English subtitles for clip: File:Aaron Swartz - The Network Transformation.webm
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1 00:00:03,200 --> 00:00:08,080 The change in the architecture of the media is completely connected to a change in the architecture of control 2 00:00:08,119 --> 00:00:11,559 With the broadcast system you have one person in one station 3 00:00:11,599 --> 00:00:13,719 deciding what gets put out over the airwaves. 4 00:00:13,800 --> 00:00:17,640 When you have a distributed network like the internet everybody can be a server. 5 00:00:17,679 --> 00:00:20,559 There's no distinction between the broadcaster and the receiver: 6 00:00:20,879 --> 00:00:22,279 every computer does both. 7 00:00:22,399 --> 00:00:27,079 You can take your home laptop and run a server off of it that can distribute movies and music 8 00:00:27,120 --> 00:00:31,640 and webpages and email in the same way that the biggest computers at Google can. 9 00:00:31,679 --> 00:00:35,519 There's no fundamental difference between the computers they have in the racks in their server rooms 10 00:00:31,760 --> 00:00:31,800 11 00:00:35,520 --> 00:00:36,920 and what you have on your desk. 12 00:00:38,039 --> 00:00:39,560 In the old system of broadcasting, 13 00:00:39,600 --> 00:00:42,800 you were fundamentally limited by the amount of space in the airwaves 14 00:00:42,759 --> 00:00:46,439 You could only send out 10 channels over the airwaves in television 15 00:00:46,439 --> 00:00:48,519 or even with cable you had 500 channels. 16 00:00:48,679 --> 00:00:50,640 On the internet, everybody can have a channel; 17 00:00:50,759 --> 00:00:53,039 everyone can get a blog or a MySpace page; 18 00:00:53,079 --> 00:00:55,159 everyone has a way of expressing themselves 19 00:00:55,479 --> 00:00:57,719 and so what you see now is not a question of 20 00:00:57,719 --> 00:00:59,119 who gets access to the airwaves, 21 00:00:59,280 --> 00:01:00,840 it's a question of who gets control 22 00:01:00,840 --> 00:01:02,400 over the ways you find people. 23 00:01:02,799 --> 00:01:05,399 You start seeing power centralising in sites like Google, 24 00:01:05,439 --> 00:01:08,480 these sort of 'gatekeepers' that tell you where on the internet you want to go 25 00:01:08,599 --> 00:01:11,559 the people who provide you your sources of news and information. 26 00:01:11,599 --> 00:01:15,079 So its not only certain people have a license to speak 27 00:01:15,280 --> 00:01:16,640 now everyone has a license to speak, 28 00:01:16,680 --> 00:01:17,760 it's a question of who gets heard. 29 00:01:19,400 --> 00:01:22,600 So one of the biggest questions we're facing in a world of many speakers 30 00:01:22,680 --> 00:01:24,040 how do you find what's good? 31 00:01:24,040 --> 00:01:27,240 Are we gonna go to a system like the old media where you go to CNN 32 00:01:27,359 --> 00:01:29,239 and they pick a handful of people to focus on 33 00:01:29,280 --> 00:01:30,239 and you read what they say 34 00:01:30,280 --> 00:01:32,040 or are we going to go with something more like the internet 35 00:01:32,200 --> 00:01:35,200 where everybody has a chance of being heard, a more democratic system. 36 00:01:35,480 --> 00:01:38,480 One of the most interesting technologies for doing something like that 37 00:01:38,439 --> 00:01:39,840 is a system called collaborative filtering, 38 00:01:40,079 --> 00:01:43,640 where everybody expresses their opinions on what they like and what they don't like 39 00:01:43,680 --> 00:01:47,400 and the computer tries to match you up with other people who have similar preferences 40 00:01:47,439 --> 00:01:50,719 and recommend you things that they also like that you didn't know about before. 41 00:01:50,760 --> 00:01:52,800 It's the same kind of system you see on Amazon 42 00:01:52,840 --> 00:01:55,159 where people who bought this book also bought this book. 43 00:01:55,159 --> 00:01:57,920 People are trying to experiment that not only with books 44 00:01:58,000 --> 00:02:01,079 but with blogs, web pages and news stories all across the internet, 45 00:02:01,120 --> 00:02:04,320 they're trying to find ways and things that you never would have heard of before 46 00:02:04,400 --> 00:02:05,719 and bringing them in front of you. 47 00:02:06,200 --> 00:02:08,080 Mass media had this fundamental paradox 48 00:02:08,400 --> 00:02:10,319 because it was aiming at a huge audience 49 00:02:10,360 --> 00:02:12,760 but it wanted to convince everybody they were an individual 50 00:02:12,759 --> 00:02:15,159 so you see all these ads on television all the time like 51 00:02:15,360 --> 00:02:17,560 'buck the trend, buy these jeans' right? 