Category Archives: authority

meanwhile, back in the world of old media . . .

One of the most interesting things about new media is the light that it shines on how old media works and doesn’t work, a phenomenon that Marshall McLuhan encapsulated precisely with his declaration that a fish doesn’t realize that it lives in water until it finds itself stranded on land. The latest demonstration: an article on the front page of yesterday’s New York Times. (The version in the International Herald Tribune might be more rot-resistant, though it lacks illustrations.) The Times details, with no small amount of snark, how the conservatives have taken it upon themselves to construct an Encyclopedia of American Conservatism.

We’ve spent a disproportionate amount of time discussing encyclopedias on this blog. What’s interesting to me about this one is how resolutely old-fashioned it is: it’s print-based through and through. The editors have decided who’s in and who’s out, as the Times points out in this useful chart:

who is in and who is out of the conservative encyclopedia

Readers are not allowed to argue with the selections: American Conservatism is what the editors say it is. It’s a closed text and not up for discussion. Readers can discuss it, of course – that’s what I’m doing here – but such discussions have no direct impact on the text itself.

There’s a political moral to be teased out here – conservative thinking is dogmatic rather than dialectical – but that’s too easy. I’m more interested in how we think about this. Would we notice the authoritarian nature of this work if we didn’t have things like the Wikipedia to compare it to? Someone who knows more about book history than I can confirm whether Diderot & d’Alembert had to deal with readers disgruntled by omissions from their Encyclopédie. It’s only now, however, that we sense the loss of potential: compared to the Wikipedia this seems limiting.

updike’s tattoo

John_updike.jpg I was startled but not surprised to read about John Updike’s denigration of the future of ebooks at BookExpo. Had he tattooed it on his forehead he couldn’t have made clearer his idealization of 19th-century structures and modes of thinking. His talk represented the final glorification of the author/artist/creator as a higher being ingrained with heroic capabilities unapproachable by mere mortals. For Updike and all those unable to cross into the new Canaan of electronicity, the apotheosis of the artist fits into the tradition of history as a history of heroes. There are but a few gods of literature as is only natural, I expected him to say, and if you have art made by whole masses of people, many of them unidentifiable, we’ll have regressed to the period of Notre Dame cathedral or the Pyramids, in which no individuals were glorified for their contributions to art or to the era when writing went unsigned or when the writer assumed the mantle of some greater person, to glorify them and spread their thinking.*
This hero worship that Updike has wallowed in for the last 40 years has addled his brain. Reading some of his remarks reminded me of a screed published in the Saturday Review of Literature back in the 1970’s, if memory serves, by Louis Untermeyer, decrying the abominably inadequate generation of poets who couldn’t use rhyme or rhythm to make their way out of a paperbag. The rant was entertaining and almost credible in its denunciations — except for Untermeyer’s having chosen one of the great poems of the 20th century — Frank O’Hara’s “The Day Lady Died” — as his example of the witless drivel this shiftless new generation was producing. Untermeyer and Updike belong to the same class of critic as the French academicians who dismissed the Impressionists or the Fauves (“wild beasts”), blind to the future and in love with their own tinny emulation of the greater artists who preceded them. (Who will put Updike in the same list as Tolstoy or Faulkner or Fielding or Isak Dinesen? They made new forms, indelibly, while the best that can be said of Updike is that he stood alone as a prolific writer of magazine pieces.)
It’s been said** that new scientific theories don’t win over their opponents so much as they are accepted by the new generation and the old generation dies off. The same holds true in art, of course. The precocious writers of the coming generation will cut their teeth on blogs and networked books and media that will require visual acuity and improvisational methods that make Updike’s juvenilia*** feel as antiquated as William Dean Howells or James Fenimore Cooper. A living fossil. What a fall from the pantheon he occupies in his imagination.


* I’m thinking specifically of the authors of Revelations and several of the Gnostic gospels.
** Apparently most authoritatively in Thomas Kuhn’s Structure of Scientific Revolutions. Updike’s remarks provide striking evidence of Kuhn’s theory of incommensurability of paradigms — if you are fully caught up in the old paradigm you have no way of assessing the new, lacking common values, language and experience with its proponents.
*** Updike has published, what, 36 books of fiction? We’ll be generous and include the first quarter in this categorization.

wikipedia — mainstream media sighting

In his op-ed piece today, NY Times columnist, Paul Krugman, quotes from the Wikipedia to define conspiracy theory:

A conspiracy theory, says Wikipedia, “attempts to explain the cause of an event as a secret, and often deceptive, plot by a covert alliance.”

