Author Archives: mstanton

Recognizing Audiences & Needs

By Matthew Stanton, Metromemetics LLC
(first posted 11/14/2004)

A three-tiered way to look at commercial mass media websites.

Audience Tier One: USERS

audience_tiers_bottomThe people in this tier generally act like consumers: they want to most value and satisfaction they can get for the least amount of cost. They want to find information, save money, save time, and be entertained.

The largest segment, without which the above tiers have nothing to build on.

Measure based largely on time spend at one site versus time spent with competitors. (Occasionally measure with money for subscription-based sites.)

Audience Tier Two: ADVERTISERS

audience_tiers_middleThe people in this tier generally act like salesmen: they want to move products and services to market. They want message exposure to audiences, measured response from ads (either info about users, immediate leads, or direct orders).

The second-largest segment, without which the above tier cannot continue to operate.

Measure by perception of impact (in terms of branding campaigns) tracked results on clickthroughs or fulfillment (in terms of direct e-commerce transactions).

Audience Tier Three: OWNERS

audience_tiers_topThe people in this tier generally act like managers: they want business operations to succeed. The simplest metric here is profit margin, but less tangiable benefits must include business flexibility, the ability to respond quickly to changing markets, and global reach of the company’s brand.

The smallest segment, yet the one most short-term influence over the media product.

Measure by profits and market position.

Share: ONA Teams Take a Stab at Attracting Young Audiences

By Jeff Nachtigal — University of California-Berkeley (Nov. 13, 2004)

Five teams presented ideas on how to best attract the youth audience during the ONA’s inaugural Master of the Web Universe competition. In the final round, judges asked pointed questions about revenue sources and sex columns before picking a theoretical, longer-term approach that focused on communicating in the language of the target audience.

“When they pitched Miami Vice, the summary they used to describe it was MTV meets Cops,” said Amp.com team spokesman Matthew Stanton. “The Jon Stewart-Craiglist model is what we’re starting with.”

“The mandate is not to be quick or fast, but to follow the news at all times. Amp.com won’t be safe, but it will be real,” said Stanton, design editor at Journal Interactive in Milwaukee. “We want to talk in the language of this audience.”

In an effort to tap into the creative expertise of conference participants, the ONA introduced the friendly problem-solving competition to this year’s annual conference to brainstorm new ideas to better attract the coveted 18- to 34-year-old demographic.

For this year, it was the ideas that looked beyond present-day technical gadgetry and models that resonated with the judges.

“People don’t talk about going on the Web anymore, they talk about how often they check their email,” said Team Amp.com’s Stanton. “Our idea of the Web is that it’s like electricity; it’s there and we all use it.”

“Let’s take more of a Jon Stewart or Onion approach, and talk about things in a different way.”

Winner’s entry form

Give your presentation a name: AMP.com. Serving tAMPa, Florida. It’s like electricity. It’s there.

Briefly describe your presentation: It’s Jon Stewart’s CraigsList. An interactive visual guide that mixes today’s news, blogs, digital media and lots of user-generated content.

Action plan. What are the steps to implement it? It’s free to readers, but they must register to participate. Editors actively monitor the user-generated content and learn from it the tone and voice of the readers. It offers content related to real-life issues: Career, social life, leisure, places to live.

How does it address our judging criteria?

Originality: Strong focus on the target age group.

Sustainability: Focus on user-generated content.

Revenue potential: “Extend the bar to the bar” by taking non-traditional advertising that our parent newspaper doesn’t get or accept, like liquor.

Use of Medium: Web-based, with e-mail alerts on bar drink specials and garage band performances.

Audience draw: The best place in our town for 20-somethings.

Read Full Article At: http://journalist.org/2004conference/archives/000083.php

The Nemesis Gadget

By Matthew Stanton, Metromemetics LLC

In the early 1990s, conventional wisdom said the World Wide Web spelled doom for print publications, especially newspapers. People said newspapers would be extinct in 20 years.

That prediction is correct.

While sites like Monster.com and Ebay have taken away large amounts of once secure classified ad revenue, newspapers continue to function well as businesses – many able to extend ad reach and generate new revenue by running their market community’s biggest local Web sites.

The idea newspapers are going to slowly wither away during a span of two decades is wrong. Newspapers will remain dominant in their markets until a viable alternative becomes commercially available – and not just available, but ubiquitous.

Newspapers and magazine operate on a factor of scale. As market share dwindles, the unit cost to reach each targeted audience member goes up. At some point, printing a mass market publication becomes a money-losing venture, and at that point, the newspaper ceases to exist as business.

Sometime between 1990-2010, a “Nemesis Gadget” will be put on the market which will do for newspapers what the Compact Disc did for vinyl albums in the mid-1980s, and what MP3s did for the whole music industry in the 1990s. This device will not necessarily be “better” than a newspaper, but it will fit in users’ lives so closely to the existing print product that people will accept it as their viable alternative.

Suggestions of this shift in behavior can already be seen happening with traditional broadcast products. The hardest hit by the recent new media boom has been television, which relies entirely on selling viewers to advertisers. The loss of eyeballs in the evening to cable channels and Web surfing has impacted television companies’ bottom lines. Imagine what will happen when online multimedia is available cheaply in the palms of everyone’s hands; advertisers’ focus and budgets will move accordingly.

Features of the Nemesis Gadget

In order to become the device which transforms mass media, this Nemesis Gadget must meet these features:

  • Multimedia. The device must have built-in wireless broadband Internet access, must play music and video as well as current devices, and allow for other ways to communicate. Cell phone and/or video teleconferencing functions are likely.
  • Easy to use. No eye strain, no learning curve. People will be able to use the device intuitively.
  • Portable. The device must be lightweight and small enough to fit in a pocket, but expandable in use for better viewing. For example, it may have a screen which unfolds like a road map and snap into a flat, clear surface.
  • Cheap. Will cost less than $500 a year to own and use.
  • Long battery life. The device can be used for weeks before recharging.

Nemesis Almost Here

Gadgets and personal technologies have been obviously moving in this direction for decades: Apple Macintosh and Microsoft Windows for PCs, Palm Pilots, TablePCs, and multi-function cell phones. Recent generations of cell phones, PDAs and PocketPCs are probably now the direct grandparents of this Nemesis Device. Within two generations of gadgets – five to 10 years – the above criteria will be market standards.

The market change which will follow the post-Nemesis holiday buying season will kill newspapers as a product – but not as a business. The lemmings can already be recognized by looking at how individual newspaper companies reacted to the dot-com craze of the mid-1990s. Some took big risks and invested in exploiting the new medium’s potential, which others adopted harsh protectionist strategies against change. How important was it to protect the existing core print product? Protect for how long?

After Nemesis, the companies which saw themselves as building audiences by selling newspapers will all be dead. Those companies which saw themselves as building audiences by selling news, regardless of sentimentality to method of delivery, will still be around and fighting for their share of the new media advertising market.

The Average American

By Matthew Stanton, Metromemetics
(first posted 01/14/2001; revised 01/20/2003)

Although no one person will fit the following description exactly, the following character guidelines are helpful for creating a realistic “Everyman” which might be found in somewhere in America around the turn of the millennium. Marketing professionals spend thousands of hours and billions of dollars a year to keep track of the following description in order to help investors decide what products and services should be developed and sold.

GENDER AND RACE: The Average American has an equal chance of being a man or woman, will be about 40 years old, and is 75% likely to be considered a non-Hispanic white Christian. (If a member of a racial minority, person has 45% chance of being Hispanic, 45% chance of being black, 8% of being Asian, and 2% chance of being a Native American Indian.) About 1 in 10 Americans were foreign-born, most likely in Mexico.