52 00:02:17,599 --> 00:02:20,039 And it's on a show that 4 million people are watching, 53 00:02:20,280 --> 00:02:23,840 you're not going to buck a trend by doing what 4 million other people are. 54 00:02:24,000 --> 00:02:26,840 Now that the internet is actually making these niche things possible 55 00:02:27,039 --> 00:02:29,039 the mass media is incredibly threatened 56 00:02:29,400 --> 00:02:32,879 no longer this idea of bucking the crowd and being your own 57 00:02:33,479 --> 00:02:36,280 it's no longer just a theory you can actually do it on the internet 58 00:02:36,280 --> 00:02:40,400 And what we're starting to see is tools that take power away from the big conglomerates 59 00:02:40,560 --> 00:02:42,199 and start to distribute it to small groups. 60 00:02:42,479 --> 00:02:47,239 And so there are a bunch of issues in a system like that there are questions of funding you know, 61 00:02:47,280 --> 00:02:50,400 how will these small groups get paid and how will the random blogger be able to live 62 00:02:50,520 --> 00:02:53,400 in a way that an investigative journalist can now 63 00:02:53,599 --> 00:02:55,879 because there's one giant source of advertising. 64 00:02:55,919 --> 00:02:59,799 You know there are question finding people, how will I be able to find the stuff I'm interested in, 65 00:02:59,879 --> 00:03:01,599 and the stuff that's trustworthy and reliable 66 00:03:02,080 --> 00:03:04,719 and so for each of these there are new technologies 67 00:03:04,719 --> 00:03:06,520 people are trying all sorts of different things 68 00:03:06,680 --> 00:03:08,240 and one of the most exciting things about the internet is that 69 00:03:08,280 --> 00:03:12,400 there is still experimentation in this, since everybody can just go up and start a website 70 00:03:12,400 --> 00:03:15,640 with a new piece of technology to try and solve one of these problems. 71 00:03:15,680 --> 00:03:18,640 We're seeing lots of different possibilities, lots of different funding models 72 00:03:18,680 --> 00:03:22,920 lots of different recommendations systems and who knows what will work best. 73 00:03:23,439 --> 00:03:25,759 We have a chance to try it all and see what falls out. 74 00:03:25,800 --> 00:03:27,840 So there are a couple of interesting funding models: 75 00:03:27,879 --> 00:03:30,479 One of course is the sort of standard method of advertising, 76 00:03:30,599 --> 00:03:35,039 you go to a bunch of big corporate sponsors and instead of having them fund a television show 77 00:03:35,080 --> 00:03:36,400 you have them fund your webpage. 78 00:03:36,400 --> 00:03:39,800 But a more interesting one is you do the same thing with niche groups 79 00:03:40,000 --> 00:03:45,039 instead of going to IBM/Ford or some big company and having them buy a banner out on your site, 80 00:03:45,120 --> 00:03:47,599 you go to people who actually care about the readers you have. 81 00:03:47,680 --> 00:03:50,719 If you're a design weblog you go to design companies. 82 00:03:50,759 --> 00:03:53,719 If you're a politics webblog, you go to other politicians. 83 00:03:53,879 --> 00:03:58,039 You have a very targeted narrow group of people who are really interested in the subject, 84 00:03:58,039 --> 00:04:01,120 thats an audience advertisers really love. 85 00:04:01,759 --> 00:04:04,560 Another possibility is to turn directly to your readers for support. 86 00:04:04,680 --> 00:04:07,719 So you see blogs say, I wanna go on a trip to New Hampshire 87 00:04:07,719 --> 00:04:10,400 to cover the American political conventions. 88 00:04:10,439 --> 00:04:11,599 Will you support me? 89 00:04:12,000 --> 00:04:13,400 And the readers pour in money. 90 00:04:13,400 --> 00:04:16,720 These people are very dedicated if they feel like they have a personal connection 91 00:04:16,720 --> 00:04:17,800 with the person writing, 92 00:04:17,800 --> 00:04:20,240 so they are eager to spend money to support it! 93 00:04:21,000 --> 00:04:23,879 Another thing is that you work simply off of volunteer labor, 94 00:04:23,879 --> 00:04:27,040 you have people who have a day job that's an expert on a subject 95 00:04:27,040 --> 00:04:30,280 and they just enjoy talking about it so they rate stuff in their free time 96 00:04:30,360 --> 00:04:31,199 and publish it on the internet. 97 00:04:31,439 --> 00:04:33,920 Or they have readers who read their site and contribute stuff 98 00:04:34,000 --> 00:04:36,399 and it gets compiled into one exciting source. 