Category Archives: activism

Éloge de la courtoisie en-ligne

Nous y voilà!

Après avoir terminé mon billet sur le contact social, j’ai reçu quelques commentaires et eu d’autres occasions de réfléchir à la question. Ce billet faisait suite à une interaction spécifique que j’ai vécue hier mais aussi à divers autres événements. En écrivant ce billet sur le contact social, j’ai eu l’idée (peut-être saugrenue) d’écrire une liste de «conseils d’ami» pour les gens qui désirent me contacter. Contrairement à mon attitude habituelle, j’ai rédigé cette liste dans un mode assez impératif et télégraphique. C’est peut-être contraire à mon habitude, mais c’est un exercice intéressant à faire, dans mon cas.

Bien qu’énoncés sur un ton quasi-sentencieux, ces conseils se veulent être des idées de base avec lesquelles je travaille quand on me sollicite (ce qui arrive plusieurs fois par jour). C’est un peu ma façon de dire: je suis très facile à contacter mais voici ce que je considère comme étant des bonnes et mauvaises idées dans une procédure de contact. Ça vaut pour mes lecteurs ici, pour mes étudiants (avant que je aie rencontrés), pour des contacts indirects, etc.

Pour ce qui est du «contact social», je parlais d’un contexte plus spécifique que ce que j’ai laissé entendre. Un des problèmes, c’est que même si j’ai de la facilité à décrire ce contexte, j’ai de la difficulté à le nommer d’une façon qui soit sans équivoque. C’est un des mondes auxquels je participe et il est lié à l’«écosystème geek». En parlant de «célébrité» dans le billet sur le contact social, je faisais référence à une situation assez précise qui est celle de la vie publique de certaines des personnes qui passent le plus clair de leur temps en-ligne. Les limites sont pas très claires mais c’est un groupe de quelques millions de personnes, dont plusieurs Anglophones des États-Unis, qui entrent dans une des logiques spécifiques de la socialisation en-ligne. Des gens qui vivent et qui oeuvrent dans le média social, le marketing social, le réseau social, la vie sociale médiée par les communications en-ligne, etc.

Des «socialiseurs alpha», si on veut.

C’est pas un groupe homogène, loi de là. Mais c’est un groupe qui a ses codes, comme tout groupe social. Certains individus enfreignent les règles et ils sont ostracisés, parfois sans le savoir.

Ce qui me permet de parler de courtoisie.

Un des trucs dont on parle beaucoup dans nos cours d’introduction, en anthropologie culturelle, c’est la diversité des normes de politesse à l’échelle humaine. Pas parce que c’est une partie essentielle de nos recherches, mais c’est souvent une façon assez efficace de faire comprendre des concepts de base à des gens qui n’ont pas (encore) de formation ethnographique ou de regard anthropologique. C’est encore plus efficace dans le cas d’étudiants qui ont déjà été formés dans une autre discipline et qui ont parfois tendance à ramener les concepts à leur expérience personnelle (ce qui, soit dit en passant, est souvent une bonne stratégie d’apprentissage quand elle est bien appliquée). L’idée de base, c’est qu’il n’y a pas d’«universal», de la politesse (malgré ce que disent Brown et Levinson). Il n’y a pas de règle universelle de politesse qui vaut pour l’ensemble de la population humaine, peu importe la distance temporelle ou culturelle. Chaque contexte culturel est bourré de règles de politesse, très souvent tacites, mais elles ne sont pas identiques d’un contexte à l’autre. Qui plus est, la même règle, énoncée de la même façon, a souvent des applications et des implications très différentes d’un contexte à l’autre. Donc, en contexte, il faut savoir se plier.

En classe, il y en a toujours pour essayer de trouver des exceptions à cette idée de base. Mais ça devient un petit jeu semi-compétitif plutôt qu’un réel processus de compréhension. D’après moi, ç’a un lien avec ce que les pédagogues anglophones appellent “Ways of Knowing”. Ce sont des gens qui croient encore qu’il n’existe qu’une vérité que le prof est en charge de dévoiler. Avec eux, il y a plusieurs étapes à franchir mais ils finissent parfois par passer à une compréhension plus souple de la réalité.

Donc, une fois qu’on peut travailler avec cette idée de base sur la non-universalité de règles de politesse spécifiques, on peut travailler avec des contextes dans lesquelles la politesse fonctionne. Et elle l’est fonctionnelle!

Mes «conseils d’ami» et mon «petit guide sur le contact social en-ligne» étaient à inscrire dans une telle optique. Mon erreur est de n’avoir pas assez décrit le contexte en question.

Si on pense à la notion de «blogosphère», on a déjà une idée du contexte. Pas des blogueurs isolés. Une sphère sociale qui est concentrée autour du blogue. Ces jours-ci, à part le blogue, il y a d’autres plates-formes à travers lesquelles les gens dont je parle entretiennent des rapports sociaux plus ou moins approfondis. Le micro-blogue comme Identi.ca et Twitter, par exemple. Mais aussi des réseaux sociaux comme Facebook ou même un service de signets sociaux comme Digg. C’est un «petit monde», mais c’est un groupe assez influent, puisqu’il lie entre eux beaucoup d’acteurs importants d’Internet. C’est un réseau tentaculaire, qui a sa présence dans divers milieux. C’est aussi, et c’est là que mes propos peuvent sembler particulièrement étranges, le «noyau d’Internet», en ce sens que ce sont des membres de ce groupe qui ont un certain contrôle sur plusieurs des choses qui se passent en-ligne. Pour utiliser une analogie qui date de l’ère nationale-industrielle (le siècle dernier), c’est un peu comme la «capitale» d’Internet. Ou, pour une analogie encore plus vieillotte, c’est la «Métropole» de l’Internet conçu comme Empire.

Donc, pour revenir à la courtoisie…

La spécificité culturelle du groupe dont je parle a créé des tas de trucs au cours des années, y compris ce qu’ils ont appelé la «Netiquette» (de «-net» pour «Internet» et «étiquette»). Ce qui peut contribuer à rendre mes propos difficiles à saisir pour ceux qui suivent une autre logique que la mienne, c’est que tout en citant (et apportant du support à) certaines composantes de cette étiquette, je la remets en contexte. Personnellement, je considère cette étiquette très valable dans le contexte qui nous préoccupe et j’affirme mon appartenance à un groupe socio-culturel précis qui fait partie de l’ensemble plus vaste auquel je fais référence. Mais je conserve mon approche ethnographique.

La Netiquette est si bien «internalisée» par certains qu’elles semblent provenir du sens commun (le «gros bon sens» dont je parlais hier). C’est d’ailleurs, d’après moi, ce qui explique certaines réactions très vives au bris d’étiquette: «comment peux-tu contrevenir à une règle aussi simple que celle de donner un titre clair à ton message?» (avec variantes plus insultantes). Comme j’ai tenté de l’expliquer en contexte semi-académique, une des bases du conflit en-ligne (la “flame war”), c’est la difficulté de se ressaisir après un bris de communication. Le bris de communication, on le tient pour acquis, il se produit de toutes façons. Mais c’est la façon de réétablir la communication qui change tout.

