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Battelle on Disintermediation in AdAge… and My Comments

Here are the self-explanatory title and subtitle: “ARE YOU BECOMING IRRELEVANT TO YOUR CUSTOMERS? Why Marketers, Agencies and Media Execs Need to Understand Disintermediation“. Here is a link to the full article (AdAge requires registration). Here is a link to John’s posting on his own SearchBlog.

Among the many good points by John or as he calls them “ground rules for media in a Web-dominated world“:

  • join the ‘point-to’ economy,
  • make your living in the long tail,
  • creative no longer driver,
  • writers go directly to readers,
  • rise of the new middlemen – meaning Yahoo, Google, IAC, etc.

I would like to comment though on something John says:

    “Publishers are born connectors, they bring like-minded people together. They are also conversationalists of the first order. They foster the interaction between the three key parties in commercial media: the audience, the author/creator and the marketer. This facilitation is still very much needed. And as much as the folks at Google would beg to differ, when it comes to true value, nothing beats human communication. Figure out a way to be part of the conversation, and you will always prosper.”

I would question a basic assumption underlying the discussion – the “author-audience” relationship – as a given… as something that still needs facilitation by marketers – even in a conversational framework.

I would argue that – on a deeper cultural level – we live through (for quite some time already) a crisis of the idea of “creation” itself as a mode sustaining its terms: “author” and “audience“. Our culture is steadily re-telling the hierarchical “one-to-many” structures through “many-to-many” network models. In a conversation, we don’t really have a “teller” and an “audience.” Everybody is both “talking” and “listening” in a peer to peer environment.

So, what kind of mediation such a conversation needs. “Moderating” comes to mind… which may be as good as Ted Koppel’s televised town square meetings, but is that the conversation John is having in mind? Ted will be retiring soon.

Then, there is the “creative” in the “mediation” business itself. Once you are “creative”, you stop being “part of the conversation” – you try to take “the center” of it. And this, again, reminds me somewhat of Ted sitting pretty on a high chair.

My point being… I am not sure that “authorship” and “mediation” are sustainable values in the context of a real non-moderated conversation.


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Comments on Stephen Baker’s "How to appeal to non-bloggers? Think virus wikis"

In a recent blog post, Stephen Baker writes:

    I’ve tried to interest my wife, for example, in our local Montclair, NJ, blog, baristanet. She’ll use it for movie schedules but has no interest in reading or writing comments (and has trouble understanding why anyone would).

So true… Yes, most people seemingly are not inclined to be active media producers or actors. Most of us prefer the “one-click” media engagement. Click – your TV is on; click – look at your new picture; click – go from this web page to that web page.

Most people will not learn the “blog speak”. How about “trackbacks”… Oh, yes… these are links to somewhere on the Web where somebody already said something about what you read here. And this is supposedly happening automatically. For example, I am writing this post hoping for a “trackback” to appear on Stephen Baker’s blog linking back to this post right here – automatically – because I’m linking my post here – back to his original post there. How about easy to imagine… Not to mention “rss”, “pings”, “tagging”, and other similar nerd niceties. Not enticing for most normal people.

And what’s all the fuss about “blog this”, “blog that”… I still cannot get it. How in the world bloggers see each other on the web. It’s not obvious at all. There are the links in the side bar… and in the text itself… true. But how do you easily put these links there. As obscure as any old-fashioned DHTML/Javascript coding. My guess is – bloggers see each other on CNN, may be on Google, locally everywhere in SF, and on Web 2.0 conferences.

And… where is the information? As Stephen Baker points out:

    …it will take new types of blogs to broaden the appeal. They’ll function as tools, and will feed less from comments to other types of input. One example is this new virus wiki (from Ross Mayfield). Here users create the value by contributing data. It’s promises clear value, even for the comment averse.

Yes, most blog posts are comments about other blog posts that are comments on something already produced on old fashioned web sites, TV, or newspapers. There is no much hard data on blogs. But this is to be expected from a publishing format that thrives on quick “real time” typing done by people with other day-time jobs.