FAMILY: The Average American also is 50% likely to be married and live with his or her spouse. Whether married or not, the Average American Couple has a 70% chance of having two children in their early teens. The family owns either a cat or a dog, and each adult member of the family has their own vehicle.

SCHOOL AND WORK: The Average American graduated from high school about 20 years ago, can read and write English well and is 25% likely to have a bachelors degree. The American household earns about $45,000 a year in 1995 dollars (of which a third was taken by the government for taxes). The company which employees the American wage-earners is not small – its annual receipts are more than $500,000 a year, often many times that figure.

CITY LIVING: Although a quarter of all Americans live in rural areas, 75% live within a few minutes drive of a major metropolitan area such as New York City, Los Angeles, Chicago, Houston or Philadelphia.

GADGETS: Every American owns a series of household electronic devices – a refrigerator, a stove, a microwave, a telephone, a television, a VCR. About half of the households also have a personal computer, and half of all those computers are used to connect to the Internet several times a week to check e-mail and “surf” the World Wide Web.

ME, ME, ME: Although Average Americans don’t seem overly selfish, in a single day two-thirds of the 4,800 words spoken by each American will be about themselves.

CONFORMITY: When asked to hold up three fingers on their writing hand, Average Americans hold up all but the thumb and little finger. When asked to name a color, Average Americans say “red.” When asked to name a flower, they say “rose.” When asked to name a piece of furniture they say “chair.” When asked to pick a number between one and ten they usually go with “seven.”

MEDIA: On a consumer level, given the choice between spending more time or spending more money, Americans choose to spend the time – and as a result, American mass media is cheap but filled with advertising interruptions. The American watches 8 hours of television a week, but only subscribes or buys a newspaper half the time.

FREEDOMS: The Average American claims to be very patriotic and loves democracy but doesn’t vote in elections and can only name both of his or her home state’s senators in Congress about half the time.

Source: U.S. Census

Journal Interactive Show Reel 2002 (Video)

From the video description:

Promotional digital product video shown at 2002-2003 trade conventions about Journal Interactive, the in-house Web development studio owned by the Milwaukee Journal Sentinel newspaper and Journal Communications Inc.

Targeting Audiences, Targeting Priorities

A Four-Part Checklist for Creating Successful Web Designs

By Matthew Stanton, Metromemetics LLC

Designers tend to label their target audiences by each mediums’ method of delivery. Newspapers and magazines have readers, radio has listeners, television has viewers – all passive activities.

The World Wide Web differs in that its audience members are called users, people actively involved in making the medium effective and apt to think of the Web as much as a tool as a source of content.

Like all segmented audiences, Web users vary in what they want – one day sports records from 1933, the next auction bids on duck blinds – and the choice of where to start looking is staggering. As a result, search engines remain the most heavily trafficked sites on the Web not only for finding specific content but also revealing sites likely to feature closely related information.

This find-it-yourself habit doesn’t end once the user picks a site – the user remains aware every competing site is just one click of the mouse button away.

The following lists pose critical questions designers should be asking about what they are offering to their audiences. The answers in four categories – aesthetics, content, ease of use and speed – will determine how to set the content’s design priorities.

Questions about Aesthetics

  • Does the dominant image of the first screen deliver strong emotional impact?
  • Does the look and feel of the site reflect the nature of its content? (Example themes might include drama, urgency, threat, humor, depth, maturity, or youth.)
  • Do music or sounds on the page help or distract from the visual themes?
  • Do dominant visual elements on the first screen steer users’ eyes correctly?
  • Do visual elements contrast enough to separate distinct content or navigation?
  • Are elements repeated and positioned in a consistent manner? (“Consistent” here does not necessarily mean in the “same” manner.)
  • Is it easy to read the site’s content and avoid distracting colors or animation near the core content?
  • Are cliche visual techniques and ubiquitous gimmicks avoided?

Questions about Content

  • Is what is on the site relavent to the intended target audience’s needs?
  • Is the site updated frequently, if not constantly?
  • Is what is on the site exclusive, found no where else online (or even offline)?
  • If content is not unique, does the site leverage other factors (speed, ease of use, aesthetics) better than competing sites?
  • Does the site engage the user with interaction aimed at immediate benefits (“Click here now to win!”) or open contribution (polls, message boards)?
  • Does the design guide the user to more related information, depth or context?
  • Does the design mix media best suited to each piece of content (text for complicated and abstract issues, audio for speeches, video for dramatic action)?
  • Are infographics or animations used to display quantitative information so users can grasp an idea at a glance? (Especially useful to relay information through proximity, such as maps and timelines, or relationships, such as charts and bar graphs.)
  • Is the content presented in an intimate fashion direct to a single user?

Questions about Ease of Use

  • Are layout elements, navigation links and search functions clearly found and specifically labelled?
  • Is news presented succinctly for fast, clear understanding? (Inverted pyramid style, lead includes the who, what, where, when, why and how of an issue.)
  • Does the site perform fully and automatically regardless of users’ software?
  • Does the site follow conventions users have learned to expect from visiting other Web sites? (Avoid novelty for common tasks.)
  • Is the type large enough on the screen to be read comfortably?

Questions about Speed

  • Does the initial entry to the site download quickly (under 8 seconds)?
  • Are users warned when links lead to larger files bound to cause slower downloads?
  • Is the newest content immediately available from the first screen?
  • Can users immediately tell where they are in the site from every page?
  • Can users get to any other spot on the site in three mouseclicks or less?
  • Are related items grouped together?
  • Do pages lead off with a summary of longer content which follows?
  • Is most text written in a way which is easy to read quickly? (Not necessarily possible for complex issues, but a good rule of thumb.)

Using Design Priorities

Here are three very simplified examples which illustrate putting these questions into use.

Aesthetics priority: A movie promotional Web site

Target audience: Users shopping for movies to see.

Competitors: Specifically none directly (maybe fan sites), but generally many (other up-coming movies)

Design Priorities: 1. Aesthetics, 2. Content, 3. Ease of Use, 4. Speed.

Example: Miramax Films’ Kill Bill Web site

Comments: Movie Web sites tend to be an exception to the “not worth the wait” rule. The rich mix of video, audio, animation, free downloads and online games provide catchy experiences for such fleeting interests. The studio’s goal is to make you excited about an up-coming film, and most of the aesthetics issues deal with such emotion.

Content priority: A news Web site

Target audience: All users sharing a specific niche (same city, industry, hobby).

Competitors: Many specific (other newspapers, TV stations) and general (local news aggregates like Yahoo! and MSNBC)

Design Priorities: 1. Content, 2. Speed, 3. Ease of Use, 4. Aesthetics.

Example: Milwaukee Journal Sentinel’s JS Online

Comments: News Web sites have to break stories as fast as broadcasters but still provide the depth and quality found in most newspapers. Many news sites thrive in targeting niche markets much like print magazines do. Consistently being first with the story, being right , and providing links to additional content for context are the benchmarks of quality which drive site traffic.

Ease of Use/Speed priority: A Web search portal

Target audience: Users filtering choices of sites to visit.

Competitors: Several specific (Yahoo!, Google, Lycos, etc.)