This is the first time I’ve seen the Wikipedia used as an authoritative reference in the Times or any other major media outlet.

learning to read

Two Girls Reading in a Garden by RenoirSomebody interviewed Bob for a documentary a few months ago. I don’t remember who this was, because I was in the other room busy with something else, but I was half-listening to what was being discussed: how the book is changing, what precisely the Institute does, in short, what we discuss from day to day on this blog. One statement captured my ear: Bob offhandedly declared that “we don’t really know how to read Wikipedia yet”. I made a note of it at the time; since then I’ve been periodically pulling his statement out at idle moments and rolling it over and over in my mind like a pebble in my pocket, trying to decide exactly what it could mean.

There’s something appealing to me about the flatness of the statement: “We don’t really know how to read Wikipedia yet.” It’s obvious but revelatory: the reason that we find the Wikipedia frustrating is that we need to learn how to read it. (By we I mean the reading public as a whole. Perhaps you have; judging from the arguments that fly back and forth, it would seem that the majority of us haven’t.) The problem is, of course, that so few people actually bother to state this sort of thing directly and then to unpack the repercussions of it.

What’s there to learn in reading the Wikipedia? Let’s start with a sample sentence from the entry on Marcel Proust:

In addition to the grief that attended his mother’s death, Proust’s life changed due to a very large inheritance (in today’s terms, a principal of about $6 million, with a monthly income of about $15,000).

Criticizing the Wikipedia for being poorly written is like shooting fish in a barrel, but bear with my lack of sportsmanship for a second. Imagine that you found the above sentence in a printed reference work. A printed reference book that seems to be written in the voice of a sixth grade student deeply interested in matters financial might worry you. It would worry me. It’s worried many critics of the Wikipedia, who point out that this clearly isn’t the sort of manicured prose we’re used to reading in books and magazines.

But this prose is also conceptually different. A Wikipedia article is not constructed in the same way that a magazine article is written. Nor is the content of a Wikipedia article at one particular instant in time – content that has probably been different, and might certainly change – analogous to the content of a print magazine article, which is always, from the moment of printing, exactly the same. If we are to keep using the Wikipedia, we’ll have to get used to the solecisms endemic there; we’ll also need to readjust they way we give credence to media. (Right now I’m going to tiptoe around the issue of text and authority, which is of course an enormous can of worms that I’d prefer not to open right now.) But there’s a reason that the above quotation shouldn’t be that worrying: it’s entirely possible, and increasingly probable as time goes on, that when you click the link above, you won’t be able to find the sentence I quoted.

This faith in the long run isn’t an easy thing, however. When we read Wikipedia we tend to apply to it the standards of judgment that we would apply to a book or magazine, and it often fails by these standards, as might be expected. When we’re judging Wikipedia this way, we presuppose that we know what it is formally: that it’s the same sort of thing as the texts we know. This seems arrogant: why should we assume that we already know how to read something that clearly behaves differently from the text we’re used to? We shouldn’t, though we do: it’s a human response to compare something new to something we already know, but often when we do this, we miss major formal differences.

Horseless Carriage Land, 1961This isn’t the best way to read something new. It’s akin to the “horseless carriage” analogy that Ben’s used: when you think of a car as a carriage without a horse, you miss whatever it is that makes a car special. But there’s a problem with that metaphor, in that it carries with it ideas of displacement. Evolution is often perceived as being transformative: one thing turns into, and is then replaced by, another, as the horse was replaced by the car for purposes of transportation. But it’s usually more of a splitting: there’s a new species as well as the old species from which it sprung. The old species may go extinct, or it may not. To finish that example: we still have horses.

Figuratively, what’s happened with the Wikipedia is that a new species of text has arisen and we’re still wondering why it won’t eat the apples we’re proffering it. The Wikipedia hasn’t replaced print encyclopedias; in all probability, the two will coexist for a while. But I don’t think we yet know how to read Wikipedia. We judge it by what we’re used to, and everyone loses. Were you to judge a car by a horse’s attributes, you wouldn’t expect to have an oil crisis in a century.

