An office-party atmosphere pervaded the headquarters of Wired magazine, the newly created oracle of the computer-literate generation. Wired is housed on the third floor of a flat, low brick building with plain-pine interiors in an industrial section of San Francisco south of Market Street. The area is known as Multimedia Gulch, for the scores of small companies working in the neighborhood which mix sound, video, and text into experimental interactive multimedia computer products that they hope will one day sell millions of copies. Wired is not an ordinary computer magazine: it promises the faithful reader not mere computing powersomething available from a grown-up computer magazine like Macworld, which happens to be across the streetbut, more important, hipness, the same sense of being ahead of the curve that once attached to a new Bob Dylan album or Richard Brautigan book.
The weekday afternoon I was there, hero sandwiches lay on the table, the magazine's pet gray parrot was hanging outside its cage, and young men and women with sophisticated eyewear sat rapt before their computer screens. The reference folders and layout paraphernalia common to magazine editorial departments were scattered around. The ringing of the phones was constant. When I had first called Wired's co-founder, Louis Rossetto, in the summer of 1993, 1 got through to him immediately, and he had, if anything, too much time to speculate about the shape of things to come. Several months later I had to go through a secretary and a publicist for my interview, and once I arrived, I was made to wait while more-urgent calls were put through. What happened in the interim is that the information highway became a hot subject. Rossetto was now every media journalist's and Hollywood agent's first call.
What I wanted from Louis Rossetto was his opinion on whether the rise of the computer culture that his magazine covered would end with the elimination by CD-ROMs and networked computer databases of the hardcover, the paperback, and the world of libraries and literate culture that had grown up alongside them. Was print on its way out? And if it was, what would happen to the publishers who had for generations put out books, and to the writers who had written them? Or was there something special about the book that would ensure that no technical innovation could ever supplant it? Would the book resist the CD-ROM and the Internet just as it has resisted radio, television, and the movies?
Finally I was taken into the sunlit confines of his office. Bookshelves ran along one wall. A forty-five-year-old career journalist with shoulder-grazing gray hair, Rossetto is a late convert to computers. He spent much of the 1980s in Europe, and gives off a mild sense of disengagementthere is a touch of the sixties about him, as there is about much else in the Gulch. Now he set out his vision of a fast-changing computerized, paperless, nearly book-free society, and did so with a certainty that would frighten even someone whose sense of equilibrium, unlike mine, did not involve visits to bookstores or the belief that last year's laptop is basically good enough. "The changes going on in the world now are literally a revolution in progress, a revolution that makes political revolution seem like a game," Rosetto, who recently sold a minority interest in his magazine to Condé Nast, said. "It will revolutionize how people work, how they communicate, and how they entertain themselves, and it is the biggest engine for change in our world today. We're looking at the end of a twenty- or thirty- or forty-year process, from the invention of tubes to transistors to fiber-optic and cable to the development of cable networks, until we've reached critical mass today."
I asked if there was no downside, no tradeoff for all that information in the world that was to come. "It doesn't keep me up at night, I admit," he said. "Written information is a relatively new phenomenon. Depositing it and being able to reference it centuries later is not common human experience. In some ways what is happening with on-line is a return to our earlier oral tradition. In other ways, it is utterly new, a direct connection of minds. Humans have always been isolated, and now we're starting to see electronic connections generating an intellectual organism of their own, literally a quantum leap beyond our experience with consciousness."
This is classic 1990s cybervisionarism, repeated up and down the halls of Wired and echoed throughout the Bay area, and it derives directly from the teenage-male personalities of the hackers who created the computer industry: cyberspace will be like a better kind of school.
