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    Is domain-hosting a viable social media business model?

    Since July 2023 BlueSky has apparently learned from Manton Reece and micro.blog that you can run a sustainable and open social media network with a domain-hosting business model.

    Almost learned. There’s a way to go yet, with a big missing owning your content piece.

    Meanwhile, micro.blog cross-posts automatically to BlueSky, so the #Interverse1 is gradually becoming a reality. 😍

    “You can automatically cross-post your microblog posts to Medium, Mastodon, LinkedIn, Tumblr, Flickr, Bluesky, Nostr, and Pixelfed.” Source

    I’m not using BlueSky myself. I really loved Paul Frazee’s work on BeakerBrowser, and it’s great he’s working on BlueSky. That’s very nearly enough to sign me up, but the venture capital vibe still puts me right off. I mean, ultimately it’s all just for the venture fund returns isn’t it?

    I’m very happy just owning my content, and sharing it with you myself, with a little help from micro.blog and Mastodon. So thanks for reading, wherever you read.


    1. an emerging network of federated networks, all interoperable, thereby marginalising the walled garden silos of monopolistic data-extracting megacorps. HT: Paulo Amoroso ↩︎

    Can you make your autobiography out of hashtags?

    A yellow stencil on a road surface reads: #hashtag Image credit[^1]

    The hashtags of a cyberneticist

    In 1963 Ross Ashby, the British cyberneticist and inventor of the automatic homeostat, engraved a tiny schnapps glass with a list of things his wife liked. He called this gift A Cup of Happiness from Ross to Rosebud.

    When I read the tiny spiral writing engraved on that glass it seemed like a very personal version of the hashtags by which, sixty years later, people on Mastodon or other social networking sites introduce themselves. But they are also a rather touching distillation of the couple’s life together.

    Since reading this, I’ve been over-thinking what hashtags I might use for this purpose, and Ross Ashby’s attempt has inspired me. Not that my hashtags would be anything like these, but their bourgeois English everyday intimacy does have a certain kind of charm. As a historical document the list fairly oozes ‘mid-century anti-modern’! Here are the items, in full:

    Jill ~ Pottery ~ Sally ~ TR2 ~ Ruth ~ Arranging flowers ~ Preserved ginger ~ ITMA ~ Shaffers ~ Steven ~ Dinard ~ Tennis ~ Mark ~ May Hill ~ John ~ Merrow Down ~ Richard ~ Lobster ~ Bread making ~ Michael ~ Clive Brook ~ Bear Lake ~ Chas. B Cochran ~ Auctions ~ Wood fires ~ Stratford ~ Terry’s ~ Gardening ~ Cookham ~ Tiddles ~ Repertory ~ Swimming ~ Bingen ~ Green Ridges ~ Sand castles ~ Ewhurst ~ Nov. 1926 ~ Cheltenham ~ Monday Night at Eight ~ Ouray ~ Delphiniums ~ Windon House ~ North Devon ~ Eau de Cologne ~ Dressmaking ~ Rhossilli ~ Tea ~ Palo Alto ~ Hot baths ~ Take it from here ~ Earrings ~ Cornwall ~ Geraniums ~ Painswick ~ Bear Grass ~ Oeufs Mournay ~ Furs ~ Vanilla slice ~ Crème de Menthe ~ Gt. Smith Street. Source

    There are several different ways of reading this list. You can highlight interests:

    Pottery, arranging flowers, tennis, bread making, gardening, swimming

    Or you can name favourite places and houses:

    Shaffers, Dinard, May Hill, Merrow Down, Bear Lake, Stratford, Cookham, Bingham, Ewhurst, Cheltenham, Ouray, North Devon, Rhossilli, Palo Alto, Cornwall, Painswick, Terry’s, Green Ridges (the house they built)

    You can remember favourite people:

    Jill, Sally, Ruth, Steven, Mark, John, Richard, Michael,

    Or shows:

    ITMA, Monday Night at Eight, Take it from Here, Chas. B Cochran (impressario of Cole Porter and Noel Coward musicals)

    Or favourite foods:

    Preserved ginger, lobster, tea, oeufs mornay, vanilla slice, creme de menthe

    Or beloved objects:

    TR2 (the Ashbys’ sports car), wood fires, sand castles, delphiniums, eau de cologne, hot baths, earrings, geraniums, bear grass, furs

    Or special moments:

    Nov. 1926, Gt Smith Street (the place in central London where the couple first met)

    According to the Ross Ashby information site, Tiddles was their cat. The rest we have to work out for ourselves.

