
very quickly were made to conform to, the extreme send:
receive imbalances that, somewhere along the line, we
started calling the mass media, or simply the media.
It would be pedantic in the extreme to do more than
note that these access restrictions now define all of the
social relations of modern societies. Whole disciplines
are organized around the understanding that all public
and private institutions, all local and external spaces are
bent by the constricted and compressed discourses of the
mass media. Whether the analyses are celebratory or
critical, whether their mass media interdependencies are
made explicit or not, all analyses of modern society take
the access constraints of the mass media as immutable.
Public access to these media is simply not problematical.
On the one hand, there are the media and, on the other,
there are their audiences, consumers, constituents, and
publics.
Until very recently, there was no reason to imagine
that questions would ever have to be asked about societ-
ies with abundant access to the means of media produc-
tion, exhibition, distribution, and reproduction of cultural
offerings. Suddenly, it is time to start imagining the
questions. That is what the Internet is about.
Some usually astute observers, among them Internet
Society President Vinton Cerf and Microsoft CEO Bill
Gates, are predicting that the twenty million now on the
Net is only the beginning. Cerf predicts 100 million by
1998
2
and Gates, in a recent interview, confided that his
big mistake so far had been in underestimating the
importance of the Internet.
3
If they are right, if the hordes
are going to start beating their drums in public, abso-
lutely everything about the existing social order is about
to be challenged. Not simply the mass media institutions,
but all institutions. Everything is at stake. [If they are
wrong, if the Internet is only the latest gizmology, then
there is nothing to get intellectually excited about. We’ve
been there before. For, as exciting or as terrifying as the
prospect of a tiny 500 channel universe may be, it is just
mass media business as usual, albeit new and unusual
business.]
Whether or not there will be 100 million or so peo-
ple on the Internet by 1998 or so, will depend first, upon
whether they want to be there and secondly, if they do,
who will likely be trying to stop them, why will they be
trying to stop them, and how will they be trying to stop
them.
As to the question of whether they will want to be,
the Internet growth figures are familiar to us all. Steeply
up to the right and getting 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 em-
bracing cyberjunk cannot be resolved within the vocab-
ulary of the mass media with their well-organized,
familiar, marvelously honed content packages, 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 re-
solved 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 relationship 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. Peo-
ple not only want to represent themselves, they ordin-
arily want to present themselves as well as they can. It
would be cynical in the extreme to devalue these repre-
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