According to The Cluetrain Manifesto co-author David
the Web has been underhyped. That's right, underhyped.
In his book Small Pieces Loosely Joined: A Unified Theory of the
Web (Perseus Books, 2002), David Weinberger argues that,
if anything, the World Wide Web hasn't been hyped enough. The
importance of the Web, he writes, isn't about dot-com riches; it's
about fundamentally changing the way we behave. Here are his five
1. On the Web, all fame is local. Fame on the Web is similar
to the nature of craftwork, reaching fewer people than those who
engage in mass manufacturing, but providing a type of focused
celebrity: Local craftspeople are known in their communities for
and by their work. On the Web, of course, the community is defined
by interest, not geography, and there is no natural boundary around
how large the circle of fame can grow. And there is an intimacy to
Web fame not typically found in the world of crafts.
2. The Web is all about groups. The Internet is the opposite
of a hand grenade thrown into a market: It's almost as disruptive,
but it brings people together rather than tearing them apart.
People don't join the Internet just to send an e-mail to this or
that person. They join to participate in the hundreds of different
ways people associate. In this new social clearing, types of
associations are being created with a rapidity unequalled in our
history. The Web is a hotbed of experimental couplings.
3. Knowledge on the Web is a social activity. The Web is a
hodgepodge of ideas that violates every rule of epistemological
etiquette. Much of what's posted is wrong. It's expressed
ambiguously. But it also returns knowledge to its roots in the
heated arguments in the passageways of Athens. Knowledge is what
happens when people say things that matter to them, others reply,
and a conversation ensues. In many Web conversations, we've given
up certainty. But certainty isn't a requirement for believing