There are three principal articles of faith behind this vision. 1) The classroom will be huge: the linking of information worldwide will cause a democratic explosion in the accessibility of knowledge. 2) The classroom will be messy: the sense of information as an orderly and retrievable quantity will decline, and you won't necessarily be able to find what you're looking for in cyberspace at any given time. 3) There will be no teachers: the "controllers of information"censors, editors, and studio executiveswill disappear, and the gates of public discourse will swing open before everyone who can get online. Anyone can publish; anyone can read what is published; anyone can comment on what he or she has read. Rossetto had been delineating his vision for twenty minutes, but suddenly it was time to go. An assistant popped in to pull him into an editorial meeting. "I have a pretty cynical view of most of the American media," Rossetto said before leaving (read: "You'll get this wrong. You'll be hostile"). "Their jobs are at stake, because their businesses are threatened. Take Time magazine. What function would it have in the modem world?"
One look at Wired suggests a gap between message and messenger. Wired looks more radical than it is. It cheerleads and debunks its subjects using editorial formulas that came in with the nineteenth-century magazinea fictional takeoff on Microsoft, written by Douglas Coupland, the author of Generation X; a classic star cover on Laurie Anderson, "America's multimediatrix"rather than harnessing any global back-and-forth among literate minds. Although Wired communicates extensively by E-mail with its readers, conducts forums, and makes back issues available on-line, its much-repeated goal of creating a magazinecurrently called HotWiredthat is especially designed to exist electronically remains fuzzy. For the moment this is no open democracy, and Wired is no computer screenits bright graphics would make a fashion magazine envious. Wired celebrates what doesn't yet exist by exploiting a format that does: it's as if a scribe copied out a manuscript extolling the beauty that would one day be print.
Overhyped or not, interactive multimedia do hold vast potential for the companies that in the next decades back the right products in the right formats. Multimedia are not newa child's pop-up book is one example, and an illustrated pre-Gutenberg Bible is another. But interactive multimedia as envisioned by the computer industry (especially if television cables or telephone wires are reconfigured to accommodate two-way high-quality video digital transmissionstechnologies that may be in place on a national scale sometime around the millennium) have great potential, because they would persuade consumers to bring software into their homes as they brought it into their offices in the 1980s. Who wouldn't want a screen that accessed all currently existing forms of information, from mail to movies, and did so with great convenience and flexibility?
Even if this vision is only partly realized, the book, the newspaper, and the video will be hard-pressed to maintain their place in our culture. Look at the book without sentiment and its limitations are evident: books can excite the imagination, but they can't literally make you see and hear. "What is the use of a book without pictures or conversations?" Lewis Carroll's Alice grouses, before tumbling down the rabbit hole into the more absorbing precincts of Wonderland, in one of the favorite texts of hackers. Interactive-multimedia designers, with their brew of sights, sounds, and words, believe that they could keep Alice (her age puts her very much in their target group) above-ground and interested. Or a multimedia designer could expand the book's plot line, giving the reader the choice of whether Alice goes down the hole or decides to stick around and read alongside her sister on the riverbank. The reader could hear Alice's voice, or ask her questions about herself, the answers to which are only implicit in the book.
When something intrigues the readers of a printed book, they have to wrestle with an index and then, perhaps, go to a library to find out more about the subject; they can't just hit a search button to log on to a database attached to the book and read something else on the same subject, as they can on a computer. "I decided books were obsolete thirty-four years ago," says Ted Nelson, an early computer hacker who coined the word "hypertext" in the early sixties to describe how knowledge would be accessed if all information were available simultaneously. "I have thousands of books and I love them. It's only intertwining I want more of."
