Rory Sutherland Rory Sutherland

The Wiki man

The attractions of lo-fi technology

issue 19 January 2008

Most writers of science fiction have foreseen human communication becoming more sophisticated and realistic. Brave New World has the feelies; 1984 has telescreens; every spaceship seems to have a colossal video wall on which the Emperor Zorquon can appear in Dolby surround sound to threaten the crew with unspeakable things. But more interesting than the media everybody predicted are those nobody did: the text message, twitter.com, the Facebook status update, YouTube. All these are the opposite of the High-Definition experience. They are low-bandwidth, low-effort media — what Malcolm McLaren calls Lo-Fi. And that’s precisely why people like them — for they combine low demands of the message creator with low expectations in the recipient.

Old forms of communication have pre-existing standards attached. Take the phone call, for instance. I cannot call a friend and simply ask ‘free this evening? No?’ without first spending five minutes discursively chatting about their bloody trip to Marrakech.

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