Auteurs van Cluetrain Manifesto na 16 jaar met nieuwe ‘clues’

David Weinberger en Doc Searls, twee van de originele auteurs van de Cluetrain Manifesto, hebben na zestien jaar een reeks nieuwe stellingen over internet opgesteld. Net als in 1999 zijn ze lyrisch over de mogelijkheden en verafschuwen de ongebreidelde vercommercialisering van het world wide web. Het manifest is geschreven als moreel kompas voor de internetgemeenschap. Eigenlijk zou iedereen die iets doet met internet er kennis van moeten nemen.

Cluetrain Manifesto

De Cleutrain Manifesto is een van de meest geciteerde websites uit de beginperiode van de internethausse rond 2000. Het manifest is opgesteld door vier internetpioniers en bestaat uit 95 stellingen over de toekomst en impact van het internet op onze economie en samenleving. Het is een aanklacht tegen traditionele manier van zakendoen in de westerse samenleving. De veel geciteerde stelling “markets are conversations’ ageert bijvoorbeeld tegen bedrijven die massa marketing blijven toepassen op internet.


In 2000 verschijnt De Cluetrain Manifesto in boekvorm. Het boek wordt een bestseller en nog steeds een leidraad voor een grote groep internet-idealisten. Het is niet te verwachten dat de ‘New Clues’ in 2015 dezelfde impact hebben als zestien jaar geleden. Daarvoor zijn ze te weinig verrassend en bieden ze te weinig concrete oplossingen tegen de bedreigingen van het vrije internet. Maar het zet je wel aan het denken.

Om een indruk te krijgen volgt hieronder een inleiding en enkele stellingen van Weinberger en Searls:

armadillo and a bike oddly together

Hear, O Internet.

It has been sixteen years since our .

In that time the People of the Internet — you and me and all our friends of friends of friends, unto the last Kevin Bacon — have made the Internet an awesome place, filled with wonders and portents.

From the serious to the lolworthy to the wtf, we have up-ended titans, created heroes,  and changed the most basic assumptions about
How Things Work and Who We Are.

But now all the good work we’ve done together faces mortal dangers.

When we first came before you, it was to warn of the threat posed by those who did not understand that they did not understand the Internet.

These are The Fools, the businesses that have merely adopted the trappings of the Internet.

Now two more hordes threaten all that we have built for one another.

The Marauders understand the Internet all too well. They view it as theirs to plunder, extracting our data and money from it, thinking that we are the fools.

But most dangerous of all is the third horde: Us.

A horde is an undifferentiated mass of people. But the glory of the Internet is that it lets us connect as diverse and distinct individuals.

We all like mass entertainment. Heck, TV’s gotten pretty great these days, and the Net lets us watch it when we want. Terrific.

But we need to remember that delivering mass media is the least of the Net’s powers.

The Net’s super-power is connection without permission. Its almighty power is that we can make of it whatever we want.

It is therefore not time to lean back and consume the oh-so-tasty junk food created by Fools and Marauders as if our work were done. It is time to breathe in the fire of the Net and transform every institution that would play us for a patsy.

An organ-by-organ body snatch of the Internet is already well underway. Make no mistake: with a stroke of a pen, a covert handshake, or by allowing memes to drown out the cries of the afflicted we can lose the Internet we love.

We come to you from the years of the Web’s beginning. We have grown old together on the Internet. Time is short.

We, the People of the Internet, need to remember the glory of its revelation so that we reclaim it now in the name of what it truly is.

Once were we young in the Garden… 

a. Internet is us, connected. 

  1. The Internet is not made of copper wire, glass fiber, radio waves, or even tubes. 
  2. The devices we use to connect to the Internet are not the Internet. 
  3. Verizon, Comcast, AT&T, Deutsche Telekom, and 中国电信 do not own the Internet. Facebook, Google, and Amazon are not the Net’s monarchs, nor yet are their minions or algorithms. Not the governments of the Earth nor their Trade Associations have the consent of the networkedto bestride the Net as sovereigns.
  4. We hold the Internet in common and as unowned. 
  5. From us and from what we have built on it does the Internet derive all its value. 
  6. The Net is of us, by us, and for us. 
  7. The Internet is ours. 

b. The Internet is nothing and has no purpose. 

  1. The Internet is not a thing any more 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 we might, in the temper of the day, call “commandments.” 
  3. The first among these is: Thy network shall move all packets closer to their destinations without favor or delay based on origin, source, content, or intent.
  4. This means the Internet is not for anything in 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. 
  5. Optimizing the Internet for one purpose de-optimizes it for all others. 
  6. The Internet like gravity is indiscriminate in its attraction. It pulls us all together, the virtuous and the wicked alike. 

c. The Net is not content. 

  1. There is great content on the Internet. But holy mother of cheeses, the Internet is not made out of content. 
  2. A teenager’s first poem, the blissful release of a long-kept secret, a fine sketch drawn by a palsied hand, a blog post in a regime that hates the sound of its people’s voices — none of these people sat down to write content. 
  3. Did we use the word “content” without quotes? We feel so dirty. 

d. The Net is not a medium. 

  1. The Net is not a medium any more than a conversation is a medium.
  2. On the Net, we are the medium. We are the ones who move messages. We do so every time we post or retweet, send a link in an email, or post it on a social network. 
  3. Unlike a medium, you and I leave our fingerprints, and sometimes bite marks, on the messages we pass. We tell people why we’re sending it. We argue with it. We add a joke. We chop off the part we don’t like. We make these messages our own. 
  4. Every time we move a message through the Net, it carries a little bit of ourselves with it. 
  5. We only move a message through this “medium” if it matters to us in one of the infinite ways that humans care about something. 
  6. Caring — mattering — is the motive force of the Internet. 

Fork Me!

e. The Web is a Wide World. 

  1. In 1991, Tim Berners-Lee used the Net to create a gift he gave freely to us all: the World Wide Web. Thank you.
  2. Tim created the Web by providing protocols (there’s that word again!) that say how to write a page that can link to any other page without needing anyone’s permission. 
  3. Boom. Within ten years we had billions of pages on the Web — a combined effort on the order of a World War, and yet so benign that the biggest complaint was the <blink> tag.
  4. The Web is an impossibly large, semi-persistent realm of items discoverable in their dense inter-connections. 
  5. That sounds familiar. Oh, yeah, that’s what the world is. 30Unlike the real world, every thing and every connection on the Web was created by some one of us expressing an interest and an assumption about how those small pieces go together. 31Every link by a person with something to say is an act of generosity and selflessness, bidding our readers leave our page to see how the world looks to someone else.32The Web remakes the world in our collective, emergent image. 

But oh how we have strayed, sisters and brothers… 

a. How did we let conversation get weaponized, anyway? 

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

Voor wie er niet genoeg van kan krijgen, lees meer: