Anything for TV

Peo­ple go to tremen­dous steps to utilise main­stream media effec­tively. This week, one of my clients has fast-tracked a com­plete rebuild of their (gen­er­ally under­per­form­ing) web­site in direct response to per­haps twenty-seconds of prime­time TV fea­ture on a highly rat­ing show.

Cost is pretty much no object: the poten­tial gains in brand and busi­ness devel­op­ment are entirely unre­peat­able. Their mar­ket­ing & pro­mo­tion strat­egy is fairly web-centric, and arguably the sin­gle best TV spot out­come one could hope for is direc­tion to a rich infor­ma­tion por­tal. The web, like no other medium, offers this for a com­pa­ra­bly diminu­tive cost.

Not only do you get higher con­ver­sion rates than you would if a phone num­ber were dis­played, but you can also stem the inflow of enquiries to a more man­age­able rate than tele­vi­sion would oth­er­wise gen­er­ate. This week I’m rapidly devel­op­ing a new web­site for them, but also aim­ing to imple­ment a new VoIP mech­a­nism to effec­tively man­age the antic­i­pated tele­phone traf­fic surge. This is for a small busi­ness with no employ­ees sit­ting at a desk 9 – 5 ready to take calls: they require a par­tic­u­larly agile strat­egy to appro­pri­ately lever­age this media opportunity.

At the end of the day, the con­tent of the actual tele­vi­sion spot is rel­a­tively insignif­i­cant. If it con­verts to web traf­fic, it’s done its job. The web (and, in par­tic­u­lar, tele­phone con­tact and sub­se­quent rela­tion­ships) is the cru­cial com­po­nent in this mar­ket­ing mix. It pro­vides a way to appear as big as TV with finite resource con­straints. Oper­at­ing on such a lim­ited time scale, we can’t throw money at this project fast enough to make it suc­ceed: the lim­i­ta­tion is in human resourc­ing and man-hours, rather than pro­vi­sion­ing addi­tional tech­nol­ogy to achieve opti­mum capacity.

This client can respond to close-timeframe busi­ness oppor­tu­ni­ties in days, not months, chiefly through judi­cious appli­ca­tion of Internet-based tech­nolo­gies (and a tremen­dously con­cen­trated amount of hard work!)

David Hicks

This makes me angry. I believe it to be, in large part any­way, truth­ful. I have no elab­o­rate polit­i­cal response to give other than gen­eral dis­gust. It is curi­ous that main­stream media (i.e. film: Chil­dren of Men, V for Vendetta, etc.) should bor­row so effec­tively from con­tem­po­rary events but to such innocu­ous effect. Mat­ters are not appar­ently as bad as they [were] in Guan­tanamo, and the extrap­o­la­tion of these meth­ods of gov­ern­ment is, in my expe­ri­ence, more likely to desen­si­tise than mobilise an audience.

(And no, I will not vote for The Greens. Some evils are greater than others.)

On the follies of Copyright expectations

I’ve been occu­pied the last few days try­ing to get an effec­tive fileserving/sharing/roaming pro­file (domains) envi­ron­ment work­ing with Samba, and was think­ing this evening about the impli­ca­tions of a network-wide media share. At present, it’s ille­gal, though not par­tic­u­larly morally rep­re­hen­si­ble in view of the fact that all con­tent on it would be ‘licensed’ (just not for dupli­ca­tion in a dig­i­tal form, under present copy­right law — sched­uled to be over­turned).

It is a truth uni­ver­sally acknowl­edged… that the absence of a fair-use pro­vi­sion in Aus­tralian copy­right law is sim­ply an over­sight on the part of leg­is­la­tors. (Apolo­gies to Austen fans :P)

What if it’s not?

There is, now, what Paul Shee­han termed “lit­tle squares of light”, sig­ni­fy­ing con­nec­tiv­ity in an “advanced, ironic, post-ethnic poly­glot societ[y]”. Before that? The “Dark Age” (also Shee­han). It did exist. There was a time before com­put­ers and mul­ti­me­dia were intrin­si­cally con­nected (depend­ing on your def­i­n­i­tion of mul­ti­me­dia – mul­ti­modal media is per­haps more apt). There was, indeed, a time before mul­ti­me­dia existed — though we can, per­haps, trace its ori­gins to Wagner’s 1849 essay, “The Art­work of the Future” and the notion of Gesamtkunst­werk — which, in turn, traces back to Greek drama, but no matter!

