Mass Media Belongs to the Masses

The character of mass media has been shifting dramatically over the past century- from the one-directional consumption of television, to the dialogical (yet niche) nature of online bulletin boards, to the enormous multimedia production of today. As the tools of new media increase in accessibility and expand in ubiquity, we find ourselves in conversation with a public audience that is more or less evident.

Knowing who one's audience is can be a tricky process. Blogs, websites, and publicly-accessible online profiles entail invisible publics. The creation of Friend Lists and the implementation of privacy features restricts one's audience and enhances awareness of it. Through the lens of the social graph, we can create categorical definitions of our audiences by labeling clusters of relations.

(From the looks of it, it would appear that my social network revolves around the following sites: Wesleyan, Boston, NY, San Francisco, Washington D.C, and the Northwest US):



There is something intrinsically satisfying in visual representation that text lacks. There are also few things more desirable than that which reflects oneself, however iconically.

TouchGraph, the company behind this Facebook application, says on their website:

"Traditional search engines provide a way to sift through this data. However, the greatest insights can be achieved not by sifting, but by looking at the big picture to see how items are connected."

Just the name of the company- TouchGraph, beckons us outside of the textuality of the Internet (a quality that is becoming progressively less prominent), allowing us to grasp our wider place in the virtual world on a more intuitive level.

Such data also allows us to understand exactly how limited our individual, direct scope actually is. I predict that the practice of mirroring real-life social networks will soon become secondary to the process of producing engaging media- which, as the Internet becomes increasingly searchable, will find its place amongst wider taste fabrics. These "taste fabrics" are constructed through "word of mouth" reconfigured to the modern sense- that is, hyperlinked. In turn we may find ourselves navigating visual representations of the taste fabrics we create through our Google searches, our social networks, and our own content.

Emancipation from the material bases of inverted truth this is what the self-emancipation of our epoch consists of. This "historical mission of installing truth in the world" cannot be accomplished either by the isolated individual, or by the atomized crowd subjected to manipulation, but now as ever by the class which is able to effect the dissolution of all classes by bringing all power into the dealienating form of realized democracy, the Council, in which practical theory controls itself and sees its own action. This is possible only where individuals are "directly linked to universal history"; only where dialogue arms itself to make its own conditions victorious.
-Guy Debord