Perhaps a useful way to think about this: a few paragraphs of Proust, found on a trip through In Search of Lost Time with Bob’s statement bouncing around my head. The Guermantes Way, the third part of the book, feels like the longest: much of this volume is about failing to recognize how things really are. Proust’s hapless narrator alternately recognizes his own mistakes of judgment and makes new ones for six hundred pages, with occasional flashes of insight, like this reflection:

Thieves in the Night by Fromentin. . . . There was a time when people recognized things easily when they were depicted by Fromentin and failed to recognize them at all when they were painted by Renoir.

Today people of taste tell us that Renoir is a great eighteenth-century painter. But when they say this they forget Time, and that it took a great deal of time, even in the middle of the nineteenth century, for Renoir to be hailed as a great artist. To gain this sort of recognition, an original painter or an original writer follows the path of the occultist. His painting or his prose acts upon us like a course of treatment that is not always agreeable. When it is over, the practitioner says to us, “Now look.” And at this point the world (which was not created once and for all, but as often as an original artist is born) appears utterly different from the one we knew, but perfectly clear. Women pass in the street, different from those we used to see, because they are Renoirs, the same Renoirs we once refused to see as women. The carriages are also Renoirs, and the water, and the sky: we want to go for a walk in a forest like the one that, when we first saw it, was anything but a forest – more like a tapestry, for instance, with innumerable shades of color but lacking precisely the colors appropriate to forests. Such is the new and perishable universe that has just been created. It will last until the next geological catastrophe unleashed by a new painter or writer with an original view of the world.

(The Guermantes Way, pp.323–325, trans. Mark Treharne.) There’s an obvious comparison to be made here, which I won’t belabor. Wikipedia isn’t Renoir, and its entry for poor Eugène Fromentin, whose paintings are probably better left forgotten, is cribbed from the 1911 Encyclopædia Britannica. But like the gallery-goers who needed to learn to look at Renoir, we need to learn to read Wikipedia, to read it as a new form that certainly inherits some traits from what we’re used to reading, but one that differs in fundamental ways. That’s a process that’s going to take time.

another round: britannica versus wikipedia

britannica-to-wikipediasm.jpg The Encyclopedia Britannica versus Wikipedia saga continues. As Ben has recently posted, Britannica has been confronting Nature on its article which found that the two encyclopedias were fairly equal in the accuracy of their science articles. Today, the editors and the board of directors of Encyclopedia Britannica, have taken out a half page ad in today New York Times (A19) to present an open letter to Nature which requests for a public reaction of the article.
Several interesting things are going on here. Because Britannica chose to place an ad in the Times, it shifted the argument and debate away from the peer review / editorial context into one of rhetoric and public relations. Further, their conscious move to take the argument to the “public” or the “masses” with an open letter is ironic because the New York TImes does not display its print ads online, therefore access of the letter is limited to the Time’s print readership. (Not to mention, the letter is addressed to the Nature Publishing Group located in London. If anyone knows that a similar letter was printed in the UK, please let us know.) Readers here can click on the thumbnail image to read the entire text of the letter. Ben raised an interesting question here today, asking where one might post a similar open letter on the Internet.
Britannica cites many important criticisms of Nature’s article, including: using text not from Britannica, using excerpts out of context, giving equal weight to minor and major errors, and writing a misleading headline. If their accusations are true, then Nature should redo the study. However, to harp upon Nature’s methods is to miss the point. Britannica cannot do anything to stop Wikipedia, except to try to discredit to this study. Disproving Nature’s methodology will have a limited effect on the growth of Wikipedia. People do not mind that Wikipedia is not perfect. The JKF assassination / Seigenthaler episode showed that. Britannica’s efforts will only lead to more studies, which will inevitably will show errors in both encyclopedias. They acknowledge in today’s letter that, “Britannica has never claimed to be error-free.” Therefore, they are undermining their own authority, as people who never thought about the accuracy of Britannica are doing just that now. Perhaps, people will not mind that Britannica contains errors as well. In their determination to show the world that of the two encyclopedias which both content flaws, they are also advertising that of the two, the free one has some-what more errors.
In the end, I agree with Ben’s previous post that the Nature article in question has a marginal relevance to the bigger picture. The main point is that Wikipedia works amazingly well and contains articles that Britannica never will. It is a revolutionary way to collaboratively share knowledge. That we should give consideration to the source of our information we encounter, be it the Encyclopedia Britannica, Wikipedia, Nature or the New York Time, is nothing new.

britannica bites back (do we care?)