De la même façon, c’est pas tant le bris d’étiquette qui pose problème. Du moins, pas l’occasion spécifique de manquement à une règle précise. C’est la dynamique qui s’installe suite à de nombreux manquements aux «règles de base» de la vie sociale d’un groupe précis. L’effet immédiat, c’est le découpage du ‘Net en plus petites factions.

Et, personnellement, je trouve dommage ce fractionnement, cette balkanisation.

Qui plus est, c’est dans ce contexte que, malgré mon relativisme bien relatif, j’assigne le terme «éthique» à mon hédonisme. Pas une éthique absolue et rigide. Mais une orientation vers la bonne entente sociale.

Qu’on me comprenne bien (ça serait génial!), je me plains pas du comportement des gens, je ne jugent pas ceux qui se «comportent mal» ou qui enfreignent les règles de ce monde dans lequel je vis. Mais je trouve utile de parler de cette dynamique. Thérapeutique, même.

La raison spécifique qui m’a poussé à écrire ce billet, c’est que deux des commentaires que j’ai reçu suite à mes billets d’hier ont fait appel (probablement sans le vouloir) au «je fais comme ça me plaît et ça dérange personne». Là où je me sens presqu’obligé de dire quelque-chose, c’est que le «ça dérange personne» me semblerait plutôt myope dans un contexte où les gens ont divers liens entre eux. Désolé si ça choque, mais je me fais le devoir d’être honnête.

D’ailleurs, je crois que c’est la logique du «troll», ce personnage du ‘Net qui prend un «malin plaisir» à bousculer les gens sur les forums et les blogues. C’est aussi la logique du type macho qui se plaît à dire: «Je pince les fesses des filles. Dix-neuf fois sur 20, je reçois une baffe. Mais la vingtième, c’est la bonne». Personnellement, outre le fait que je sois féministe, j’ai pas tant de problèmes que ça avec cette idée quand il s’agit d’un contexte qui le permet (comme la France des années 1990, où j’ai souvent entendu ce genre de truc). Mais là où ça joue pas, d’après moi, c’est quand cette attitude est celle d’un individu qui se meut dans un contexte où ce genre de chose est très mal considéré (par exemple, le milieu cosmopolite contemporain en Amérique du Nord). Au niveau individuel, c’est peut-être pas si bête. Mais au niveau social, ça fait pas preuve d’un sens éthique très approfondi.

Pour revenir au «troll». Ce personnage quasi-mythique génère une ambiance très tendue, en-ligne. Individuellement, il peut facilement considérer qu’il est «dans son droit» et que ses actions n’ont que peu de conséquences négatives. Mais, ce qui se remarque facilement, c’est que ce même individu tolère mal le comportement des autres. Il se débat «comme un diable dans le bénitier», mais c’est souvent lui qui «sème le vent» et «récolte la tempête». Un forum sans «troll», c’est un milieu très agréable, “nurturing”. Mais il n’est besoin que d’un «troll» pour démolir l’atmosphère de bonne entente. Surtout si les autres membres du groupes réagissent trop fortement.

D’ailleurs, ça me fait penser à ceux qui envoient du pourriel et autres Plaies d’Internet. Ils ont exactement la logique du pinceur de femmes, mais menée à l’extrême. Si aussi peu que 0.01% des gens acceptent le message indésirable, ils pourront en tirer un certain profit à peu d’effort, peu importe ce qui affecte 99.99% des récipiendaires. Tant qu’il y aura des gens pour croire à leurs balivernes ou pour ouvrir des fichiers attachés provenant d’inconnus, ils auront peut-être raison à un niveau assez primaire («j’ai obtenu ce que je voulais sans me forcer»). Mais c’est la société au complet qui en souffre. Surtout quand on parle d’une société aussi diversifiée et complexe que celle qui vit en-ligne.

C’est intéressant de penser au fait que la culture en-ligne anglophone accorde une certaine place à la notion de «karma». Depuis une expression désignant une forme particulière de causalité à composante spirituelle, cette notion a pris, dans la culture geek, un acception spécifique liée au mérite relatif des propos tenus en-ligne, surtout sur le vénérable site Slashdot. Malgré le glissement de sens de causalité «mystique» à évaluation par les pairs, on peut lier les deux concepts dans une idée du comportement optimal pour la communication en-ligne: la courtoisie.

Les Anglophones ont tendance à se fier, sans les nommer ou même les connaître, aux maximes de Grice. J’ai beau percevoir qu’elles ne sont pas universelles, j’y vois un intérêt particulier dans le contexte autour duquel je tourne. L’idée de base, comme le diraient Wilson et Sperber, est que «tout acte de communication ostensive communique la présomption de sa propre pertinence optimale». Cette pertinence optimale est liée à un processus à la fois cognitif et communicatif qui fait appel à plusieurs des notions élaborées par Grice et par d’autres philosophes du langage. Dans le contexte qui m’intéresse, il y a une espèce de jeu entre deux orientations qui font appel à la même notion de pertinence: l’orientation individuelle («je m’exprime») souvent légaliste-réductive («j’ai bien le droit de m’exprimer») et l’orientation sociale («nous dialoguons») souvent éthique-idéaliste («le fait de dialoguer va sauver le monde»).

Aucun mystère sur mon orientation préférée…

Par contre, faut pas se leurrer: le fait d’être courtois, en-ligne, a aussi des effets positifs au niveau purement individuel. En étant courtois, on se permet très souvent d’obtenir de réels bénéfices, qui sont parfois financiers (c’est comme ça qu’on m’a payé un iPod touch). Je parle pas d’une causalité «cosmique» mais bien d’un processus précis par lequel la bonne entente génère directement une bonne ambiance.

Bon, évidemment, je semble postuler ma propre capacité à être courtois. Il m’arrive en fait très souvent de me faire désigner comme étant très (voire trop) courtois. C’est peut-être réaliste, comme description, même si certains ne sont peut-être pas d’accord.

À vous de décider.

The Need for Social Science in Social Web/Marketing/Media (Draft)

[Been sitting on this one for a little while. Better RERO it, I guess.]

Sticking My Neck Out (Executive Summary)

I think that participants in many technology-enthusiastic movements which carry the term “social” would do well to learn some social science. Furthermore, my guess is that ethnographic disciplines are very well-suited to the task of teaching participants in these movements something about social groups.

Disclaimer

Despite the potentially provocative title and my explicitly stating a position, I mostly wish to think out loud about different things which have been on my mind for a while.

I’m not an “expert” in this field. I’m just a social scientist and an ethnographer who has been observing a lot of things online. I do know that there are many experts who have written many great books about similar issues. What I’m saying here might not seem new. But I’m using my blog as a way to at least write down some of the things I have in mind and, hopefully, discuss these issues thoughtfully with people who care.

Also, this will not be a guide on “what to do to be social-savvy.” Books, seminars, and workshops on this specific topic abound. But my attitude is that every situation needs to be treated in its own context, that cookie-cutter solutions often fail. So I would advise people interested in this set of issues to train themselves in at least a little bit of social science, even if much of the content of the training material seems irrelevant. Discuss things with a social scientist, hire a social scientist in your business, take a course in social science, and don’t focus on advice but on the broad picture. Really.