    What do your own hashtags say about you?

    If you think about your own list of hashtags, I wonder which personal ones you left out, since the Internet doesn’t need to know everything about us (read: has already categorised us to the minutest detail).

    For example, web developer Jeremy Keith has a ‘bedroll’ list on his website of people who have visited his house in Brighton. Who else does this?! Hashtags may be quite generic, but in combination they can tell a unique story.

    Cybernetics revisited

    Clearly no mention of Ross Ashby can go without reference to cybernetics, which is seemingly back in fashion. As the AI revolution takes off there’s a renewed interest in revisiting the aims of the earlier cyberneticians, and to some extent their methods. A new School of Cybernetics has recently opened at the Australian National University (part-funded by Microsoft, Meta and others), with a public exhibition that took place until 2 December 2022. The school is led by Prof Genevieve Bell, a former vice president of Intel.

    The claim is:

    “We focus on systems – rather than specific technologies, or disciplines—as the unit of analysis. Cybernetics offers a way of transcending boundaries, of thinking in systems and ensuring that humans, technology and the physical environment are in the frame as technology advances and transforms the world around us. It is a way to imagine humans steering technical systems safely through the world.”

    And there’s plenty more on what they’re calling ‘the new cybernetics’.

    I can’t help thinking: there’s a lot of politics in who gets to do the steering. The culture of Microsoft and Meta is powerfully to resist being steered, at every possible opportunity, law-suit by law-suit for eternity. Cyberneticist Stafford Beer’s support for the socialist Allende government of Chile is probably not a model they’re all that interested in. But if you are interested in what might have been, you could do worse than listen to Evgeny Morozov’s podcast, The Santiago Boys. I’ve found it fascinating.

    A note on the craft of note-writing

    An fairly new article from Brazil caught my eye, on note-writing as an intellectual craft. It highlights the German sociologist Niklas Luhmann’s note-making process (he put his many linked notes in a Zettelkasten - an index box).

    Cruz, Robson Nascimento da Cruz, and Junio Rezende. “Note-writing as an intellectual craft: Niklas Luhmann and academic writing as a process.” Pro-Posições 34 (2023).
    <doi.org/10.1590/1…>
    https://www.scielo.br/j/pp/a/L7gmq6W7bvzgn984hSJ94

    Abstract: "Despite numerous indications that academic writing is a means toward intellectual discovery and not just a representation of thought, in Brazil, it is seen more as a product of studies and subjects than an integral part of university education. This article presents note-taking, an apparently simple and supposedly archaic activity, as a way through which academic writing is eminently oriented towards constructing an authorial thought. To this end, we discuss recent findings in the historiography of writing that show note-taking as an essential practice in the development of modern intellectuality. We also present an emblematic case, in the 20th century, of the fruitful use of a note-taking system created by German sociologist Niklas Luhmann. Finally, we point out that the value of note-taking goes beyond mere historical curiosity, constituting an additional tool for a daily life in which satisfaction and a sense of intellectual development are at the center of academic life."

    Yes, Esperanto is idealistic - not that there's anything wrong with that

    The child who learns Esperanto learns about a world without borders, where every country is home.

    Yes, Esperanto is idealistic…

    The Prague Manifesto of the 1996 World Esperanto Congress promoted seven objectives, goals or principles of the Esperanto movement.

    It positioned Esperanto as a movement for:

    • global education
    • effective language learning
    • multilingualism
    • equal treatment regardless of language - language rights
    • language diversity; and
    • human emancipation

    …and what’s wrong with idealism?

    Even without knowing any Esperanto, I applaud these aims. They’re idealistic and so am I. But if the aim is human emancipation, is it possible that the language itself is just a MacGuffin? Not that there’s anything wrong with that, as they’d say on Seinfeld.