And yet… and yet… people can be surprisingly prolific in writing and reacting when faced with serious issues – like personal physical or financial survival, choosing between Kerry and Bush, or more recently – the incredible wave of Internet activity for the tsunami disaster. So, here is a point I want to emphasize – the issues. And then again… the large amounts of useful information.

And here comes the plug – AidPage. How is AidPage relevant? Read my recent posts about AidPage.

Update (July 8, 2005): Turns out Blogger does not support trackbacking yet. No hope for an automatic trackback appearing on Steve Baker’s original post. I did an old fashioned comment there referring back to here… :)


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What is AidPage?

You are a tourist on a city street… trying to find your way. How do you get help?

Help Yourself
You use a map or a booklet with information about the city. That’s ok… although… feels a bit like work… and is somewhat lonely.

People Helping People
You ask a passer-by for directions… Or simply, a passer-by recognizes your “tourist” behavior, stops on his/her own will and spends 30 seconds (often much more) helping you. You feel good. The passer-by feels even better. Witnessing onlookers feel good too. What happens is an easy, almost instinctive “give and take”… so natural that we don’t even think about who “gives”, who “takes”, or why is this happening. This is not “giving”. People just help each other.

So… what is AidPage?
E-Bay enables the simple, direct “people buy from people” over the Internet. AidPage enables the simple, direct “people aid people” over the Internet.


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AidPage – My New Company, My New Endeavour

AidPage is a new free public space on the Web where you can speak out about (1) your needs, and (2) your desire to help others.

Once you make a posting (automatically published on a new AidPage), you instantly become an AidMate. Nothing technical about the process – no setup, nothing. This gives you (1) immediate visibility to the thousands of AidPage visitors – including your own editable home page, (2) the ability to communicate privately with all other AidMates without giving up the privacy of your email address, (3) the ability to make unlimited number of new AidPages if needed – including with pictures, (4) the ability to easily relate pages by keywords. All of this – as simple as typing in a normal text editing program.

But most importantly… being an AidMate makes you part in something larger… a new global public place… where people see each other… and help each other… with no fuss… and no need to be part of organizations with all their rules, bureaucracy, and political agendas.

Organizations though are absolutely welcome to use AidPage – but within the spirit of informal immediacy that is the hallmark of AidPage. Organizations, we believe, will want to publish large amounts of useful data on AidPage for three reasons – (1) as part of their own web visibility strategy, (2) for a fair share in the advertising revenue generated on their AidPages, and (3) because this will be extremely easy technically and organizationally.

And yes… let’s say it again… it’s all free. AidPage is a highly sophisticated system created and maintained by a micro-staff of selected few – expenses partly covered by content related advertising and mostly by pure enthusiasm.

You too have the chance now – to be able to tell one day to your grandchildren: “I was one of the first AidMates.”

More on this subject… coming really soon. Thanks for visiting!
But don’t just visit… Make an AidPage… Make a difference!


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Good Reporting About Bulgaria by Cindy Loose from The Washington Post

Despite a very short stay in Bulgaria – just five days – Cindy Loose from The Washington Post delivers a remarquably balanced, intelligent, and informative story:


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Steal $2 Million – Rot in Jail You Low Life! Steal $2 Billion – Settle and Prosper.

The wording of three headlines from today clearly illustrates how press and public still cannot resist the “image” machinery and brand (and money) power of big companies… “Enron=Fraud” being the exception that confirms the rule.

Question: How do you feel about the following statement?

J.P. Morgan Chase & Co. and Citigroup are “dirty rotten… scoundrels… and fraudsters.”

OK… my guess is – you feel uneasy: this cannot be… these are our most trusted financial institutions… the statement is too extreme.

And that would prove my point. Anyway… here are today’s headlines in question – yes, three (not so) different stories – all from today.

Here is how “objective” is a headline about the little thieves:

Wall Street’s Dirty Rotten Little Scoundrels

Wow… what passion, what righteous indignation.

