The Filter Bubble - Eli Pariser [67]
Generalizations that span these different niches and communities run the risk of stereotyping and tend to fall short. But at the heart of these subcultures is a shared method for looking at and asserting power in the world, which influences how and why online software is made.
The through-line is a focus on systematization. Nearly all geek cultures are structured as an empire of clever wherein ingenuity, not charisma, is king. The intrinsic efficiency of a creation is more important than how it looks. Geek cultures are data driven and reality based, valuing substance over style. Humor plays a prominent role—as Coleman points out, jokes demonstrate an ability to manipulate language in the same way that an elegant solution to a tricky programming problem demonstrates mastery over code. (The fact that humor also often serves to unmask the ridiculous pieties of the powerful is undoubtedly also part of its appeal.)
Systematization is especially alluring because it doesn’t offer power just in the virtual sphere. It can also provide a way to understand and navigate social situations. I learned this firsthand when, as an awkward seventeen-year-old with all the trappings of geek experience (the fantasy books, the introversion, the obsession with HTML and BBSes), I flew across the country to accept the wrong job.
In a late-junior-year panic, I’d applied for every internship I could find. One group, a nuclear disarmament organization based in San Francisco, had gotten back to me, and without much further investigation, I’d signed up. It was only when I walked into the office that I realized I’d signed up to be a can vaser. Off the top of my head, I couldn’t imagine a worse fit, but because I had no other prospects, I decided to stick out the day of training.
Canvasing, the trainer explained, was a science as much as an art. And the laws were powerful. Make eye contact. Explain why the issue matters to you. And after you ask for money, let your target say the first thing. I was intrigued: Asking people for money was scary, but the briefing hinted at a hidden logic. I committed the rules to memory.
When I walked through my first grassy Palo Alto lawn, my heart was in my throat. Here I was at the doorstep of someone I’d never met, asking for $50. The door opened and a harried woman with long gray hair peeped out. I took a deep breath, and launched into my spiel. I asked. I waited. And then she nodded and went to get her checkbook.
The euphoria I felt wasn’t about the $50. It was about something bigger—the promise that the chaos of human social life could be reduced to rules that I could understand, follow, and master. Conversation with strangers had never come naturally to me—I didn’t know what to talk about. But the hidden logic of getting someone I’d never met to trust me with $50 had to be the tip of a larger iceberg. By the end of a summer traipsing through the yards of Palo Alto and Marin, I was a master canvaser.
Systematization is a great method for building functional software. And the quantitative, scientific approach to social observation has given us many great insights into human phenomena as well. Dan Ariely researches the “predictably irrational” decisions we make on a daily basis; his findings help us make better decisions. The blog at OkCupid.com, a math-driven dating Web site, identifies patterns in the e-mails flying back and forth between people to make them better daters (“Howdy” is a better opener than “Hi”).
But there are dangers in taking the method too far. As I discussed in chapter 5, the most human acts are often the most unpredictable ones. Because systematizing works much of the time,