It is easy to be mesmerised by the purported benefits of the digital age. The ability to easily and efficiently communicate, consume, connect and create though often comes at the expense of older more established modes and mediums, such as telephones and newspapers. A vision of supposed freedom and hope has been converted over time into the poster child of digital industrialisation and growth-based economics.
Grounded on the operating system built by the chartered monopolies of the 13th century, companies like Apple, Twitter, Google, Pearson and Amazon are in a race to become ‘the one’ company to rule them all. Sacrificing sustainability, the focus is on cashing in on short term gains via acquisitions and public offerings. This culture of disruption, of sprints, start-ups and pivots, often leads to a scorched earth policy of success at all costs. Whether it be the automation of jobs or the decimation of communities, change and innovation is not always positive or productive for the majority of people.
According to Douglas Rushkoff, it is not all doom and gloom though. For just as we can identify where these ideas of capital at all costs come from in the past, so to can we look back to find alternative solutions to such perils. Throwing Rocks at the Google Bus provides a vision for a future built around the exchange of value, rather than the extraction of capital. A future that focuses on a mixture of local and national currencies, as well as focusing on both family cooperatives and international corporations. A return to the ethos of the bazaar, that is spaces designed to maximise the exchange of value and the velocity of money. A digital renaissance if you like.
Similar in vein to David Price’s OPEN, Douglas Rushkoff’s Throwing Rocks at the Google Bus is a story for our time. With eye to tomorrow, Rushkoff provides suggestions and solutions already being explored by some today. The choice though is left to the reader to make the next step to link these seemingly disparate ideas to help form a better tomorrow together.
For a different view of the book, flick through the slides for a collection of quotes:
While for a visual introduction, see the following clips:
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