The High-Tech Boys’ Club:

Now For Women Too

Book review by Clark Humphrey, 11/10/97

Release 2.0 by Esther Dyson (Broadway Books)

The Interactive Book by Celia Pearce (Macmillan Technical Publishing trade paperback)

Signal to Noise by Carla Sinclair (HarperCollins)

Apple: The Inside Story of Intrigue, Egomania, and Business Blunders by Jim Carlton (Times Books)

Interface Culture by Steven Johnson (HarperCollins)

Sometimes it seems a lot of people want to tell us about the future of computer-aided communications. Other times, it seems like it’s just the same few people putting out the same book. That’s because these screeds promising a decentralized, all-empowering cyberfuture are dominated by a small elitist cadre of ideologues who all hang out at the Global Business Network and other right-wing think tanks. These “digerati” all say pretty much the same things; none question their Gates-given right to not only predict but to dictate the direction of computers, the Net, etc. The first three authors in this review are women, but they’re still in the PC-biz “boys’ club.”

Esther Dyson’s a “digerati” insider of the first rank (daughter of celeb scientist Freeman Dyson, publisher of her own industry-insider newsletter). Her book’s essentially a general-audience reiteration of the digerati party line–the computerization of business is subverting all sorts of “paradigms,” you’ve gotta stay on your toes to keep up with market conditions that change overnight, don’t let pesky governments get in the way of all-kind-and-knowing companies, your kids’ll end up homeless tomorrow if their classrooms are computerless today. If you’ve already read Gates or George Gilder or Alvin Toffler or Nicholas Negroponte or any issue of Wired, you really don’t need another volume of the same.

Celia Pearce, who had almost as privileged an upbringing as Dyson (her industrial-designer dad’s worked on everything from Vegas light shows to Biosphere 2), could’ve used an editor. The Interactive Book, Pearce’s 580-page collection of essays, rambles on through her career designing group computer games for shopping malls, her love of the Internet visual-programming language VRML (whose co-designer wrote her introduction), her misadventures with the “new media” divisions of Hollywood movie studios (whom she believes will never “get it” regarding interactive media and its inherent differences from TV and movies), and how the Net and interactive media are supposedly on the verge of exploding all the old hierarchies of media, entertainment, and society in general.

Of course, behind most crusades against an old hierarchy there’s somebody who wants to build a new hierarchy with her/himself at its center. Carla Sinclair’s novel Signal to Noise doesn’t document this trait as much as help propagate it. Sinclair treats her friends and acquaintances in the Digerati as being important enough to have a roman a clef written about them. If you don’t personally knowDouglas Coupland or the Wired editors, there’s really no point in reading this long paean to their alleged hotness.

If the Digerati are the New Rock Stars folks like Sinclair claim them to be, then it’s natural to expect them to be subjected to scurrilous gossip. In Apple, Wall St. Journal writer Jim Carlton does the kind of hatchet job the digerati are always complaining about mainstream-media people for. Carlton blames office politics and executive infighting/ incompetence for Apple Computer’s fall from big profit margins in the late ’80s to multimillion-dollar losses the past year and a half. The eral story’s a lot simpler than Carlton’s account claims: When Microsoft wrested control of the PC platform away from IBM (with help from indie chipmakers who copied the IBM PC’s ROM chips for the first PC clones), MS turned PCs into low-margin commodities (similar to the old Kodak strategy of giving away the camera to sell the film). By then, Apple was already locked into an opposite business model, using the Mac’s superior operating software to sell its costlier hardware. MS’s Windows wasn’t (and still isn’t) as good as the Mac OS, but it got close enough for corporate computer buyers, threatening Apple’s market niches and decimating the high markups it had become dependent upon. None of the boardroom-soap-opera battles Carlton relishes in detailing had much effect on this corporate trajectory, and none probably could have. Apple put out a lot of superior products, but built a big organization that couldn’t change as fast as it needed to. An important story, but not the tabloidy tale Carlton’s trying to sell.

Amid all the hustle-hustle of uniform paradigm-subverting, it’s refreshing to read the occasional voice of common sense. Steven Johnson, who runs the pioneering webzine Feed, is out not to make websites hotter, just better. While Johnson’s Interface Culture isn’t flashily designed itself (not a single illustration), Johnson’s screed about the principles of online design makes compelling reading. He’s out to improve online communication on a structural level, applying oft-forgotten common-sense principles to the creation and organization of text and graphics. While other cyber-pundits blather about their mover-‘n’-shaker pals, Johnson quietly shows the rest of us how to start subverting their paradigms by making our own online statements more effective.