A group of loosely organized web users took what they viewed as “internet cenorship” and turned it into nationwide demonstrations outside of Scientology churches, denial of service attacks on their websites, publication of their private publications, and 6 O’Clock news coverage. A huge undertaking by any scale.
Rapidly directing actions on the web in a way that affects the most is a study in attention management. 4Chan was able to turn the internet’s attention to their “Project Chanology” in a viral way.
- It was funny. Sites like 4Chan have had their hand in internet memes for awhile. Do an image search for lolcats or hackers on steroids you will get the idea. During early February, the inside jokes kept their user base (over 9000) in lock step. The presentation of it on Youtube by the mysterious Anonymous was serious, giving the movement outward looking legitimacy. When the media started to cover the story that way, it drew attention to the anti-censorship theme, completing an epic win.
- Resources. For 4Chan sensibilities to develop you must be cynical and web savvy. Enough social media pioneers share this mindset to passively support 4Chan. They may even be active posters themselves. This gives 4Chan green light access at the best aggregate and social media sites with a type of underground net-cred that Al Gore or Ted Stevens can’t even touch. And just like in the real world, with enough connections in the right places, even movies like Battlefield Earth can be made.
- Effective. Public figures and their PR people should be on the look out. Anything overly asinine could be targeted. 4Chan has proven their ability to infiltrate traditional news, turn out demonstrators, take over web media, flood aggregate news sites, launch denial of service attacks, and hack your most private info.
Project Chanolgy was and still is successful because it provides a means by which to focus attention. The memes serve to form a community by promoting exclusivity. The common enemy is defined as evil and the goal for the understood side of good is simple.
Sounds like a typical political campaign. I am voting for the pro-Caturday candidate.
Filed under: Uncategorized | Tagged: attention management
Todd McKinney
Eric Wagner
Interesting observations. I hadn’t really put much thought into the idea of these groups having much to do with attention. I think you are right in pointing to the ability to direct action as attention management. When you get right down to it, that may be a more powerful economic force than just getting someone to read what you wrote, or even to click on an ad or buy something. Getting people out actively doing something - that’s hard to do, and potentially hugely impactful.
The other, somewhat similar thing that immediately sprung to mind for me when I was reading this are the antics of Improv Everywhere http://improveverywhere.com/
They are very talented. Their organizers can look at Best Buy, Grand Central, or rooftop and come up with a “scene” that they can sell to their followers, present over the web, and entertain everyone. They effortlessly get everyone on the same page.