    On the other hand, perhaps it is still possible to imagine not only a different language, but a different kind of language - one that by its very existence helps promote the kind of values outlined by the Prague Manifesto.

    If you’re an Esperanto speaker, or if you speak another ‘international auxillary language’, I’d like to know what you think.

    How many books are you reading?

    On Mastodon, Evan Prodromou asked “How many books are you reading?” and I was slightly shocked by the results.

    Only 5% of 569 people said they were reading six or more books. I thought I was quite normal, but it turns out I’m not. Currently I’m officially reading seven books, but that doesn’t include the four books I’ve finished recently that never made it onto the ‘currently reading’ list. Somehow, having a list of books I’m reading makes me want to read different books. I get through about 35-40 a year, which isn’t a terribly low number, so even though I get stuck on some books, seeming to take months to finish them, I still manage to read quite a few.

    Perhaps I’m just starting into my to-be-read pile too early. Maybe I could resist this.

    Actually I don’t think I’m at all normal, but everything I do feels normal. And who am I kidding? I can’t resist starting new books. Can you?

    How to connect your notes to make them more effective

    A linked note is a happy note

    A great strength of the Zettelkasten approach to writing is that it promotes atomic notes, densely linked. The links are almost as valuable as the notes themselves, and sometimes more valuable.

    But once you’ve had an idea and written it down, what is it supposed to link to? Is there a rule or a convention, or do you just wing it?

    A woodblock engraving of Saint Jerome at his study.

    How are you supposed to make connections between your notes when you can’t think of any?

    When I started creating my system of notes I didn’t know how to make these links between my atomic ideas, and this relational way of working didn’t come naturally to me. I would just sit there and think, “what does this remind me of?” Sometimes I’d come up with a new link, but more often than not, I didn’t. The problem is, the Zettelkasten pretty much relies on links between notes. An un-linked note is a kind of orphan. It risks getting lost in the pile. You wrote it, but how will you ever find it again? And if you do somehow stumble upon it again, it won’t really lead anywhere, because you haven’t related it to anything else.

    Fortunately, there are some helpful ways of coming up with linking ideas that can really aid creative thinking and unlock the power of connected note-making.

    Make a path through your notes with the idea compass

    Niklas Luhmann, the sociologist who famously (to nerds) kept a Zettelkasten, didn’t exactly say this, but each atomic note already implies its own series of relations. Each note can be extended by means of the idea compass - a wonderful idea of Fei-Ling Tseng, as follows:

    • N - what larger pattern does this concept belong to?
    • S - what more basic components is this concept made of?
    • E - what is this concept similar to?
    • W - what is this concept different from?

    Notice how the first two questions promote a tree-like hierarchical structure, with everything nested in everything else, while the second two questions promote a fungus-like anti-hierarchical structure, with links that form a rhizome or lattice. Alone, the former structure is too rigid and the latter is too fluid. But put them together and they can be very powerful. The genius of the Zettelkasten system is that it absorbs hierarchical knowledge networks into its overall rhizomatic structure, without dissolving them, and allows new structures to form (Nick Milo helpfully calls these ‘maps of content’).

    Find the larger pattern

    Each atomic idea might be thought of as part of a larger pattern. In a sense, every note title is just an item in a list that forms a structure note at a level above it. Say I write a note on ‘functional differentiation’. I realise that this is just one component of a structure note that also includes ‘social systems’, ‘communication’, ‘autopoeisis’ and so on. I write this list, call it ‘Niklas Luhmann - key ideas’, and link it to my existing note. Now I have some ideas for some more notes to write. But will I write them all? No - I’ll only pursue the thoughts that actually interest me, or seem essential. The rest can wait for another day. Actually, I’m suddenly intrigued by what you could possibly have instead of functional differentiation (i.e. what is this note different from?), so I write a new note called ‘pre-modern forms of social structure’ - and link it back to my ‘functional differentiation’ note.

    Look for the basic components

    Going even further, the atoms, which seemed to be the smallest unit, turn out to be made of sub-atomic particles and so on, all the way down to who knows what (well, particle physicists might know, but I don’t). That means each atomic idea is really just the title of a structure note that hasn’t been written yet. So I take a new note and write: ‘Functional differentiation - the key points’. I imagine this new structure note to be like a top-ten list of important factors, each one ultimately with its own new note - but I’m not going to force myself to write about ten things that don’t matter, just what I find interesting.

