The audience is dead.
We are all our own global microbrand.
Only we can save us.
There are things happening all around us. None of the implications of
these things are clear. The global economy is collapsing because
everyone stopped making things, and only updates their status online.
Lawrence Lessig says government is so broken we have to opt out to fix
it. The benefits of being in the audience: quiet, rapt attention on a
performer; have been eschewed in favor of lively crowd participation.
Only one thing is certain, expect change. The audience is dead, but
the crowd is alive and conversing with itself.
The crowd moves much quicker than monoliths. Quicker than
governments, quicker than businesses. Authenticity and reciprocity in
the new rapid fire social sphere is capital, or Whuffie. Business,
long understood by most to be focused on making money to exclusion of
all else, is expected to be human. Not in some legal loophole granting
them rights, but in the now, responding in a human voice. If your
business can't engage, you're dead; or silent, which is the same
thing. What you do, who you are, and your interests comprise your
global mircobrand. If you communicate it well, you'll have whuffie,
and whuffie will be a key component in your survival in this new space.
Bruce Sterling delivered the quote that killed me at sxsw. No
small feat, as there were many le petit morts. A society is judged not
just by how it treats its women, its elderly and its children; but how
it treats its humiliated. That's the real takeaway for me. I can keep
explaining twitter, tirelessly reassuring those who face these changes
with fear, but these changes are coming. And not just for those who
understand them now... but for everyone. And that includes our
non-twittering, nostalgic, social media bashing friends, relatives and
loved ones. We've all been sold out by the banking monoliths, by
inaction on global warming, by paralysis in government.
When the weather, joblessness, debt, hunger and hopelessness
come, it will be us who is best prepared. We're already cultivating
our networks of real humans. And it's to you I'm speaking (no one else
read past 'microbrand'): the time is coming to open our hearts and
homes. Refugees will be coming to our shores from the old economy, the
old way of life. They will be disoriented, confused and afraid, and
looking for their promised monilithic savior. The savior is there, but
it's the human spirit which exists in us all. Help them find their
way, their people and their dignity. Connectivity is all we're left
with, and I couldn't be more hopeful, having met the twittersphere.
We're the crowd we've been waiting for, and only we can save each other.