BW Online | November 18, 2002 | Coming on the Net: = People Power

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NOVEMBER 18, 2002=20

BOOKS
By Robert D.=20 Hof

Coming on = the Net:=20 People Power

	Printer-Friendly=20 Version

	E-Mail This=20 Story

=95 Find More Stories Like=20 This

SMART = MOBS
The Next=20 Social Revolution
By Howard Rheingold
Perseus = 266pp --=20 $26

The dot-com bust has left many technology = entrepreneurs=20 and investors so weary and wary that they're actually hiding = from=20 new ideas. Big mistake. Nearly a decade after the Web = browser=20 ignited the Internet, it may well be time to gear up for the = next=20 tech revolution. But this time, the spark may not be another = gadget=20 or "killer app" software. Instead, it may well be a new = social=20 movement, contends Howard Rheingold in his new book, = Smart Mobs:=20 The Next Social Revolution.

Rheingold knew something was up when, on a trip to = Tokyo in=20 2000, he suddenly noticed that more people were staring at = their=20 cell phones than talking into them. What he soon discovered = was that=20 these oyayubizoku, or "thumb tribes" as they're = called in=20 Japan, were using their phones to exchange instant messages, = forging=20 new kinds of ad-hoc social groups. He also found a Japanese=20 matchmaking service, called Lovegety, that alerts people on = their=20 mobile phones if someone with the mate-worthy attributes = they've=20 chosen is nearby.

That was just the start. Rheingold = soon=20 realized that people had gone way beyond "receiving stock = quotes or=20 email on the train or surfing the Web while walking down the = street." For example, he found that the huge demonstration = in Manila=20 that resulted in President Joseph Estrada's overthrow last = year was=20 largely sparked by cell-phone users who were forwarding text = messages over the Net. He found a Web site, upoc.com, = that lets=20 fans track celebrities by coordinating reports from = cell-phone=20 users. Even al Qaeda's use of wireless and Internet = technologies=20 fits the pattern he was beginning to see.

The = collision of=20 computing, always-on communications, and physical mobility, = he says,=20 is producing "smart mobs"--groups of people who can do = something=20 together even if they don't know each other. An astute = observer of=20 the social impact of technology and the author of several = books,=20 Rheingold thinks that, for better or worse, this will build = into a=20 wave as big as the ones caused by the PC and the=20 Internet--especially since phones and other Net-linked = mobile=20 devices will surpass the number of online PCs next=20 year.

Rheingold doesn't yet see a business strategy = for the=20 wireless Net, which has failed so far to live up to the = hype. But as=20 Net-connected devices from sensors to cameras shrink to the = point=20 where they can be slapped onto any object or even woven into = clothing, Rheingold thinks something entirely new will = emerge. He=20 predicts people will be accompanied by a digital aura that = will=20 reveal where they are, what they're doing, and what's = happening=20 there.

This aura will allow them to form far-flung = social=20 groups only hinted at by the Internet communities Rheingold = wrote=20 about in his 1993 book The Virtual Community. Their = actions=20 could change everything from business to politics to = journalism.=20 "Imagine the impact," he writes, "of the Rodney King video=20 multiplied by the people power of Napster."

Rheingold = isn't=20 the first to notice these developments. But his notion of = smart mobs=20 is a provocative distillation, a sort of unified field = theory of=20 current tech thinking. It explains such disparate things as = the=20 surprising endurance of eBay Inc.'s (EBAY ) = online=20 marketplace and the phenomenon of thousands of people = sharing their=20 computers' processing power to aid the search for = extraterrestrial=20 life. Indeed, his notion may be a little too neat in its=20 inclusiveness. One might wonder whether some of the things = he=20 describes, such as the thumb tribes of Tokyo, might prove to = be mere=20 fads, like citizen's band radio.

At times, Rheingold = tries a=20 bit too hard to buttress his cogent observations with = academic=20 theories that draw parallels between smart mobs and swarms = such as=20 ant colonies. Here, his questions are more interesting than = the few=20 answers he finds. He wonders, for instance, whether = electronically=20 created swarms of humans--who, unlike ants, possess complex=20 intelligence--will result in a similar collective = intelligence or=20 something entirely different. He also wonders: "Will nascent = smart=20 mobs be neutralized into passive, if mobile, consumers of = another=20 centrally controlled mass medium? Or will an innovations = commons=20 flourish, in which a large number of consumers also have the = power=20 to produce?"

