What’s holding the web back in some sort of way is a metaphor that people use for it, which is as a play space. You go to Flickr to look at your Flickr photos, but the real strength right now is real distribution of media. If you distribute media intensely and fully, then place can’t really be the dominant metaphor anymore. This idea of creating play spaces that are mediated by personalities in some sort of way, that you can move fluidly and play a game inside Google street view and then move out to another space and things like that was an opportunity to play with breaking [the metaphor] down a little bit.
Metaphors are very important and I have used a fair share over the years trying to get people understand the nature of the web, blogging, online communications, social networking, identity, VRM… Now I’d like to find one for the Mine!.
The closest I got so far is describing the Mine! as a car. Your own car on the web, not rented or confined to a parking lot or occasionally let out on a race track. This comes from describing social networks such as Facebook or MySpace as similar to a parking lot at driving school.
Networking on Facebook, MySpace and other silos is like taking driving lessons. There is no recognisable direction. It seems kind of pointless unless you know that it is just learning and practising. Facebooks and MySpace seems a lot like that to me. But once people work out how to drive, how to operate the machine and how to get from point A to point B, they will be able to decide what the B is and get around on their own. And that’s when the real fun starts.
So the Mine! is an attempt to give people their own car, getting them to decide where they go with it, how fast and who they take along as passangers. They will have to look after it a bit and perhaps learn to maintain it but that will be easier with time too. It is an alternative for networked and social existence on the web for those ready and willing to break out of silos.