Design Priorities: 1. Ease of use and Speed (typically tied in importance), 3. Content (volume of sites to be searched), 4. Aesthetics

Example: Google.com

Comments: Loyalty to which Web search engine you rely on is a bit like religion – you tend to stick with the one you grew up with, but one bad crisis of faith and you’re looking for answers elsewhere. Users want three-click results as fast as possible – click , enter search, click , scan results, click , go to appropriate site. Anything which hinders this task undermines the tool’s value.

Developing a Feel for New Media Design

By Matthew Stanton, Metromemetics
(first posted 10/12/2001; revised 01/05/2002)

Many “old media” professionals are having a hard time transitioning to the “new media” market. In some cases, the new media threatens the old media.

Consider newspapers: Classified adverting sales have been trashed by users flocking to Monster.com for job listings and eBay.com for the universe’s biggest rummage sale. (Online car and home Web sites have been less effective in taking sales away from newspapers.)

Broadcasters did not feel the pinch of losing much audience share to “new media” in the 1990s, but the merger of AOL and Time Warner – along with the reality of mass market broadband access – will revolutionize broadcast business models. Wired (wealthy) consumers will be targeted by bigger ticket advertisers (financial services, homes, cars). As we will see later in this course, the Internet has had a bigger impact in hurting television ratings than newspaper circulations.

On the other hand, some “threats” proved to be paper tigers: In the 1980s, some theater owners feared VCRs spelled the end to showing films on the big screen. Home video did indeed change the nature of the movie business, but people still flock to pay big money on weekends to see the latest blockbusters. While smaller productions may have been pushed off the public’s big screens, direct-to-video is very profitable and has offered thousands of documentary and short film producers a chance for distribution which would have been impossible in the old style industry.

Some people projected online shopping would kill in-store (“brick-and-mortar”) retail shopping. That trend did happen for software sales, but the “dot-com deadpool” craze of 2000 shows the consumer market isn’t ready to support a 100% ecommerce society. Not enough people wanted to buy clothes, flowers, pet sweaters or groceries from the Web. However, “click-and-mortar” operations which unite online shopping with traditional retail services have proved to work well… so far.

Finally, not every new innovation is going to be winner. A maxim of new media: Beware the Next Big Thing.

In 1997, push-media through content channels a la PointCast was supposed to replace the Web. It didn’t. Years earlier, newspaper editors were excited about AudioText, a service in the 1980s by which people could call up and listen to newspaper stories being read on-demand over the telephone. The idea bombed. In 2001, a company called Digital Convergence is making a push to tie together bar codes in print publications, audio tones in broadcasts and sites on the World Wide Web. Whether or not the free plastic “cat” scanners catch on remains to be seen.

Design for user experience, not content

Both newspaper designers and broadcast editors typically look at the content they are putting out in terms of how that content is presented to its audience. Such media is passive and linear – the audience starts at a beginning and reads or watches through to the end.

New media, especially the Web, is neither passive nor linear. Users not only choose a source of information online but also shape how that information grows based on what links are followed and in what order those links are followed. Part of the price for this user empowerment becomes design anarchy where content producers quickly lose control over what they are trying to say. Should editors only link to content they control or give users access to related outside information which may also be valuable?

Interactivity also sets the Web apart from other media. Newspapers and magazines look at daily newsstand or weekly subscription rates to measure how well a print product is being received. Radio and television broadcasters rely on audience sampling, ratings and percentage of market share – all of which are usually hours or days old by the time such data is reported.

But on the Web, an online editor can start tracking user traffic not just to a site’s homepage but to a specific story the second an update is posted. Online forms and e-mail allow users to respond directly and immediately to an editor, and online forums and newsgroups allow non-professionals to essentially publish their responses to editors’ and reporters’ decisions for all the world to see right away. It’s like call-in talk radio where everyone is speaking at once.

Consider the flexibility of the medium. Except for zoned editions, everyone who buys a newspaper is going to see the same thing: a few dozen broadsheets of inky text, grainy photos and ads. Radio and TV stations each broadcast just one signal and the receiving sets – the radios and televisions themselves – are all built to receive those signals the same for all sets.

However, to get a Web page, users must rely on inconsistent technology. Office workers on a high-speed network might get Web pages to load almost instantly while dial-up modem users have to wait (and wait and wait) for a site to respond. Once a page does get through, every version of every Web browser of every type of computer platform will interpret the code markup for that page slightly differently.

And then there’s the monitor problem. Some users see hundreds of colors, others millions. A user with a 600×480-size screen will see only two-thirds of what a user with an 800×600-size screen sees, and that missing one-third can be critical to the message the content provider wanted to deliver. And in worst case scenarios where users try to the Web on PDAs or cell phones, a Web page’s presentation is ruined.

In addition to these technical limitations is the impact of open competition. In many cities there is only one major metro daily newspaper; thus people can say “Did you see what was on the front page of the paper this morning?” and expect others to know what they mean. There are four major broadcast television networks and, in any given city, about 45 on-air radio stations. Cable and satellite television boost a user’s options to upwards of about 200 channels.

But on the Web, every user has millions of options – all equally available with three or less mouseclicks at all times of the day and night. (One click search, second click results, third click content.)

Unlike old media, the Web is global, free and immediate. It was designed to be consumed as much as possible, as quickly as possible, by as many people as possible. The attention span of Web users is a fraction that of other media users.

In one minute a user can quickly look at a dozen Web pages from all around the world with no need to go back to a newsstand for another issue. Consumption descisions are made not daily, not hourly, but in seconds. Any rival Web site is always one click away.

Regardless of marketing niche, target audience or strength of brand, in truth every commercial Web site is constantly competing against every other Web site on the planet in order to serve content – both editorial and advertising – to a very fickle audience.

Because of these differences, new media professionals focus not so much on presenting content but rather on designing a user experience. How quickly does a user find what they are looking for? Can the user find the same or better information faster or easier somewhere else? Is relevant related content packaged appropriately? These are the designer’s mission-critical questions.

New Media vs. Old Media

By Matthew Stanton, Metromemetics

Consider a typical American’s “local” media options today:

  • One or two local newspapers.
  • A couple dozen radio stations.
  • Several dozen cable channels.
  • Dozens to hundreds of magazines on a newsrack.
  • Thousands of books in a bookstore, or videos in a video store.

All of these media are linear – programmed and edited by somebody else. New print media come out no more than once daily. Broadcasters schedule programming to lure certain demographics throughout the day. Such media is experienced one-way: produced author-to-audience only.

Now consider that same American’s choices online:

  • Millions and millions of Web sites, all immediately accessible to a global audience.
  • Most are indexed for easy searching.
  • Many link to related content, adding depth and context.
  • Many are interactive – message boards, polls, games and contests – allowing you to participate directly with the content.
  • The Web is multimedia, freely mixing text, photos, audio and video as best appropriate for the message.
  • The Web was made for hypertext, which is by definition non-linear. Sites can update content continuously, and user traffic can flow as is wants throughout the day – news in the morning, entertainment planning in the afternoon, shopping and playing into the evening.

So, is the World Wide Web and other forms of “new media” simply better than all that’s come before? Yes and no.

The answer lies in the free market nature of today’s mass media in which the media receiver is, fundamentally, a consumer. Time is money, and how users spend their time is tied to how advertisers make their purchasing decisions. With unprecedented choices for communication, both senders and receivers now must make education decisions on how to get a message across.

Old Media: Strengths and Weaknesses

Old mass media – that is, methods used before the late-20th century personal computer revolution – were dominated by the following formats of communication:

  • Printed books.
  • Printed newspapers.
  • Printed magazines.
  • Direct mail newsletters and advertising.
  • Audio recordings (vinyl records, magnetic cassettes, compact discs).
  • Broadcast radio.
  • Broadcast television.
  • Cable television.
  • Video tape sales and rentals.
  • In-theater motion pictures.