And here are the very “factual” headlines about the big thieves. I almost can hear the journalist and the chief editor going: “Objective… first rule of journalism… good titles… really expressing how uninteresting and unimportant these stories are… and how we stand behind the behinds of our big advertisers in difficult times.”

JPMorgan Settles WorldCom Suit for $2 Bln
(Citigroup already settled for $2.58 billion – see end of article)

Citigroup, Morgan Stanley Named in Probe

Update (June 10, 2005): Citigroup to pay $2 bln in Enron lawsuit

Update (June 14, 2005): JPMorgan to pay $2.2 bln settlement

Update (August 3, 2005): Time Warner settles suit, posts loss
Notice, the title doesn’t even mention the number. It must be of no interest. Still, let me tell you – it’s $2.4 bln. If only there was a Pulitzer Prize for least noticeable title…

Update (August 16, 2005): J.P. Morgan settles Enron case for about $1 bln


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The Gates – Christo and Jeanne-Claude in Central Park, New York

Gina (my wife) and I finally saw a real Christo event… We know about and admire Christo since our college years back in Sofia (Bulgaria). He was a kind of a hero for us for the obvious reason of his success as an artist but also for the fact that he had left then communist Bulgaria for France (and later for the US) – seeking artistic and personal freedom.

In 1993, while studying at the University of Michigan in Ann Arbor, we had the chance to see Christo at an event hosted by the Detroit Institute of Arts… where the organizers were a bit quick to interrupt Christo when he started talking about freedom. I guess Detroit’s “bourgeoisie” expected a lecture strictly about “art”.

And now – “The Gates” – really beautiful. I’ll post our pictures of The Gates later. For now… here is one… of us… happy… at the event:


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Have Syke and Bod – Will Compute. The Near Future of Personal Computing.

About the wanna-be-buzz words

“Syke” I derived from “psyche” and is pronounced the same way. “Bod” is simply an obscure (at least for those of us non-natives) English word for “body”. You be the judge of my marketing lingo creativity.

Syke

My syke is my digital “soul.” My syke is everything digital I own – identity, profiles, operating system, applications, configurations, preferences, and data.

Bod

A bod is a digital “body” – a computer with processing and storage capabilities. Bods are as small as to be easily portable in bags and even pockets, interchangeable, cheap, and retailed as widely as batteries. I need a bod to run my syke.

Periphery (display, input devices, etc) is like furniture. I expect to find periphery everywhere (including in cars, planes) – the same way I expect to find chairs when I enter a room. I just “plug” (wirelessly, of course) my bod and start using my syke.

All I have to carry is my bod. Not that I couldn’t use another one, but at least for the foreseeable future it will still be somewhat inconvenient to download a whole syke. A syke could be many, many gigabytes.

Security

Instances of my syke are stored in (1) my bod and in (2) a secure digital bank. Whenever I connect to the Net, my syke is synchronized.

I am the only person that can start and run my syke – the bod recognizes me via some bio stuff (finger, eye, dna, etc…). Forget passwords… don’t need them. Criminals need my bio body to crack my syke – nothing new about this. There’s a long tradition in bio body protection – it’s not a computer problem.

That’s it.

Ah… one last thing. For those of you who pretend doing something with a computer outdoors… just wait for the cool periphery coming: clothes with keyboards “painted” on them, sunglasses with microdisplays, and other such stuff.

Disclaimer
I’m not a computer scientist. I’m simply a knowledgeable present day computer user (“user” here is very close to being a euphemism for “slave”).

Update January 2010… five years later:

Just saw a good anti-Apple essay by Paul Graham from November 2009 in which he writes:

“Could anyone make a device that you’d carry around in your pocket like a phone, and yet would also work as a development machine? It’s hard to imagine what it would look like.”

And then Paul goes on by putting out an RFS (Request for Solution) on Y Combinator:

“There seems a reasonable chance that handheld devices will displace laptops as development machines in the same way that laptops displaced desktops… Maybe you’d have to make significant innovations in input and display devices. The real test is whether you can create an acceptable development environment on something small enough that you’d be willing to use it as a phone. Whatever the solution turned out to be, the result would end up being useful to more than just developers.”


