In his article “Between Democracy and Spectacle: The Front-End and Back-End of the Social Web,” Felix Stalder analyzes the unique differences between the “front-end,” user dominated side of the Web, and the “back-end,” owner dominated side, the back-stage area. The front-end is the side that the average user is most familiar with: user interfaces, social media profiles, the front page of your favorite blog. The back-end, however, has even more to do with the way the Web functions in our social lives. This is where what we see on our various screens is controlled, manipulated the authors, owners, and corporations behind almost everything we view online in an average day. Stadler argues that with the strength of the vast number of individuals contributing to the front-side of the web, the “organizations” at the helm in the back-end should not be in any more control of the web than the front-end users. This, however, as he points out, is just to good to be true with the current structure of Web 2.0 at large. There is simply too much money at stake, at least for now. Citing a quote from Clay Shirky’s “Here Comes Everybody,” “we are used to a world where little things happen for love, and big things happen for money…. Now, though, we can do big things for love.” While that was sound a bit utopian given a Web structure that currently aligns more with the back-end of things, the individuals at the front have been working towards such a goal for some time now. Resources like Wikipedia, various crowd-funding websites and services, and the myriad of personal, not-for profit blogs that thousands of users read and contribute to every day, are making it clear that we, the common users, do want to big things for love; for the love of communication, community, and the advancement of knowledge and creativity. As the two competing sides of the Web continue to push and pull at one another as time goes on and technologies evolve, it is important to remember that both sides do have their place. As a common user, I want easy access to search engines and social media; no part of me wants to have to work for Google in order to search for restaurant phone numbers and driving directions. That also does not mean that I want them aggregating all of my internet activity to target me with heavily researched ad placement, but for now, that’s the case. How can we change this, from the front-end? And what will we have to concede here in order to gain there?
A Clay Shirky TEDTalk: