Reading Response - Week 5
My response (below) to the following question:
Is it possible for network encounters to exist outside of markets? Or is all networked activity commodified? Describe how you understand the influence of the market and consumer culture in the global Internet.
I understand the influence of the market and consumer culture in the global Internet from seeing the ways that individuals are using - and seeing the need - for the net outside these arenas.
I am very fortunate to be able to work at a research center where much of its mission is devoted to imagining non-market (as well as market) spaces where individuals can participate in informed debate on the Internet. Much of my thinking about these issues has been largely influenced by the many visionary thinkers (including Benkler) who have come there to share their work envisioning spaces where informed debate, and what Benkler describes as the “synthesis of public opinion,” can occur on the web.
This is why I am really interested and excited about the potential for a Public, Educational, and Governmental Access TV (cable access) model to exist on the Internet - where individuals in local communities can have access to “freedom of expression, media education, localism (enhancing local communications) and public service” (Fuller, 1994) opportunities using this “new” medium. It’s more important now than ever to consider these models as we are seeing the increasing commercialism in and consolidation of our digital environment.
Unfortunately, cable and telephone companies see the PEG TV model as a thorn in their sides, to say the least. They don’t want to be held accountable to local interests and local concerns. A corporation’s goal is profit maximization. We know this. And this has been helpful in many ways to provide individuals with incentives to create and innovate on the web.
Not all networked activity is commodified. However, I think the influence of the market and consumer culture will make it increasingly difficult for a PEG Internet and other non-market spaces to continue in the long-term on the web. We saw this with radio, with TV, with cable, and now the Internet. Wherever most people spend their time, the market will follow.
But, at least for now, the power of the web lies in its ability to give individuals - with access to the tools, skills, and knowledge - the ability to create, discuss, debate, and mobilize around common interests and common dreams.