    It’s really important that you don’t try to answer all four questions with a new link. You’re not creating an encyclopedia. Instead, you should only make the connections that actually matter to you. The trace of your own inquisitiveness through the material is, in itself, important information. If it doesn’t matter to you, don’t write about it! Since the notes are atomic, and the possible links increase exponentially (?) the possibility space you are opening up is almost infinite and it can feel overwhelming. So just go with the flow. The key is to find your own curiosity and run with it. That way (as I’ve said before):

    • you’ll write worthwhile notes that address your own questions and

    • this hook of curiosity will help you remember as you learn.

    That’s what I’ve been doing this morning. At no point have I stopped to think “what shall I write next?” In this sense, the Zettelkasten is a kind of conversation partner. Niklas Luhmann said he only ever wrote about things that interested him. This seems unlikely until you try it for yourself.

    And if you keep asking yourself these questions, you’ll find that over time the linking starts to come naturally. It will be increasingly obvious to you what relationships matter. The questions in the idea compass will become intuitive and fade into the background. Well, that’s my experience, but YMMV.

    Apply a framework that intrigues you

    Another way of making connections, besides the idea compass, is to apply a conceptual framework (or mental model) that interests you - and see where it leads. Here’s an example: Marshall McLuhan’s tetrad of media effects.

    The idea here is that any new technology changes the whole landscape or ecology, by bringing some features into the foreground and pushing others into the background. It’s called a tetrad because there are four questions to ask of a new technology:

    1. What does the medium enhance?

    2. What does the medium make obsolete?

    3. What does the medium retrieve that had been obsolesced earlier?

    4. What does the medium reverse or flip into when pushed to extremes?

    (This really clicked for me when I puzzled over why my kids don’t use smart phones for talking to people. It seemed crazy to me, but then I looked at question 3 and realised the new technology had retrieved asynchronous communication, which the telephone had previously made obsolete. But I digress.)

    Anyway, I’m suggesting you might be able to take these four questions and ask them of the ideas in your notes. For each atomic note: what does this idea enhance, make obsolete, retrieve, or reverse?

    Another simple but powerful example is Tobler’s law: “I invoke the first law of geography: everything is connected to everything else, but near things are more related than distant things”. What would it be like if you made everything about physical location?

    It’s important to say these are just examples, and they may not work for you. Nevertheless, you may be able to think of frameworks from within your own line of work that allow you to ask a similar set of questions about your ideas. In my experience these frameworks are everywhere and yet are quite under-used.


    This article is a lightly edited version of a Reddit comment.

    More on making notes.

    You might also like to read about how a network of notes is a rhizome not a tree.

    What is the real work of Serendipity?

    Currently reading: The Real Work by Adam Gopnik 📚

    The Real Work is what magicians call ’the accumulated craft that makes for a great trick’, and the enigmatic S.W.Erdnase was a master. Adam Gopnik’s book on the nature of mastery devotes a whole chapter to him, so I was amused to find him also mentioned on the new series of Good Omens. This is a great example of the chance happening that people often confuse with serendipity. But as Mark De Rond claims serendipity isn’t luck alone. It’s really the relationship between good fortune and the prepared mind:

    “serendipity results from identifying ‘matching pairs’ of events that are put to practical or strategic use.”

    On this account it’s not luck or chance that matters, but the human agency that does something with it. From two chance encounters with S.W. Erdnase that seemed to match, I’ve constructed this short post. In his 2014 article, ‘The structure of serendipity’, De Rond identifies some examples of much more significant serendipity in the field of scientific innovation.

    It strikes me that one significant feature of mastery is to be able to spot a lucky opportunity and then make something of it. The expert can’t help but see it. Everyone else would miss this chance moment, or else be unable to execute the essential implementation.

