frederick Forsyth, he went by Murray, but the family name was definitely Murray-Smith. Back in those days, there was a good chance that if it was online, it was real: it took too much effort to make a website for anyone to bother doing fake news. My gut says it was George David Murray-Smith or something along those lines, but thereâs no record of that prospectus online any more, or of the company that he and Forsyth set up together to make Frederick Forsyth Presents, which I assume from some online entries was IFS Productions Ltd. Some websites’ claim that his name was Charles Maurice Smith is incorrect.
Looking today, there are a couple of UK gazette entries for George David Murray Smith (no hyphen) in the armed forces, including the SAS in the 1970s, which suggest I am right.
Even in the age of the web, the advantage still lies with those of us who have good memories who can recall facts that are lost. Iâve often suggested on this blog that we cannot fully trust technology, and that thereâs no guarantee that even the official bodies, like the UK Companiesâ Office, will have complete, accessible records. The computer is a leveller, but not a complete one.
My friend Richard MacManus wrote a great blog post in February on the passing of Clive James, and made this poignant observation: âBecause far from preserving our culture, the Web is at best forgetting it and at worst erasing it. As it turns out, a website is much more vulnerable than an Egyptian pyramid.â
The problem: search engines are biased to show us the latest stuff, so older items are being forgotten.
There are dead domains, of courseâeach time I pop by to our linksâ pages, I find Iâm deleting more than Iâm adding. I mean, who maintains linksâ pages these days, anyway? (Ours look mega-dated.) But the items we added in the 1990s and 2000s are vanishing and other than the Internet Archive, Richard notes its Wayback Machine is âincreasingly the only method of accessing past websites that have otherwise disappeared into the ether. Many old websites are now either 404 errors, or the domains have been snapped up by spammers searching for Google juice.â
His fear is that sites like Clive Jamesâs will be forgotten rather than preserved, and he has a point. As a collective, humanity seems to desire novelty: the newest car, the newest cellphone, and the newest news. Searching for a topic tends to bring up the newest references, since the modern web operates on the basis that history is bunk.
Thatâs a real shame as it means we donât get to understand our history as well as we should. Take this pandemic, for instance: are there lessons we could learn from MERS and SARS, or even the Great Plague of London in the 1660s? But a search is more likely to reveal stuff we already know or have recently come across in the media, like a sort of comfort blanket to assure us of our smartness. Itâs not just political views and personal biases that are getting bubbled, it seems human knowledge is, too.
Even Duck Duck Go, my preferred search engine, can be guilty of this, though a search I just made of the word pandemic shows it is better in providing relevance over novelty.
Showing results founded on their novelty actually makes the web less interesting because search engines fail to make it a place of discovery. If page after page reveals the latest, and the latest is often commodified news, then there is no point going to the second or third pages to find out more. Google takes great pride in detailing the date in the description, or â2 days agoâ or â1 day agoâ. But if search engines remained focused on relevance, then we may stumble on something we didnât know, and be better educated in the process.
Therefore, itâs possibly another area that Big Tech is getting wrong: itâs not just endangering democracy, but human intelligence. The biases I accused Google News and Facebook ofâviz.their preference for corporate mediaâbuild on the dumbing-down of the masses.
I may well be wrong: maybe people donât want to get smarter: Facebook tells us that folks just want a dopamine hit from approval, and maybe confirmation of our own limited knowledge gives us the same. âLook at how smart I am!â Or how about this collection?
Any expert will tell you that the best way to keep your traffic up is to generate more and more new content, and itâs easy to understand why: like a physical library, the old stuff is getting forgotten, buried, or evenâif they canât sell or give it awayâpulped.
Again, thereâs a massive opportunity here. A hypothetical new news aggregator can outdo Google News by spidering and rewarding independent media that break news, by giving them the best placementâas Google News used to do. That encourages independent media to do their job and opens the public up to new voices and viewpoints. And now a hypothetical new search engine could outdo Google by providing relevance over novelty, or at least getting the balance of the two right.
Interesting to get this perspective on âBig Techâ from The Guardian, on how itâs become tempting to blame the big Silicon Valley players for some of the problems we have today. The angle Moira Weigel takes is that there needs to be more democracy in the system, where workers need to unite and respecting those who shape the technologies that are being used.
I want to add a few far simpler thoughts.
