Newsless.org

Longtime readers of this site probably know that I’ll be speaking on a panel at SXSW on Monday with NYU’s Jay Rosen, Apture’s Tristan Harris and paidContent’s Staci Kramer about the future of context. I trust that if you’ve been reading and you’ll be in Austin for SXSW, you’ll be in Hilton H on Monday morning at 9:30. This is a preview of my opening argument for the panel. If this seems like familiar territory for me, don’t worry, the panel is going to cover plenty of untrodden territory. And the session will be all the better if you share your thoughts and questions in the thread below. Also see Jay’s conversation-starter here.

If you’re like most people, you have a certain amount of ambient knowledge that health-care reform is happening. You pay attention to headlines, and you see a lot of stories about Nancy Pelosi saying this, or Mitch McConnell saying that. You catch a line or two about it in a Presidential address. You’ve watched some headlines about it in the evening news.

Chances are that most of the information you’ve encountered about this subject has been what I’d call episodic. Over time, you may have heard a lot about budget reconciliation, insurance premium hikes, the public option, the excise tax, the Wyden-Bennett bill, the Stupak amendment, and on and on and on. You know that Democrats are trying to do something to the health care system, but it’s either a government takeover or an insurance industry giveaway. Hard to tell.

This constant torrent of episodic information is how many of us encounter information about current events. This has been true for as long as any of us has been alive, but in the wake of the real-time Web, it’s become ever more constant and ever more torrential.

Hundreds of headlines wash over us every day. And part of why many of us engage in this flow is because we have faith that over time, this torrent of episodic knowledge is going to cohere into something more significant: a framework for genuinely understanding an issue. And we live with it ’cause it sort of works. Eventually you hear enough buzzwords like “single-payer” and “public option” and you start to feel like you can play along.

But mounting evidence indicates that this approach to information is actually totally debilitating. Faced with a flood of headlines on an ever-increasing variety of topics, we shut off. We turn to news that doesn’t require much understanding – crime, traffic, weather – or we turn off the news altogether.

It turns out that in order for information about things like the public option and budget reconciliation to be useful to you, you need a certain amount of systemic knowledge to be able to parse it. You need an intellectual framework for understanding health care reform before the episodic headlines relating to health care reform make any sense.

It further turns out that this systemic knowledge is actually a whole lot easier to provide than the episodic stuff. At the pace of daily news, health care reform seems really, really complicated. But one of the most knowledgeable journalists reporting on the health-care process has already distilled almost every health care system in the world into four essential types. It would take maybe ten minutes to fill in the details on this framework, but once you get that knowledge, it suddenly becomes a lot easier to understand the system we have in the US, and the system that the Democrats are trying to turn ours into. From there, all those headlines about “bending the curve” actually start to make sense.

Right now, the most common way the news industry attempts to impart systemic knowledge is by wedging it into our episodic reports. We’ll give you tons of stories on Congresspeople sneezing something that sounds like “reconciliation” and every time, a little ways in, we’ll say something like, “Reconciliation is a procedural tactic originally designed to speed adoption of budget resolutions through Congress.”

This is completely bass-ackwards. Journalists spend a ton of time trying to acquire the systemic knowledge we need to report an issue, yet we dribble it out in stingy bits between lots and lots of worthless, episodic updates. We do this for several reasons – high among which is your continued willingness to read story after story and watch ad after ad to get updates we could sum up in a sentence – and also high among which is the fact that we used to deal exclusively in media that are pretty rigidly bounded by time. The only way we knew how to tell the story is in terms of “What happens next?” not in terms of “What’s happening.”

These terms I’ve been using – “intellectual framework,” “systemic information,” etc. – this is what I mean when I say “context.” I’ve pitched you on the consumer benefits of context, but information creators are also slowly beginning to come around to the long-term ROI of delivering context as well, for several reasons. For one thing, our information becomes much more valuable and much more desirable to you as your framework for understanding it becomes better. Jay Rosen has astutely noted the uptick in attention to financial crisis stories after This American Life’s Giant Pool of Money episode laid out the context of the crisis. For another thing, the success of Wikipedia and the enduring popularity of items like “The Ultimate Guide to Everything You Need to Know About Social Media” has taught us there’s a real market for context. There are also significant advertising benefits to having more sophisticated structures for information than “latest updates.” We could dwell on the “why” for a long time.

But I want to use our time at SXSW to explore a more forward-pointed question: How?

For the first time, we have a medium perfectly equipped to capture and deliver both episodic and systemic information. How will these two modes of information interact on the Web? What sort of design and storytelling structures must we invent to impart context? Fundamentally, in a medium that’s not constrained by time, what is the future of the Timeless Web?

Help make our panel better. What are your thoughts, and what are your questions?

Thanks to everyone who voted for my SXSW session! It was confirmed among the first batch of panels to be included in the festival.

Now comes the fun part. Over the next couple of months, I’ll be setting up a website for the panel, which I hope will be a great resource for anyone looking for what’s being tried and what’s needed to create a more contextual Web. There, we’ll begin collaboratively setting the agenda for the panel. I hope you will all participate in that process, and I hope to see many of you in Austin in March! Thanks again for voting.