
steeper. This should be more than enough evidence that, given a chance,
people are eager to be there. Curiously, this inconceivable growth has
occurred despite the equally familiar observations that the Internet is
difficult to access, hard to use, slow to respond and, what is mostly to be
found there is banal or otherwise offensive, and hopelessly disorganized.
This apparent contradiction of millions actively embracing
cyberjunk cannot be resolved within the vocabulary of the mass media
with their well-organized, familiar, marvelously honed content pack-
ages, that are so quickly and effortlessly available. Dismissive state-
ments about the potential of the Internet that are based on the quality and
delivery of content, cannot be resolved by debates about whether such
statements are accurate or inaccurate. For some, judging the Internet by
its content, the quality of its information, and the accuracy of its
databases, is relevant and for others it is not.
For those for whom it is not, the Internet is less about information
or content, and more about relations. For the mass media, it is always
just the opposite. The mass media are almost pure content, the relation-
ship a rigidly frozen non-transaction, that insulates the few content
producers or information providers from their audiences. This is how we
experience and understand the mass media. If it were not so, we would
not call them the mass media. Five hundred or 5,000 more un-switched,
asymmetrical, “smart” channels will not change that.
It is, on the other hand, impossible to understand much about the
Internet’s appeal by analyzing its content. The Internet is mostly about
people finding their voice, speaking for themselves in a public way, and
the content that carries this new relationship is of separate, even
secondary, importance. The Internet is about people saying “Here I am
and there you are.” Even the expression of disagreement and hostility,
the “flames” as they are called, at least says “You exist. I may disagree
with you, or even dislike you, but you do exist.” Mass media do not
confirm existence, and cannot. The market audience exists, but the
reader, listener or viewer does not.
4
This is not to argue that the content of the Internet is irrelevant. The
content defines the relationship. People not only want to represent
themselves, they ordinarily want to present themselves as well as they
can. It would be cynical in the extreme to devalue these representations,
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