It seems like every few days there’s a new post lamenting the death of the Open Web, and the corresponding rise in ad-driven social media machines and clickbait. Recent examples include this lament on the Cult of the Attention Web (prompted by Instagram moving to an algorithm presentation, away from a chronological timeline), and Brendan Eich’s response to online news publishers strongly objecting to the ad-blocking browser, Brave.
At the risk of beating a dead horse, we seem to have collectively struck a number of Faustian bargains: free services in exchange for our personal information; free articles, audio and video in exchange for advertising, more personal information and ugly, slow sites; walled gardens, in whose operation we have little say, in exchange for ease-of-use. And while I would love to pit advertisers and social media giants against brave independent bloggers and developers in a black-and-white contest, the reality is never quite so simple.
If we really want an vibrant, independent, open web, we need to invest in it with our time, money, effort and technical know-how. But I don’t know if that investment exists, or if the people complaining about the state of the open web are ready to make it. Examples abound: the above piece about Instagram is posted on Medium, which might join said Cult of the Attention Web any day. WordPress, which powers a significant fraction of the open web (and on which this site is built), would rather pretend that it’s a feed-reader and encourage me to “follow” other blogs, than make it simple and quick to write or edit posts (it takes me four clicks from the WordPress.com page to start editing a draft). And I myself would rather rant about investing in the open web than build a CMS that I actually want to, and enjoy using.
If we seriously care about preserving an open web outside of walled gardens and free of ugly, privacy-destroying advertising, we need to be an active part of it. We need to publish to our own domains, backed by services that won’t turn into advertising machines tomorrow, maybe even pay for hosting. We need to vote with our wallets and actually subscribe to publications we want to read and support. We need to write code and build publication platforms that embody our ideals and values, and make it easier for others to do the same.
I do two of those three, though not as often as I would like to. I don’t exaggerate when I say I wouldn’t be where I am in my life without the open web. I would like to invest in it so that others can say the same in the future.