Category Archives: geekness

Buzz Factor

I have an ambivalent relationship with buzzwords and buzzphrases. I find them dangerous, especially when they contribute to groupthink, but I also like to play with them. Whether I try (perhaps clumsily) to create some or I find one to be useful in encapsulating insight.

The reason I’m thinking about this is that I participated in the PodCamp Montreal UnConference, giving a buzzphrase-laden presentation on social media and academia (or “social acamedia,” as I later called it).

I’ll surely revisit a number of notes I’ve taken (mostly through Twitter) during the unconference. But I thought I’d post something as a placeholder.

Some buzzphrases/-words I’ve been known to use should serve as the bases for explanations about a few things I’ve been rambling about the past few years.

Here are a few (some of which I’ve tried to coin):

Not that all of these paint a clear picture of what I’ve been thinking about. But they’re all part of a bigger framework through which I observe and participate in Geek Culture. One day, I might do a formal/academic ethnography of the Geek Crowd.

Crazy App Idea: Happy Meter

I keep getting ideas for apps I’d like to see on Apple’s App Store for iPod touch and iPhone. This one may sound a bit weird but I think it could be fun. An app where you can record your mood and optionally broadcast it to friends. It could become rather sophisticated, actually. And I think it can have interesting consequences.

The idea mostly comes from Philippe Lemay, a psychologist friend of mine and fellow PDA fan. Haven’t talked to him in a while but I was just thinking about something he did, a number of years ago (in the mid-1990s). As part of an academic project, Philippe helped develop a PDA-based research program whereby subjects would record different things about their state of mind at intervals during the day. Apart from the neatness of the data gathering technique, this whole concept stayed with me. As a non-psychologist, I personally get the strong impression that recording your moods frequently during the day can actually be a very useful thing to do in terms of mental health.

And I really like the PDA angle. Since I think of the App Store as transforming Apple’s touch devices into full-fledged PDAs, the connection is rather strong between Philippe’s work at that time and the current state of App Store development.

Since that project of Philippe’s, a number of things have been going on which might help refine the “happy meter” concept.

One is that “lifecasting” became rather big, especially among certain groups of Netizens (typically younger people, but also many members of geek culture). Though the lifecasting concept applies mostly to video streams, there are connections with many other trends in online culture. The connection with vidcasting specifically (and podcasting generally) is rather obvious. But there are other connections. For instance, with mo-, photo-, or microblogging. Or even with all the “mood” apps on Facebook.

Speaking of Facebook as a platform, I think it meshes especially well with touch devices.

So, “happy meter” could be part of a broader app which does other things: updating Facebook status, posting tweets, broadcasting location, sending personal blogposts, listing scores in a Brain Age type game, etc.

Yet I think the “happy meter” could be useful on its own, as a way to track your own mood. “Turns out, my mood was improving pretty quickly on that day.” “Sounds like I didn’t let things affect me too much despite all sorts of things I was going through.”

As a mood-tracker, the “happy meter” should be extremely efficient. Because it’s easy, I’m thinking of sliders. One main slider for general mood and different sliders for different moods and emotions. It would also be possible to extend the “entry form” on occasion, when the user wants to record more data about their mental state.

Of course, everything would be save automatically and “sent to the cloud” on occasion. There could be a way to selectively broadcast some slider values. The app could conceivably send reminders to the user to update their mood at regular intervals. It could even serve as a “break reminder” feature. Though there are limitations on OSX iPhone in terms of interapplication communication, it’d be even neater if the app were able to record other things happening on the touch device at the same time, such as music which is playing or some apps which have been used.

Now, very obviously, there are lots of privacy issues involved. But what social networking services have taught us is that users can have pretty sophisticated notions of privacy management, if they’re given the chance. For instance, adept Facebook users may seem to indiscrimately post just about everything about themselves but are often very clear about what they want to “let out,” in context. So, clearly, every type of broadcasting should be controlled by the user. No opt-out here.

I know this all sounds crazy. And it all might be a very bad idea. But the thing about letting my mind wander is that it helps me remain happy.