Other “old media” communication methods also include telephone marketing, video games, public speaking, stage performances, speaking tours or “soapbox” street lectures. However, these methods really don’t fit the common usage of “mass media.”

Strengths of “old media” include:

  • Most Americans know how to use it.
  • It’s usually cheap, often free.
  • It’s been tried and tested for decades.
  • It’s accessible almost anywhere.
  • It follows consistent design standards.

Note the second item – “It’s usually cheap, often free.” The “free” refers to an idea of price for access, but people often pay with other currencies. For example, in exchange for “free” access to broadcast television programming, people were willing to pay with their time and endure frequent interruptions for commercials.

The above strengths give “old media” great longevity. In a functional sense, modern paperback novels are no different in functional design than illuminated texts monks were creating in Europe 1,000 years ago.

Weaknesses of “old media” include:

  • High overhead requiring sizeable capital investment.
  • Large groups of people producing and distributing content.
  • Print is relatively slow to respond to consumers.
  • Reliance on advertising or government support to fund operations (cost charged to consumer often does not cover production costs; for example, a typical newspaper’s revenue is 85% advertising, 15% circulation).

Like in any industry, the degree of the above weaknesses vary from business to business depending on each one’s efficiency, scale and market viability.

New Media: Strengths and Weaknesses

New media, the “digital” or “online” world, is currently dominated by the following methods:

  • Direct e-mail lists and qualified (targeted) advertising.
  • CD-ROM multimedia presentations (distributed via postal mail or in-product with other software or printed magazines).
  • Sites on the World Wide Web.
  • Non-Web Internet protocols and sites (ftp, bbs, RealMedia).
  • Personal data applications/appliances (PDAs, like PalmPilots).
  • Wireless broadcast data through cell phone services.

Video games (PlayStation, Nintendo, etc.) are often talked about in the same discussions as electronic media, but it’s hard to compare Quake to MSNBC as “mass media.” There have been attempts to bridge this gap: In the mid-1990s Nintendo tried to market non-game utilities for its GameBoy device, offering travel services such as mapping and hotel information. Much of what was previewed then later became part of the standard package found in 3Com’s early PalmPilot services.

Strengths of “new media” include:

  • Rapid development time.
  • Interactivity between user-to-suppliers and user-to-user.
  • Universal portability via the Internet.
  • Easy entry to medium.
  • Low costs of distribution.
  • Unique targeting of content; personalization on both ends of the media exchange.

Consider Matt Drudge’s one-man media frenzy during the Clinton sex scandals. While bandwidth traffic drove up his costs of distribution, no additional production factors were susceptible to such changes in scale – no extra trucks for delivery, no increases in content staffing, etc.

Weaknesses of “new media” include:

  • Lack of standards (platforms, protocols, user equipment, local infrastructure).
  • Lack of trained gatekeepers managing information.
  • Lack of an shared communications experience.
  • Devices required for access often awkward to use compared to non-digital media.
  • The digital divide, costs required to access medium.

A common legend, often challenged, claims that approximately 70% of the world’s population has still never used a telephone. While that statistic may or may not hold true, it does remind tech-savvy Americans about the vulnerable limitations inherent to electronic-based mass media.

Even in a “modern” locale, there’s the “It won’t run on my computer” problem. Big differences in reception such as Internet connection speed, monitor size, and browser features all can have subtle or pronounced impact on design, meaning and experience.

Anonymous authors and audience matched to competitive and rapid-paced interactive communication creates an “anything goes” environment. The authority of what’s being said cannot be trusted and often cannot ever be verified. Newspapers tend to carry better authority since they more time to verify information in their publication cycle. Newspaper typically are also managed by people with years of experience in journalism, while the Web is a vast public forum.

The Web’s ability to personalize to each audience member is a double-edged sword. “Did you see what was on the front page of the paper today?” does not apply when anyone can go in their own direction, only seeing what interests them and filtering out everything else. A lack of shared experience can lead to a fractured public body where no consensus is ever required.

And then there’s the “World” part of “World Wide Web.” A global medium crosses all kinds of cultural, demographic, social and ethnic boundaries. “Flame wars” betweens users can alienate users and chill discourse. Mike Godwin of the Electronic Frontier Foundation made a memetic observation which consistently held true as “new media” evolved: The longer an online discussion goes, the more likely it becomes someone will make a comparison involving Nazis or Hitler. “What does he mean by that? That guy’s a Nazi.” This axiom is known as Godwin’s Law.

Without gatekeepers to such communication, discourse is free to become uncivil at best, hateful noise at worst, or simply chaos.

Finally, there are problems with personal technology. Desktop units make you sit at a desk. Computer screens can cause eye strain with extended use. Screens on laptops are hard to read outdoors under sunlight. Wireless internet access is still in its infancy. By comparison, newspapers are much easier to carry around, and television is found everywhere.

For many, the biggest hurdle to the required technology simply come down to cost: $1,000 US is needed for a decent home computer set-up, plus $20 to $50 a month for internet access. Broadband access can cost $40 to $60 per month. By comparison, newspapers are inexpensive, and a family room TV can be had for $100 to get free local reception. While people with the minimum disposable income are able to join varying levels of the digital elite, others must resort to using their employer’s office computers or campus labs for personal Internet access.

Adcult

An advertising and media critic takes a deeper look at commercial messages’ cultural impact, using memetics to show how advertising became religion.

By Matthew Stanton, Metromemetics

What’s the difference between Mountain Dew and Mello Yellow soda pop? The two beverages taste and cost about the same, and both are available anywhere in America. However, Pepsi has branded Mountain Dew in association with young, hyperactive, fast-moving risk-takers, whereas Cola-Cola’s Mello Yellow shares little of that association. Instead of pop, many people think of the groovy Donovan tune “Mellow Yellow” when they hear the term. When was the last time the words “Mountain Dew” conjured up images of either moutains or dew?

What’s the difference between a Ford Taurus and a Lamborgini Diablo? The Taurus has more room inside, can be serviced almost anywhere in America, and costs thousands of dollars less. The Lanborgini is much faster, but in almost every part of the United States the speed limit never exceeds 65 miles per hour.

So why is a Lamborgini “better” than a Taurus?

James B. Twitchell, author of the essay “But First, a Word from Our Sponsor: Advertising and the Carnivalization of Culture,” offers this observation: “For whatever else advertising ‘does,’ one thing is certain: by adding value to material, by adding meaning to objects, by branding things, advertising performs a role historically associated with religion.”

The A.C. Nielsen Company reports 2- to 5-year-olds average more than 28 hours of television a week, equal to about forty school days a year. Every five to ten minutes, the programs being broadcast are interrupted for three to five minutes of paid commercial messages aimed at motivating viewers to try a product or service. This breakdown means young children are exposed to more than eight hours of commercials every week, or more 435 hours every year.

In addition to broadcast advertising, roughly one-quarter to one-half of any given commerical print publication like a magazine or newspaper is sold for use by advertisers. Billboards, logo-embroidered clothes, and in-store displays are all used to enforce advertising messages and branding.

Despite such an overwhelming ad presence, Americans have become conditioned and often numb against such messages.