Clarification

Though they are all different, enthusiastic participants in “social web,” “social marketing,” “social media,” and other “social things online” do have some commonalities. At the risk of angering some of them, I’m lumping them all together as “social * enthusiasts.” One thing I like about the term “enthusiast” is that it can apply to both professional and amateurs, to geeks and dabblers, to full-timers and part-timers. My target isn’t a specific group of people. I just observed different things in different contexts.

Links

Shameless Self-Promotion

A few links from my own blog, for context (and for easier retrieval):

Shameless Cross-Promotion

A few links from other blogs, to hopefully expand context (and for easier retrieval):

Some raw notes

  • Insight
  • Cluefulness
  • Openness
  • Freedom
  • Transparency
  • Unintended uses
  • Constructivism
  • Empowerment
  • Disruptive technology
  • Innovation
  • Creative thinking
  • Critical thinking
  • Technology adoption
  • Early adopters
  • Late adopters
  • Forced adoption
  • OLPC XO
  • OLPC XOXO
  • Attitudes to change
  • Conservatism
  • Luddites
  • Activism
  • Impatience
  • Windmills and shelters
  • Niche thinking
  • Geek culture
  • Groupthink
  • Idea horizon
  • Intersubjectivity
  • Influence
  • Sphere of influence
  • Influence network
  • Social butterfly effect
  • Cog in a wheel
  • Social networks
  • Acephalous groups
  • Ego-based groups
  • Non-hierarchical groups
  • Mutual influences
  • Network effects
  • Risk-taking
  • Low-stakes
  • Trial-and-error
  • Transparency
  • Ethnography
  • Epidemiology of ideas
  • Neural networks
  • Cognition and communication
  • Wilson and Sperber
  • Relevance
  • Global
  • Glocal
  • Regional
  • City-State
  • Fluidity
  • Consensus culture
  • Organic relationships
  • Establishing rapport
  • Buzzwords
  • Viral
  • Social
  • Meme
  • Memetic marketplace
  • Meta
  • Target audience

Let’s Give This a Try

The Internet is, simply, a network. Sure, technically it’s a meta-network, a network of networks. But that is pretty much irrelevant, in social terms, as most networks may be analyzed at different levels as containing smaller networks or being parts of larger networks. The fact remains that the ‘Net is pretty easy to understand, sociologically. It’s nothing new, it’s just a textbook example of something social scientists have been looking at for a good long time.

Though the Internet mostly connects computers (in many shapes or forms, many of them being “devices” more than the typical “personal computer”), the impact of the Internet is through human actions, behaviours, thoughts, and feelings. Sure, we can talk ad nauseam about the technical aspects of the Internet, but these topics have been covered a lot in the last fifteen years of intense Internet growth and a lot of people seem to be ready to look at other dimensions.

The category of “people who are online” has expanded greatly, in different steps. Here, Martin Lessard’s description of the Internet’s Six Cultures (Les 6 cultures d’Internet) is really worth a read. Martin’s post is in French but we also had a blog discussion in English, about it. Not only are there more people online but those “people who are online” have become much more diverse in several respects. At the same time, there are clear patterns on who “online people” are and there are clear differences in uses of the Internet.

Groups of human beings are the very basic object of social science. Diversity in human groups is the very basis for ethnography. Ethnography is simply the description of (“writing about”) human groups conceived as diverse (“peoples”). As simple as ethnography can be, it leads to a very specific approach to society which is very compatible with all sorts of things relevant to “social * enthusiasts” on- and offline.

While there are many things online which may be described as “media,” comparing the Internet to “The Mass Media” is often the best way to miss “what the Internet is all about.” Sure, the Internet isn’t about anything (about from connecting computers which, in turn, connect human beings). But to get actual insight into the ‘Net, one probably needs to free herself/himself of notions relating to “The Mass Media.” Put bluntly, McLuhan was probably a very interesting person and some of his ideas remain intriguing but fallacies abound in his work and the best thing to do with his ideas is to go beyond them.

One of my favourite examples of the overuse of “media”-based concepts is the issue of influence. In blogging, podcasting, or selling, the notion often is that, on the Internet as in offline life, “some key individuals or outlets are influential and these are the people by whom or channels through which ideas are disseminated.” Hence all the Technorati rankings and other “viewer statistics.” Old techniques and ideas from the times of radio and television expansion are used because it’s easier to think through advertising models than through radically new models. This is, in fact, when I tend to bring back my explanation of the “social butterfly effect“: quite frequently, “influence” online isn’t through specific individuals or outlets but even when it is, those people are influential through virtue of connecting to diverse groups, not by the number of people they know. There are ways to analyze those connections but “measuring impact” is eventually missing the point.

Yes, there is an obvious “qual. vs. quant.” angle, here. A major distinction between non-ethnographic and ethnographic disciplines in social sciences is that non-ethnographic disciplines tend to be overly constrained by “quantitative analysis.” Ultimately, any analysis is “qualitative” but “quantitative methods” are a very small and often limiting subset of the possible research and analysis methods available. Hence the constriction and what some ethnographers may describe as “myopia” on the part of non-ethnographers.

Gone Viral

The term “viral” is used rather frequently by “social * enthusiasts” online. I happen to think that it’s a fairly fitting term, even though it’s used more by extension than by literal meaning. To me, it relates rather directly to Dan Sperber’s “epidemiological” treatment of culture (see Explaining Culture) which may itself be perceived as resembling Dawkins’s well-known “selfish gene” ideas made popular by different online observers, but with something which I perceive to be (to use simple semiotic/semiological concepts) more “motivated” than the more “arbitrary” connections between genetics and ideas. While Sperber could hardly be described as an ethnographer, his anthropological connections still make some of his work compatible with ethnographic perspectives.

Analysis of the spread of ideas does correspond fairly closely with the spread of viruses, especially given the nature of contacts which make transmission possible. One needs not do much to spread a virus or an idea. This virus or idea may find “fertile soil” in a given social context, depending on a number of factors. Despite the disadvantages of extending analogies and core metaphors too far, the type of ecosystem/epidemiology analysis of social systems embedded in uses of the term “viral” do seem to help some specific people make sense of different things which happen online. In “viral marketing,” the type of informal, invisible, unexpected spread of recognition through word of mouth does relate somewhat to the spread of a virus. Moreover, the metaphor of “viral marketing” is useful in thinking about the lack of control the professional marketer may have on how her/his product is perceived. In this context, the term “viral” seems useful.

The Social

While “viral” seems appropriate, the even more simple “social” often seems inappropriately used. It’s not a ranty attitude which makes me comment negatively on the use of the term “social.” In fact, I don’t really care about the use of the term itself. But I do notice that use of the term often obfuscates what is the obvious social character of the Internet.

To a social scientist, anything which involves groups is by definition “social.” Of course, some groups and individuals are more gregarious than others, some people are taken to be very sociable, and some contexts are more conducive to heightened social interactions. But social interactions happen in any context.
As an example I used (in French) in reply to this blog post, something as common as standing in line at a grocery store is representative of social behaviour and can be analyzed in social terms. Any Web page which is accessed by anyone is “social” in the sense that it establishes some link, however tenuous and asymmetric, between at least two individuals (someone who created the page and the person who accessed that page). Sure, it sounds like the minimal definition of communication (sender, medium/message, receiver). But what most people who talk about communication seem to forget (unlike Jakobson), is that all communication is social.