Yet irre­spec­tive of when this arose, leg­is­la­tors are meant to have acknowl­edged the immi­nent rise of the copyright-violating, citizen-empowering, content-producer-collaboration–dic­tat at the hands of the web. We’re expect­ing the wrong thing. Media has pro­gressed, the law hasn’t. Yet.

But what if it doesn’t? Does this mat­ter? Speak­ing to an influ­en­tial podcast-media per­son­al­ity yes­ter­day after­noon, it became clear that there had emerged between cit­i­zen media and con­ven­tional mech­a­nisms a fis­sure that cer­tain peo­ple were very reluc­tant to bridge. Sus­pi­cion exists between the two ‘indus­tries’ (though it was sug­gested that an ‘indus­try’ can­not exist until some­one is mak­ing money: per­haps not the case with cit­i­zen media, overblown acqui­si­tions aside) where ‘cit­i­zen media’ is con­cerned that any part­ner­ships with ‘con­ven­tional media’ will sti­fle inno­va­tion. Clearly, this is wrong, and ignores the ‘cit­i­zen’ part of ‘cit­i­zen media’: any part­ner­ship can­not exist with­out the ‘cit­i­zen’ remain­ing, thus chang­ing con­ven­tional media. And if the ‘cit­i­zen’ com­po­nent is dis­solved, it becomes a mean­ing­less acqui­si­tion as ‘media’ already exists, and ‘cit­i­zen media’ with­out the ‘cit­i­zen’ has no impe­tus whatsoever.

How­ever, that aside, this (per­haps mutual) hos­til­ity raises inter­est­ing notions.

If we con­sider the two to exist in entirely dis­tinct and dis­parate spheres, then new pos­si­bil­i­ties arise. We accept that cit­ing and re-using ‘mass media’ mate­r­ial in new cre­ations is, for a time, impos­si­ble. We accept that a ‘nor­mal­i­sa­tion’ is tak­ing place, to cite the much-lauded ‘vil­lage square’ con­cept of com­mu­nal media: that we are return­ing to a ‘nor­mal’ state, and that broad­cast top-down media was a tem­po­rary hic­cup in the state of human being. The dif­fer­ence, then, is that we now exist in a glob­alised state where those with whom we com­mu­ni­cate (or, share media/experience) is not lim­ited by geog­ra­phy… but remains lim­ited in scope (sen­sual expe­ri­ence, for exam­ple, is rather inhib­ited by the tyranny of distance).

In two hun­dred years, assum­ing mass media assim­i­lated back into ‘nor­mal­ity’ today, all copy­right would have expired and all work could be cited, quoted, re-used and abused as peo­ple willed it. There is clearly no great pos­si­bil­ity of this hap­pen­ing: acknowl­edged even by the mass-media-hostile per­son­al­ity inter­viewed. Should we care? Maybe. If there is mate­r­ial worth repro­duc­ing, that is.

The web is a tem­po­ral media, still. Never before have such vast vol­umes of infor­ma­tion been so volatile, in part because such vast vol­umes of infor­ma­tion have never been so acces­si­ble (in an entirely un-web-standards-related sense). Hence, it is pos­si­ble that the alle­vi­a­tion of this access will hurt more than it would had we not known what was pos­si­ble. The nature of this detach­ment from the web isn’t some­thing to be dis­cussed here — suf­fice to say, global energy cri­sis, war, cen­sor­ship (because the web remains rel­a­tively depen­dent on a small num­ber of servers — DNS root servers par­tic­u­larly) and a vari­ety of other fac­tors could all play a part. But what would this mean?