Www.wikipedia.org_screenshot.png britannica header.gif Late last year, Nature Magazine let loose a small shockwave when it published results from a study that had compared science articles in Encyclopedia Britannica to corresponding entries in Wikipedia. Both encyclopedias, the study concluded, contain numerous errors, with Britannica holding only a slight edge in accuracy. Shaking, as it did, a great many assumptions of authority, this was generally viewed as a great victory for the five-year-old Wikipedia, vindicating its model of decentralized amateur production.
Now comes this: a document (download PDF) just published on the Encyclopedia Britannica website claims that the Nature study was “fatally flawed”:

Almost everything about the journal’s investigation, from the criteria for identifying inaccuracies to the discrepancy between the article text and its headline, was wrong and misleading.

What are we to make of this? And if Britannica’s right, what are we to make of Nature? I can’t help but feel that in the end it doesn’t matter. Jabs and parries will inevitably be exchanged, yet Wikipedia continues to grow and evolve, containing multitudes, full of truth and full of error, ultimately indifferent to the censure or approval of the old guard. It is a fact: Wikipedia now contains over a million articles in english, nearly 223 thousand in Polish, nearly 195 thousand in Japanese and 104 thousand in Spanish; it is broadly consulted, it is free and, at least for now, non-commercial.
At the moment, I feel optimistic that in the long arc of time Wikipedia will bend toward excellence. Others fear that muddled mediocrity can be the only result. Again, I find myself not really caring. Wikipedia is one of those things that makes me hopeful about the future of the web. No matter how accurate or inaccurate it becomes, it is honest. Its messiness is the messiness of life.

presidents’ day

Few would disagree that Presidents’ Day, though in theory a celebration of the nation’s highest office, is actually one of our blandest holidays — not so much about history as the resuscitation of commerce from the post-holiday slump. Yesterday, however, brought a refreshing change.

dolley madison.jpg
Daguerreotype of Dolley Madison

Spending the afternoon at the institute was Holly Shulman, a historian from the University of Virginia well known among digital scholarship circles as the force behind the Dolley Madison Project — a comprehensive online portal to the life, letters and times of one of the great figures of the early American republic. So, for once we actually talked about presidential history on Presidents’ Day — only, in this case from the fascinating and chronically under-studied spousal perspective.
Shulman came to discuss possible collaboration on a web-based history project that would piece together the world of America’s founding period — specifically, as experienced and influenced by its leading women. The question, in terms of form, was how to break out of the mould of traditional web archives, which tend to be static and exceedingly hierarchical, and tap more fully into the energies of the network? We’re talking about something you might call open source scholarship — new collaborative methods that take cues from popular social software experiments like Wikipedia, Flickr and del.icio.us yet add new layers and structures that would better ensure high standards of scholarship. In other words: the best of both worlds.
Shulman lamented that the current generation of historians are highly resistant to the idea of electronic publication as anything more than supplemental to print. Even harder to swallow is the open ethos of Wikipedia, commonly regarded as a threat to the hierarchical authority and medieval insularity of academia.
Again, we’re reminded of how fatally behind the times the academy is in terms of communication — both communication among scholars and with the larger world. Shulman’s eyes lit up as we described the recent surge on the web of social software and bottom-up organizational systems like tagging that could potentially create new and unexpected avenues into history.
A small example that recurred in our discussion: Dolley Madison wrote eloquently on grief, mourning and widowhood, yet few would know to seek out her perspective on these matters. Think of how something like tagging, still in an infant stage of development, could begin to solve such a problem, helping scholars, students and general readers unlock the multiple facets of complex historical figures like Madison, and deepening our collective knowledge of subjects — like death and war — that have historically been dominated by men’s accounts. It’s a small example, but points toward something grand.

the value of voice

We were discussing some of the core ideas that circulate in the background of the Institute and flow in and around the projects we work on—Sophie, nexttext, Thinking Out Loud—and how they contrast with Wikipedia (and other open-content systems). We seem obsessed with Wikipedia, I know, but it presents us with so many points to contrast with traditional styles of authorship and authority. Normally we’d make a case for Wikipedia, the quality of content derived from mass input, and the philosophical benefits of openness. Now though, I’d like to step back just a little ways and make a case for the value of voice.