At the turn of the century, our branding profession was under assault from No Logo and others, showing that certain brands were not what they were cracked up to be. Medinge Group was formed in part because we, as practitioners, saw nothing wrong with branding per se, and that the tools could be used for good. Not everyone was Enron or Nike. There are Patagonia and Dilmah. That led to the original brand manifesto, on what branding should accomplish. (I was generously given credit for authoring this at one point, but I was simply the person who put the thoughts of my colleagues into eight points. In fact, we collectively gathered our ideas into eight groups, so I canât even take credit for the fact there are eight points.)
In 2017, we may look at Ăberâs sexism or Facebookâs willingness to accept and distribute malware-laden ads, and charge tech with damaging the fabric of society. Those who dislike President Trump in the US want someone to blame, and Facebookâs and Googleâs contributions to their election in 2016 are a matter of record. But itâs not that online advertising is a bad thing. Or that social media are bad things. The issue is that the players arenât socially responsible: none of them exist for any other purpose than to make their owners and shareholders rich, and the odd concession to not doing evil doesnât really make up for the list of misdeeds that these firms add to. Many of them have been recorded over the years on this very blog. Much of what we have been working toward at Medinge is showing that socially responsible organizations actually do better, because they find accord with their consumers, who want to do business or engage with those who share their values; and, as Nicholas Ind has been showing in his latest book, Branding Inside Out, these players are more harmonious internally. In the case of Stella McCartney, sticking to socially responsible values earns her brand a premiumâand sheâs one of the wealthiest fashion designers in the world.
I just canât see some of the big tech players acting the same way. Google doesnât pay much tax, for instance, and the misuse of Adwords aside, there are allegations that it hasnât done enough to combat child exploitation and it has not been a fair player when it comes to rewarding and acknowledging media outlets that break the news, instead siding with corporate media. Google may have open-source projects out there, but its behaviour is old-school corporatism these days, a far cry from its first five years when even I would have said they were one of the good guys.
Facebookâs problems are too numerous to list, though I attempted to do so here, but it can be summed up as: a company that will do nothing unless it faces embarrassment from enough people in a position of power. Weâve seen it tolerate kiddie porn and sexual harassment, giving both a âpassâ when reported.
Yet, for all that they make, it would be reasonable to expect that they put more people on the job in places where it mattered. The notion that three volunteers monitor complaints of child exploitation videos at YouTube is ridiculous but, for anyone who has complained about removing offensive content online, instantly believable; why there were not more is open to question. Anyone who has ventured on to a Google forum to complain about a Google product will also know that inaction is the norm there, unless you happen to get to someone senior and caring enough. Similarly, increasing resources toward monitoring advertising, and ensuring that complaints are properly dealt with would be helpful.
Googleâs failure to remove content mills from its News is contributing to âfake newsâ, yet its method of combatting that appears to be taking people away from legitimate media and ranking corporate players more highly.
None of these are the actions of companies that want to do right by netizens.
As Weigel notes, thereâs a cost to abandoning Facebook and Google. But equally there are opportunities if these firms cannot provide the sort of moral, socially responsible leadership modern audiences demand. In my opinion, they do not actually command brand loyaltyâa key ingredient of brand equityâif true alternatives existed. Duck Duck Go might only have a fraction of the traffic Google gets in search, but despite a good mission its results arenât always as good, and its search index is smaller. But we probably should look to it as a real alternative to search, knowing that our support can help it grow and attract more investment. There is room for a rival to Google News that allows legitimate media and takes reports of fake news sites more seriously. If social media are democratizingâand there are signs that they are, certainly with some of the writings by Doc Searls and Richard MacManusâthen there is room for people to form their own social networks that are decentralized, and where we hold the keys to our identity, able to take them wherever we please (Hubzilla is a prime example; you can read more about its protocol here). The internet can be a place which serves society.
It might all come back to education; in fact, we might even say Confucius was right. If youâre smart enough, youâll see a positive resource and decide that it would not be in the best interests of society to debase it. Civility and respect should be the order of the day. If these tools hadnât been used by the privileged few to line their pockets at the expense of the manyâor, for that matter, the democratic processes of their nationsâwouldnât we be in a better place? They capitalized on divisions in society (and even deepened them), when there is far more for all of us to gain if we looked to unity. Why should we allow the concentration of power (and wealth) to rest at the top of tech’s food chain? Right now, all I see of Google and Facebookâs brands are faceless, impersonal and detached giants, with no human accountability, humming on algorithms that are broken, and in Facebookâs case, potentially having databases that have been built on so much, that it doesnât function properly any more. Yet they could have been so much more to society.