99 00:04:36,680 --> 00:04:39,040 So I think there are lots of different experiments 100 00:04:39,040 --> 00:04:40,760 and people are trying in lots of different ways. 101 00:04:41,000 --> 00:04:46,480 That's one of the errors you had with television, right, was that television could only provide one level of interest. 102 00:04:48,600 --> 00:04:51,720 It was funded based on adertising, not on how much people cared about the program. 103 00:04:52,360 --> 00:04:56,280 Advertisers were going to pay the same no matter how exciting or how compelling 104 00:04:56,279 --> 00:04:58,119 or how interested an audience was in the show 105 00:04:58,160 --> 00:05:01,880 so what you ended up with was fairly boring shows that appealed to lots of people 106 00:05:01,920 --> 00:05:04,400 because that's what advertisers wanted 107 00:05:04,399 --> 00:05:05,919 they wanted lots people watching the shows. 108 00:05:06,160 --> 00:05:08,280 Whereas in a normal market economy what happens is 109 00:05:08,279 --> 00:05:10,279 if you really want something you pay more for it 110 00:05:10,360 --> 00:05:12,040 you just can't do that with television. 111 00:05:12,279 --> 00:05:15,399 So one of the interesting things about broadcast is that a lot of what you like 112 00:05:15,399 --> 00:05:17,039 depends on what other people like 113 00:05:17,399 --> 00:05:19,239 there are only so many shows out there 114 00:05:19,240 --> 00:05:20,160 they are all kind of bland 115 00:05:20,199 --> 00:05:21,839 so what happens, you have these megahits 116 00:05:22,000 --> 00:05:26,920 like American Idol or Lost, where everybody at the water cooler is talking about this show, 117 00:05:27,000 --> 00:05:29,879 so you have to watch it because otherwise you can't keep up with them. 118 00:05:30,120 --> 00:05:33,399 Whenever social factors get involved 119 00:05:33,560 --> 00:05:35,639 you have this sort of process of rich gets richer 120 00:05:35,680 --> 00:05:40,040 one thing takes off because thats what everybody else is doing! 121 00:05:40,360 --> 00:05:43,720 One nice thing about the internet is that it allows for so much more variety 122 00:05:43,720 --> 00:05:47,960 that niche products can get so much more attention and interest 123 00:05:48,000 --> 00:05:50,720 So they've the run the numbers and there is this proven mathematical fact 124 00:05:50,759 --> 00:05:54,639 that as long as some percentage of what you care about is whether other people 125 00:05:54,680 --> 00:05:58,040 like it or now you're gonna end up with these patterns of hits and failures. 126 00:05:58,680 --> 00:06:01,720 If you have two things which are equivalent in quality, 127 00:06:01,720 --> 00:06:04,640 and one of them is liked by one more person than the other one, 128 00:06:04,680 --> 00:06:06,079 you're going to go that one. 129 00:06:06,120 --> 00:06:08,399 There's some small chance that you're going to go to that one 130 00:06:08,399 --> 00:06:09,719 and everybody's going to start going to that one 131 00:06:09,759 --> 00:06:11,120 and all of a sudden you have Harry Potter. 132 00:06:11,160 --> 00:06:14,840 This one book plucked of nowhere that suddenly becomes this humongous mega-hit. 133 00:06:14,879 --> 00:06:18,079 not because it's a hundred million times better written than every other book 134 00:06:18,120 --> 00:06:19,840 but simply because everybody's reading it. 135 00:06:21,000 --> 00:06:22,959 And putting stuff on the internet doesn't change that, 136 00:06:23,079 --> 00:06:27,039 you still care about what your friends like, you still wanna read what everybody else is talking about, 137 00:06:27,040 --> 00:06:30,720 you still wanna do what's popular because you think maybe other people have a valid opinion 138 00:06:30,759 --> 00:06:34,159 and maybe you wanna talk to them about it, maybe you want to join part of this community. 139 00:06:34,199 --> 00:06:37,240 But whatever your reason is, as long as you care about other people's opinions 140 00:06:37,240 --> 00:06:38,720 you're going to end up with these hits. 141 00:06:38,800 --> 00:06:38,840 You just have this social signifier that everybody cares about. 142 00:06:39,040 --> 00:06:41,640 You just have this social signifier that everybody cares about. 143 00:06:41,680 --> 00:06:45,040 Everybody's watching American Idol doesn't matter how good the show is. 144 00:06:45,079 --> 00:06:49,279 I mean it has to be somewhat decent so people watch it, but once everybody's watching it, 145 00:06:49,480 --> 00:06:54,160 and everybody's talking about it, you know, it suddenly becomes this megahit for no real reason, 146 00:06:54,199 --> 00:06:56,039 right, just because it's a social phenomenon. 