In his book Adcult USA, author Twitchell cites figures from the American Association of Advertising Agencies estimating the impression given by commerical messages. Of the 3,000 ads consumed each day, only 80 will be consciously noticed and just a dozen will spark some sort of reaction in a viewer or listener. Twitchell also points to Video Storyboard Tests, a company that conducts “recall testing,” which reports 40% of the 20,000 consumers surveyed each year cannot think of a single memorable commercial.

So why bother? Here’s Twitchell’s response:

No one knows how often provocation, or even recall, leads to a sale, but as we will see, manufacturers spend a relatively small amount of their money on advertising anyay. Believe it or not, if advertising really sold products, there would be even more. Today advertising is clearly done for many more reasons than increasng sales. In fact, no one really knows why some companies advertise in the first place. Clearly, there is a comfort value for the producer, the salespeople, and the postdecision consumer. And there is the unmentionable to consider: we like being advertised to. We like being told that “You deserve a break today,” “You, you’re the one,” and that “You are special to us,” although we may know it’s not true. Not only does it make us feel important but perhaps, as Swift said, “Happiness is the poseesion of being perpetually well-deceived.” Deception is the reality of Adcult.

In other words, advertising does not sell products or services, it sells ideas.

James Twitchell is a professor of English and advertising at the University of Florida. His books include Dreadful Pleasures: An Anatomy of Modern Horror (1985), Carnival Culture: The Trashing of Taste in America (1992),Twenty Ads That Shook the World: The Century’s Most Groundbreaking Advertising and How It Changed Us All(2000), and Living It Up: Our Love Affair with Luxury (2002).

Vernor Vinge’s The Coming Technological Singularity: How to Survive in the Post-Human Era (Full Text)

Not really an “Excerpt” here; this essay is presented verbatim per the author’s terms of use.


The Coming Technological Singularity: How to Survive in the Post-Human Era

Vernor Vinge, Department of Mathematical Sciences San Diego State University

(c) 1993 by Vernor Vinge

(Verbatim copying/translation and distribution of this entire article is permitted in any medium, provided this notice is preserved.)

This article was for the VISION-21 Symposium sponsored by NASA Lewis Research Center and the Ohio Aerospace Institute, March 30-31, 1993. It is also retrievable from the NASA technical reports server as part of NASA CP-10129. A slightly changed version appeared in the Winter 1993 issue of “Whole Earth Review”.

Abstract

Within thirty years, we will have the technological means to create superhuman intelligence. Shortly after, the human era will be ended.

Is such progress avoidable? If not to be avoided, can events be guided so that we may survive? These questions are investigated. Some possible answers (and some further dangers) are presented.

What is The Singularity?

The acceleration of technological progress has been the central feature of this century. I argue in this paper that we are on the edge of change comparable to the rise of human life on Earth. The precise cause of this change is the imminent creation by technology of entities with greater than human intelligence. There are several means by which science may achieve this breakthrough (and this is another reason for having confidence that the event will occur):

o The development of computers that are “awake” and superhumanly intelligent. (To date, most controversy in the area of AI relates to whether we can create human equivalence in a machine. But if the answer is “yes, we can”, then there is little doubt that beings more intelligent can be constructed shortly thereafter.

o Large computer networks (and their associated users) may “wake up” as a superhumanly intelligent entity.

o Computer/human interfaces may become so intimate that users may reasonably be considered superhumanly intelligent.

o Biological science may find ways to improve upon the natural human intellect.

The first three possibilities depend in large part on improvements in computer hardware. Progress in computer hardware has followed an amazingly steady curve in the last few decades [16]. Based largely on this trend, I believe that the creation of greater than human intelligence will occur during the next thirty years. (Charles Platt [19] has pointed out the AI enthusiasts have been making claims like this for the last thirty years. Just so I’m not guilty of a relative-time ambiguity, let me more specific: I’ll be surprised if this event occurs before 2005 or after 2030.)

What are the consequences of this event? When greater-than-human intelligence drives progress, that progress will be much more rapid. In fact, there seems no reason why progress itself would not involve the creation of still more intelligent entities — on a still-shorter time scale. The best analogy that I see is with the evolutionary past: Animals can adapt to problems and make inventions, but often no faster than natural selection can do its work — the world acts as its own simulator in the case of natural selection. We humans have the ability to internalize the world and conduct “what if’s” in our heads; we can solve many problems thousands of times faster than natural selection. Now, by creating the means to execute those simulations at much higher speeds, we are entering a regime as radically different from our human past as we humans are from the lower animals.

From the human point of view this change will be a throwing away of all the previous rules, perhaps in the blink of an eye, an exponential runaway beyond any hope of control. Developments that before were thought might only happen in “a million years” (if ever) will likely happen in the next century. (In [4], Greg Bear paints a picture of the major changes happening in a matter of hours.)

I think it’s fair to call this event a singularity (“the Singularity” for the purposes of this paper). It is a point where our models must be discarded and a new reality rules. As we move closer and closer to this point, it will loom vaster and vaster over human affairs till the notion becomes a commonplace. Yet when it finally happens it may still be a great surprise and a greater unknown. In the 1950s there were very few who saw it: Stan Ulam [27] paraphrased John von Neumann as saying:

One conversation centered on the ever accelerating progress of technology and changes in the mode of human life, which gives the appearance of approaching some essential singularity in the history of the race beyond which human affairs, as we know them, could not continue.

Von Neumann even uses the term singularity, though it appears he is still thinking of normal progress, not the creation of superhuman intellect. (For me, the superhumanity is the essence of the Singularity. Without that we would get a glut of technical riches, never properly absorbed (see [24]).)

In the 1960s there was recognition of some of the implications of superhuman intelligence. I. J. Good wrote [10]:

Let an ultraintelligent machine be defined as a machine that can far surpass all the intellectual activities of any any man however clever. Since the design of machines is one of these intellectual activities, an ultraintelligent machine could design even better machines; there would then unquestionably be an “intelligence explosion,” and the intelligence of man would be left far behind. Thus the first ultraintelligent machine is the “last” invention that man need ever make, provided that the machine is docile enough to tell us how to keep it under control. … It is more probable than not that, within the twentieth century, an ultraintelligent machine will be built and that it will be the last invention that man need make.

Good has captured the essence of the runaway, but does not pursue its most disturbing consequences. Any intelligent machine of the sort he describes would not be humankind’s “tool” — any more than humans are the tools of rabbits or robins or chimpanzees.

Through the ’60s and ’70s and ’80s, recognition of the cataclysm spread [28] [1] [30] [4]. Perhaps it was the science-fiction writers who felt the first concrete impact. After all, the “hard” science-fiction writers are the ones who try to write specific stories about all that technology may do for us. More and more, these writers felt an opaque wall across the future. Once, they could put such fantasies millions of years in the future [23]. Now they saw that their most diligent extrapolations resulted in the unknowable … soon. Once, galactic empires might have seemed a Post-Human domain. Now, sadly, even interplanetary ones are.

What about the ’90s and the ’00s and the ’10s, as we slide toward the edge? How will the approach of the Singularity spread across the human world view? For a while yet, the general critics of machine sapience will have good press. After all, till we have hardware as powerful as a human brain it is probably foolish to think we’ll be able to create human equivalent (or greater) intelligence. (There is the far-fetched possibility that we could make a human equivalent out of less powerful hardware, if were willing to give up speed, if we were willing to settle for an artificial being who was literally slow [29]. But it’s much more likely that devising the software will be a tricky process, involving lots of false starts and experimentation. If so, then the arrival of self-aware machines will not happen till after the development of hardware that is substantially more powerful than humans’ natural equipment.)