65986930_153b214708_m.jpg
A beautiful sunset by curiouskiwi. One individual’s viewpoint.

Presumably the proliferation of blogs and self-publishing indicates that the cultural value of voice is not in any danger of being swallowed by collaborative mass publishing. On the other hand, the momentum surrounding open content and automatic recombination is discernibly mounting to challenge the author’s historically valued perch.
I just want to note that voice is not the same as authority. We’ve written about the crossover between authorship and authority here, here, and here. But what we talked about yesterday was not authority—rather, it was a discussion about the different ethos that a work has when it is imbued with a recognizable voice.
Whether the devices employed are thematic, formal, or linguistic, the individual crafts a work that is centripetal, drawing together in your mind even if the content is wide-ranging. This is the voice, the persona that enlivens pages of text with feeling. At an emotional level, the voice is the invisible part of the work that we identify and connect with. At a higher level, voice is the natural result of the work an author has put effort into researching and collating the information.
Open systems naturally struggle to develop the singular voice of highly authored work. An open system’s progress relies on rules to manage the continual process of integrating content written by different contributors. This gives open works a mechanical sensibility, which works best with fact-based writing and a neutral point of view. Wikipedia, as a product, has a high median standard for quality. But that quality is derived at the expense of distinctive voices.

50 people see the sunset
50 beautiful sunsets, programatically collapsed into a single image. By brevity and flickr.

This is not to say that Wikipedia is without voice. I think most people would recognize a Wikipedia article (or, really, any encyclopedia article) by its broad brush strokes and purposeful disengagement with the subject matter. And this is the fundamental point of divide. An individual’s work is in intimate dialogue with the subject matter and the reader. The voice is the unique personality in the work.
Both approaches are important, and we at the Institute hope to navigate the territory between them by helping authors create texts equipped for openness, by exploring boundaries of authorship, and by enabling discourse between authors and audiences in a virtuous circle. We encourage openness, and we like it. But we cannot underestimate the enduring value of individual voice in the infinite digital space.

who owns this space?

The disclaimer on the editorial page of The Onion reads:

The Onion neither publishes nor accepts letters from its readers. It is The Onion‘s editorial policy that the readers should have no voice whatsoever and that The Onion newspaper shall be solely a one-way conduit of information. The editorial page is reserved for the exclusive use of the newspaper staff to advance whatever opinion or agenda it sees fit, or, in certain cases, for paid advertorials by the business community.”
—Passed by a majority of the editorial board, March 17, 1873.

They’ve had this policy for a long time, though perhaps not since 1873. I remember seeing it (or something very similar) in the first copies of The Onion I saw, picked up during high school trips to Madison in the early 1990s. I liked the text enough to crib it for my first webpage, which has (thankfully) long since dissipated into the mists of the Internet.

I thought it was funny then, and I still do. And at the risk of tearing roses to pieces to find what makes them smell that way: it’s funny, I think, because it’s true. Usually, the mission statement on a newspaper’s editorial page bends over backward to declare that the editorial pages belong in some sense to the readers of the newspapers as well as the editors. But really, a newspaper’s editorial page – or, for that matter, the newspaper – is a one-way conduit for information: the editors, not the reader, choose what appears on it. The Onion‘s statement is bluntly honest about who really controls the press: the owners.

Declaring a website in 1995 to be a “one-way conduit of information” was also true, by and large, although I certainly wasn’t trying to make a grand statement about communication. At that point in time, a website was something that could be read; to make a website that readers could change, you needed to know something about scripting languages. Being, by and large, the same sort of dilettante I remain, I knew nothing about such things.

Ten years on the web allows much more direct two-way communication. Anyone can start a blog, post things, and have readers comment on them. Nobody involved in the process needs even a cursory knowledge of HTML for this to happen – it helps, of course, but it’s not strictly necessary. This is an advance, but I don’t need to say that at this point in time: the year of the blog was 2004.

At the Institute, we’ve been talking with McKenzie Wark, author of A Hacker Manifesto about doing a book-in-process blog, like we’ve been doing with Mitchell Stephens. Over lunch with Wark a couple months back, we asked him why he, very much a man of technology, didn’t have a blog already – everybody else does. His answer was interesting: he prefers the give-and-take of discussions on a list server to the post and response of the blog format. But what most stuck in my mind was his qualification for this: blogs, he suggested, are too proprietary, as they always belong to someone. This inhibits equitable discussion: somebody’s already in charge because they own the discussion forum.

