I was 12 or 13 years old when I came across “The crowd”. It was in Greek and must have belonged to one of my many intellectual cousins. The subtitle reads “a study of the popular mind” and I couldn’t put it down. We were guests at my aunt’s house and I read it all before we left. No matter it was written in the late 19th century; this was fresh and relevant! While other kids listened to Simon LeBon of Duran Duran, I thought of Gustave LeBon’s amazingly relevant book. Had never seen it again until recently when I got a copy in English. And I juxtaposed it with “the Wisdom of Crowds” by James Surowiecki written more than a hundred years later and full of examples about Wikipedia and crowdsourcing and how 100 bricklayers can make a better decision than a consultant that gets paid 20,000 per hour.
But Gustave was right. I grew up checking his conclusions against my reality. I could see it at my school. When enough kids get together, they turn into animals. I could see it across the street in the early 80’s, as Andreas Papandreou, that master of deception, spoke with simple slogans while stealing billions. When you get enough people together, they lose their capacity for critical thinking, they “go down several rungs in terms of civilization” as he says. There is no sense of personal responsibility. Simple slogans, repeated again and again. Music, images, emotion. There is no wisdom in this sort of crowd.
I love what companies like Google are doing with our collective data. I gladly give them access to almost everything I think and do in exchange for their amazing tools. They make my life much much better. Yet it is clear that this is not the product of evolution in our civilisation, nor the inevitable course in technology developing. It is a fortunate respite from a kind dictator. All these great ideas about the collective wisdom we could develop with technology depend on a kind central hub allowing them to work. Or, as Surowiecki puts it, we need independence of opinion, decentralization and diversity before we even get to the matter of aggregation.
Our current tech boom is to a large extent an acceptance of failure. Companies that establish massive followings define the terms, give away stuff and up the ante in terms of infrastructure. You reward them by buying their stock. Or by making small companies whose sole aim is to be bought out by the giants. In the words of LeBon ” every civilisation is the outcome of a small number of fundamental ideas that are very rarely renewed. (…) At the present day the great fundamental ideas which were the mainstay of our fathers are tottering more and more. They have lost all solidity, and at the same time the institutions resting upon them are severely shaken.”
Couldn’t have said it better myself.