Clearly, Rheingold hopes for the = latter--that=20 the power of smart mobs could be used to create a more = democratic=20 power he dubs "ad-hocracy." Perhaps, but wasn't that what = the=20 Internet was supposed to have done already? Instead, = established=20 business interests such as media companies are on the verge = of=20 fencing off the Internet "commons"--virtual space that was = once=20 shared by all.

To his credit, though, Rheingold goes = out of=20 his way to point up the potential dangers, from the rise of=20 techno-terrorism to the erosion of privacy. He notes that = the U.S.=20 military is leading smart-mob-technology development, = planning to=20 test wearable computers with Global Positioning Systems and = wireless=20 communications next year. He fears the encroachment of = commercial=20 interests even more. "Will we be wiser in our choices of how = to use=20 the small screen in our hand than we were with the TV screen = in what=20 used to be the family room?" he asks. "The question is = whether we=20 have the wisdom to use our power-tools without amputating = something=20 vital."

Raising such questions is the chief = contribution of=20 Smart Mobs. Rheingold hopes that if we know that = smart mobs=20 are coming and what impacts they may have, we may be able to = make=20 the best of them. That's debatable, but at least this book = gives us=20 the chance to try.

3D""=20

Hof is Silicon=20 Valley bureau chief.

Click to buy=20 an e-pr= int=20 or reprint of a BusinessWeek or BusinessWeek = Online=20 story.

To subscribe online to BusinessWeek = magazine,=20 please clic= k=20 here.