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Our Christmas Tree 2004-2005


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Poland Probes The Killing of Thousands by Soviet Secret Police in 1940

I saw the news on BBC… and I remembered my father telling me the story of the Katyn Forest massacre.

I was probably about 8-9 years old. Against my parents’ usual instructions, I, of course, told the story to some of my friends at school. Nobody believed me (but I was already accustomed to that – they didn’t believe me either when I was telling them that the Americans would be the first on the Moon). At that time, most Bulgarians still could not imagine a “bad” USSR… or even a “bad” Stalin. And I was already starting to think “evil” USSR – had to wait almost 20 years to hear an American president say it outloud. Even then, many in the world still thought that Reagan was “too extreme”.

Here is part of the story and a link to the full text:

The Soviet Union and Nazi Germany invaded Poland in September 1939 after Moscow and Berlin signed a secret pact to divide Eastern Europe. Millions of Poles were arrested by the Soviet secret police and most sent to labour camps. But more than 21,000 army officers and intellectuals were executed in Katyn and other parts of the USSR.”

Read full BBC story…


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The American Market: "IN GO(O)D WE TRUST"

“You have to remember the American market is not dominated by conservative, long-term investors; it is dominated by short-term traders who are compensated on a performance basis.” – says Michael Metz, chief investment strategist at Oppenheimer & Co.

Is that the same market that conservatives tell us would take care of long term problems like the health care system, the education system, the environment, and even the Social Security system?

But hey… let’s not forget that most conservatives are also churchgoers. And churchgoers have this peculiar understanding of life on Earth – as a sort of short-term trading leading up to the real big performance bonus – Eternity in Heaven.

But why then are most conservatives so obsessed with personal accumulation of the most down-to-Earth thing – money. May be… up there… in Heaven, you’d still need money to buy stuff… and for Eternity… you’d need a lot of money to sustain yourself. Or, may be… the money you make says something about you… as a person – how good you are, and why you should go to Heaven – something like “moral capital” – “IN GOD WE TRUST” printed on the money itself… and this mystical pyramid with the “LIGHT” at the top – there must be a reason for that… I don’t know. How else can you explain the appetite for more (and more) money in people that already have many millions – acting as if they would live forever. May be that’s exactly what they believe.

But since I am a relative newcomer to this country, I assume some things are oh so deeply American… that I just don’t get them.

Here is what I get about America though. Ever since our arrival here in 1990, my wife and I never stopped being amazed at one thing. You see it on the faces of most Americans. If you look carefully, you would see engraved on their foreheads: “IN GOOD WE TRUST.”

Now, that’s the real American Market – in dire need of long-term investors. There is a lot of potential there (much more than on most foreign shores). Some call it a “social capital” – but this may be a disservice because… you know what “social” connotates for many Americans (conservatives – see why you cannot label me a “socialist”). Why not call it exactly a “moral capital” – the real moral capital. Morality – dare we say – is not the religion, stupid. It is “the voice of conscience in our hearts…


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I Thought I Would Need Time… To Start Reflecting On The Issues… Properly

But then I found this: Daily Show Wrap Up

And this: Stewart on Crossfire

And this is good too: “The voice of conscience in our hearts…”

I don’t know about the other stuff on this same page… haven’t seen them. Explore them at your own risk of being disappointed.


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Bush People… Kerry People…

Kerry would help the poor… the poor vote Kerry. Bush would continue to help the rich… the rich vote Bush. A no-brainer – right?

Now read this (full transcript):

    “WHITAKER: …And one of the interesting kind of sidelines to this election is you’re going to have more people voting against what would seem like their immediate economic interest in this election… Kerry — people who earn — in households that earn over $100,000 support by a significant majority Kerry even though Kerry has said he’s going to raise their taxes.LARRY KING: Isn’t that the Republican base?

    WHITAKER: Meanwhile, Bush enjoys a lead among lower educated and lower income families despite the fact that it’s Kerry who said that he’s going to raise the minimum wage and provide healthcare for everybody.