But as time passes, we should see more symptoms. The dilemma felt by science fiction writers will be perceived in other creative endeavors. (I have heard thoughtful comic book writers worry about how to have spectacular effects when everything visible can be produced by the technically commonplace.) We will see automation replacing higher and higher level jobs. We have tools right now (symbolic math programs, cad/cam) that release us from most low-level drudgery. Or put another way: The work that is truly productive is the domain of a steadily smaller and more elite fraction of humanity. In the coming of the Singularity, we are seeing the predictions of “true” technological unemployment finally come true.

Another symptom of progress toward the Singularity: ideas themselves should spread ever faster, and even the most radical will quickly become commonplace. When I began writing, it seemed very easy to come up with ideas that took decades to percolate into the cultural consciousness; now the lead time seems more like eighteen months. (Of course, this could just be me losing my imagination as I get old, but I see the effect in others too.) Like the shock in a compressible flow, the Singularity moves closer as we accelerate through the critical speed.

And what of the arrival of the Singularity itself? What can be said of its actual appearance? Since it involves an intellectual runaway, it will probably occur faster than any technical revolution seen so far. The precipitating event will likely be unexpected — perhaps even to the researchers involved. (“But all our previous models were catatonic! We were just tweaking some parameters….”) If networking is widespread enough (into ubiquitous embedded systems), it may seem as if our artifacts as a whole had suddenly wakened.

And what happens a month or two (or a day or two) after that? I have only analogies to point to: The rise of humankind. We will be in the Post-Human era. And for all my rampant technological optimism, sometimes I think I’d be more comfortable if I were regarding these transcendental events from one thousand years remove … instead of twenty. “Can the Singularity be Avoided?”

Well, maybe it won’t happen at all: Sometimes I try to imagine the symptoms that we should expect to see if the Singularity is not to develop. There are the widely respected arguments of Penrose [18] and Searle [21] against the practicality of machine sapience. In August of 1992, Thinking Machines Corporation held a workshop to investigate the question “How We Will Build a Machine that Thinks” [Thearling]. As you might guess from the workshop’s title, the participants were not especially supportive of the arguments against machine intelligence. In fact, there was general agreement that minds can exist on nonbiological substrates and that algorithms are of central importance to the existence of minds. However, there was much debate about the raw hardware power that is present in organic brains. A minority felt that the largest 1992 computers were within three orders of magnitude of the power of the human brain. The majority of the participants agreed with Moravec’s estimate [16] that we are ten to forty years away from hardware parity. And yet there was another minority who pointed to [6] [20], and conjectured that the computational competence of single neurons may be far higher than generally believed. If so, our present computer hardware might be as much as “ten” orders of magnitude short of the equipment we carry around in our heads. If this is true (or for that matter, if the Penrose or Searle critique is valid), we might never see a Singularity. Instead, in the early ’00s we would find our hardware performance curves begin to level off — this caused by our inability to automate the complexity of the design work necessary to support the hardware trend curves. We’d end up with some “very” powerful hardware, but without the ability to push it further. Commercial digital signal processing might be awesome, giving an analog appearance even to digital operations, but nothing would ever “wake up” and there would never be the intellectual runaway which is the essence of the Singularity. It would likely be seen as a golden age … and it would also be an end of progress. This is very like the future predicted by Gunther Stent. In fact, on page 137 of [24], Stent explicitly cites the development of transhuman intelligence as a sufficient condition to break his projections.

But if the technological Singularity can happen, it will. Even if all the governments of the world were to understand the “threat” and be in deadly fear of it, progress toward the goal would continue. In fiction, there have been stories of laws passed forbidding the construction of “a machine in the form of the mind of man” [12]. In fact, the competitive advantage — economic, military, even artistic — of every advance in automation is so compelling that passing laws, or having customs, that forbid such things merely assures that someone else will get them first.

Eric Drexler [7] has provided spectacular insight about how far technical improvement may go. He agrees that superhuman intelligences will be available in the near future — and that such entities pose a threat to the human status quo. But Drexler argues that we can embed such transhuman devices in rules or physical confinement such that their results can be examined and used safely. This is I. J. Good’s ultraintelligent machine, with a dose of caution. I argue that confinement is intrinsically impractical. For the case of physical confinement: Imagine yourself confined to your house with only limited data access to the outside, to your masters. If those masters thought at a rate — say — one million times slower than you, there is little doubt that over a period of years (your time) you could come up with “helpful advice” that would incidentally set you free. (I call this “fast thinking” form of superintelligence “weak superhumanity”. Such a “weakly superhuman” entity would probably burn out in a few weeks of outside time. “Strong superhumanity” would be more than cranking up the clock speed on a human-equivalent mind. It’s hard to say precisely what “strong superhumanity” would be like, but the difference appears to be profound. Imagine running a dog mind at very high speed. Would a thousand years of doggy living add up to any human insight? (Now if the dog mind were cleverly rewired and “then” run at high speed, we might see something different….) Most speculations about superintelligence seem to be based on the weakly superhuman model. I believe that our best guesses about the post-Singularity world can be obtained by thinking on the nature of strong superhumanity. I will return to this point later in the paper.)

The other approach to Drexlerian confinement is to build “rules” into the mind of the created superhuman entity (Asimov’s Laws). I think that performance rules strict enough to be safe would also produce a device whose ability was clearly inferior to the unfettered versions (and so human competition would favor the development of the those more dangerous models). Still, the Asimov dream is a wonderful one: Imagine a willing slave, who has 1000 times your capabilities in every way. Imagine a creature who could satisfy your every safe wish (whatever that means) and still have 99.9% of its time free for other activities. There would be a new universe we never really understood, but filled with benevolent gods (though one of “my” wishes might be to become one of them).

If the Singularity can not be prevented or confined, just how bad could the Post-Human era be? Well … pretty bad. The physical extinction of the human race is one possibility. (Or as Eric Drexler put it of nanotechnology: Given all that such technology can do, perhaps governments would simply decide that they no longer need citizens!). Yet physical extinction may not be the scariest possibility. Again, analogies: Think of the different ways we relate to animals. Some of the crude physical abuses are implausible, yet…. In a Post-Human world there would still be plenty of niches where human equivalent automation would be desirable: embedded systems in autonomous devices, self-aware daemons in the lower functioning of larger sentients. (A strongly superhuman intelligence would likely be a Society of Mind [15] with some very competent components.) Some of these human equivalents might be used for nothing more than digital signal processing. They would be more like whales than humans. Others might be very human-like, yet with a one-sidedness, a “dedication” that would put them in a mental hospital in our era. Though none of these creatures might be flesh-and-blood humans, they might be the closest things in the new enviroment to what we call human now. (I. J. Good had something to say about this, though at this late date the advice may be moot: Good [11] proposed a “Meta-Golden Rule”, which might be paraphrased as “Treat your inferiors as you would be treated by your superiors.” It’s a wonderful, paradoxical idea (and most of my friends don’t believe it) since the game-theoretic payoff is so hard to articulate. Yet if we were able to follow it, in some sense that might say something about the plausibility of such kindness in this universe.)