NOVEMBER

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cookie=0A= document.cookie =3D = 'sitename=3Dcompuserve;domain=3D.businessweek.com;path=3D/;expires=3D' +=0A= cookieDate.toGMTString();=0A= =0A= // if you are within the netscape site...=0A= } else if (location.hostname.indexOf ('netscape.businessweek.com') !=3D = -1) {=0A= =0A= // set a cookie=0A= document.cookie =3D = 'sitename=3Dnetscape;domain=3D.businessweek.com;path=3D/;expires=3D' +=0A= cookieDate.toGMTString();=0A= =0A= // if you are at the domestic site...=0A= } else if (location.hostname.indexOf ('www.businessweek.com') !=3D -1 && = location.pathname.indexOf ('/magazine') =3D=3D -1 && = location.pathname.indexOf ('/premium') =3D=3D -1 && = document.cookie.indexOf ('bypassRedirect=3Dtrue') =3D=3D -1) {=0A= =0A= // if you have asia cookie...=0A= if (document.cookie.indexOf ('sitename=3Dasia') !=3D -1) {=0A= =0A= // redirect to asia hostname=0A= location.hostname =3D 'asia.businessweek.com';=0A= =0A= // if you have the europe cookie...=0A= } else if (document.cookie.indexOf 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parseInt(navigator.appVersion);=0A= =0A= if (navigator.appName =3D=3D "Netscape" && browserVer < 3) =0A= {=0A= = remote=3Dwindow.open("http://bwnt.businessweek.com/Glossary/home.asp?Code= =3D"+term,"glossaryWindow","width=3D470,height=3D400");=0A= }=0A= else =0A= {=0A= = remote=3Dwindow.open("http://bwnt.businessweek.com/Glossary/home.asp?Code= =3D"+term,"glossaryWindow","width=3D470,height=3D400,scrollbars=3Dyes,too= lbar=3Dno,location=3Dno,directories=3Dno,status=3Dno,menubar=3Dyes,resiza= ble=3Dyes");=0A= }=0A= remote.focus();=0A= }=0A= =0A= // = =3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D= =3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D= =3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=0A= // FLOATING TICKER=0A= =0A= function showTicker(symbol, channel) {=0A= theURL =3D = "http://host.businessweek.com/businessweek/Corporate_Snapshot.html?Symbol= =3D" + symbol;=0A= top.location =3D theURL;=0A= }=0A= =0A= =0A= // = =3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D= =3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D= =3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=0A= // GENERIC POPUP WINDOW FUNCTION=0A= =0A= =0A= // BROWSER DETECTION=0A= IE4 =3D (document.all) ? 1 : 0; =0A= NS4 =3D (document.layers) ? 1 : 0;=0A= if((navigator.appVersion.indexOf("Mac")!=3D -1)) {=0A= Mac =3D true;=0A= }=0A= else { Mac =3D false; }=0A= // POPUP WINDOW ADJUSTMENTS=0A= function popup(file,x,y) {=0A= //GIVE WINDOW A NAME....SO YOU CAN TARGET A LINK TO IT=0A= self.name =3D "main" =0A= winW =3D screen.width;=0A= if (NS4 && Mac) { //adjustments for Mac Netscape=0A= x =3D x+10; //increase width of window=0A= offset =3D 5; //window placement offset=0A= } =0A= else if (IE4 && Mac) { //adjustments for Mac IE=0A= offset =3D 35;=0A= } =0A= else if (NS4) { //adjustment for Win Netscape=0A= x =3D x+10; //increase width of window=0A= y =3D y+10; //increase height of window=0A= offset =3D 20;=0A= }=0A= else if (IE4) { //adjustments for Win IE=0A= x =3D x+30;=0A= y =3D y+50;=0A= offset =3D 5;=0A= } =0A= // POPUP ATTRIBUTES=0A= var name =3D 'popwin';=0A= var attributes =3D 'resizable,scrollbars,target=3Dpopwin,width=3D' + x + = ',height=3D' + y + '';=0A= // WINDOW PLACEMENT AND OPENING=0A= winW =3D winW - x - offset; =0A= p =3D window.open(file, name, attributes);=0A= if (document.images) {=0A= p.moveTo(winW,5)=0A= }=0A= } ------=_NextPart_000_0000_01C28F16.789B4790 Content-Type: application/x-javascript Content-Transfer-Encoding: quoted-printable Content-Location: http://www.businessweek.com/common_scripts/cookie_func.js function extractCookie () {=0A= =0A= var rawCookie =3D document.cookie + "";=0A= =0A= var startPos =3D rawCookie.indexOf("specialAd");=0A= =0A= var extract =3D "";=0A= =0A= if (startPos !=3D -1) {=0A= =0A= var endPos =3D rawCookie.indexOf (";", startPos);=0A= =0A= if (endPos =3D=3D -1) {=0A= =0A= extract =3D rawCookie.substring(startPos);=0A= =0A= } else {=0A= =0A= extract =3D rawCookie.substring(startPos, endPos);=0A= =0A= }=0A= =0A= }=0A= =0A= return extract;=0A= =0A= }=0A= =0A= // extracts the specialextract=0A= function populateAdArray () {=0A= =0A= startPos =3D specialAdCookie.indexOf ("=3D") + 1;=0A= =0A= if (startPos !