    DAVID GERGEN: …The president is doing very well among people with high school educations or below. John Kerry surprisingly, seems to have gained the support of the college educated…

What’s going on here!

Well, may be the rich and educated are, counterintuitively, good enough (and smart enough) to want to help the poor and uneducated. That, I understand and applaud.

But why in the world would the poor vote for Bush!?

As Bill Maher would put it: “It’s the religion, stupid.”

And he would be right:

    “SCHNEIDER: But, you know, if you had to ask people one question to identify how they vote it wouldn’t be man or woman, it wouldn’t be their income or their education. You know what one question best predicts their vote? How often do you go to church? If you go to church regularly, you vote Republican and that’s become more and more true since 1980. If you don’t go to church regularly, you’re very likely to vote Democratic.

I don’t go to church regularly. In fact, I don’t go to church at all. I’ve always thought myself a Christian – culturally. Here is my take on Christianity: once we get (internalize) the “love” idea and the moral values (which we do by way of all of our tradition), we eventually (historically) become “adults” that don’t need to be re-told the myth every day or week. The measure of our integrity is our capability to think and act morally without relying on the ongoing support, approval, and blessings of our “Higher Father”. That’s the real test and difficulty of being a Christian – we are supposed to have “graduated”. This is the “freedom=responsibility” idea. This is the core and the historical strength of Christianity. Or at least, that’s my understanding.

Now, the good news:

    “KING: So, don’t more Americans go to church regularly and shouldn’t Bush be further ahead?SCHNEIDER: No, about 40 percent of Americans say they go to church every week and that they’re very religious.

    KING: But they’re a minority.

Yes, Larry, fortunately they are a minority… and hopefully, they will stay a minority. Because a churchgoing majority with nuclear weapons is not “a good thing” (oh no, even from prison, she’s controlling my mind).


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Why I Don’t Care About "The Sopranos"

Why is it that I cannot care less about “The Sopranos”.

It’s simple. I grew up in a country (then communist Bulgaria) ruled by “Soprano” characters. When I say “ruled”, I mean “RULED”. There, they were not “outlaws”. They were THE law itself.

We had this saying: “No person can be intelligent, communist, and honest – at the same time.”

The principal “outlaw” character in a totalitarian society is not the banal non-political criminal. People like me, my family, and some (not all) of my friends felt “outlawed.” The “Soprano” and “Godfather” types were political, business, military, and law enforcement leaders of that country of mine – at that time (see note at the end about today’s Bulgaria).

I proudly felt an “outlaw” exactly when I was trying to be as normal (moral and honest) as I could.

That’s something most Americans understandably cannot grasp.

I share the fascination most Americans have for the “outlaw” character in general. I totally understand why especially artists are drawn to the “outlaw” character – creativity and crime both seen as fearless transcendence of established order, etc.

But I definitely cannot get the “mafioso” types – those organized, family loving, money driven, churchgoing criminals – as cultural icons.

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Note (updated Nov’2008):

Today’s Bulgaria is a European Union member (although still considered the most corrupted member country), a NATO member, and US ally in Iraq.

Related video (added Feb’2009):


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Bush Cousins Launch Pro-Kerry Web Site…

“…to help America heal from the sickness it has suffered since George Bush was appointed president in 2000.”

Read full story…

Here is the web site: Bush Relatives for Kerry


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The Tricky and Not So Funny Business of Listening to God

Oh I love when this happens – two religious nuts arguing about what exactly God told them. George Bush was looking at a war without any casualties – says Pat Robertson.

So sure of correctly understanding his “Higher Father”, younger George did not even bother to consult with those that really did manage to win wars with no or little casualties – his own father and Bill Clinton.

“I mean, the Lord told me it was going to be A, a disaster, and B, messy,” Robertson said (on CNN’s “Paula Zahn Now”)… “I warned him about casualties.”

Enters Kerry… asking Bush: “Is Pat Robertson telling the truth when he said you didn’t think there’d be any casualties, or is Pat Robertson lying?”