Ear­lier, I alluded to the ‘glob­alised vil­lage’ con­cept, and how that, in some senses (no pun intended), fails. What we are now see­ing is a series of online ‘com­mu­ni­ties’ exist­ing in par­al­lel, with very occa­sional (but also very com­plex) per­pen­dic­u­lar rela­tion­ships. There is no global vil­lage. There are a series of global com­mu­ni­ties, with which peo­ple can choose to par­tic­i­pate and engage to what­ever extent they deem desir­able. A series of fac­tors aside from the web and MSM have also led to the decline of the phys­i­cal ‘vil­lage’ envi­ron­ment — urban sprawl, glob­al­i­sa­tion in a phys­i­cal sense (highly mobile pop­u­la­tions, etcetera) and the like are exam­ples of such — but there is some­thing wrong with an entirely directed, spe­cific, no-overlap envi­ron­ment. Ben remarked a day or two ago that it’s intrigu­ing his three best friends all have an affin­ity for Eng­lish (and two of those teach­ing it), whilst he is indif­fer­ent about the lan­guage, as about teach­ing (though remarked it is ‘fun’ where maths is con­cerned!).

Rarely, in Internet-based com­mu­ni­ties, have I seen some­one engage with peo­ple out­side of their own area of prin­ci­ple inter­est. Web sites work like that. They are sites with a pur­pose: and, if they do not have a pur­pose, the traf­fic they attract is often spo­radic and undi­rected. Even this blog has a pur­pose — it must, to have attracted (and retained) the atten­tion of an Amer­i­can with an inter­est in web pub­lish­ing. Once atten­tion is engaged on one front, it is pos­si­ble to explore oth­ers — it’s pos­si­ble that peo­ple with an inter­est in web pub­lish­ing and acces­si­bil­ity will read this post sim­ply because it popped up in their feed reader and looked vaguely inter­est­ing (though length is doubt­less a deter­rent!). Back to the term ‘site’ — clearly, this word’s ety­mol­ogy ensures it can­not be divorced from its real-world meaning.

Peo­ple do not sim­ply enter a build­ing for no rea­son. This par­al­lel fails to some extent as the power of search-engines come into the equa­tion — but, remem­ber, search engines must also dis­cover a ‘site’ at some point (impos­si­ble with­out incom­ing links). Which brings us back to the parallel-with-occasional-perpendicular-bridges image (note, par­al­lel can­not mean lin­ear because of the nature of hyper­links. Per­haps I speak of par­al­lel Möbius strips?)

Irre­spec­tive of the mech­a­nisms for web-based explo­ration, web media and main­stream media both fail to serve an encom­pass­ing pur­pose of human inter­ac­tion. Copy­right makes no dif­fer­ence to this. Observe how dis­tracted this post is. Observe how I return to the topic of copy­right harshly, how it does not link to the impor­tant defin­ing qual­i­ties of human inter­ac­tion (which, it must be said, the web in part facil­i­tates). This was both inten­tional and unavoid­able: there is no bet­ter link. Copy­right doesn’t mat­ter, and pre­vi­ously cre­ated con­tent under copy­right does not mat­ter. Even­tu­ally, copy­right will dis­solve, and a har­mon­i­sa­tion between for­mally detached pub­lish­ing mech­a­nisms (I have decided that is all the dif­fer­ence is) will come about. Peo­ple will con­tinue to express them­selves, draw­ing on the con­tent of their time — ideas are aside from copy­right — whilst, per­haps, drift­ing apart from this new media and back into the village…

The Brogden Saga, Katrina, and the world’s most incredible datacentre staff

I haven’t posted much lately, so I thought I’d men­tion some­thing on here. I was going to post a rant about how John Brog­den is appar­ently a mis­er­able cow­ard because he wasn’t so bla­tantly a drunk­ard and wom­an­iser as Hawke was, accord­ing to the media, and how they’re all a backwards-thinking bunch of twits. But I haven’t got time for out­lin­ing exactly how flawed that think­ing is in any great detail: suf­fice to say, I think Brog­den has done the right thing in that he’s at least capa­ble of demon­strat­ing some remorse. Hawke, on the other hand, was sup­ported by the media, even before his own col­lapse in 1979, and his own indis­cre­tions were only occa­sion­ally men­tioned and with­out any of the venom to which Brog­den has been exposed. Fur­ther, Hawke appar­ently showed lit­tle remorse when com­pared to Brog­den: not to advo­cate his sui­cide attempt, but at least that demon­strates the sin­cer­ity of his recog­ni­tion of circumstance.

