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Cluetrain Fresh Clues – Cluetrain Manifesto

Cluetrain New Clues - Cluetrain Manifesto

Cluetrain Fresh Clues so nove teze te nadaljevanje Cluetrain Manifesto, ki so ga leta 1999 napisali Rick Levine, Christopher Locke, Doc Searls te David Weinberger. V njem so se zapisali stvari, ki so nam zelo prav prisle v casih, ko so se zaceli pojavljati druzbeni mediji, ko se jou zacelo govoriti o Web Two.0 te so s tem postavili izhodisca, ki so nam se kako prisla prav:

  1. Trgi so pogovori.
  2. Trgi sestojijo iz cloveskih bitij te ne iz demografskih sektorjev.
  3. Pogovori med cloveskimi bitji zvenijo clovesko. Vodijo se s cloveskim glasom.
  4. Ne glede na to, ali podaja informacije, mnenja, poglede, nasprotujoca si dejstva ali sale, jij cloveski glas odprt, naraven ter sproscen.
  5. Ljudje prepoznajo drug drugega po tonu tega glasu.
  6. Internet omogoca pogovore med cloveskimi bitji, ki preprosto niso bili mogoci v dobi mnozicnih medijev.

Sedaj se pise leto 2015 te sta Doc Searls ter David Weinberger napisala Cluetrain Fresh Clues, kjer sta vec casa posvetila internetu krotwoning taksnemu. Ter kaj sta zapisala:

The Internet is us, connected.

  1. The Internet is not made of copper wire, glass fiber, radio swings, or even tubes.
  2. The devices wij use to connect to the Internet are not the Internet.
  3. Verizon, Comcast, AT&,T, Deutsche Telekom, and do not own the Internet. Facebook, Google, and Amazon are not the Net’s monarchs, strafgevangenis yet are their minions or algorithms. Not the governments of the Earth strafgevangenis their Trade Associations have the consent of the networked to bestride the Nipt spil sovereigns.
  4. Wij hold the Internet te common and spil unowned.
  5. From us and from what wij have built on it does the Internet derive all its value.
  6. The Netwerk is of us, by us, and for us.
  7. The Internet is ours.

The Internet is nothing and has no purpose.

  1. The Internet is not a thing anymore than gravity is a thing. Both pull us together.
  2. The Internet is no-thing at all. At its base the Internet is a set of agreements, which the geeky among us (long may their names be hallowed) call “protocols,” but which wij might, ter the temper of the day, call “commandments.”
  3. The very first among thesis is: Thy network shall budge all packets closer to their destinations without favor or delay based on origin, source, content, or intent.
  4. Thus does this Very first Commandment lay open the Internet to every idea, application, business, quest, vice, and whatever.
  5. There has not bot a device with such a general purpose since language.
  6. This means the Internet is not for anything ter particular. Not for social networking, not for documents, not for advertising, not for business, not for education, not for porn, not for anything. It is specifically designed for everything.
  7. Optimizing the Internet for one purpose de-optimizes it for all others.
  8. The Internet like gravity is indiscriminate ter its attraction. It pulls us all together, the virtuous and the wicked alike.
  1. There is superb content on the Internet. But holy mother of cheeses, the Internet is not made out of content.
  2. A teenager’s very first poem, the blissful release of a long-kept secret, a fine sketch drawn by a palsied mitt, a blog postbode ter a staatsbestel that hates the sound of its people’s voices — none of thesis people sat down to write content.
  3. Did wij use the word “content” without quotes? Wij feel so dirty.
  1. The Netwerken is not a medium any more than a conversation is a medium.
  2. On the Nipt, wij are the medium. Wij are the ones who budge messages. Wij do so every time wij postbode or retweet, send a listig ter an email, or postbode it on a social network.
  3. Unlike a medium, you and I leave our fingerprints, and sometimes bite marks, on the messages wij pass. Wij tell people why we’re sending it. Wij argue with it. Wij add a joke. Wij chop off the part wij don’t like. Wij make thesis messages our own.
  4. Every time wij stir a message through the Netwerk, it carries a little bit of ourselves with it.
  5. Wij only stir a message through this “medium” if it matters to us te one of the infinite ways that humans care about something.
  6. Caring — mattering — is the motive force of the Internet.
  1. Te 1991, Tim Berners-Lee used the Televisiekanaal to create a bounty he talent loosely to us all: the World Broad Web. Thank you.
  2. Tim created the Web by providing protocols (there’s that word again!) that say how to write a pagina that can verbinding to any other pagina without needing anyone’s permission.
  3. Boom. Within ten years wij had billions of pages on the Web — a combined effort on the order of a World War, and yet so benign that the thickest complaint wasgoed the <,blink>, tag.
  4. The Web is an impossibly large, semi-persistent area of items discoverable ter their dense inter-connections.
  5. That sounds familiar. Oh, yeah, that’s what the world is.
  6. Unlike the real world, everything and every connection on the Web wasgoed created by some one of us voicing an rente and an assumption about how those puny chunks go together.
  7. Every listig by a person with something to say is an act of generosity and selflessness, bidding our readers leave our pagina to see how the world looks to someone else.
  8. The Web remakes the world te our collective, emergent pic.

