20 March 2013
Gaming the system
Big Data, by Viktor Mayer-Schönberger and Kenneth Cukier
Newsflash: the internet doesn’t exist. If you think there is just one thing called “the Internet” with a single logic and set of values — rather than a variety of different networked technologies, each with its own character and challenges – and that the rest of the world must be reshaped around it, then you are an “Internet-centrist”. If you think the messiness and inefficiency of political and cultural life are problems that should be fixed using technology, then you are a “solutionist”. And if you think that the age of Twitter and online videos of sneezing cats is so unlike anything that has gone before that we must tear up the rule-book of civilisation, then you are an “epochalist”. Such coinages are one of the drive-by amusements of reading Evgeny Morozov, who, since his first book, The Net Delusion, has become one of our most penetrating and brilliantly sardonic critics of techno-utopianism.
He certainly has some colourful adversaries. One is Jeff Jarvis, a new-media cyberhustler and consultant who is serially wrong about the near future, and seemingly cannot bear to hear any criticism of his adored Silicon Valley corporations. Appearing on the BBC earlier this year after Facebook had been hacked, he accused his interviewer of spreading “technopanic”, insisted the whole story was “crap”, and said: “This interview shouldn’t exist.” Afterwards, he tweeted: “The BBC can kiss my ass,” and “Fuck you, BBC.”
Among Morozov’s other targets are Amazon chief Jeff Bezos, with his “populist rage against institutions” (except his own); LinkedIn supremo Reid Hoffman, who has perpetrated a book-shaped product entitled The Start-Up of You; Google’s Eric Schmidt, who believes that an algorithm could one day tell you what is the “Best music from Lady Gaga”; Microsoft engineer Gordon Bell, lifelogger extraordinaire and exemplary lunatic of the mindset that holds that Truth, in the form of perfect data recall, is the absolute social value; and the games-will-save-the-world theorist Jane McGonigal, whose work Morozov likens to “a bad parody of Mitt Romney”.