Visualizing Touch Devices in Education

Took me a while before I watched this concept video about iPhone use on campus.

Connected: The Movie – Abilene Christian University

Sure, it’s a bit campy. Sure, some features aren’t available on the iPhone yet. But the basic concepts are pretty much what I had in mind.

Among things I like in the video:

  • The very notion of student empowerment runs at the centre of it.
  • Many of the class-related applications presented show an interest in the constructivist dimensions of learning.
  • Material is made available before class. Face-to-face time is for engaging in the material, not rehashing it.
  • The technology is presented as a way to ease the bureaucratic aspects of university life, relieving a burden on students (and, presumably, on everyone else involved).
  • The “iPhone as ID” concept is simple yet powerful, in context.
  • Social networks (namely Facebook and MySpace, in the video) are embedded in the campus experience.
  • Blended learning (called “hybrid” in the video) is conceived as an option, not as an obligation.
  • Use of the technology is specifically perceived as going beyond geek culture.
  • The scenarios (use cases) are quite realistic in terms of typical campus life in the United States.
  • While “getting an iPhone” is mentioned as a perk, it’s perfectly possible to imagine technology as a levelling factor with educational institutions, lowering some costs while raising the bar for pedagogical standards.
  • The shift from “eLearning” to “mLearning” is rather obvious.
  • ACU already does iTunes U.
  • The video is released under a Creative Commons license.

Of course, there are many directions things can go, from here. Not all of them are in line with the ACU dream scenario. But I’m quite hope judging from some apparently random facts: that Apple may sell iPhones through universities, that Apple has plans for iPhone use on campuses,  that many of the “enterprise features” of iPhone 2.0 could work in institutions of higher education, that the Steve Jobs keynote made several mentions of education, that Apple bundles iPod touch with Macs, that the OLPC XOXO is now conceived more as a touch handheld than as a laptop, that (although delayed) Google’s Android platform can participate in the same usage scenarios, and that browser-based computing apparently has a bright future.

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?

Bubbling Wildly

Lag time on last night’s batches was quite short. In fact, the “Mighty S-04” lives up to its reputation: in a large bucket with lots of headspace and a lid not sealing properly, the “So Far” was churning away in less than two hours after pitching. I had just started to sleep and the airlock was bubbling very vigorously. As that fermenter is in my bedroom, the noise woke me up. I loosened the lid on top of that bucket to make sure I wouldn’t get a spill. There wasn’t that much kräusen but fermentation was clearly vigorous, already. This morning, it smells this distinctive S-04 smell and has a good, thick kräusen.

The “Lo Five,” which I left in the basement, is also showing clear signs of fermentation. Thick kräusen, frequent bubbles, yeast smell… As it’s the first batch in which I use US-05 yeast, I didn’t know what to expect. The smell is actually fairly similar to the S-04 but less assertive. The fact that I’m using this yeast for the first time is also a reason I couldn’t attest to its fault tolerance. Judging from the smell, at least, I’d say that it’s as “robust” as S-04 and Ringwood but that it might still make for a cleaner profile which doesn’t hide small flaws really well.

My intention is to “drop” the fermenting beer away from the yeast pretty quickly on the “So Far” to intensify diacetyl. Can’t find the reference, but some British brewery is still doing this, with special equipment. Maybe it’s called “dumping” or “crashing.” Racking the beer early, the yeast isn’t able to “chew up” the diacetyl so more of it is left in the finished beer. Yeah, I know. Diacetyl isn’t typical of mild ales. But I tend to like some level of diacetyl in British-style beers. In this case, if the beer is complex enough despite its low ABV, a bit of diacetyl could round off the finished beer.

As is often the case in homebrewing, I’m already thinking about other batches I might want to do. One could be a doubled-up version of “So Far” (twice the grainbill, maybe twice the hops). Another would be a light weizen, brewed with Lallemand’s Munich strain.

It’s too much fun.

Social Beer

As a reply to Liz Losh’s generous blogpost on my passion for beer and coffee culture(s).

virtualpolitik: Strange Brew

My tone is clearly much less formal than Losh’s. Hope it still fits and doesn’t bring down the quality standards expected from her blog.