Sure, putting a comment form on a Web page facilitates a basic social interaction, making the page “more social” in the sense of “making that page easier to use explicit social interaction.” And, of course, adding some features which facilitate the act of sharing data with one’s personal contacts is a step above the contact form in terms of making certain type of social interaction straightforward and easy. But, contrary to what Google Friend Connect implies, adding those features doesn’t suddenly make the site social. The site itself isn’t really social and, assuming some people visited it, there was already a social dimension to it. I’m not nitpicking on word use. I’m saying that using “social” in this way may blind some people to social dimensions of the Internet. And the consequences can be pretty harsh, in some cases, for overlooking how social the ‘Net is.

Something similar may be said about the “Social Web,” one of the many definitions of “Web 2.0” which is used in some contexts (mostly, the cynic would say, “to make some tool appear ‘new and improved'”). The Web as a whole was “social” by definition. Granted, it lacked the ease of social interaction afforded such venerable Internet classics as Usenet and email. But it was already making some modes of social interaction easier to perceive. No, this isn’t about “it’s all been done.” It’s about being oblivious to the social potential of tools which already existed. True, the period in Internet history known as “Web 2.0” (and the onset of the Internet’s sixth culture) may be associated with new social phenomena. But there is little evidence that the association is causal, that new online tools and services created a new reality which suddenly made it possible for people to become social online. This is one reason I like Martin Lessard’s post so much. Instead of postulating the existence of a brand new phenomenon, he talks about the conditions for some changes in both Internet use and the form the Web has taken.

Again, this isn’t about terminology per se. Substitute “friendly” for “social” and similar issues might come up (friendship and friendliness being disconnected from the social processes which underline them).

Adoptive Parents

Many “social * enthusiasts” are interested in “adoption.” They want their “things” to be adopted. This is especially visible among marketers but even in social media there’s an issue of “getting people on board.” And some people, especially those without social science training, seem to be looking for a recipe.

Problem is, there probably is no such thing as a recipe for technology adoption.

Sure, some marketing practises from the offline world may work online. Sometimes, adapting a strategy from the material world to the Internet is very simple and the Internet version may be more effective than the offline version. But it doesn’t mean that there is such a thing as a recipe. It’s a matter of either having some people who “have a knack for this sort of things” (say, based on sensitivity to what goes on online) or based on pure luck. Or it’s a matter of measuring success in different ways. But it isn’t based on a recipe. Especially not in the Internet sphere which is changing so rapidly (despite some remarkably stable features).

Again, I’m partial to contextual approaches (“fully-customized solutions,” if you really must). Not just because I think there are people who can do this work very efficiently. But because I observe that “recipes” do little more than sell “best-selling books” and other items.

So, what can we, as social scientists, say about “adoption?” That technology is adopted based on the perceived fit between the tools and people’s needs/wants/goals/preferences. Not the simple “the tool will be adopted if there’s a need.” But a perception that there might be a fit between an amorphous set of social actors (people) and some well-defined tools (“technologies”). Recognizing this fit is extremely difficult and forcing it is extremely expensive (not to mention completely unsustainable). But social scientists do help in finding ways to adapt tools to different social situations.

Especially ethnographers. Because instead of surveys and focus groups, we challenge assumptions about what “must” fit. Our heads and books are full of examples which sound, in retrospect, as common sense but which had stumped major corporations with huge budgets. (Ask me about McDonald’s in Brazil or browse a cultural anthropology textbook, for more information.)

Recently, while reading about issues surrounding the OLPC’s original XO computer, I was glad to read the following:

John Heskett once said that the critical difference between invention and innovation was its mass adoption by users. (Niti Bhan The emperor has designer clothes)

Not that this is a new idea, for social scientists. But I was glad that the social dimension of technology adoption was recognized.

In marketing and design spheres especially, people often think of innovation as individualized. While some individuals are particularly adept at leading inventions to mass adoption (Steve Jobs being a textbook example), “adoption comes from the people.” Yes, groups of people may be manipulated to adopt something “despite themselves.” But that kind of forced adoption is still dependent on a broad acceptance, by “the people,” of even the basic forms of marketing. This is very similar to the simplified version of the concept of “hegemony,” so common in both social sciences and humanities. In a hegemony (as opposed to a totalitarian regime), no coercion is necessary because the logic of the system has been internalized by people who are affected by it. Simple, but effective.

In online culture, adept marketers are highly valued. But I’m quite convinced that pre-online marketers already knew that they had to “learn society first.” One thing with almost anything happening online is that “the society” is boundless. Country boundaries usually make very little sense and the social rules of every local group will leak into even the simplest occasion. Some people seem to assume that the end result is a cultural homogenization, thereby not necessitating any adaptation besides the move from “brick and mortar” to online. Others (or the same people, actually) want to protect their “business models” by restricting tools or services based on country boundaries. In my mind, both attitudes are ineffective and misleading.

Sometimes I Feel Like a Motherless Child

I think the Cluetrain Manifesto can somehow be summarized through concepts of freedom, openness, and transparency. These are all very obvious (in French, the book title is something close to “the evident truths manifesto”). They’re also all very social.

Social scientists often become activists based on these concepts. And among social scientists, many of us are enthusiastic about the social changes which are happening in parallel with Internet growth. Not because of technology. But because of empowerment. People are using the Internet in their own ways, the one key feature of the Internet being its lack of centralization. While the lack of centralized control may be perceived as a “bad thing” by some (social scientists or not), there’s little argument that the ‘Net as a whole is out of the control of specific corporations or governments (despite the large degree of consolidation which has happened offline and online).

Especially in the United States, “freedom” is conceived as a basic right. But it’s also a basic concept in social analysis. As some put it: “somebody’s rights end where another’s begin.” But social scientists have a whole apparatus to deal with all the nuances and subtleties which are bound to come from any situation where people’s rights (freedom) may clash or even simply be interpreted differently. Again, not that social scientists have easy, ready-made answers on these issues. But we’re used to dealing with them. We don’t interpret freedom as a given.

Transparency is fairly simple and relates directly to how people manage information itself (instead of knowledge or insight). Radical transparency is giving as much information as possible to those who may need it. Everybody has a “right to learn” a lot of things about a given institution (instead of “right to know”), when that institution has a social impact. Canada’s Access to Information Act is quite representative of the move to transparency and use of this act has accompanied changes in the ways government officials need to behave to adapt to a relatively new reality.

Openness is an interesting topic, especially in the context of the so-called “Open Source” movement. Radical openness implies participation by outsiders, at least in the form of verbal feedback. The cluefulness of “opening yourself to your users” is made obvious in the context of successes by institutions which have at least portrayed themselves as open. What’s in my mind unfortunate is that many institutions now attempt to position themselves on the openness end of the “closed/proprietary to open/responsive” scale without much work done to really open themselves up.

Communitas

Mottoes, slogans, and maxims like “build it and they will come,” “there’s a sucker born every minute,” “let them have cake,” and “give them what they want” all fail to grasp the basic reality of social life: “they” and “we” are linked. We’re all different and we’re all connected. We all take parts in groups. These groups are all associated with one another. We can’t simply behave the same way with everyone. Identity has two parts: sense of belonging (to an “in-group”) and sense of distinction (from an “out-group”). “Us/Them.”