All that aside, I’m still a Lib­eral sup­porter even on an NSW level. And I unashamedly sup­port the marginally-more-right-wing agenda of the new Lib­eral lead­er­ship (though obvi­ously there isn’t a whole heap known about the char­ac­ter of Peter Deb­nam at the present time: hope­fully a more com­plete pic­ture will emerge in the com­ing weeks and months).

But enough about that. I’d love to write more about it, but I need to get to bed.

Via Soolie’s MSN name today, I’ve found a website/blog run out of New Orleans that’s appar­ently been hot news on the Inter­net over the past sev­eral days that I man­aged to com­pletely miss. The Inter­dic­tor weblog, run by an employee of DirectNIC.com, a New-Orleans based com­pany that runs a dat­a­cen­tre that has been up through­out this whole disaster.

A photo out a broken window from their office
Photo credit: DirectNIC.com

I can’t express enough how impressed I am with their ded­i­ca­tion to their cus­tomers and their work. Not only are they main­tain­ing their ser­vices under pretty amaz­ing con­di­tions, they’re also pro­vid­ing a ser­vice to the world via their Inter­net presence.

Alec said to me before on MSN that this really shows the dif­fer­ence between the Inter­net and main­stream media: it does. The Inter­net is inher­ently col­lab­o­ra­tive, a com­mu­nal space for com­mu­ni­ca­tion, rather than sim­ple dis­sem­i­na­tion. Hyper­links sub­vert heirar­chy, to quote The Clue­train Man­i­festo. These peo­ple are pro­vid­ing an on-the-ground account of the after­math, not only in text form, but also in other dynamic media forms: they’re tak­ing pho­tos (one of which is fea­tured above), stream­ing video out, and even par­tic­i­pat­ing in IRC rooms.

I’m astounded. And pray­ing that they’re going to be alright (though the sit­u­a­tion appears to be improv­ing, but prayer won’t hurt!). The Inter­net is an amaz­ing place…

Squarespace

I know there’s more than a few emerg­ing weblog host­ing ser­vices out there, but I just dis­cov­ered Square­space via a text-based adver­tise­ment in Opera’s ban­ner (I’m astounded how unin­tru­sive they are… I think I’m actu­ally appre­ci­at­ing them, which is amaz­ing!), and was instantly impressed by their website’s inter­face and copy.

Appar­ently it’s been cre­at­ing some noise in main­stream media, too. I look at it and I don’t see another con­tent man­age­ment sys­tem peo­ple are try­ing to sell — the web­site looks, feels, and reads as though it’s a small com­mu­nity project. Which it prob­a­bly isn’t. I’d imag­ine they’re mak­ing loads of money off this thing. And good on them: it appears they’ve jumped on the Clue­train, come up with a killer offer­ing, and it’s worked for them.

“Killer offer­ing”, by the way, is not just weblog soft­ware. It’s also not just man­aged weblog soft­ware or even web ser­vices… it’s com­mer­i­cal, man­aged, web pub­lish­ing ser­vices that peo­ple are cry­ing out for. Six Apart have sort of leant in, but they’re first and fore­most a blog­ging com­pany, whilst Square­space posi­tions them­self in a broader mar­ket: they’re a pub­lish­ing com­pany, that lets you do blog­ging, if that’s your thing.

I’ve observed all this in the course of about ten min­utes, by the way. I haven’t even tried the ser­vice yet: this is all in response to their pre­sen­ta­tion and pro­mo­tion. Inci­den­tally, Square­space also have their own blog — part of that whole Clue­train thing — and have con­tent on it avail­able to any­one under a Cre­ative Com­mons license. What a cool tech company…

Make love, not spam, finis.

