For example, they want to be online “books,” “editions,” “encyclopedias,” “bookshelves,” “libraries,” “archives,” “repositories” or (a newer metaphor) “portals.” Such structures are supposed to make intuitive the relation between individual documents and other documents. But, frankly, many of those structures didn’t work too well even in the golden age of print.
(Show me one person who has made a serendipitous discovery while wandering the library stacks, and I will show you a thousand whose eyes glazed over at the sheer anomie, inefficiency, and meaninglessness of it all.) They especially don’t work well now when stretched to describe online technologies that actually behave nothing like a book, edition, library and so on.
My group thinks that Web 2.0 offers a different kind of metaphor: not a containing structure but a social experience. Reading environments should not be books or libraries. They should be like the historical coffeehouses, taverns and pubs where one shifts flexibly between focused and collective reading — much like opening a newspaper and debating it in a more socially networked version of the current New York Times Room for Debate.
The future of peripheral attention is social networking, and the trick is to harness such attention — some call it distraction — well.