Within the “in-group,” if there isn’t any obvious hierarchy, the sense of belonging can take the form that Victor Turner called “communitas” and which happens in situations giving real meaning to the notion of “community.” “Community of experience,” “community of practise.” Eckert and Wittgenstein brought to online networks. In a community, contacts aren’t always harmonious. But people feel they fully belong. A network isn’t the same thing as a community.

The World Is My Oyster

Despite the so-called “Digital Divide” (or, more precisely, the maintenance online of global inequalities), the ‘Net is truly “Global.” So is the phone, now that cellphones are accomplishing the “leapfrog effect.” But this one Internet we have (i.e., not Internet2 or other such specialized meta-network) is reaching everywhere through a single set of compatible connections. The need for cultural awareness is increased, not alleviated by online activities.

Release Early, Release Often

Among friends, we call it RERO.

The RERO principle is a multiple-pass system. Instead of waiting for the right moment to release a “perfect product” (say, a blogpost!), the “work in progress” is provided widely, garnering feedback which will be integrated in future “product versions.” The RERO approach can be unnerving to “product developers,” but it has proved its value in online-savvy contexts.

I use “product” in a broad sense because the principle applies to diverse contexts. Furthermore, the RERO principle helps shift the focus from “product,” back into “process.”

The RERO principle may imply some “emotional” or “psychological” dimensions, such as humility and the acceptance of failure. At some level, differences between RERO and “trial-and-error” methods of development appear insignificant. Those who create something should not expect the first try to be successful and should recognize mistakes to improve on the creative process and product. This is similar to the difference between “rehearsal” (low-stakes experimentation with a process) and “performance” (with responsibility, by the performer, for evaluation by an audience).

Though applications of the early/often concept to social domains are mostly satirical, there is a social dimension to the RERO principle. Releasing a “product” implies a group, a social context.

The partial and frequent “release” of work to “the public” relates directly to openness and transparency. Frequent releases create a “relationship” with human beings. Sure, many of these are “Early Adopters” who are already overrepresented. But the rapport established between an institution and people (users/clients/customers/patrons…) can be transfered more broadly.

Releasing early seems to shift the limit between rehearsal and performance. Instead of being able to do mistakes on your own, your mistakes are shown publicly and your success is directly evaluated. Yet a somewhat reverse effect can occur: evaluation of the end-result becomes a lower-stake rating at different parts of the project because expectations have shifted to the “lower” end. This is probably the logic behind Google’s much discussed propensity to call all its products “beta.”

While the RERO principle does imply a certain openness, the expectation that each release might integrate all the feedback “users” have given is not fundamental to releasing early and frequently. The expectation is set by a specific social relationship between “developers” and “users.” In geek culture, especially when users are knowledgeable enough about technology to make elaborate wishlists, the expectation to respond to user demand can be quite strong, so much so that developers may perceive a sense of entitlement on the part of “users” and grow some resentment out of the situation. “If you don’t like it, make it yourself.” Such a situation is rather common in FLOSS development: since “users” have access to the source code, they may be expected to contribute to the development project. When “users” not only fail to fulfil expectations set by open development but even have the gumption to ask developers to respond to demands, conflicts may easily occur. And conflicts are among the things which social scientists study most frequently.

Putting the “Capital” Back into “Social Capital”

In the past several years, ”monetization” (transforming ideas into currency) has become one of the major foci of anything happening online. Anything which can be a source of profit generates an immediate (and temporary) “buzz.” The value of anything online is measured through typical currency-based economics. The relatively recent movement toward ”social” whatever is not only representative of this tendency, but might be seen as its climax: nowadays, even social ties can be sold directly, instead of being part of a secondary transaction. As some people say “The relationship is the currency” (or “the commodity,” or “the means to an end”). Fair enough, especially if these people understand what social relationships entail. But still strange, in context, to see people “selling their friends,” sometimes in a rather literal sense, when social relationships are conceived as valuable. After all, “selling the friend” transforms that relationship, diminishes its value. Ah, well, maybe everyone involved is just cynical. Still, even their cynicism contributes to the system. But I’m not judging. Really, I’m not. I’m just wondering
Anyhoo, the “What are you selling anyway” question makes as much sense online as it does with telemarketers and other greed-focused strangers (maybe “calls” are always “cold,” online). It’s just that the answer isn’t always so clear when the “business model” revolves around creating, then breaking a set of social expectations.
Me? I don’t sell anything. Really, not even my ideas or my sense of self. I’m just not good at selling. Oh, I do promote myself and I do accumulate social capital. As social butterflies are wont to do. The difference is, in the case of social butterflies such as myself, no money is exchanged and the social relationships are, hopefully, intact. This is not to say that friends never help me or never receive my help in a currency-friendly context. It mostly means that, in our cases, the relationships are conceived as their own rewards.
I’m consciously not taking the moral high ground, here, though some people may easily perceive this position as the morally superior one. I’m not even talking about a position. Just about an attitude to society and to social relationships. If you will, it’s a type of ethnographic observation from an insider’s perspective.

Makes sense?

Concordia and Open Access Self-Archiving

Fascinating talk:

News@Concordia: Stevan Harnad, Maximizing Concordia University’s Research Impact, April 25

Reactions were varied but some of us were able to have a very good chat after the talk. For one thing, it helped me understand the whole “Green OA” issue in a new light. As an idealist non-tenured faculty, I tend to get dreamy about the possibilities for the next step in the Open Access movement. Including in terms of pedagogy and community outreach. But Harnad’s talk really put the focus on the “knowledge ecology” involved in this world of unlimited resources.

To me, Concordia is an interesting case. So far, the university’s online visibility has been quite low, self-archiving is quite rare among Concordia researchers, and people tend to focus on the logistics. But Concordia seems to be on a mission to redefine itself in the broader frame of “forward-looking institutions of higher learning.” Contrary to McGill (Concordia’s “neighbour”), Concordia focuses on such things as flexibility, diversity, community outreach and, yes, even rebranding (which some people dislike). Sure, much of it might be “corporate-speak” to increase enrollment. But the point is, Concordia seems to truly cherish the diversity of its enrolled students. In fact, it’s not positioning itself as the “so elite, just being admitted is enough to get a job” model typical of certain prestigious institutions in the United States. Some people at Concordia are making sure that the message of “going forward to meet new challenges” is heard.

It’s no secret that I like Concordia. As my second semester there comes to an end and as I reflect on my time there, I tend to see this university as a place where true learning can occur. I may only teach one more semester there before I move to Austin so I will enjoy it to the last drop. And, who knows, I might find as many things to like in Texas once I’m settled there.

If Concordia can increase its visibility by engaging itself on the OA route, I’m all for it.

Banality of Heroism

Wow! I’m speechless!

Open Source » Blog Archive » The Banality of Evil, Part II

Continue reading Banality of Heroism

Defending Quebec's Cegep System

Disclaimer: So far, I’ve taught at six universities and one college in Indiana, Massachusetts, New Brunswick, and Quebec. In Quebec, I’ve taught at Montreal’s Université de Montréal (French-speaking) and Concordia University (English-speaking). This entry is mostly about my teaching experience in Montreal in contrast to my teaching experience in the MidWest and Northeast regions of the United States. Having spent some time in Mali, Switzerland, and France, I do realise that many education systems outside of Canada and the U.S. work pretty much like Quebec’s.