Per­haps one of the most con­tro­ver­sial corporate-sponsored acts of poplar elec­tronic activism in the his­tory of the Inter­net (and cer­tainly this year), AAP pub­lished an arti­cle which was picked up by the Syd­ney Morn­ing Her­ald at 10:44 this morn­ing (GMT +11, Syd­ney time) in which Lycos is cited as ter­mi­nat­ing the cam­paign, in face of crit­i­cism from (unspec­i­fied) “secu­rity experts”. The orig­i­nal arti­cle may be found on the Syd­ney Morn­ing Her­ald web­site (reg. required).

Lycos spokesper­son, Kay Ober­beck, is quoted as say­ing that “the [Make Love not Spam] cam­paign was only meant to be tem­po­rary”, it’s pri­mary goals being to spark dis­cus­sion and raise aware­ness — some­thing which it has unques­tion­ably achieved, per­haps in a realm far greater than that of just unso­licited spam mar­ket­ing (I refuse to use euphemisms here — spam is unso­licited, intru­sive, tres­pass­ing, unre­quested and unde­sire­able — not “direct mar­ket­ing”). The cam­paign has raised ques­tions regard­ing the state of reg­u­la­tion of the Inter­net, both in terms of anti-spam leg­is­la­tion, and the legal­ity of “elec­tronic sit-in” tac­tics, up to and includ­ing the use of dis­trib­uted (col­lab­o­ra­tive) attacks on a cen­tralised point.

Argu­ments over the seman­tics of what exactly con­sti­tutes a DDoS attack have also arisen as a result of this cam­paign: Whilst it’s gen­er­ally accepted that this is indeed a dis­trib­uted attack, the curi­ous nature of the appli­ca­tion, in that it attempts to raise the costs of spam­ming but not alto­gether “deny ser­vice”, cou­pled with the fact that par­tic­i­pa­tion in this cam­paign is user-driven (by way of active par­tic­i­pa­tory choice), mean that this can­not be likened to virus-driven DDoS attacks seen in recent times, such as those upon The SCO Group’s website.

Not only is the basic ques­tion of what con­sti­tutes a (D)DoS attack raised, but also the ques­tion of what, exactly, is required for this attack to be con­sid­ered “dis­trib­uted”. Legally speak­ing, the attack has not been launched from any one co-ordinating point. The soft­ware dis­tri­b­u­tion point and direc­tory list­ing points were cen­tralised, how­ever these were not respon­si­ble for the inde­pen­dent actions of over 100,000 users[1], who down­loaded the soft­ware, and ran it.

Col­lab­o­ra­tive attacks such as this make lit­i­ga­tion remark­ably dif­fi­cult, con­sid­er­ing the very dis­trib­uted par­tic­i­pa­tion — how can Lycos be sued for some­thing they didn’t do? And, even if they could be sued for “some­thing” they didn’t do, is it even legit­i­mate to pros­e­cute over a “denial of ser­vice” attack such as this? Some have com­mented that by con­nect­ing a com­puter to the Inter­net, you accept the pos­si­bil­ity of such attacks implic­itly — admit­tedly, this was posted on Slash­dot, a (slightly more Left) IT news source, but the point bears consideration.

Was the cam­paign a “good” thing? In accor­dance with the stated goals pre­sented to the world in hind­sight, yes. Hav­ing said that, how­ever, Lycos appear to have been stand­ing on defen­sive foot­ing for much of this cam­paign, deny­ing events which the rest of the world seem to have wit­nessed, beyond most rea­son­able doubt (speak­ing specif­i­cally of the denial of the com­pro­mise of their web­site, either by a direct hack­ing, or DNS poi­son­ing). Star­ring, the agency respon­si­ble for devel­op­ing the Spray web­site (an arm of Lycos) and the Make LOVE not SPAM cam­paign, main­tains the inten­tion of the cam­paign is to increase the costs involved with SPAM adver­tis­ing (as well as aware­ness rais­ing and a pro­mo­tional util­ity for Spray mail), some­thing which every­one took as implicit, but (so far as I’ve seen) Lycos hasn’t explic­itly stated[2].