Quoth Losh’s post:

Doesn’t consigning brewing of coffee and beer in private homes eliminate third spaces for social interactions with a cross-section of people and opportunities for discussions and debates? Isn’t it like putting yourself in a cul-de-sac with a garage door facing the street in that you aren’t participating with neighborhood businesses? Enkerli strongly disagreed, since beer-making involves large quantities, parties, and collective beer making sessions. He thought that it was a powerfully social activity and one that was often situated in specific neighborhoods.

Probably overstated my disagreement about eliminating third spaces. Was mostly trying to describe what I had observed from the beer and coffee world(s). Basically, wanted to emphasise that making coffee or beer at home is just one of several activities done by members of those networks. And those activities often push people to go and consume beer or coffee outside the home.

Actually, discussing this is helpful to me because it reinforces the point that what I’m observing has more to do with “craft beer culture” (or “culinary coffee culture”) than with homebrewing (or making coffee at home).

Haven’t tried to find out whether or not homebrewing and home coffee making might prevent meaningful interactions between coffee/beer geeks and “the rest of the (local) community.” Really, that’s not my type of work. My impression is that those DIY activities might have those “decreased participation” effects in some contexts but such effects haven’t been apparent to me on any occasion during the last few years of observing and participating in beer and coffee geekery.

To be clearer, and specifically focusing on (beer) homebrewers. Making beer at home has become a fairly common activity in North America since the 1980s (when the legal status of homebrewing in the United States was finally cleared up). But my focus isn’t beer making as an activity. It’s a social network which revolves around “handcrafted” beer. This is one network I have been connecting with for several years, now. And, IMHO, it’s the core of the so-called “craft beer revolution.”

Many people brew beer at home for purely financial reasons. While these are technically “home brewers,” they are not taking part in the social and cultural dynamics that I aim to eventually describe academically. In fact, while those “thrifty brewers” are known to the “beergeek” crowd, they are considered as complete outsiders to the “craft beer revolution.” Typically, those who brew for financial reasons use cans of hopped malt extract and dextrose powder to make beer. On the homebrewing side of the craft beer movement, all-grain brewing (making beer from scratch, with the malted barley, hops, yeast, and water) is the normative method.

I guess we could use terms like “casual,” “dedicated,” “careless,” “serious,” “extract,” and “advanced” to make distinctions between those types of “homebrewers.” But we’re talking about such different worlds here that emphasising these distinctions seems irrelevant. So, when I talk about “homebrewers,” I almost always mean “serious, dedicated, advanced brewers who care more about beer quality than about costs.”

(It’s quite interesting that, in OZ, the term “homebrewer” refers to people who make beer at home to save money while “craftbrewer” refers specifically to people who brew beer for “serious” reasons.)

The homebrewers I tend to talk about aren’t casual brewers, they often spend rather large amounts of money on beer and brewing equipment, they frequently send their beers to large competitions, and typically belong to brewing associations (“brewclubs”). In the United States, many of them are card-carrying members of the American Homebrewers Association. AHA membership gives them access to a rather “serious” technical magazine on brewing techniques (Zymurgy) and discounts at local brewpubs all over the United States (and some parts of Canada).

The typical brewclub has monthly meetings as well as a number of beer-related events. In large urban areas, brewclubs can have a very elaborate structure, with annual fees, bulk purchasing accounts, etc.

The keen observer with an eye toward folklore might notice that these sound like the “quilting bees” which were served as a way for North American women to unite and eventually form “grassroots movements.” Given Losh’s political bent, I feel compelled to note this similarity, even though I care fairly little about political involvement on the part of homebrewers.

