Alright, I admit it—I didn’t get out (or online) much while I worked for Ameritrade. 60 hour work weeks for two straight years while building a design practice and a forward-thinking trading platform will do that to your peripheral vision. Well, I’m making up for lost time, slowing down to explore the web… big time.
The IA in me is smiling. No, not for the sheer joy of seeing community indexing, the IA in me is smiling because it’s becoming clear to me where the web is heading, and it’s not following a topical, structured, media-filtered path.
Take Technorati for example; the approach is like a Bizarro perspective of the mainstream media.
Technorati isn’t dumb, ugly, inhumane or bizarro as a nemesis dimension in a comic book, but they are backwards in their approach to presenting a political/news media lens of corporate America… in a very good way.
The mainstream media presents the news by using explicit filters to ensure that what is published or broadcasted supports the primary objectives of capitalism. In the past, I’ve ranted about the much needed expansion of the Google and Yahoo! news model to place blogs into the mix when drawing from indexed sources. Well, Technorati flipped the model entirely with a communal approach to exposing and digesting information. There are no “vanilla” labels of a topical navigation, splitting the world into simplified categories and driving a pre-conceived notion of “valuable” content (i.e. politics, business, sports, etc.) into the skulls of society.
Technorati leverages tagging to present information based on our desires.
Run a tag search on “free speech” and you get a descriptive page of the latest blog entries, flickr images and a contextual list of social bookmarks which include mainstream media articles (based on del.icio.us and Furl tagging). It took me a few returns to stumble upon the revolutionary aspect of this approach. I mean, three months ago, I would’ve been happy if Google News simply added a column of contextual links of blog post that corresponded to a search query. Technorati has flipped the script and featured bloggers, reducing the media to a column of “see also’s.”
This is how you build community. I love it.
So where can this go? Can this approach sustain a movement towards fundamentally altering how American society exposes and digests information? Man, “it depends” is such an understatement.
- If Technorati can reach a tipping point, similar to Google a few years back, and devise a marketing campaign, where, say, Tony Soprano is shown “Technorating” waste management on his computer, the impact on society could be huge. People will start to look for information from other people (sans an editorial slant), which flips the trust and credibility model
- If Technorati partners with a Google to provide user-generated content within their results pages, society will begin to experience contextual alternatives to mainstream reporting, entertainment, et al without being forced to have to go search for it through RSS and other technical means.
- If Technorati is bought by a Google, all bets are off. Only time would tell if Chomsky’s “propaganda model” proves itself to be a truism or if new media and its superstars are exceptions to the rule.
It’s obvious that the web’s semantic synapses are continuing to form. This is only the beginning.