    Reference: De Rond, Mark. “The structure of serendipity.” Culture and Organization 20, no. 5 (2014): 342-358. https://doi.org/10.1080/14759551.2014.967451

    Ted Nelson's Evolutionary List File

    Rick Wysocki has a great post introducing Ted Nelson’s innovative idea for a new kind of file system. New, at least, in 1965.

    Ted Nelson’s Evolutionary List File and Information Management

    In many ways though, we’re still waiting for this kind of approach to become available.

    The 1965 paper begins with a programmatic statement that has still not been fulfilled:

    “The kinds of file structures required if we are to use the computer for personal files and as an adjunct to creativity are wholly different in character from those customary in business and scientific data processing. They need to provide the capacity for intricate and idiosyncratic arrangements, total modifiability, undecided alternatives, and thorough internal documentation.”

    Ted Nelson, in case you don’t know, was the first person to coin the term ‘hypertext’, and this is the first published reference to hypertext. In his post, Wysocki reflects on the connections across decades between Nelson’s ideas and the contemporary interest in ‘personal knowledge management’ and Niklas Luhmann’s non-hierarchical Zettelkasten system of notes. He sees the Zettelkasten as potentially more creative than many contemporary systems because it doesn’t impose a fixed system of categories from the top down.

    “Creating hierarchies and outlines of information can be useful, but many don’t realize that outlines have to work on existing material; they are not creative practices themselves (Nelson 135b). This is why the common myth we tell ourselves and our students that an outline should be worked on before writing at best makes little sense and at worst is cruel; how can we outline ideas we haven’t created yet?”

    He praises Nelson’s list file approach, where everything is provisional, and can be changed. Fixed categories are out; lists are in. Nelson saw his hypothetical system as a kind of ‘glorified index file’, which is where the connection with Niklas Luhmann’s (quite different) approach comes in. Sadly, most attempts at providing computerised tools for writers have thrown out the affordances that previous analogue systems offered, almost without noticing their loss. Nelson’s ‘Project Xanadu’, notoriously, was never completed. But there are some gains. I’m reminded of TiddlyWiki, in which nearly everything is a list, even the application itself.

    The original paper , ‘Complex Information Processing: A File Structure for the Complex, the Changing, and the Indeterminate’, can be found online as a PDF.

    A Network of notes is a rhizome not a tree

    Richard Giblett's 2008 drawing, graphite on paper, of a mycelium rhizome

    The Zettelkasten is not just an outline

    The Zettelkasten approach to making notes and writing is not the same as creating a standard outline. An outline is basically linear and hierarchical. It’s a tree-like structure. It’s ‘arborescent’. The Zettelkasten on the other hand is a non-linear, non-hierarchical network, that includes hierarchical and linear structures, but is not bound by them. The Zettelkasten is more like a ‘rhizomatic’ structure. It has many connections, but no obvious central trunk. It’s like ginger.

    The Zettelkasten can include outlines

    The process of writing an article or book might well involve preparing an outline (e.g. a table of contents), but this is done from the contents of the Zettelkasten, not directly by the Zettelkasten itself. The idea is for the Zettelkasten to maintain a more fluid structure than a hierarchical outline, to allow idea formation, prior to the composition of a tightly-structured argument. I do have tables of contents, structure notes, ‘maps of content’, hubs, indices, etc. within my Zettelkasten, but ultimately each of these is just another note in the wider network.

    Notes connect in several different ways

    Links can connect notes in all kinds of directions. Niklas Luhmann emphasised this possibility of referral [Verweisungsmöglichkeiten]:

    “When there are multiple options you can solve the problem by placing the note wherever you want and create references to capture other possible contexts.” - Luhmann, Communication with Zettelkasten

    Consider too Daniel Lüdecke’s presentation on Zettelkasten structure PDF. This clearly shows what Luhmann did and didn’t do (according to Lüdecke at least - see especially slide 31 or thereabouts).