=3D 0) {=0A= =0A= var cookieContents =3D specialAdCookie.substring (startPos);=0A= =0A= adCookies =3D cookieContents.split("|");=0A= =0A= for (i =3D 0; i < adCookies.length; i++) {=0A= =0A= var tempArray =3D adCookies[i].split (":");=0A= =0A= tempArray[1] =3D (tempArray[1] + "" =3D=3D "undefined" ? 1: = tempArray[1]);=0A= =0A= tempArray[2] =3D (tempArray[2] + "" =3D=3D "undefined" ? (new = Date()).valueOf() : tempArray[2]);=0A= =0A= adCookies[i] =3D new cookieObj (tempArray[0], tempArray[1], = tempArray[2]);=0A= =0A= }=0A= =0A= }=0A= =0A= }=0A= =0A= =0A= function cookieObj (adType, adCount, adTime) {=0A= =0A= this.adType =3D adType;=0A= this.adCount =3D parseInt(adCount);=0A= this.adTime =3D parseInt(adTime);=0A= =0A= return this;=0A= =0A= }=0A= =0A= =0A= =0A= function extractValue (adType) {=0A= =0A= adVal =3D "";=0A= =0A= for (i =3D 0; i < adCookies.length; i++) {=0A= =0A= if (adCookies[i].adType =3D=3D adType) {=0A= =0A= adVal =3D adCookies[i].adVal;=0A= =0A= break;=0A= =0A= } =0A= =0A= }=0A= =0A= return adVal;=0A= =0A= }=0A= =0A= =0A= function incrementCookie (adType) {=0A= =0A= launchAd =3D false;=0A= =0A= if (specialAdCookie.indexOf(adType + ":") !=3D -1)=0A= {=0A= =0A= for (i =3D 0; i < adCookies.length; i++) {=0A= =0A= if (adCookies[i].adType =3D=3D adType) {=0A= =0A= adCookies[i].adCount++=0A= =0A= launchAd =3D true;=0A= =0A= bakeCookie(i);=0A= =0A= break;=0A= =0A= }=0A= =0A= }=0A= =0A= } else {=0A= =0A= adCookies[adCookies.length] =3D new cookieObj(adType, 1, 0);=0A= =0A= launchAd =3D true;=0A= =0A= bakeCookie( (adCookies.length -1) );=0A= =0A= }=0A= =0A= return launchAd;=0A= =0A= }=0A= =0A= =0A= =0A= function launchCheck (adType, maxNum, delay) {=0A= =0A= launchAd =3D false;=0A= =0A= if (specialAdCookie.indexOf(adType + ":") !=3D -1)=0A= {=0A= =0A= delay =3D delay * 60 * 1000;=0A= =0A= for (i =3D 0; i < adCookies.length; i++) {=0A= =0A= if (adCookies[i].adType =3D=3D adType) {=0A= =0A= var diff =3D (new Date()).valueOf() - adCookies[i].adTime;=0A= =0A= if (adCookies[i].adCount < maxNum && diff > delay ) =0A= {=0A= launchAd =3D true;=0A= =0A= break;=0A= =0A= }=0A= =0A= }=0A= =0A= }=0A= =0A= } else {=0A= =0A= launchAd =3D true;=0A= =0A= }=0A= =0A= return launchAd;=0A= =0A= }=0A= =0A= =0A= =0A= =0A= function bakeCookie( num ) {=0A= =0A= var cookieStr =3D "specialAd=3D";=0A= =0A= for (i =3D 0; i < adCookies.length; i++)=0A= {=0A= if ( i =3D=3D num) adCookies[i].adTime =3D (new Date()).valueOf();=0A= =0A= cookieStr +=3D adCookies[i].adType + ":" + adCookies[i].adCount + ":" = + adCookies[i].adTime;=0A= =0A= if (i < (adCookies.length -1) ) cookieStr +=3D "|";=0A= =0A= }=0A= =0A= document.cookie =3D cookieStr + "; path=3D/; = domain=3D.businessweek.com";=0A= =0A= }=0A= =0A= function addToCookie (adType) {=0A= =0A= incrementCookie(adType);=0A= =0A= }=0A= =0A= =0A= adCookies =3D new Array();=0A= =0A= specialAdCookie =3D extractCookie();=0A= =0A= populateAdArray(); ------=_NextPart_000_0000_01C28F16.789B4790 Content-Type: application/x-javascript Content-Transfer-Encoding: quoted-printable Content-Location: http://www.businessweek.com/common_scripts/special_ads.js // initialize global variables=0A= function initVars () {=0A= =0A= if(!window.rnd){=0A= var axel =3D Math.random() + "";=0A= rnd =3D axel * 1000000000000000000;=0A= }=0A= =0A= site =3D "site=3Dbw&";=0A= =0A= spChan =3D "";=0A= =0A= // NG channel variable if undefined=0A= spChan =3D ((top.chan + "" =3D=3D "undefined") ? "chan=3Dspbw" : = "chan=3Dsp" + top.chan);=0A= =0A= // indicates whether the special ad code should be written=0A= adException =3D false;=0A= =0A= var urls =3D new Array(=0A= "investortoolbox@",=0A= "www.businessweek.com",=0A= "asia.businessweek.com",=0A= "europe.businessweek.com",=0A= "test.businessweek.com",=0A= "staging.businessweek.com"=0A= )=0A= =0A= siteArray =3D new Array(=0A= "investortool",=0A= "bw",=0A= "bw_as",=0A= "bw_eu",=0A= "test",=0A= "staging"=0A= )=0A= =0A= for(i=3D0; i