But such intertwininga vast linkage of electronic text across databases worldwidewould inevitably push the printed word to the margins and replace it with sleeker, more efficient text conveyers. It is not the viability of text itself that is in question. On the contrary, whether paper gives way to the computer screen or not, there is little question that words as the cornerstone of communication are safe. "Littera scripta manet," an anonymous Roman wrote; "The written word endures." This is a comforting quotationtypically if erroneously attributed to the poet Horacethat writers about multimedia are fond of using. In fact, words are multiplying wildly. In the world of computers they are a bargain compared with images: cheap to transport and easy to store. Probably more words are put out in a week by the 20 million people who use the loosely strung computer networks that constitute the Internet than are published by all major American publishing companies in a year. There's a "Poetry Corner" and bulletin boards where new novels get posted constantly. In a recent announcement a nonprofit organization called Project Gutenberg, run out of a university in Illinois, presented as its mysteriously precise goal "To Give Away One Trillion E[lectronic] Text Files [of classic books] by December 21, 2001." When I mentioned the scope of fiction on the Internet to the novelist John Updike, he said lightly, "I imagine most of that stuff on the information highway is roadkill anyway." And of course he is right. But his is a minority opinion outside the circles of tastemakers.
Text and books are not, however, joined at the hipwords don't need print. "Books on paper are a medium unto themselves," Louis Rossetto says, "and my sense is that anything that is stand-alone is a dead end." But even to Rossetto a world completely without books seems unlikely. One view is that the book will become the equivalent of the horse after the invention of the automobile or the phonograph record after the arrival of the compact disca thing for eccentrics, hobbyists, and historians. It will not disappear, but it will become obsolete. Multimedia programmers themselves disagree sharply on whether this will come to pass in five years, ten years, or never. One question is whether there is money to be made in the production of multimedia. Another is how good multimedia products will ever be, for by industry admission they are not very good now. The great majority of the 3,000 multimedia products launched last year were little more than rudimentary efforts. "I think that there are fewer than thirty titles with good, solid, deep information out there," Rick Fischer, the director of product development at Sony Electronic Publishing, says. "The majority of titles are kind of pseudomultimedia. People are still learning how to do this." Besides, computer companies are not as excited by books as they are by games, which represent an ever-increasing share of the market. Sony, for example, has backed an interactive game version of its movie Bram Stoker's DraculaHarker races against rats, wolves, and flaming torches to slay the Prince of Darknessrather than the book Dracula, 300 pages of print that could be augmented with perhaps a moving illustration or two.
Publishers are terrified. They have read a thousand times that one day we will play games, shop, watch movies, read books, and do research all on our computer or television screens. Computer companies are skillful at bluffing one another, forever claiming that they are nearly ready to release a hot new product, which is in truth barely in prototype. This kind of nonproduct has the nickname "vaporware" within the industry. But publishers, unfamiliar with computer culture, believe the hype. In the past year Publishers Weekly ran six major stories on how CD-ROM and the Internet will remake publishing. The comments of Laurence Kirshbaum, the president of Warner Books, a subsidiary of Time Warner, were not untypical: "I don't know if there's the smell of crisis in the, air, but there should be. Publishers should be sleeping badly these days. They have to be prepared to compete with software giants like [Microsoft's chairman] Bill Gates." Publishers are most of all afraid of doing nothingas hardback publishers did when they ignored the paperback explosion of the 1960s and 1970s. So they are rushing to form electronic-publishing divisions and to find partners in the software business. "Eighteen months ago no one was talking about multimedia and CD-ROMs seriously, and now everyone is deeply involved and deeply conscious of them," says Alberto Vitale, the chairman of the normally cautious Random House, Inc., which has signed a co-venture deal with Broderbund, a leading children's software developer in Novato, California, to create children's interactive multimedia. Putting Dr. Seuss on CD-ROM is one of their first efforts. The Palo Alto "media kitchen" owned by Viacom, where the company's film, television, and book divisions cooperateat least theoreticallyon interactive-multimedia research, is designing new travel guides: why actually go to San Francisco when by 1995 you will be able to take a virtual walking tour on a Frommer CD-ROM? Interest has even percolated into the last redoubt of traditional publishing, the firm of Alfred A. Knopf. Since its inception Knopf has placed great emphasis on the book as handsome object. But Knopf's president attended the first International Illustrated Book and New Media Publishing Market fair, held earlier this year, which was designed to introduce multimedia's various content providers to one another. (The fact that the fair was in Cannes probably did not hurt attendance.)
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