My article on the Always-On culture elicited some comments about Nicholas Carr’s new book “The Shallows.”  The July 4^th weekend provided a great opportunity to read and contemplate Mr. Carr’s work.

Basically he feels that the Internet, while providing us with unlimited information, is making us stupid.  He is referring to Internet users growing inability to concentrate, focus and contemplate on a subject for a long period of time.  He cites numerous examples of why “deep” thinking is required and how multi-tasking doesn’t work.  In short, knowing where to find information doesn’t mean that we “know” that information.

Equally disturbing is the concept that computer aided “intelligence” will become the judge and standard setter for humans.  As an example he cites the emergence of a computer program that will be able to analyze and judge written essays – the type used for college admissions.  Since the program will follow established rules, higher rankings will apply to those who adhere to rules the most.  Innovative, creative people need not apply.

Mr. Carr often refers to HAL, the computer in the 1968 movie 2001: A Space Odyssey who thinks that he is more intelligent than humans, misbehaves, and is ultimately shut-down by the humans.  Mr. Carr’s fear is that we will become so associated with the computer (Internet) that we won’t be able to shut it down.

One of the reviewers of The Shallows equated it to Rachel Carson’s book, The Silent Spring where she highlighted the issue of DDT usage and its impact on the environment, especially the bird population.  This reviewer is correct. The Shallows is a must read for anyone using the Internet, in order for them to understand the personal and emotional risks that go along with intense continued usage, as well as the long term implications to our society.

It is interesting to note that others are beginning to express similar concerns.  Two recent articles are:

• Alex Beam’s column in this morning’s Boston Globe, titled @Prince I (Heart) You
• Breaking the Email Addiction, by Tony Schwartz in The Harvard Business Review, 6/29/2010.

The implications to Marketers relating to the issues Mr. Carr raises are significant.  If, as he suggests, our brains adapt to external stimuli, then a whole new set of interrupt driven, attention grabbing sight and sound occurrences can be expected.  If there is retreat or moderation in Internet usage, a reversion to old practices or a combination of old and new practices may occur.

Seeing that it is important to be unplugged for a while, and that our brains need to be exercised in different ways, I am making it a point to read at least one book a week.

Read The Shallows and tell me what you are doing to make sure that your brain doesn’t become an extension of the Internet, and as Marketers how you interpret Mr. Carr’s thesis.

RHM  7/13/2010