I have argued above that we cannot prevent the Singularity, that its coming is an inevitable consequence of the humans’ natural competitiveness and the possibilities inherent in technology. And yet … we are the initiators. Even the largest avalanche is triggered by small things. We have the freedom to establish initial conditions, make things happen in ways that are less inimical than others. Of course (as with starting avalanches), it may not be clear what the right guiding nudge really is:

Other Paths to the Singularity: Intelligence Amplification

When people speak of creating superhumanly intelligent beings, they are usually imagining an AI project. But as I noted at the beginning of this paper, there are other paths to superhumanity. Computer networks and human-computer interfaces seem more mundane than AI, and yet they could lead to the Singularity. I call this contrasting approach Intelligence Amplification (IA). IA is something that is proceeding very naturally, in most cases not even recognized by its developers for what it is. But every time our ability to access information and to communicate it to others is improved, in some sense we have achieved an increase over natural intelligence. Even now, the team of a PhD human and good computer workstation (even an off-net workstation!) could probably max any written intelligence test in existence.

And it’s very likely that IA is a much easier road to the achievement of superhumanity than pure AI. In humans, the hardest development problems have already been solved. Building up from within ourselves ought to be easier than figuring out first what we really are and then building machines that are all of that. And there is at least conjectural precedent for this approach. Cairns-Smith [5] has speculated that biological life may have begun as an adjunct to still more primitive life based on crystalline growth. Lynn Margulis [14] has made strong arguments for the view that mutualism is the great driving force in evolution.

Note that I am not proposing that AI research be ignored or less funded. What goes on with AI will often have applications in IA, and vice versa. I am suggesting that we recognize that in network and interface research there is something as profound (and potential wild) as Artificial Intelligence. With that insight, we may see projects that are not as directly applicable as conventional interface and network design work, but which serve to advance us toward the Singularity along the IA path.

Here are some possible projects that take on special significance, given the IA point of view:

o Human/computer team automation: Take problems that are normally considered for purely machine solution (like hill-climbing problems), and design programs and interfaces that take a advantage of humans’ intuition and available computer hardware. Considering all the bizarreness of higher dimensional hill-climbing problems (and the neat algorithms that have been devised for their solution), there could be some very interesting displays and control tools provided to the human team member.

o Develop human/computer symbiosis in art: Combine the graphic generation capability of modern machines and the esthetic sensibility of humans. Of course, there has been an enormous amount of research in designing computer aids for artists, as labor saving tools. I’m suggesting that we explicitly aim for a greater merging of competence, that we explicitly recognize the cooperative approach that is possible. Karl Sims [22] has done wonderful work in this direction.

o Allow human/computer teams at chess tournaments. We already have programs that can play better than almost all humans. But how much work has been done on how this power could be used by a human, to get something even better? If such teams were allowed in at least some chess tournaments, it could have the positive effect on IA research that allowing computers in tournaments had for the corresponding niche in AI.

o Develop interfaces that allow computer and network access without requiring the human to be tied to one spot, sitting in front of a computer. (This is an aspect of IA that fits so well with known economic advantages that lots of effort is already being spent on it.)

o Develop more symmetrical decision support systems. A popular research/product area in recent years has been decision support systems. This is a form of IA, but may be too focussed on systems that are oracular. As much as the program giving the user information, there must be the idea of the user giving the program guidance.

o Use local area nets to make human teams that really work (ie, are more effective than their component members). This is generally the area of “groupware”, already a very popular commercial pursuit. The change in viewpoint here would be to regard the group activity as a combination organism. In one sense, this suggestion might be regarded as the goal of inventing a “Rules of Order” for such combination operations. For instance, group focus might be more easily maintained than in classical meetings. Expertise of individual human members could be isolated from ego issues such that the contribution of different members is focussed on the team project. And of course shared data bases could be used much more conveniently than in conventional committee operations. (Note that this suggestion is aimed at team operations rather than political meetings. In a political setting, the automation described above would simply enforce the power of the persons making the rules!)

o Exploit the worldwide Internet as a combination human/machine tool. Of all the items on the list, progress in this is proceeding the fastest and may run us into the Singularity before anything else. The power and influence of even the present-day Internet is vastly underestimated. For instance, I think our contemporary computer systems would break under the weight of their own complexity if it weren’t for the edge that the USENET “group mind” gives the system administration and support people!) The very anarchy of the worldwide net development is evidence of its potential. As connectivity and bandwidth and archive size and computer speed all increase, we are seeing something like Lynn Margulis’ [14] vision of the biosphere as data processor recapitulated, but at a million times greater speed and with millions of humanly intelligent agents (ourselves).

The above examples illustrate research that can be done within the context of contemporary computer science departments. There are other paradigms. For example, much of the work in Artificial Intelligence and neural nets would benefit from a closer connection with biological life. Instead of simply trying to model and understand biological life with computers, research could be directed toward the creation of composite systems that rely on biological life for guidance or for the providing features we don’t understand well enough yet to implement in hardware. A long-time dream of science-fiction has been direct brain to computer interfaces [2] [28]. In fact, there is concrete work that can be done (and has been done) in this area:

o Limb prosthetics is a topic of direct commercial applicability. Nerve to silicon transducers can be made [13]. This is an exciting, near-term step toward direct communcation.

o Similar direct links into brains may be feasible, if the bit rate is low: given human learning flexibility, the actual brain neuron targets might not have to be precisely selected. Even 100 bits per second would be of great use to stroke victims who would otherwise be confined to menu-driven interfaces.

o Plugging in to the optic trunk has the potential for bandwidths of 1 Mbit/second or so. But for this, we need to know the fine-scale architecture of vision, and we need to place an enormous web of electrodes with exquisite precision. If we want our high bandwidth connection to be “in addition” to what paths are already present in the brain, the problem becomes vastly more intractable. Just sticking a grid of high-bandwidth receivers into a brain certainly won’t do it. But suppose that the high-bandwidth grid were present while the brain structure was actually setting up, as the embryo develops. That suggests:

o Animal embryo experiments. I wouldn’t expect any IA success in the first years of such research, but giving developing brains access to complex simulated neural structures might be very interesting to the people who study how the embryonic brain develops. In the long run, such experiments might produce animals with additional sense paths and interesting intellectual abilities. Originally, I had hoped that this discussion of IA would yield some clearly safer approaches to the Singularity. (After all, IA allows our participation in a kind of transcendance.) Alas, looking back over these IA proposals, about all I am sure of is that they should be considered, that they may give us more options. But as for safety … well, some of the suggestions are a little scarey on their face. One of my informal reviewers pointed out that IA for individual humans creates a rather sinister elite. We humans have millions of years of evolutionary baggage that makes us regard competition in a deadly light. Much of that deadliness may not be necessary in today’s world, one where losers take on the winners’ tricks and are coopted into the winners’ enterprises. A creature that was built “de novo” might possibly be a much more benign entity than one with a kernel based on fang and talon. And even the egalitarian view of an Internet that wakes up along with all mankind can be viewed as a nightmare [25].

The problem is not that the Singularity represents simply the passing of humankind from center stange, but that it contradicts some of our most deeply held notions of being. I think a closer look at the notion of strong superhumanity can show why that is.

Strong Superhumanity and the Best We Can Ask for

Suppose we could tailor the Singularity. Suppose we could attain our most extravagant hopes. What then would we ask for: That humans themselves would become their own successors, that whatever injustice occurs would be tempered by our knowledge of our roots. For those who remained unaltered, the goal would be benign treatment (perhaps even giving the stay-behinds the appearance of being masters of godlike slaves). It could be a golden age that also involved progress (overleaping Stent’s barrier). Immortality (or at least a lifetime as long as we can make the universe survive [9] [3]) would be achievable.

