For all of the history up until this point,our communication structures have for the most part, especially mass media systems,have been very top down and they've been controlled by a few people that had distribution control.
If you look back the church was really thefirst broadcast network.
The church built out a very defined architectureof communication that was coming from a centralized place where very few people could have theword of God come down to them and they had the ability to transcribe – this was ata point when literacy was very rare and so you had only a few people that were illiteratethat could transcribe this holy word – and then they would distribute it out to a localmarket where you had a big impressive building that had lots of iconography and lots of beautifulimages inside of it and the tallest building usually in the town and they would ring withthe steeple at 8:00 a.
and we would all congregate for mass and we would listen toone message from one incontrovertible truth, from one source.
And that's not too dissimilar from televisionarchitecture.
You have a group of people in suits in NewYork or in Los Angeles and they're deciding what's going to be on television and thenthey distribute it to those towers.
And at 7:00 p.
prime time we aggregate arounda television that's been brought into our home and we watch this one incontrovertibletruth and this signal from a top down approach.
And when the Internet started enabling peoplefirst with this underlying network architecture of TCP/IP that allowed us to transcend timeand distance, that allowed any node on the network to contribute to the system, and thenwe started seeing things like video sharing and a photo sharing that allowed us all tobecome publishers.
And then we had this kind of this layer ofsocial that is redefining everything where every single person is now a contributingnode on the network, and every person that is part of that uses emotions and memes andcontent to distributor things in a horizontal fashion.
And so what that's doing is destroying theability to discern what is authentic; what is not, what's real; what's fake, what's commercial;what's non-commercial, what's sponsored; what's non-sponsored, what's a good idea versus abad idea.
And so when we exist in this freeform societywhere every node on the network can contribute something to the network, and it has no checksand balances if you will, there is no top down authority that's editing it or decidingwhat's real or not – then suddenly it becomes every node on the network's responsibility.
We’re all having to learn a pattern of behaviorthat we're all responsible for the propagation of this content.
Because the one interesting rule is it's verydifficult to make a mass media statement in a cellular holonic structure nodal networkbecause you have to get a bunch of people to agree to share it and agreed to propagateit.
No big media company can buy their way intothe system anymore.
But at the same time if everybody is on abalanced playing field then people that are hackers or people that scam the system orpeople that kind of arbitrage the new ad features that emerge or decided to take this path,have an advantage over some of the tried-and-true institutions, you know, especially in thingslike the context of fake news that's been happening a lot.
The idea that a bunch of Macedonian teenagersthat are arbitraging ad dollars on Facebook's system can put hundreds of stories into anetwork that people believe, these fake news stories, when a New York Times or a Wall StreetJournal refuses to pay for play in a system like Facebook.
And so you have this great imbalance becausewe haven't learned yet how to – we haven't taught ourselves yet how to discern what'sreal and what's fake and how to look at sources and how to see them for what they are.
And that's also because of a lack of transparency.
We're living in these systems now that arecontrolling our ability to disseminate information and we have no transparency whatsoever whenit comes to algorithms.
Why this does content behaved this way, whyone day when I post something to 500 people does it reach and the next they only fivepeople reaches? And so until we have visibility into thatsystem and into these algorithms we're going to be at a bit of a loss and a bit of a grabbingin the dark trying to make sense of this new communication architecture.
I quote Aldous Huxley, paraphrase him basicallysays: The only part of the universe you can possibly control is yourself.
And now more than ever that kind of socialresponsibility is upon each one of us.
Because now we're in a holonic system, a cellularholonic system that we are all responsible with the propagation of the right information,positive information, negative information, fake information.
We're all responsible for it because we'reall part of a metabolic factor inside of the system.
The sharing of these memes is propelled byemotions.
So human emotions are the metabolism of thissystem.
And you can tap into human curiosity and thewhole range of emotions from anger to laughter to desire and so we're seeing that playedout in real time right now.