forbid collaborate with people whom 
we've been taught not to trust) they imperil what is left of civil society. 
They threaten the last small hope for averting millions of deaths in the 
next set of faith-justified oil wars. 
As the mainstream mediaspace, particularly in the United States,
becomes increasingly centralised and profit-driven, its ability to offer a 
multiplicity of perspectives on affairs of global importance is 
diminished. In America, broadcasting the Iraq war meant selling the 
Iraq war. Each of the media conglomerates broadcast the American 
regime's carefully concocted narrative, so much so that by the time the 
war actually began a Knight Ridder poll found half of Americans 
believed that Iraqis had participated directly as hijackers on 9 
September 2001. The further embedded among coalition troops that 
mainstream reporters were, the further embedded in the language and 
priorities of the Pentagon they became. Dispatches regularly referred to 
the deaths of Iraqi soldiers as the 'softening of enemy positions', 
bombing strikes as 'targets of opportunity', and civilian deaths as the 
now-laughable 'collateral damage'. This was the propagandist motive 
for embedding reporters in the first place: when journalists' lives are 
dependent on the success of the troops with whom they are travelling, 
their coverage becomes skewed. 
But this did not stop many of the journalists from creating their own 
weblogs, or blogs: internet diaries through which they could share their 
more candid responses to the bigger questions of the war. Journalists' 
personal entries provided a much broader range of opinions on both the 
strategies and motivations of all sides in the conflict than were 
available, particularly to Americans, on broadcast and cable television. 
For an even wider assortment of perspectives, internet users were free 
to engage directly with the so-called enemy, as in the case of a blog 
called Dear Raed, written by what most internet experts came to regard 
as a real person living in Baghdad, voicing his opposition to the war. 
This daily journal of high aspirations for peace and a better life in 
Baghdad became one of the most read sources of information and 
opinion about the war on the web. 
Clearly, the success of sites like Dear Raed stem from our increasingly 
complex society's need for a multiplicity of points of view on our most 
pressing issues, particularly when confronted by a mainstream 
mediaspace that appears to be converging on single, corporate and 
government approved agenda. These alternative information sources 
are being given more attention and credence than they might actually 
deserve, but this is only because they are the only ready source of 
oppositional, or even independent thinking available. Those who
choose to compose and disseminate alternative value systems may be 
working against the current and increasingly concretised mythologies 
of market, church and state, but they ultimately hold the keys to the 
rebirth of all three institutions in an entirely new context. 
The communications revolution may not have brought with it either 
salvation for the world's stock exchanges or the technological 
infrastructure for a new global resource distribution system. Though 
one possible direction for the implementation of new media technology 
may be exhausted, its other myriad potentials beckon us once again. 
While it may not provide us with a template for sure-fire business and 
marketing solutions, the rise of interactive media does provide us with 
the beginnings of new metaphors for cooperation, new faith in the 
power of networked activity and new evidence of our ability to 
participate actively in the authorship of our collective destiny. 
 
 
Chapter 1 
From Moses to modems: demystifying the storytelling and taking 
control 
We are living in a world of stories. We can't help but use narratives to 
understand the events that occur around us. The unpredictability of 
nature, emotions, social interactions and power relationships led human 
beings from prehistoric times to develop narratives that described the 
patterns underlying the movements of these forces. Although we like to 
believe that primitive people actually believed the myths they created 
about everything, from the weather to the afterlife, a growing camp of 
religious historians are concluding that early religions were understood 
much more metaphorically than we understand religion today. As 
Karen Armstrong explains in A History of God1, and countless other 
religious historians and philosophers from Maimonides to Freud have 
begged us to understand, the ancients didn't believe that the wind or 
rain were gods. They invented characters whose personalities reflected 
the properties of these elements. The characters and their stories served 
more as ways of remembering that it would be cold for four months 
before spring returns than as genuinely accepted explanations for
nature's changes. The people were actively, and quite self-consciously, 
anthropomorphizing the forces of nature. 
As different people and groups competed for authority, narratives 
began to be used to gain advantage. Stories were no longer being used 
simply to predict the    
    
		
	
	
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