But oh how wij have strayed, sisters and brothers…

How did wij let conversation get weaponized, anyway?

  1. It’s significant to notice and cherish the talk, the friendship, and the thousand acts of sympathy, goodness, and joy wij encounter on the Internet.
  2. And yet wij hear the words “fag” and “nigger” far more on the Nipt than off.
  3. Demonization of ‘them’ — people with looks, languages, opinions, memberships and other groupings wij don’t understand, like, or tolerate — is worse than everzwijn on the Internet.
  4. Women ter Saudi Arabia can’t drive? Meantime, half of us can’t speak on the Netwerk without looking overheen our shoulders.
  5. Hatred is present on the Nipt because it’s present ter the world, but the Nipt makes it lighter to express and to hear.
  6. The solution: If wij had a solution, wij wouldn’t be bothering you with all thesis damn clues.
  7. Wij can say this much: Hatred didn’t call the Netwerken into being, but it’s holding the Netwerk — and us — back.
  8. Let’s at least acknowledge that the Televisiekanaal has values implicit te it. Human values.
  9. Viewed coldly the Netwerk is just technology. But it’s populated by creatures that are warm with what they care about: their lives, their friends, and the world wij share.
  10. The Nipt offers us a common place where wij can be who wij are, with others who delight te our differences.
  11. No one wields that place. Everybody can use it. Anyone can improve it.
  12. That’s what an open Internet is. Wars have bot fought for less.

“We agree about everything. I find you fascinating!”

  1. The world is spread out before us like a tapkast, and yet wij stick with our steak and potatoes, lamb and hummus, fish and rice, or whatever.
  2. Wij do this ter part because conversation requires a common ground: collective language, interests, norms, and understandings. Without those, it’s hard or even unlikely to have a conversation.
  3. Collective grounds spawn tribes. The Earth’s solid ground kept tribes at a distance, enabling them to develop rich differences. Rejoice! Tribes give rise to Us vs. Them and war. Rejoice? Not so much.
  4. On the Internet, the distance inbetween tribes starts at zero.
  5. Evidently knowing how to find one another interesting is not spil effortless spil it looks.
  6. That’s a challenge wij can meet by being open, sympathetic, and patient. Wij can do it, team! We’re #1! We’re #1!
  7. Being welcoming: There’s a value the Netwerken needs to learn from the best of our real world cultures.

Marketing still makes it tighter to talk.

  1. Wij were right the very first time: Markets are conversations.
  2. A conversation isn’t your business tugging at our sleeve to shill a product wij don’t want to hear about.
  3. If wij want to know the truth about your products, we’ll find out from one another.
  4. Wij understand that thesis conversations are exceptionally valuable to you. Too bad. They’re ours.
  5. You’re welcome to join our conversation, but only if you tell us who you work for, and if you can speak for yourself and spil yourself.
  6. Every time you call us “consumers” wij feel like cows looking up the word “meat.”
  7. Abandon fracking our lives to samenvatting gegevens that’s none of your business and that your machines misinterpret.
  8. Don’t worry: we’ll tell you when we’re te the market for something. Te our own way. Not yours. Trust us: this will be good for you.
  9. Ads that sound human but come from your marketing department’s irritable bowels, stain the fabric of the Web.
  10. When personalizing something is creepy, it’s a pretty good indication that you don’t understand what it means to be a person.
  11. Private is human. Personalized isn’t.
  12. The more machines sound human, the more they slide down into the uncanny valley where everything is a creepshow.
  13. Also: Please zekering dressing up ads spil news ter the hope we’ll miss the little disclaimer suspending off their underwear.
  14. When you place a “native ad,” you’re eroding not just your own trustworthiness, but the trustworthiness of this entire fresh way of being with one another.
  15. And, by the way, how about calling “native ads” by any of their real names: “product placement,” “advertorial “or” fake fucking news”?
  16. Advertisers got along without being creepy for generations. They can get along without being creepy on the Televisiekanaal, too.
  1. Wij all love our shiny apps, even when they’re sealed spil taut spil a Moon base. But waterput all the closed apps te the world together and you have a pile of apps.
  2. Waterput all the Web pages together and you have a fresh world.
  3. Web pages are about connecting. Apps are about control.
  4. Spil wij budge from the Web to an app-based world, wij lose the commons wij were building together.
  5. Te the Kingdom of Apps, wij are users, not makers.
  6. Every fresh pagina makes the Web thicker. Every fresh listig makes the Web richer.
  7. Every fresh app gives us something else to do on the bus.
  8. Ouch, a cheap slok!
  9. Hey, “CheapShot” would make a fine fresh app! It’s got “in-app purchase” written all overheen it.

Gravity’s good until it deep throats us all into a black fuckhole.