    Avoid premature closure

    A finished piece of work such as a book or article is fixed. Its structure is basically final. This is not true of your notes. They are still fluid, still open to shuffling and re-shuffling. The Zettelkasten’s adaptive structure is confirmed by Schmidt’s summary:

    “At first glance, Luhmann’s organization of his collection appears to lack any clear order; it even seems chaotic. However, this was a deliberate choice. It was Luhmann’s intention to “avoid premature systematization and closure and maintain openness toward the future”. A prerequisite for a creative filing system, Luhmann noted, is “avoiding a fixed system of order”. He pinpoints the disadvantages that come with one of the common systems of organizing content in the following words: “Defining a system of contents (resembling a book’s table of contents) would imply committing to a specific sequence once and for all (for decades to come!)”. His way of organizing the collection, by contrast, allows for it to continuously adapt to the evolution of his thinking.” - Johannes F.K. Schmidt. ‘Niklas Luhmann’s Card Index: Thinking Tool, Communication Partner, Publication Machine’, in Cevolini, Alberto.; Forgetting Machines : Knowledge Management Evolution in Early Modern Europe. Brill, 2016. Ch. 12, p. 300. PDF

    A disclaimer

    Your mileage may vary. When turning your note-work into a network, do what works for you, not what worked for a dead German sociologist.

    See also:

    The mastery of knowledge is an illusion

    The writing task always eludes us.

    CJChilvers sees in the slow but inevitable demise of the Evernote app a deeper critique of the concept of the ‘external brain’. Indeed, this term is rather clumsy marketing-speak, hardly improved by Tiago Forte’s version: ‘Building a Second Brain’.

    I only have one brain, and it’s internal, thankfully. But I’m still very happy with the idea of the ‘extended mind’. My brain remains firmly in my skull, but it nevertheless uses the environment in many different ways to extend its capabilities.

    Even though it seems like computing has been with us forever, it’s still really very early days. This technology is still quite new. We’re only just beginning to understand how to use it. I see the Evernote saga, and the concept of an external brain as part of that ongoing learning process.

    It might be helpful to set the whole matter of external brains and extended minds in a wider context of literate and non-literate cultures.

    Literate cultures tend to absorb many extended mind capabilities, such as memory, into writing. For example, How many poems or songs do you know by heart? Probably not many. What’s the point these days of learning things by heart? Why remember poems when you can just read them from a book? Literacy appears obviously superior to memory, even though something is lost along the way. What gets lost is the older, mnemonic culture of pre-literate societies. This loss in the transition from speaking to writing is what Plato’s Socrates warned of. Most literate people, though, neither mourn the loss nor even really notice it. The promise of writing is that if you could just get it all down you’ll have captured it, tamed it and mastered it. This is a familiar quest, from Adler’s Syntopicon1 to Otlet’s Mundaneum2, even to Allen’s “Getting Things Done”3. But somehow, the completion of the Writing Task, always eludes us. It’s too big. There’s simply too much to know and there has been for some time.

    But oral cultures live in an enchanted world, not necessarily in a magical sense, but in the sense that the whole environment ‘speaks’, as part of a wider extended mind. Geographical features are not merely ‘dead matter’. They’re alive to tell stories which recount histories and genealogies, to give blessings and warnings. Plants and animals are similarly endowed with a depth of meaning.

    This is the world that literate culture has exiled itself from, so that it barely comprehends its existence, much less its significance.

    But this living world remains available to us. The exile is self-imposed. In her book, The Extended Mind, Annie Murphy Paul says:

    “We extend beyond our limits, not by revving our brains like a machine or bulking them up like a muscle — but by strewing our world with rich materials, and by weaving them into our thoughts.”

    We can’t master knowledge. It’s what we live in. This requires a radical shift of worldview from colonialist to ecological. The colonial approach to knowledge is to capture it in order to profit from it. The ecological approach is to live within it as within a garden to be tended. The two worldviews may well be mutually incompatible, though this matter is hardly resolved yet.

    This saga isn’t over.

    Further reading:

    Annie Murphy Paul, The Extended Mind. The power of thinking outside the brain.

    Margo Neale and Lynne Kelly, Songlines: The Power and Promise.Thames and Hudson.


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    1. Mortimer Adler wanted to summarise the ideas of Western literature under 102 headings. ↩︎

    2. Paul Otlet and Henri La Fontaine wanted to gather and index all world knowledge. ↩︎

    3. In 2001, David Allen encouraged knowledge workers to get their thoughts out of their heads and to capture them externally. ↩︎

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