Interesting that Losh should say that I teach “folklore and ethnomusicology” at Concordia. While I do teach a course in the anthropology of music which is, in fact, labeled “ethnomusicology,” the courses I’ve been teaching at different institutions in the past five years were all in anthropology. However, I did serve as an associate instructor for a large course in folkloristics at Indiana University for three semesters during part of my Ph.D. coursework at that institution. And I do consider “folklore” to be among my fields of specialisation.  Of course, Losh probably got her notion about my teaching from the fact that I’m finishing a Ph.D. at Indiana University’s Department of Folklore and Ethnomusicology. 😉

Anyhoo…

Some brewclubs also serve as “beer appreciation” groups, similar to wine-tasting (and emphasizing the fact that beer is chemically more complex than wine). While beer-tasting can be a solitary activity, sampling beer with fellow homebrewers (and beergeeks) is common practise for serious beer-lovers. Perhaps more importantly, homebrewers frequently use a set of guidelines while tasting beer. These guidelines, from the Beer Judge Certification Program, often serve as a shared knowledge base for “beer literacy.” The BJCP’s main purpose is to train judges for homebrewing competitions. When I eventually do publish some academic work on craft beer culture, I’ll need to have a rather large section on the BJCP, competitions, and so on. Among homebrewers, I’m known as a vocal opponent to the BJCP guidelines. I do recognise, however, that they serve important functions in the context. (I simply happen to think that there is more to beer than evaluating it through set standards and I see the effects of the BJCP guidelines as broadening the gap between actual beer appreciation and the general public.)

One thing which was already clear to me when I gave a talk on craft beer culture at an surprisingly pleasant food and culture conference,  is that craft beer culture is geek culture. As geek ethnographer Jenny Cool was present during the conversation which triggered Losh’s reaction (Cool and Losh are friends), I actually wanted to steer the conversation toward the issue of geek sociability, using homebrewers as an example.

Homebrewing is social because geeking out is social

(To simplify things a whole lot, someone could say that “geeks” are something of the “somewhat sociable” equivalent of “nerds.” To caricature, the type of sociability involved is that of the stereotypical “basement hacker.” Some of “them” might in fact be antisocial human beings. But “they” become less unfriendly with like-minded people. Especially when “they” feel there is “smartness parity” in terms of intellectual prowess. Going on a limb, someone could say that what has been happening in the last thirty years, thanks to computer-mediated communication, is a steady increase in the opportunities for “basement hacker-type nerds” to interact with one another. These interactions might occasionally lead to meaningful social relationships. In the context of increased social capital given to computer-savvy people, geekness becomes almost cool and geeks are “more social” (according to a broader social group) than the “nerds” who had been stigmatised for so long.)

Homebrewing as an activity was facilitated by changes in its legal status (and by the alcohol regulations in general). Beer geekery is embedded in the increased prominence of online communication. Pre-Internet beer people were pretty much just “beer nerds.” Today’s beergeeks are almost all Internet-savvy and many beer-related activities happen through mailing-lists and websites. (Usenet newsgroups used to be fairly important but, since 1994 or so, mailing-lists and websites have pretty much taken over.)

As is the case with many other groups, online interactions give way to face-to-face interactions, friendships, and elaborate support systems. Meeting at brewpubs to sample beer and “talk shop,” beergeeks are bonding. And this type of bonding often creates strong… bonds. I personally have a large number of anecdotes which reveal the strength of the bonds among beergeeks. And, as a social scientist, I’m fascinated by the phenomenon.

Going back to Losh’s points(!), I might say that beergeeks are connecting more with broader social groups than the homebrewers she seems to have had in mind. Using the “think global, drink local” motto, beergeeks (including homebrewers) are situating themselves in complex social systems. They/we talk about important social and political issue.

And we do drink good beer.

Open Source Beer

Beer Recipe Under Creative Commons
Speaking of "free as in beer" and "free as in speech," this one was mentioned on the HomeBrew Digest tonight.
Yes, beer and geekness go together well.
And, for this homebrewer, it's a good way to wrap up ramblings about Creative Commons, academic freedom, and references. Well, as good as any. Linking to a site describing the probability of seeing a man with a paddle and a jar of Tremclad hitchhiking on the highway would only have been mildly more entertaining. Musing about the effects of a warm bath with sea salt and cayenne pepper would have been slightly more confusing. Ranting about how underused "Twéla" is as an official first name in Quebec would have been too specific. And not posting anything would have been irrational.
😉