It’s partly my bias as a Québécois, I’m sure. Or it’s the weather. Yet I can’t help but being amazed at how well-prepared my students at both Concordia University and Université de Montréal have been, so far. Though personal characteristics could conceivably play a part, I usually see my Quebec students’ preparedness in relation to the Cegep system that we have here in Quebec.

“So,” I hear you ask, “what is the Cegep system anyway?” Well, it’s the educational system that we have, here in Quebec. It includes Cegeps.

“But…”

Yeah, I know. 😉

“Cegep” or “CEGEP” (pronounced “sea-jep” or “say-jep”) is a Quebec French acronym which stands for «Collège d’enseignement général et professionnel» (“College of General and Professional Education”). A Cegep is a post-secondary institution («Collège») which serves both as a comprehensive («Général») transitional period between secondary school and university as well as vocational («Professionnel») training («Enseignement») in fields like nursing, robotics, or computer science. People in the U.S. could think of it as a blend of a vocational school, a community college, a prep school, a continuing education program, and a two-year liberal arts college. A Cegep’s degree («diplôme d’études collégiales» or “DEC,” pronounced “deck”) can be compared with things like the French «baccalauréat» or the Swiss «maturité», but less Euro-hierarchical. (Please note that «baccalauréat» (or «bacc.», pronounced “back”) is used in Quebec to refer to the bachelor’s degree.)

Though I haven’t been in direct contact with many Cegep students for quite a while, I find the Cegep system to be one of the best features of the Quebec education system.

Of course, I tend to idealise things a fair bit and I know many people whose opinion of the Cegep system is much less enthusiastic than mine. Still, through both informal and formal discussions with many university students and faculty in Canada, France, Switzerland, and the United States, my positive perspective on the Cegep system keeps being reinforced.

One reason this issue keeps being relevant is that provincial politicians, school board administrators, and some other members of Quebec society occasionally attack the Cegep system for different reasons. On the other hand, I have yet to meet a university professor who has very negative things to say about the Cegep system. They might come out with this blog entry, but it would take a fair bit to get me, as a university instructor, to see Cegeps in very negative a light.

Cegeps were an effect of Quebec’s Quiet Revolution (late 1960s through the 1970s). They’re a somewhat recent phenomenon, so we can’t really see all of their social effects, but have existed for long enough a period of intense social change that they have really taken roots in the fabric of Quebec culture. (I love mixing metaphors! 😉 )

I’m a little bit unclear as to whether or not the requirements have remained the same since my own time as a music student at Cégep Saint-Laurent (1989-1991), but here’s a description in the present tense of how Cegeps worked when I went to one almost twenty years ago. All Quebeckers younger than 21 who wish to go to a university in Quebec need to complete at least two years’ worth of Cegep courses after secondary school (grades 7-11, here). “Professional” (vocational) programs last three years and also work for university requirements if a Cegep graduate wants to go to a university. For those 21 or older, life experience usually counts as equivalent to the Cegep requirement for applying to Quebec universities (at least, that’s the way it was, way back when). Even then, most university applicants go through Cegep even if they are old enough to enter a university program without a DEC as Cegep is an efficient way to prepare for university. Many programs at Quebec universities use representations of Cegep grades (kind of like a normalised GPA) as admission criteria. It wasn’t the case for my B.Sc. in anthropology at Université de Montréal (1991-1994). Unlike the United States where standardised tests are so common, Quebec students don’t take SAT-like general exams before going to university. To an extent, comprehensive training in a Cegep achieves some of the same goals as SAT scores do in the United States.

As far as I know, non-Quebec students need to go through specific requirements before they can begin a Bachelor’s degree at a Quebec university (B.A. and B.S. programs usually last three years, here). I’m not really clear on the details but it implies that even non-Cegep students are specifically prepared to go to university.

Even with students who never went to Cegep, the existence of Cegeps makes a large difference in the Quebec education system as it raises the bar for university behaviour. In Quebec, the kinds of mistakes college students tend to make in their “college years” in the U.S. are supposed to have been done during Cegep years in Quebec. So Quebec’s university students are less likely to make them

Unlike pupils in secondary schools, Cegep students enter a specific study program. On paper, course requirements in a typical Cegep program look quite a bit like freshman and sophomore requirements at a North American university or college outside of Quebec. Students choose their own courses (possibly with an advisor, I can’t remember) and usually get a fair bit of “free” time. At Saint-Laurent, my weekly scheduled only included 15 hours of classes but I also had 15 hours of Big Band rehearsal every week and would usually spend thirty hours of individual instrument practise as well as thirty hours of study every week. Yes, that was a bit much but I feel it really prepared me for an academic career. 😉

The equivalent of “General Education Requirements” in Cegeps include philosophy and physical education courses. The philosophy courses are quite basic but they still prepare students to think about issues which tend to be very important in academic contexts. And, at least in the courses I’ve had at Saint-Laurent, we did read primary texts from important thinkers, like the complete text of Nietzsche’s Zur Genealogie der Moral (translated into French).

As compared to most North American universities, Cegeps charge almost nothing. When I was at Saint-Laurent, we had administrative fees of about $80 and no tuition fees. It has probably changed since that time, but I’m quite sure Cegep fees are nothing like the outrageous tuition fees paid by college and university students in many parts of the United States. What this means to students is that the financial cost of a Cegep program is fairly minimal. Of course, there are many costs associated with going through school during that time. For one thing, a good proportion of Cegep students live in appartments, which can be fairly expensive. And it’s difficult to work full-time while doing a Cegep degree. But, as compared to the typical situation in the U.S., the stakes in dropping a Cegep program or switching to a new one are low enough that students use this time as an opportunity to get to know what they want to do with their lives.

In other words, Cegep students who may look like they’re “wasting their time” are going through the period of socialisation associated with late adolescence in different parts of the world. If, as is quite common, they find out that they don’t necessarily want to get a university degree or that their original degree program was nothing like they planned, they still got something out of their Cegep experience at little cost. Given the functioning costs of universities, such shifts in learning orientation carry very high social and individual costs if they happen in universities. “Wasting” a DEC in Natural Sciences by then moving on to become an artist is nothing as compared to dropping a pre-Med degree to join the Peace Corps. In cases where public funding to universities is important, the difference is extremely significant, socially.

For many people, Cegep is in fact a way to experience student life to see if they like it. As painful as it may be for some academics and prestige-hungry parents to learn, many people don’t really want to spend that many years (and that much money) as college/university students. In fact, there are those brilliant students who, one day, realise that they just want to learn on their own while working as, say, a cashier at a university cafeteria. My guess is that social pressure and diploma prestige are the only reasons such people ever go through post-secondary education in the first place. I also feel that they should have a right to choose the life that they want. You know: “Pursuit of Happiness” and all of that…

As some would be quick to point out, there are some people who spend years and years in Cegeps, unsuccessfully looking for the perfect program for them, and end up working at low-paying jobs all their lives. These may sound like lost souls but I really think that they are more likely to contribute to society as a whole than the equivalent long-term “undecided majors” in U.S. universities.

