The scope and prevalence of the discourse on network technology as a major protagonist of social life is evident even in a cursory skimming through contemporary culture. Indeed, that such a superficial survey brings such a wealth of information from so many cultural spheres is perhaps the best testament to the prevalence of the discourse: it is mundane, quotidian, a matter of fact, and common sense. Let me point out just a few of the manifestations of the digital discourse in the public sphere.
The staples of digital culture—its heroes, artifacts, and institutions— have become part of the general popular culture. Bill Gates, iPod, Google, and YouTube exert influence far beyond their professional boundaries or functional value; they have become iconic of the digital era. They are no longer part of a “geek” culture or the IT professional elite but are at the heart of contemporary culture. Likewise, much of the terminology surrounding network technology—“high-tech,” “dot com,” “bugs,” “open source,” “networking,” and many more—has percolated into the general public discourse. A striking example of that is the distinction between “hardware” and “software,” which is drawn straight out of the technical terminology of computer professionals and has become a metaphor and a powerful cognitive model in a variety of spheres and discourses.
Guy Goma aside, experts specializing in the new social realm of network technology, cyberculture, and so forth have indeed flourished. These experts and self-defined gurus were sprouting on the public sphere, illuminating for the public the new technological realities and their social ramifications. A reliable indication of the popularity of the digital discourse is the proliferation of nonfiction books aimed at the general public. A list of some of the more popular titles published recently illustrates the extent to which network technology has come to dominate public discussion and has become a public matter. The list also underscores the general tone of optimism prevalent in the discourse: technology is mostly seen as a tool for emancipation and liberation, for overcoming obstacles and amending problems, and for change for the better.
The narratives of the digital discourse, which will be unfolded at length in the following chapters, have been explored in numerous popular books:
Contemporary Technology Discourse
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