Not possible to unseat such big players? We might have thought once that Altavista would remain the world’s biggest website; who knew Google would topple it in such a short time? But closer to home, and speaking for myself, I see The Spinoff and Newsroom as two news media brands that engender far greater trust than Fairfax’s Stuff or The New Zealand Herald. I am more likely to click on a link on Twitter if I see it is to one of the newer sites. They, too, have challenged the status quo in a short space of time, something which I didn’t believe would be possible a decade ago when a couple of people proposed that I create a locally owned alternative.
We donât say email is bad because there is spam. We accept that the good outweighs the bad and, for the most part, we have succeeded in building filters that get rid of the unwanted. We donât say the web is bad because it has allowed piracy or pornography; its legitimate uses far outweigh its shady ones. But we should be supporting, or trying to find, new ways to advertise, innovate and network (socially or otherwise). Right now, Iâm willing to bet that the next big thing (and it might not even be one player, but a multitude of individuals working in unison) is one where its values are so clear and transparent that they inspire us to live our full potential. I remain an optimist when it comes to human potential, if we set our sights on making something better.
My friend Richard MacManus commemorated the 14th anniversary of ReadWrite, an online publication he founded as a blog (then called ReadWriteWeb) in 2003, by examining blogging and how the open web has suffered with the rise of Facebook and others.
It’s worth a read, and earlier tonight I fed in the following comment.
I remember those days well, although my progress was probably the opposite of yours, and, in my circles, blogging began very selfishly. Lucire began as a publication, laid out the old-school way with HTML, and one of the first sites in the fashion sector to add a blog was a very crappy one where it was about an ill-informed and somewhat amoral editorâs point of view. For years I refused to blog, preferring to continue publishing an online magazine.
Come 2002, and we at the Medinge Group [as it then was; we’ve since dropped the definite article] were planning a book called Beyond Branding. One of the thoughts was that we needed one of these newfangled blogs to promote the book, and to add to it for our readers. I was one (the only?) dissenter at the June 2003 meeting, saying that, as far as my contacts were concerned, blogging was for tossers. (Obviously, I didnât know you back in those days, and didnât frequent ReadWriteWeb.) [Hugh MacLeod might agree with me though.] By August 2003 it had been set up, and I designed the template for it to match the rest of the bookâs artwork. How wrong I was in June. The blog began (and finished, in 2006) with posts in the altruistic, passionate spirit of RWW, and before long (I think it was September 2003), I joined my friends and colleagues.
An excerpt from the Beyond Branding Blog index page.
In 2006, I went off and did my own blog, and even though there were hundreds of thousands (millions?) of blogs by now, decent bloggers were still few. I say this because within the first few weeks, a major German newspaper was already quoting my blog, and I got my first al-Jazeera English gig as a result of my blogging a few years later. It was the province of the passionate writer, and the good ones still got noticed.
I still have faith in the blogosphere simply because social media, as you say, have different motives and shared links are fleeting. Want to find a decent post you made on Facebook five years ago? Good luck. Social media might be good for instant gratificationâyour friends will like stuff you writeâbut so what? Where are the analysis and the passion? I agree with everything you say here, Richard: the current media arenât the same, and thereâs still a place for long-form blogging. The fact I am commenting (after two others) shows there is. Itâs a better place to exchange thoughts, and at least here weâre spared Facebook pushing malware on to people (no, not phishing: Facebook itself).
Eleven years on, and Iâm still blogging at my own space. I even manage a collective blogging site for a friend, called Blogcozy. My Tumblr began in 2007 and itâs still going. We should be going away from the big sites, because thereâs one more danger that I should point out.
Google, Facebook et al are the establishment now, and, as such, they prop up others in the establishment. Google News was once meritorious, now it favours big media names ahead of independents. This dangerously drowns out those independent voices, and credible writers and viewpoints can get lost. The only exception I can think of is The Intercept, which gets noticed on a wide scale.
Take this argument further and is there still the same encouragement for innovators to give it a go, as we did in the early 2000s, when we realize that our work might never be seen, or if it is to be seen, we need deep pockets to get it seen?
Maybe we need to encourage people to go away from these walled gardens, to find ways to promote the passionate voices again. Maybe a future search engineâor a current one that sees the lightâcould have a search specifically for these so weâre not reliant on the same old voices and the same old sites. And Iâm sure there are other ways besides. For I see little point in posting on places that lack âcharismaâ, as you put it. They just donât excite me as much as discovering a blog I really like, and sticking with it. With Facebookâs personal sharing down 25 and 29 per cent in 2015 and 2016 respectively, there is a shift away from uninspiring, privacy-destroying places. Hopefully we can catch them at more compelling and interesting blogs and make them feel at home.