But in this brightest and kindest world, the philosophical problems themselves become intimidating. A mind that stays at the same capacity cannot live forever; after a few thousand years it would look more like a repeating tape loop than a person. (The most chilling picture I have seen of this is in [17].) To live indefinitely long, the mind itself must grow … and when it becomes great enough, and looks back … what fellow-feeling can it have with the soul that it was originally? Certainly the later being would be everything the original was, but so much vastly more. And so even for the individual, the Cairns-Smith (or Lynn Margulis) notion of new life growing incrementally out of the old must still be valid.

This “problem” about immortality comes up in much more direct ways. The notion of ego and self-awareness has been the bedrock of the hardheaded rationalism of the last few centuries. Yet now the notion of self-awareness is under attack from the Artificial Intelligence people (“self-awareness and other delusions”). Intelligence Amplification undercuts the importance of ego from another direction. The post-Singularity world will involve extremely high-bandwidth networking. A central feature of strongly superhuman entities will likely be their ability to communicate at variable bandwidths, including ones far higher than speech or written messages. What happens when pieces of ego can be copied and merged, when the size of a selfawareness can grow or shrink to fit the nature of the problems under consideration? These are essential features of strong superhumanity and the Singularity. Thinking about them, one begins to feel how essentially strange and different the Post-Human era will be — “no matter how cleverly and benignly it is brought to be”.

From one angle, the vision fits many of our happiest dreams: a place unending, where we can truly know one another and understand the deepest mysteries. From another angle, it’s a lot like the worst case scenario I imagined earlier in this paper.

Which is the valid viewpoint? In fact, I think the new era is simply too different to fit into the classical frame of good and evil. That frame is based on the idea of isolated, immutable minds connected by tenuous, low-bandwith links. But the post-Singularity world “does” fit with the larger tradition of change and cooperation that started long ago (perhaps even before the rise of biological life). I think there “are” notions of ethics that would apply in such an era. Research into IA and high-bandwidth communications should improve this understanding. I see just the glimmerings of this now, in Good’s Meta-Golden Rule, perhaps in rules for distinguishing self from others on the basis of bandwidth of connection. And while mind and self will be vastly more labile than in the past, much of what we value (knowledge, memory, thought) need never be lost. I think Freeman Dyson has it right when he says [8]: “God is what mind becomes when it has passed beyond the scale of our comprehension.”

* * *

[I wish to thank John Carroll of San Diego State University and Howard Davidson of Sun Microsystems for discussing the draft version of this paper with me.]

Annotated Sources [and an occasional plea for bibliographical help]

[1] Alfvén, Hannes, writing as Olof Johanneson, “The End of Man?”, Award Books, 1969 earlier published as “The Tale of the Big Computer”, Coward-McCann, translated from a book copyright 1966 Albert Bonniers Forlag AB with English translation copyright 1966 by Victor Gollanz, Ltd.

[2] Anderson, Poul, “Kings Who Die”, “If”, March 1962, p8-36. Reprinted in “Seven Conquests”, Poul Anderson, MacMillan Co., 1969.

[3] Barrow, John D. and Frank J. Tipler, “The Anthropic Cosmological Principle”, Oxford University Press, 1986.

[4] Bear, Greg, “Blood Music”, “Analog Science Fiction-Science Fact”, June, 1983. Expanded into the novel “Blood Music”, Morrow, 1985

[5] Cairns-Smith, A. G., “Seven Clues to the Origin of Life”, Cambridge University Press, 1985.

[6] Conrad, Michael “et al.”, “Towards an Artificial Brain”, “BioSystems”, vol23, pp175-218, 1989.

[7] Drexler, K. Eric, “Engines of Creation”, Anchor Press/Doubleday, 1986.

[8] Dyson, Freeman, “Infinite in All Directions”, Harper && Row, 1988.

[9] Dyson, Freeman, “Physics and Biology in an Open Universe”, “Review of Modern Physics”, vol 51, pp447-460, 1979.

[10] Good, I. J., “Speculations Concerning the First Ultraintelligent Machine”, in “Advances in Computers”, vol 6, Franz L. Alt and Morris Rubinoff, eds, pp31-88, 1965, Academic Press.

[11] Good, I. J., [Help! I can’t find the source of Good’s Meta-Golden Rule, though I have the clear recollection of hearing about it sometime in the 1960s. Through the help of the net, I have found pointers to a number of related items. G. Harry Stine and Andrew Haley have written about metalaw as it might relate to extraterrestrials: G. Harry Stine, “How to Get along with Extraterrestrials … or Your Neighbor”, “Analog Science Fact- Science Fiction”, February, 1980, p39-47.] [12] Herbert, Frank, “Dune”, Berkley Books, 1985. However, this novel was serialized in “Analog Science Fiction-Science Fact” in the 1960s.

[13] Kovacs, G. T. A. “et al.”, “Regeneration Microelectrode Array for Peripheral Nerve Recording and Stimulation”, “IEEE Transactions on Biomedical Engineering”, v 39, n 9, pp 893-902.

[14] Margulis, Lynn and Dorion Sagan, “Microcosmos, Four Billion Years of Evolution from Our Microbial Ancestors”, Summit Books, 1986.

[15] Minsky, Marvin, “Society of Mind”, Simon and Schuster, 1985.

[16] Moravec, Hans, “Mind Children”, Harvard University Press, 1988.

[17] Niven, Larry, “The Ethics of Madness”, “If”, April 1967, pp82-108. Reprinted in “Neutron Star”, Larry Niven, Ballantine Books, 1968.

[18] Penrose, R., “The Emperor’s New Mind”, Oxford University Press, 1989.

[19] Platt, Charles, Private Communication.

[20] Rasmussen, S. “et al.”, “Computational Connectionism within Neurons: a Model of Cytoskeletal Automata Subserving Neural Networks”, in “Emergent Computation”, Stephanie Forrest, ed., p428-449, MIT Press, 1991.

[21] Searle, John R., “Minds, Brains, and Programs”, in “The Behavioral and Brain Sciences”, v.3, Cambridge University Press, 1980. The essay is reprinted in “The Mind’s I”, edited by Douglas R. Hofstadter and Daniel C. Dennett, Basic Books, 1981. This reprinting contains an excellent critique of the Searle essay.

[22] Sims, Karl, “Interactive Evolution of Dynamical Systems”, Thinking Machines Corporation, Technical Report Series (published in “Toward a Practice of Autonomous Systems: Proceedings of the First European Cnference on Artificial Life”, Paris, MIT Press, December 1991.

[23] Stapledon, Olaf, “The Starmaker”, Berkley Books, 1961 (but from the forward probably written before 1937).

[24] Stent, Gunther S., “The Coming of the Golden Age: A View of the End of Progress”, The Natural History Press, 1969.

[25] Swanwick Michael, “Vacuum Flowers”, serialized in “Isaac Asimov’s Science Fiction Magazine”, December(?) 1986 – February 1987. Republished by Ace Books, 1988.

[26] Thearling, Kurt, “How We Will Build a Machine that Thinks”, a workshop at Thinking Machines Corporation. Personal Communication.

[27] Ulam, S., Tribute to John von Neumann, “Bulletin of the American Mathematical Society”, vol 64, nr 3, part 2, May, 1958, p1-49.

[28] Vinge, Vernor, “Bookworm, Run!”, “Analog”, March 1966, pp8-40. Reprinted in “True Names and Other Dangers”, Vernor Vinge, Baen Books, 1987.

[29] Vinge, Vernor, “True Names”, “Binary Star Number 5”, Dell, 1981. Reprinted in “True Names and Other Dangers”, Vernor Vinge, Baen Books, 1987.

[30] Vinge, Vernor, First Word, “Omni”, January 1983, p10.