I respond: neither of them is lying. They are just listening to what God is telling them – in any given moment – once a week, I guess. Churchgoers call this “integrity”. Would’ve been funny… if it wasn’t tragic.


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So Much for Flip-flopping: Excerpts from John Kerry’s Speach on Iraq Before the War – October 9, 2002

“In giving the President this authority, I expect him to fulfill the commitments he has made to the American people in recent days–to work with the United Nations Security Council to adopt a new resolution setting out tough and immediate inspection requirements, and to act with our allies at our side if we have to disarm Saddam Hussein by force. If he fails to do so, I will be among the first to speak out.

If we do wind up going to war with Iraq, it is imperative that we do so with others in the international community, unless there is a showing of a grave, imminent–and I emphasize “imminent”–threat to this country which requires the President to respond in a way that protects our immediate national security needs.

Prime Minister Tony Blair has recognized a similar need to distinguish how we approach this. He has said that he believes we should move in concert with allies, and he has promised his own party that he will not do so otherwise. The administration may not be in the habit of building coalitions, but that is what they need to do. And it is what can be done. If we go it alone without reason, we risk inflaming an entire region, breeding a new generation of terrorists, a new cadre of anti-American zealots, and we will be less secure, not more secure, at the end of the day, even with Saddam Hussein disarmed.

Let there be no doubt or confusion about where we stand on this. I will support a multilateral effort to disarm him by force, if we ever exhaust those other options, as the President has promised, but I will not support a unilateral U.S. war against Iraq unless that threat is imminent and the multilateral effort has not proven possible under any circumstances.”

…..

“The threat we face today with Iraq does not meet that test yet. I emphasize “yet.” … it is not imminent, and no one in the CIA, no intelligence briefing we have had suggests it is imminent.”

…..

The international community’s support will be critical because we will not be able to rebuild Iraq singlehandedly. We will lack the credibility and the expertise and the capacity.”


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Pictures from Vermont… Labor day 2005


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Think Twice Before Taking VC Money… True Story.

The other day, at a dinner party, a man (probably in his 50s) advised me against working with professional VCs (venture capitalists).

About 6-7 years ago, after many years at one of the largest tech companies, he started his own company.

Then, VCs made him an offer… he accepted… and so began the bad part of his story. According to him, most VCs basically force the entrepreneur to fabricate a fairy tale that they use to raise outside capital. Lies upon lies upon lies – he said. The real business of the company is irrelevant to the VCs.

At some point, he was forced to leave his own company. Now he works again for his former employer – the big tech company.


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Slow Typing is Good…

More time to think, less digital garbage.


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Anti-Architecture Manifesto


illustration by E.S.

Why Useless Architecture

If architecture is “locked” in the “universal chain” of mutual “exploitation” and “channeling” of human life – where every human practice is used for another practice’s goals – perpetuating, in this way, the general condition of instrumentality (nothing is important, including humans, because everything is instrumental), Useless Architecture would give presence to that suppressed human need to be loved for what you are, and not for what you perform. Everybody knows that need.

Exercise:
Design a house without interior space. Or, design the ruins of a building whose original function you do not know. Or, design a small summer house for a Parisian clochard – situated on the sidewalk of a small Parisian street or square. Do not try to meet any of his needs. In summer, he does not need a house at all. Use your professional architectural knowledge to give his life presence.

Why Destructured Architecture

If formal order, structural stability, and durability of buildings are established as architectural metaphors of institutional order, stability of power systems, and durability of ideologies, then, perhaps, Destructured Architecture would give presence to the basic human need for transcendence of given establishments, conditions, or constraints. To deconstruct a structure is a pleasure. Every child knows that.

Exercise:
Think of an institution or people you do not particularly like. Then, design for “them” a “shelter” that, while still standing, would really be “mature” for structural and formal disintegration, and would very clearly express that condition. Use your professional knowledge of formal order and structures the way a criminal with a medical degree would use a scalpel. Prepare a model and test/taste its tendency for formal and structural disintegration.

