6.4.1 Because communication-which in the end is what the digital technology and media are all about-is not just a sector of the economy. Communication is the economy. (Kelly, 1998, pg. 5.)

6.4.2 Communication and its ally computers, insists Kelly, is a special case in economic history. He analogises silicon chips linked on networks to the evolution of cells from a unicellular life to multicellular arrangements that communicate via neurones and have an infinite number of varieties into which they can evolve. An infinite number of social organisations become possible: "As this grand net spreads, an animated swarm is reticulating the surface of the planet. We are clothing the globe with a network society." (Kelly, 1998, pg. 9)

6.4.3 James Hillman, a psychologist widely read by the corporate sectorıs elite, writes in his influential best-seller, Kinds of Power, that "Economics is the only effective syncretistic cult remaining in the world today, our world's only ecumenical faith. It provides the daily ritual, uniting Christian, Hindu, Mormon, atheist, Buddhist, Sikh, Adventist, animist, evangelist, Muslim, Jew, fundamentalist, and New Ager in one common temple, admitting all alike . . ." (1995, pg.5).

6.4.4 How perfect the Internet is, then, to unite the multi-national corporations with their customers regardless of nation, race, or creed. The multi-user environment, with its dynamic design for instant communication and relations, is the ideal space for the creation of communities with their various interests and markets, commercial or otherwise. Out of this sprung the World Wide Web, with its friendly graphical user interface, unlike its predecessors, the text-based virtual realities, only accessible by the UNIX literati.

6.4.5 Community building and commerce development have been happening in tandem on the net. It is important to note, however, that the first online communities, no matter how linked to commerce, naturally emerged between people who were actively programming and building the net culture. One of the most important early examples of this sort of support community is the WELL (Whole Earth 'Lectronic Link), a computer conferencing system that enables people around the world to exchange public conversation and private e-mails. The WELL is based in the San Francisco Bay area, and most participants are from the area, which makes it very much connected to physical interactions between its members.

6.4.6 Kevin Kelly was also associated with the genesis of the WELL and was involved in its initial policy making. In relating the story of his association and what he had learned from building this community, Kelly writes that it was clear from day one that the technical specifications of the software directly shaped the community. Likewise, he states, "The power to mold a community by code rather than regulation was eventually articulated by the Well users inot a serviceable maxim: Peace through tools, not rules." (Kelly, 1998, pg. 71)

6.4.7 One of Kelly's contradictory rules for the new economy is that without some element of governance from the top, bottom-up control will freeze when options are many. Without some element of leadership, the many at the bottom will be paralysed with choices. This is a problematic rule, because it embraces the top-down hierarchy that is cause of so many problems and in fact contrary to the distributed systems that are being touted as the future models of economies. Top-down hierarchies in governments will not go away any time soon, but it would be a great step backwards if we mimic this kind of system in the technological standards and codes. This is already very much part of the computerised systems, especially with networked computers. For instance, UNIX is a operating system which is very much based on a top-down hierarchy in which the owner of the root is the all powerful ruler. Much of the organisation in the MUDS and MOOS is in fact a translation of the UNIX systems. The Grand Wizard is the system administrator who has the root password and can access everyone's files and give permissions to the usage of information. There is quite a bit of contradiction in embracing decentralisation while advocating a top down hierarchy, something to consider when thinking of creating architectures for the networked nation. [top]