where everybody knows your name who cares

One goal of Google and the other IT hegemons, with their wearable interfaces and online glasses and enhanced realities and data-rich maps, is to make it so we are no longer alien anywhere. Thus Michael Jones of Google Maps, interviewed in The Atlantic recently, millenially and yet banally asserted that in the future, your phone or glasses or whatever will just automatically give you directions, no matter where you are, also enriching your every moment with information targetted to your exact spot and behaviorally-determined preferences — eg around which corner is to be found  a great bar, what to order, who else may be there, etc. Jones: “It’ll be like you’re a local everywhere you go.” Around every corner, be it in Beijing or Toronto or Timbuktu, you can find your Cheers.

But clearly: to be a local everywhere is to be a local nowhere. It is to lose all contact with the very notion of locality. The logic here is like the logic of being at home. Suppose that you are in your house. What are you doing? Well, among other things, you’re being at home. Now you look out the window, and see your neighbour inside his house. He is doing what you are doing: you both are being at home. But where he is at home, you would not be at home. Where you are at home, he would not be at home. Only insofar as there is not-being-at-home is there being-at-home. Only insofar as it is possible not to be a local does it matter in the slightest to be a local.

So the Google vision, which seems so light and wondrous, may be quite the opposite.

But nobody notices.

Author: JD Fleming

I am Professor of English Literature at Simon Fraser University in Vancouver, BC. My work is in intellectual history of the early-modern period (1500-1700), with a special interest in epistemic issues around the emergence of modern natural science (the "Scientific Revolution"). In 2012, I initiated the international conference series "Scientiae: Disciplines of Knowing in the Early Modern World."

One thought on “where everybody knows your name who cares”

  1. Another service of google, often great, but also somewhat sad: everyone knows everything, everywhere — gone are the once endless debates about what something was called, correct song lyrics, how many x in y, what year that happened, etc. There would be nothing else for my parents to talk about. Would their 30+ year marriage have survived in these times?!

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