Why Ugly Architecture

If architecture is embodiment, expression, or a presence of human values, then, we could imagine appreciating Ugly Architecture the way we value people for courage, honesty, sensibility, and intelligence – and not necessarily for beautiful appearance. Designing Ugly Architecture would, perhaps, open our eyes wider to aspects of human existence beyond appearance.

Exercise:
Try to discern and describe for yourself what “ugliness” in architecture would be. Then, design an “ugly” house for your best friend. Observe the relief of not having to make the house “beautiful”. There is also, in your friend, an “embarrassed”, “poor”, “alienated” side that you, as a friend, see and understand. Give presence to that side too.

Note:
If you really like an exercise – repeat it.

Original title:
On the Need to Design Useless, Destructured, and Ugly Architecture
Published in:
Dimensions, no 7 (1993), 70-71
Journal of the College of Architecture and Urban Planning
University of Michigan, Ann Arbor, Michigan
Aditya Dev Sood (Editor of Dimensions at that time) called my article “The Anti-Architecture Manifesto.”

See related:
Discipline vs “Field” Discourse


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Discipline vs. “Field” Discourse

The original rather pretentious title (I was young then) was:
Towards An Old/New Way of Thinking, Writing, Designing…
(written in 1991 for one of my Ph.D. courses at the University of Michigan)

…the validity, usefulness, adequacy of popular standards can be tested by research that violates them…
(Paul Feyerabend)

illustration by E.S.

Discipline

Stumbling. However, quite revealing as experience – in Professor Senkevitch’s class on “Thresholds of Architectural Thought…” students have to read the original writings of “well-known” theoreticians – Vitruvius, Alberti, Laugier, Sullivan.

Original writings turn out to be long, complex, unclear, and sinuous – compared to the “well-known, clear, concise, and straightforward” ideas-principles ascribed to these authors by the architectural discipline.

Let us consider Vitruvius. Here are some of my notes/questions/readings of/on/about him:

  • What we term “architectural order” seems to be only the external appearance of what Vitruvius contemplates as “proportions”. Here is what he writes: “Since the external appearance of the Corinthian, Doric, and Ionic proportions has now been described, it is necessary to explain the arrangements of the cella and the pronaos…” (Vitruvius, “The Ten Books…”).
  • Corinthian, Doric, and Ionic proportions (orders) are measurement systems embracing the whole temple – cella and ptera.
  • The ptera is only an “external appearance” (articulation) of the cella (body).
  • There is a chapter titled “Proportions of the Base, Capitals, and Entablature in the Ionic Order” (In Book III of “The Ten Books…”). It is about the ptera as a whole – and not about a separate column and its vertical articulation.
  • The measurements of columns and intercolumniations are, according to Vitruvius, work on the “high relief” of the temple… seen obviously as a sculptural whole.
  • For Vitruvius, the colonnade seems to be a sculptural form-articulation of the cella-body.
  • The columns are NOT structural elements for Vitruvius.
  • Through them, an “external appearance” is presented – uncovering the truth of the temple – its character.
  • Here is what George Hersey (1986) says: “When Vitruvius’ myths are analyzed, the origins of the Doric and Ionic orders impart gruesome lessons. They are tales of betrayal, enslavement, invasion, colonialism… Finally, practically all classical moldings are called after things used in catching and eating victims – human, animal, or vegetable – or after bits and pieces of the victims themselves… Moreover, he (Vitruvius) uses the word ‘entasis’ to describe the slight outward curvature in the silhouette of the Doric shaft, which means ‘tension, straining, exertion’ of the human body…
  • The Caryatides are “placed so as to carry a load” (Vitruvius). The “carrying of a load” in the position of a column is a metaphor only. Metaphor of sin, punishment, and sacrifice.

So, there is “content” in the architectural orders, largely unfamiliar to those trained in the discipline of architecture.