So what’d they do wrong, from a con­struc­tive per­spec­tive? Well, it was of a closed nature, for one. Lycos copped a sur­pris­ing amount of crit­i­cism for this one from the main­stream media, specif­i­cally as “inde­pen­dent ver­i­fi­ca­tion” of the nature of sources was unable to be per­formed — fears that the lists of offend­ers were cor­rupted remained unre­solved, as pub­lic access to this infor­ma­tion was not read­ily avail­able [3]. If Lycos’s present stance on the project is legit­i­mate, then the project rather delib­er­ately remained closed in nature — if it were open, they would have an AOL-style Gnutella on their hands (admit­tedly, the sit­u­a­tion of recall is remark­ably sim­i­lar, but the project hasn’t been able to get out of con­trol due to a lack of pub­li­cally avail­able source code), arguably a worse cor­po­rate night­mare than the legal mess in which Lycos may find them­selves entangled.

An open project would have allowed the project a greater chance of suc­cess, in that crit­i­cism per­tain­ing to the valid­ity of tar­gets would be quelled, and even an offi­cial end to the project would likely per­mit a host of child-projects, all with the same goals in mind. The dis­ad­van­tage to this, of course, is that community-powered vig­i­lan­tism is far more sus­cep­ti­ble to dubi­ous attacks on inno­cent web­sites, due to it’s (com­par­a­tively) unreg­u­lated nature (if Lycos’s claims regard­ing the check­ing process are to be believed).

Will this spurn a host of sim­i­lar projects? Prob­a­bly. Such projects already exist, on a smaller scope — one project tar­get­ting Niger­ian scam­mers is already in place — how­ever none of them have enjoyed such wide­spread media atten­tion as MLNS has from con­ven­tional press. Lycos’s posi­tion as a dom­i­nant Euro­pean (and, to a lesser extent, Amer­i­can) por­tal has meant that their actions are far more closely scru­ti­nised than those of small com­mu­nity bod­ies. Hav­ing said that, the pop­u­lar­ity of peer-to-peer file-sharing appli­ca­tions didn’t come about as a result of mass media prop­a­ga­tion, but rather through grass­roots com­mu­ni­ca­tion between peers, rec­om­mend­ing the soft­ware to others.

Infor­ma­tion Tech­nol­ogy pub­li­ca­tions (both phys­i­cal and elec­tronic) played a part in mak­ing early adopters aware of these tech­nolo­gies, how­ever the bulk of the work may be attrib­uted to com­mu­ni­ties online who spread aware­ness of this soft­ware on a peer-based level. This tech­nol­ogy has sim­i­lar poten­tial, on a far greater scale — it’s media expo­sure at launch was mas­sive, and whilst it was rapidly removed (or cen­sored), the amount of inter­est it gen­er­ated offers projects which adopt a sim­i­lar vein in the future a greater chance of success.

From a media per­spec­tive, future projects such as this will attract a men­tion, if only because of their sim­i­lar­ity to this high-profile one. The ram­i­fi­ca­tions of MLNS are great in scope; arguably, greater than Lycos have fore­seen in the launch of this. Ulti­mately, this project demon­strates the power of the Inter­net as a tool for activism and col­lab­o­ra­tive empow­er­ment — the true impact of these is some­thing for which the world must wait and watch.

Notes

  1. Actual down­loads may far exceed this fig­ure, given the rapid prop­a­ga­tion of mir­rors of this soft­ware, and the (highly ques­tion­able) actions of some back­bone providers in block­ing the offi­cial web­site, MakeLoveNotSpam.com — which raises a whole new set of ques­tions per­tain­ing to dig­i­tal activism, if the providers to this form of self-enforcing elec­tronic democ­racy are actively deny­ing access to “ques­tion­able” facilities!
  2. I’m quite open to being proved wrong on this point: so far as I can see, they haven’t stated that — I’ve been sift­ing through a decent amount of news mate­r­ial on the sub­ject, but it’s more than pos­si­ble that I sim­ply missed it. If you feel oth­er­wise, feel free to leave a comment/send me an email.
  3. Admit­tedly, it was pos­si­ble to access http://backend.makelovenotspam.com/xml/ for the data, but this wasn’t a highly pub­li­cised fact, and the meth­ods by which this data was attained and ver­i­fied remain shrouded in doubt.