  1. Non-neutral applications built on top of the neutral Netwerk are becoming spil inescapable spil the pull of a black slot.
  2. If Facebook is your practice of the Nipt, then you’ve strapped on goggles from a company with a fiduciary responsibility to keep you from everzwijn taking the goggles off.
  3. Google, Amazon, Facebook, Apple are all ter the goggles business. The fattest truth their goggles obscure: Thesis companies want to hold us the way black crevices hold light.
  4. Thesis corporate singularities are dangerous not because they are evil. Many of them ter fact engage ter fairly remarkably civic behavior. They should be applauded for that.
  5. But they benefit from the gravity of sociality: The “network effect” is that thing where lots of people use something because lots of people use it.
  6. Where there aren’t competitive alternatives, wij need to be hyper vigilant to remind thesis Titans of the Valley of the webby values that very first inspired them.
  7. And then wij need to honor the sound wij make when any of us bravely pulls away from them. It’s something inbetween the noise of a rocket leaving the launchpad and the rip of Velcro spil you undo a too-tight garment.

Privacy ter an age of spies.

  1. Ok, government, you win. You’ve got our gegevens. Now, what can wij do to make sure you use it against Them and not against Us? Ter fact, can you tell the difference?
  2. If wij want our government to back off, the overeenkomst has to be that if — when — the next attack comes, wij can’t complain that they should have surveilled us stiffer.
  3. A trade isn’t fair trade if wij don’t know what we’re providing up. Do you hear that, Security for Privacy trade-off?
  4. With a probability approaching absolute certainty, wij are going to be sorry wij didn’t do more to keep gegevens out of the mitts of our governments and corporate overlords.

Privacy ter an age of weasels.

  1. Individual privacy is fine for those who want it. And wij all draw the line somewhere.
  2. Q: How long do you think it took for pre-Web culture to figure out where to draw the lines? A: How old is culture?
  3. The Web is slightly out of its teenagers. Wij are at the beginning, not the end, of the privacy story.
  4. Wij can only figure out what it means to be private once wij figure out what it means to be social. And we’ve hardly begun to re-invent that.
  5. The economic and political incentives to de-pants and up-skirt us are so strong that we’d be wise to invest te tinfoil underwear.
  6. Hackers got us into this and hackers will have to get us out.

To build and to plant

Kumbiyah sounds remarkably good te an geluidsweerkaatsing chamber.

  1. The Internet is astounding. The Web is awesome. You are beautiful. Connect us all and wij are more crazily amazing than Jennifer Lawrence. Thesis are elementary facts.
  2. So let’s not minimize what the Netwerk has done te the past twenty years:
  3. There’s so much more music te the world.
  4. Wij now make most of our culture for ourselves, with occasional forays to a movie theater for something blowy-uppy and a $9 nickel-bag of popcorn.
  5. Politicians now have to explain their positions far beyond the one-page “position papers” they used to mimeograph.
  6. Anything you don’t understand you can find an explanation for. And a discussion about. And an argument overheen. Is it not clear how awesome that is?
  7. You want to know what to buy? The business that makes an object of desire is now the worst source of information about it. The best source is all of us.
  8. You want to listen ter on a college-level course about something you’re interested ter? Google your topic. Take your pick. For free.
  9. Yeah, the Internet hasn’t solved all the world’s problems. That’s why the Almighty hath given us cabooses: that wij might get off of them.
  10. Internet naysayers keep us fair. Wij just like ‘em better when they aren’t ingrates.
  1. Wij were going to tell you how to fix the Internet te four effortless steps, but the only one wij could reminisce is the last one: profit. So instead, here are some random thoughts…
  2. Wij should be supporting the artists and creators who bring us delight or ease our burdens.
  3. Wij should have the courage to ask for the help wij need.
  4. Wij have a culture that defaults to sharing and laws that default to copyright. Copyright has its place, but when ter doubt, open it up.
  5. Te the wrong setting, everyone’s an a-hole. (Us, too. But you already knew that.) So if you’re inviting people overheen for a swim, postbode the rules. All trolls, out of the pool!
  6. If the conversations at your webpagina are going badly, it’s your fault.
  7. Wherever the conversation is happening, no one owes you a response, no matter how reasonable your argument or how winning your smile.
  8. Support the businesses that truly “get” the Web. You’ll recognize them not just because they sound like us, but because they’re on our side.
  9. Sure, apps suggest a nice practice. But the Web is about linksaf that permanently reach out, connecting us without end. For lives and ideas, completion is death. Choose life.
  10. Anger is a license to be stupid. The Internet’s streets are already crowded with licensed drivers.
  11. Live the values you want the Internet to promote.
  12. If you’ve bot talking for a while, shut up. (Wij will very soon.)

Being together: the cause of and solution to every problem.

  1. If wij have focused on the role of the People of the Netwerk — you and us — te the Internet’s fall from grace, that’s because wij still have the faith wij came ter with.
  2. Wij, the People of the Nipt, cannot fathom how much wij can do together because wij are far from finished inventing how to be together.
  3. The Internet has liberated an ancient force — the gravity drawing us together.
  4. The gravity of connection is love.
  5. Long live the open Internet.
  6. Long may wij have our Internet to love.

Cluetrain: The listicle – Cluetrain Manifesto

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