William Gibson 1996 Observations of the WWW

In the age of wooden television, media were there to entertain, to sell an advertiser's product, perhaps to inform. Watching television, then, could indeed be considered a leisure activity. In our hypermediated age, we have come to suspect that watching television constitutes a species of work. Post-industrial creatures of an information economy, we increasingly sense that accessing media is what we do. We have become terminally self-conscious. There is no such thing as simple entertainment. We watch ourselves watching. We watch ourselves watching Beavis and Butt-head, who are watching rock videos. Simply to watch, without the buffer of irony in place, might reveal a fatal naivete.

But that is our response to aging media like film and television, survivors from the age of wood. The Web is new, and our response to it has not yet hardened. That is a large part of its appeal. It is something half-formed, growing. Larval. It is not what it was six months ago; in another six months it will be something else again. It was not planned; it simply happened, is happening. It is happening the way cities happened. It is a city.

Toward the end of the age of wooden televisions the futurists of the Sunday supplements announced the advent of the "leisure society." Technology would leave us less and less to do in the Marxian sense of yanking the levers of production. The challenge, then, would be to fill our days with meaningful, healthful, satisfying activity. As with most products of an earlier era's futurism, we find it difficult today to imagine the exact coordinates from which this vision came. In any case, our world does not offer us a surplus of leisure. The word itself has grown somehow suspect, as quaint and vaguely melancholy as the battered leather valise in a Ralph Lauren window display. Only the very old or the economically disadvantaged (provided they are not chained to the schedules of their environment's more demanding addictions) have a great deal of time on their hands. To be successful, apparently, is to be chronically busy. As new technologies search out and lace over every interstice in the net of global communication, we find ourselves with increasingly less excuse for . . . slack.

And that, I would argue, is what the World Wide Web, the test pattern for whatever will become the dominant global medium, offers us. Today, in its clumsy, larval, curiously innocent way, it offers us the opportunity to waste time, to wander aimlessly, to daydream about the countless other lives, the other people, on the far sides of however many monitors in that postgeographical meta-country we increasingly call home. It will probably evolve into something considerably less random, and less fun -- we seem to have a knack for that -- but in the meantime, in its gloriously unsorted Global Ham Television Postcard Universes phase, surfing the Web is a procrastinator's dream. And people who see you doing it might even imagine you're working.

WWW is emergent, we see consuming information as work, Beavis and Butthead are meta in that we are watching someone watching TV. Lots of good stuff here.