Because Cegeps’ individual costs are relatively low, Cegep students often do experiment a lot with courses in different fields. It may seem like a stretch but my hunch is that this experimental tendency might be one of the reasons is so productive in creative domains like musical productions and circus shows. If it weren’t for Cegeps, I would never have spent two years of my life in intensive training as a musician. I already (since age 13) that I wanted to become an anthropologist and my DEC in music wasn’t necessary for anything I ever did. But it greatly enhanced my life more than many university programs ever do.

Cegeps often count significant numbers of what U.S. college people tend to call “non-traditional students” (older than the “typical” post-K-12 undergrad). These include fascinating people like mature women who are getting a Cegep degree as part of a life-changing experience (say, after a divorce). Because of this, the average age in a Cegep can be higher than in the typical U.S. graduate school. It also means that Cegep students coming directly from secondary schools are getting accustomed to interacting with people whose life experience may involve parenthood, career development, and long-term personal relationships.

For diverse reasons, Cegeps are the locus of most of the active student movements in Quebec, some of which have led to important strikes and other forms of student protest. Student strikes have had a deep impact in Quebec’s recent history. Not that students have forced long-lasting policy changes by themselves but many members of recent generations of Quebeckers have gotten a taste for political involvement through student protest. Though I was living in Indiana at the time (2004-2005), I have seen important effects of the most recent student strike on some dimensions of Quebec society. At the time, around 200 000 Quebec students went on strike in protest of the provincial government’s changes to the financial aid system. At one point, 100 000 students had taken to the streets to march as part of the student movement. The government eventually backed down on the changes it was implementing and people still talk about the effects of this strike. It is likely that the strike will not have any effect on any specific political party and political scientists would probably say that the strike failed to produce a “political class.” Yet, and this is an important point, the target of the strike wasn’t a political party but a perceived discrepancy between the ideals of two generations. In my personal opinion, such a social movement is much more important than partisan politics. In such a context, it isn’t surprising to see many young Quebeckers become social activists, may it be for environmental causes or to fight some global inequalities. They become like this in Cegeps. Since the majority of secondary school students eventually go to Cegeps, this social involvement has nothing to do with the elitism of “Revolutions” of the early nationalist era. Cegep students are the perfect example of individualistic (one would say «libertaire») social engagement.

Not only are Cegep students socially involved but they are usually considered to be socially mature.

Quite significantly, many young adults in Quebec learn how to drink by the time they finish Cegep. Drinking age is 18 here and people usually start Cegep at age 17. As has been happening in different parts of the world for the longest time, cafés and bars around Cegep and university campuses tend to be important meeting space for students. Coffee is the drink of choice for many students during the day but alcoholic drinks (including craft beer, nowadays) bring students together for long discussions in the evening and nights. Because student alcohol consumption is widely accepted, students never feel the need to hide in residence halls or “greek houses” to enjoy each other’s company.

In such a context, it’s easy to understand why university students in Quebec are very generally seen as responsible adults. In the U.S., I’ve heard both students and professors describe university students of any age as “kids,” a term I find very symptomatic of tricky educational and academic issues. As I see universities as a place to do serious academic work and not as a place for parents to drop their kids until they grow up, I have many reasons to support Quebec’s Cegep system or anything which may achieve the same results. 🙂

Building Ethics and Media

I sometimes have issues with moral entrepreneurs and other self-righteous “do what I preach or submit to my wrath” people. I certainly tolerate and respect them, but I do have some difficulties coping with their attitude.

On the other hand, I certainly salute initiatives which combine ethical values with self-empowerment, sustainable development, alter-globalization, sound economic principles, and pure, plain fun. I’m not an activist myself but I support and admire those who have the convictions of their strength.

Continue reading Building Ethics and Media

French «Intellectuels» (draft)

[Old draft of a post that I never finished writing… Started it in late February.]

Been thinking about intellectuals, especially French ones. It might have been a long-standing issue for me. To this French-speaking North American academic, the theme is obvious.

More specifically, though.

Was listening to a podcast with French journalist Daniel Schneidermann who, among other things, is a blogger. During the podcast, Schneidermann made a simple yet interesting comment about validation by readers. As a journalist, he has an obligationto adopt strict standards, verify sources, etc. As a blogger, he knows that if something that he says is inaccurate, blog readers will quickly point out the mistake. Again, dead simple. One of the basic things people have understood about online communication since at least 1994. But some journalists have typically been slow to understand the implications, perhaps because it causes a sea change in their practise. So Scheidermann’s comment was relatively “refreshing” in such a context.

Wanted to blog on that issue. Went to Scheidermann’s blog and read a few things. Noticed one about a Wikipedia entry on Schneidermann. While the blogger understands the value of reader validation, he seems to be uneasy with the fact that his Wikipedia entry was, when he first read it, disproportionally devoted to some specific issues in his life. Which leads me to the intellectuel thing.

A little over ten years ago, Pierre Bourdieu was on Schneidermann’s television set for a show about television. Bourdieu had been thinking and writing about television’s social impact. The context in which Schneidermann invited Bourdieu was a series of political and social events centering on an important strike with which Bourdieu had been associated. By participating in the show, Bourdieu had the (secret) intention of demonstrating television’s incapacity at taking distance from itself. Bourdieu had participated in another television show a few years prior and apparently saw his presence on a television set as an occasion to experiment with some important issues having to do with the media’s channeling of dialogue. Didn’t see the show but had heard about the events that followed without following it. A brief summary, from very limited evidence.After appearing on the show, Bourdieu published a short piece in Le Monde diplomatique (Schneidermann was a journalist at Le Monde). That piece was strongly-worded but can be seen as a fairly typical media analysis by a social scientist or other scholar. Not Bourdieu’s most memorable work, maybe, but clear and simple, if a bit watered down at times. In fact, the analysis looked more Barthes-type semiotics than Bourdieu’s more, erm, “socially confrontational” work.

Schneidermann’s response to Bourdieu’s analysis looks more like a knee-jerk reaction to what was perceived as personal attacks. Kind of sad, really. In fact, the introduction to that response points out the relevance of Bourdieu’s interrogations.

At any rate, one aspect of Schneidermann’s response which is pretty telling in context is the repeated use of the term intellectuel at key points in that text. It’s not so much about the term itself, although it does easily become a loaded term. An intellectual could simply be…

[Google: define intellectual…]:

a person who uses his or her intellect to study, reflect, or speculate on a variety of different ideas

[ Thank you, Wikipedia! 😉 ]

But, in context, repeated use of the term, along with repeated mentions of Collège de France (a prestigious yet unusual academic institution) may give the impression that Schneidermann was reacting less to Bourdieu as former guest than to the actions of an intellectuel. Obligatory Prévert citation:

Il ne faut pas laisser les intellectuels jouer avec les allumettes.

(Intellectuals shouldn’t be allowed to play with matches.)

Now, second stream of thought on intellectuels. Was teaching an ethnomusicology course at an anthropology department. A frequent reaction by students was that we were intellectualizing music too much. Understandable reaction. Music isn’t just an intellectual object. But, after all, isn’t the role of academia to understand life intellectually?