147 00:06:56,079 --> 00:07:00,560 And what television does, it chops off the tail and it throws away all the other shows 148 00:07:00,600 --> 00:07:03,400 people would like but don't care enough about to be megahits 149 00:07:03,399 --> 00:07:06,599 and instead pours all of its money into these cheap-to-produce shows. 150 00:07:06,680 --> 00:07:08,639 Well you can't get rid of hits, right, 151 00:07:08,720 --> 00:07:11,040 it's a fact that people would want to do what their friends are doing 152 00:07:11,040 --> 00:07:15,480 you can't avoid that but what you can do is say there's the whole rest of the world out there 153 00:07:15,519 --> 00:07:18,719 there's a whole rest of what people care about other than what everybody else is doing. 154 00:07:19,000 --> 00:07:22,399 Everybody has their own particular interests, everybody has something that fascinates them 155 00:07:22,399 --> 00:07:25,719 and what the internet does is it allows them to do that, 156 00:07:25,720 --> 00:07:29,040 to get involved and find other people who share these things. 157 00:07:29,079 --> 00:07:33,199 One of the exciting things about Wikipedia is that it doesn't just have articles on 158 00:07:33,240 --> 00:07:36,160 you know, 100 most popular things or 1000 most popular things 159 00:07:36,199 --> 00:07:39,240 you can pick the most obscure subject in the world and there's an article about it. 160 00:07:39,279 --> 00:07:43,039 Because for EVERYTHING, there's someone who cares a great deal about it 161 00:07:43,040 --> 00:07:46,439 and that's what television, that's what radio doesn't provide, but the internet does! 162 00:07:46,600 --> 00:07:50,040 It provides a way for you to get in touch with those other people who really 163 00:07:50,079 --> 00:07:52,240 care about this completely obscure thing. 164 00:07:52,480 --> 00:07:56,040 It doesn't just go into the direction of topic, it goes into the direction of time. 165 00:07:56,040 --> 00:07:58,480 You can go back in time and find all the shows that have been canceled, 166 00:07:58,519 --> 00:08:00,799 find all the articles that have been deleted, 167 00:08:00,839 --> 00:08:04,039 you can go back and find everything that has been lost in major culture 168 00:08:04,040 --> 00:08:05,439 and it's got a place on the internet, 169 00:08:05,480 --> 00:08:09,640 YouTube music videos from the 70s and the 80s that you can't find anywhere these days 170 00:08:09,680 --> 00:08:11,439 you can watch at your leisure. 171 00:08:11,480 --> 00:08:13,640 I think lessening the power of the hits 172 00:08:13,680 --> 00:08:16,720 bringing down the things from the top and making it more egalitarian 173 00:08:16,720 --> 00:08:18,040 is the something we should always strive for 174 00:08:18,079 --> 00:08:21,039 it may be really difficult, it may not be super possible 175 00:08:21,079 --> 00:08:24,039 but it's something to hope for, to drive for 176 00:08:24,079 --> 00:08:26,719 and what that means is 177 00:08:26,720 --> 00:08:31,160 throwing away as much as possible, all the things that give you hints about 178 00:08:31,199 --> 00:08:34,039 you should do this because other people like it. 179 00:08:34,039 --> 00:08:37,519 It's very tempting when you're building a website or programming system 180 00:08:37,519 --> 00:08:39,840 is to start sorting things that are really popular at the top 181 00:08:39,879 --> 00:08:43,039 but all that does is, that it makes it less democratic and less fair. 182 00:08:43,120 --> 00:08:48,240 You have to have continual pressure, to try and pull things from the bottom of the tail up, 183 00:08:48,279 --> 00:08:51,399 give everybody a chance to look at everything and if you do that, 184 00:08:51,440 --> 00:08:53,720 maybe you won't get completely rid of hits, 185 00:08:53,720 --> 00:08:55,639 but you can start to ameliorate some of their problems. 186 00:08:55,679 --> 00:08:59,279 I mean that's one power of data mining is that construct to find obscure subjects 187 00:08:59,399 --> 00:09:01,840 that you wouldn't have found simply because they are not popular. 188 00:09:01,879 --> 00:09:03,919 You know, one of the tools of recommendations 189 00:09:03,919 --> 00:09:06,759 can be to pull you to the less popular stuff down on the tail. 190 00:09:06,919 --> 00:09:09,919 The random article button on Wikipedia is really cool in this sense: 191 00:09:10,000 --> 00:09:13,240 You can just wake up every day and read about some completely random topic 192 00:09:13,240 --> 00:09:17,039 that you'd never would have heard of except for the fact that there's an article on Wikipedia about it, 193 00:09:17,080 --> 00:09:20,040 and boy are there some completely random topics! (interviewer laughs)