There’s something to Wark’s idea. If I have a blog and post something on it, the text of my post resides somewhere on my server (it’s probably somebody’s else’s server, but it’s still my account). In most blogs, visitor can post comments. But: usually comments have to be approved by a moderator, if only to block spam. And: successful blogs even tend to disable comments entirely , at which point discourse is functionally back at the level of The Onion‘s editorial page. (One might note the recent experience of The Washington Post.) The authority over who is allowed to speak, and the manner in which they speak, belongs to the blog owner, who is usually not a disinterested party, being (generally) part of the conversation.

When you think about this process in terms of conversation, you realize how strange it is. Imagine David and Freddy having a conversation: David speaks freely, but for Freddy to say anything, he has to write it down and submit it to David for his approval before he can actually say it. If anyone else wanted to join the conversation, they’d also have to submit to Freddy’s authority. David’s policy of refusal might vary – he might refuse everything any one else says, he might allow anyone to say anything. But he’s still in charge of the conversation.

A quick navel gazing moment: you might imagine that our blog is an exception to this, as it’s a group blog, and a number of us regularly post on it. We’ve also given people outside of the Institute posting authority – during our discussion of his book, for example, we let Steven Johnson post rather than just having him comment on our posts. But the problem of authority can’t be avoided. You can see it in my words: we’ve “given”, we “let”. It’s ours in a sense.(1) We control who’s given a login. As much as we like you, dear readers, the form in which we’re conversing in enforces a distinction between you & us. Sorry.

The list server model, which Wark prefers, works differently. While there might still be a moderator, the moderator’s usually not part of the conversation being moderated. If David and Freddy are having a conversation, they have to submit what they’re saying to Linda before they can say it. It’s still mediated – and a very odd way to have a conversation! – but it’s not inherently weighted towards one party of the conversation, unless your moderator goes bad. And more importantly: the message is sent to everyone on the list. Everyone gets their own copy: the text can’t be said to belong to any one recipient in particular.

List servers, however more democratic a form they might be than blogs, never took off like blogs.(2) There has never been a Year of the List Server, and one suspects there might never be one. The list server, being email based, tends to be somewhat private; some aren’t even publicly accessible.

Blogs comparatively trumpet themselves: they’re an easy way to announce yourself to the world. This is necessary, useful, and a good part of the reason that they’ve caught on. But what happens once you’ve announced yourself? One would like to believe that when we start blogs, we’re aspiring to conversation, but the form itself would seem to discourage it.

The question remains: how can we have equitable conversations online?

* * * * *

1. This same sense of ownership is usefully articulated – if elaborated to the point of absurdity – in Donald Barthelme’s short story “Some of Us Had Been Threatening Our Friend Colby” which is predicated on the idea that since Colby is the narrators’ friend, he belongs to them, and they have the right to do with him as they like – in this particular case, hanging him: “. . . although hanging Colby was almost certainly against the law, we had a perfect moral right to do so because he was our friend, belonged to us in various important senses, and he had after all gone too far.”

2. A similar argument might be made for the style of newsgroups, which largely flourished before blogs and even the WWW. I suspect at this point newsgroup usage is considerably below that of list servers; however, it might be useful to examine the success and failures of newsgroups as a venue for communication some other time.

who do you trust?

Larry Sanger posted this comment to if:book’s recent Digital Universe and expert review post. In the second paragraph Sanger suggests that experts should not have to constantly prove the value of their expertise. We think this is a crucial question. What do you think?
“In its first year or two it was very much not the case that Wikipedia “only looks at reputation that has been built up within Wikipedia.” We used to show respect to well-qualified people as soon as they showed up. In fact, it’s very sad that it has changed in that way, because that means that Wikipedia has become insular–and it has, too. (And in fact, I warned very specifically against this insularity. I knew it would rear its ugly head unless we worked against it.) Worse, Wikipedia’s notion of expertise depends on how well you work within that system–which has nothing whatsoever to do with how well you know a subject.
“That’s what expertise is, after all: knowing a lot about a subject. It seems that any project in which you have to “prove” that you know a lot about a subject, to people who don’t know a lot about the subject, will endlessly struggle to attract society’s knowledge leaders.”