Those comments tended to come in reaction to some of the more difficult readings. To be fair, other reactions included students who point out that an author’s analysis isn’t going beyond some of the more obvious statements and yet others are cherishing the intellectual dimensions of our perspective on music. Altogether the class went extremely well, but the intellectual character of some of the content was clearly surprising to some.

The third strand or stream of thought on intellectuels came on February 27 in a television show with Jacques Attali. His was a typical attitude of confidence in being a “jack of all trades” who didn’t hesitate to take part in politics, public service, and commercial initiatives. I personally have been influenced by some of Jacques Attali’s work and, though I may disagree with several of his ideas, I have nothing but respect for his carreer. His is a refreshingly unapologetic form of intellectualism. Not exclusion of non-intellectuals. Just an attempt at living peacefully with everyone while thinking about as many issues as possible. He isn’t my hero but he deserves my respect, along with people like Yoro Sidibe, Jean-Jacques Rousseau, Louis Armstrong, Boris Vian, Jan Garbarek, Georges Brassens, Steven Feld, Roland Barthes, James Brown, and Serge Gainsbourg.

A fourth thread came in a departmental conference at Université de Montréal’s Department of Anthropology. Much discussion of the involvement of anthropologists in social life. And the visit of two public intellectuals who happen to be anthropological provocateurs, here in Quebec: Serge Bouchard and Bernard Arcand.. . .

Never finished this draft.

Should really follow on these threads. They have been haunting me for almost a year. And connect with multiple issues that I tend to think about.

My attitude now is that through blogs, mailing-lists, online forums, classes, lectures, conferences, informal and formal discussions, I’m able to help people think about a large set of different issues, whether or not they agree with me on any single point. Not because I’m somehow better than others: I’m clearly not. Not because my ideas are better than those cherished by others: they clearly aren’t. Possibly because I’m extremely talkative. And enthusiastic about talking to just about anyone. There’s even a slight chance that I may have understood something important about my “role in life,” my “calling.” If so, great. If not, I’m having fun anyway and I don’t mind being (called) an intellectual. 😉

Coffee, Globalisation, "Race"

I’m usually a bit careful before jumping on the soapbox, but this is quite interesting. It’s from the blog for Black Gold, a documentary about the global coffee market.

The Trials of Daryl Hunt deals with national racism in the US justice system and [Black Gold] deals with the globalised racism maintained through a rigged international economy that undermines any sense of economic justice for the developing world, in particular Africa

Heard about Black Gold on the CoffeeGeek podcast. Haven’t seen the movie yet but comments about it in that podcast make it to be a powerful movie about the plight of coffee farmers, but with some flaws. The point remains (and is well-made by CoffeeGeek Senior Editor Mark Prince) that this story needs to be told, that people need to realise what is going on.

Usually, “Black Gold” refers to petroleum more directly than to coffee. Interestingly enough, coffee is (as coffee people are fond of saying) the second most-traded commodity after oil. And brewed coffee is usually black, or at least dark. So the title seems fitting, if a bit ambiguous. Going further with that stream of consciousness, we can think about skin colour and skin tone, which are used to identify “racial” groups by some people. It might have been on the minds of the documentary’s producers, as they do mention Africa and racism.

This in a context in which some people seem to think that Africa’s economic status relates more indirectly to internal politics, lack of business acumen, and kinship (i.e., Africans themselves) than to global trade or politics. We definitely need a broad discussion of the “Dark Continent” stereotype. And, yes, we do need to touch upon the issue of racism. It’s there and it has a deep impact on the world in which we all live.

Food for thought? Thought for food.

Alcohol Marketing, Craft Beer, and Responsible Drinking

[UPDATE: Press release. Much clearer than the Hour article…]

This could potentially be big for craft beer. A code of ethics for alcohol adverts.

Hour.ca – News – Alcohol marketing becomes ethical

A bit like video game manufacturer who propose rating systems for their own games, members of the alcoholic beverage industry in Quebec are trying to regulate their own advertising practises. According to the article:

Under the new code, the following has been forbidden:

  • Using alcohol content as a sales argument
  • Associating alcohol with violent or asocial behaviour, or with illicit drugs
  • Sexism or the association of the product with sexual performance, sexual attraction or popularity
  • Implications that the product improves physical or intellectual capacities, or has health benefits
  • Encouraging drinking games or excessive drinking
  • Making the product particularly attractive to people under 18
  • Showing images of people who look younger than 25
  • Showing disrespect for those who choose not to drink

By proposing such a code of ethics, the industry may possibly bypass government regulation. It also shows that its members are willing to go some distance in changing their practises.

Educ’alcool‘s message, associating responsible (moderate) drinking with taste, is well-established in Quebec culture and this code goes in the same line. By contrast, in the U.S., advocacy for responsible drinking is criticized by academics and health specialists. IMHO, this criticism has the effect of encouraging younger people to binge drink, with sad consequences. Educ’alcool and Quebec’s alcoholic beverage industry are probably trying to avoid such a situation. Although it might sound counter-intuitive, binge drinking is not beneficial to their bottom line. After all, nobody wants to get sued for the death of any of consumers.

The main apparent target of this code is beer advertising, especially on television. While Quebec has its share of beer ads with scantily clad women, even ads for some of InBev’s Labatt products are somewhat more subtle. In fact, the French-speaking versions of commercials for Labatt bleue have, over the years, represented an alternative to the typical "beer gets you laid" message. As typical of Quebec culture, these ads have used humour to carry their message, often with puns and other word play. For instance, one of the most recent ads uses a zeugma and the names of several parts of Quebec (strengthening the association between the beer and Quebec cultural identity). It also describes the beer in its association with food.

Which brings me to the interesting point about craft beer. While beer advertisement is typically full of what this new code of ethics seeks to prohibit, craft beer positions itself in exactly the same line as Educ’alcool and this code of ethics: taste and responsible drinking. The only television ads I’ve seen for craft beer were made by Boston Beer company for their Samuel Adams products. These ads usually emphasize the brewing craft itself and have been discussed by many members of the craft beer crowd. An important point is that they’re quite effective at delivering the message about taste, quality, sophistication, and responsibility. (Actually, I wore a Samuel Adams t-shirt yesterday, after reading about the new code of ethics. Didn’t even notice the possible connection!)

Any craft beer person will argue that craft beer always wins on taste. So if the new marketing message needs to focus on taste, craft beer wins.

It’s quite striking that the code of ethics mentions people looking older than 25. IMHO, it’s overstating the case a bit. IMHO, nothing is to be gained by avoiding the portrayal of members of the 18-25yo age bracket in advertising for responsible drinking. This demographic is not only very important for the alcohol industry but it’s one which should be targeted by the responsible drinking movement. Educ’alcool does target people who are even younger than that, so that they "do the right thing" once they’re old enough to drink, but there’s no reason to let people down once they start drinking. Eighteen-year-olds are not only learning the value of responsible drinking, they’re integrating responsible drinking in their social lives. And they’re learning how to taste alcoholic beverages.

Apart from age, characteristics of craft beer people are usually the same as those of the target market for beer in general. But their emphasis is really: taste, distinctiveness, sophistication, and responsibility. Again, perfect for the new type of ads.

Speaking of beer marketing, the issue of Montreal’s Hour indie weekly also has a piece on the importance of beer sponsorships for the success of events in the city. Coincidence?

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