by James McGirk
Writers are anxious about the Internet and all things electronic, as we worry these newfangled ways of entertaining ourselves might someday obviate our own work. The solution, perhaps, lies in understanding and adapting to this new medium. Consuming enough that we can master its complexities and render appealingly intelligent confections for our readers. But who are these readers? Are they different online than they are in print? Some of them aren’t even human. There is a new form of reader browsing the Internet. For this is no longer just the age of mechanical reproduction; we now have to contend with mechanical readers as well.
William Gibson, who coined the term “cyberspace” imagined it as a mass consensual hallucination, rendered as a cityscape, the prominence of each shape on the horizon an index of how much data was passing through a single point; a point which in 1982 a reader might have thought of as a mainframe computer, and what today, nearly thirty years later, we might identify as an html address or site. On Gibson’s Internet Google would glow the brightest, soar the highest; be an Empire State Building to the Internet’s Manhattan. Most users don’t look at the Internet by volume, however, they read it pane by pane, navigating from bookmarks or through searches, feeding keywords into an ‘engine,’ a series of algorithms, to retrieve lists of linked addresses to the information they seek. These lists are customized to the user, the results tweaked by the user’s location and previous searches. The more searches you make, the more information about yourself you reveal, the more customized the experience becomes.
From a content provider’s point of view (as opposed to a more passive content user’s point of view) an ideal Internet browser might render something close to Gibson’s landscape of crystalline data sculptures, were there a way to capture such information in real time. But commercial users would rather see traffic than the mere through-output of bits and bytes. Who consumes what information, when and why is much more important to commerce than mere bandwidth. Though online sales have grown to become big business, the Internet remains a popularity contest. The real currency of the online world is attention. Being able to read the flow of attention online would mean mastering it, and reaping the ad money that comes along with that attention. But instead of trying to follow where everyone is going all at once, content providers are instead attempting to clone their readers’ minds.