Still, the metaphor of “tension, straining, exertion” seems to be recovered as “mastery of structural forces”. The metaphor of “pro-portioning” (articulating a body in pieces according to sacred rules) is recovered as “mastery of formal order”, and the metaphor of “the entablature as a table of offerings” (Hersey) – recovered as “mastery of function”. Forms of a myth are resemanticized (in a sense and logic suggested by Olga Freidenberg, 1978) as structures of what we call discipline of architecture. Repeatedly recovered through the history of architecture as discipline, this cluster of mythical forms-themes is established as axiomatic structure of the architectural discourse.

In this way, the “origin” of architecture is re-covered/lost in principle for a thinking based on the discipline itself. And “origin”, in a historicist tradition like ours, means explanation and validation. This is why, paradoxically, disciplinary thinking in architecture is obsessed with an ever disappointing search for “primitive huts”, “origins”, “primary needs”, or “reasons”.

In fact, by writing his treatise, Vitruvius fixed the first (known to us) broad referring of the architectural practice to a set of “historical”, “socio-logical”, “psycho-logical”, and “techno-logical” “origins” and “reasons”. In this way, a disciplinary self-consciousness was defined by positing an “otherness”. Stanley Tigerman (1991):

    Otherness: From generation to generation, it seems as though architects have been determined to define their craft through the examination of issues extrinsic to architecture. They seek definition in the consideration of function, structure, and stylistic referentiality rather than looking within architecture’s own precinct to discover what, if anything, constitutes its essence.

So, Tigerman is sup-posing an “essence” of architecture as opposed to its disciplinary “otherness”.

Now, it seems to me that, instead of opposing “essence” to “otherness”, we could see them both as “other”. I think that the architectural discipline cannot not look for the non-architectural “other” (Tigerman’s “otherness”) – as a substitute for an always re-covered/lost pre-architectural “other” (Hersey’s “content”).

The non-architectural is what the discipline is thinking, speaking, writing, and designing about. It is the “object” of the discipline as “seen” by the discipline. On the other hand, the pre-architectural is what the discipline cannot “see” (even less speak about) because of its own de-finition (conceptual closure). The disciplinary discourse was formed as to look “outward”. All the disciplinary metaphysics (theory) of architecture was “gathered” through looking at and interpreting of the “outside” – because of this inherent/inherited directedness of the discourse. Directedness “outward” paradoxically stemming out of continuing efforts to recover “essences”, “origins”, “disciplinary cores”.

The non-architectural consists of all traditional “objects” of the architectural discourse – structure, function, form, history, theory, practice, use, façade, plan, section, etc. The pre-architectural is analogous of what Julia Kristeva (1989) means by “semiotic imprints of an interchange with the other”. The pre-architectural is the “affective” experience of the profession – felt by architects and transmitted as the un-speakable and the un-thinkable of the discipline – the undefined “other” of the profession. Julia Kristeva (1989):

    Westerners… are convinced they can convey the mother – they believe in her, to be sure, but in order to convey her, that is, to betray her, transpose her, be free of her. Such melancholy persons triumph over the sadness of being separated from the loved object through an unbelievable effort to master signs in order to have them correspond to (re-cover, E.S.) primal, unnameable, traumatic experiences…The initial belief in conveyance (recovery, E.S.) becomes changed into a belief in stylistic performance for which the near side of the text (the pre-architectural, E.S.), its other, primal as it might be, is less important than the success of the text itself…At the boundaries of emotion and action, writing (architecture, E.S.) comes into being only through the moment of the negation of the affect so that the effectiveness of the signs might be born. Writing (architecture, E.S.) causes the affect to slip into the effect – actus purus as Aquinas might say… From that moment on, the world of signs lays down its own logic. The jubilation it affords, that of performance as well as reception, intermittently erases the ideal as well as any possibility of external justice. Immoralism is the fate of that process…”

The architectural discipline is “locked” in a dramatic opposition whose terms are “re-covery” (repression) of the “inner” complexities and contradictions (semiotic imprints, Kristeva) and “mastery” (symbolic order, Kristeva) over the “outer” complexities and contradictions. The traditional directedness “outward” of the architectural discourse (having a hidden root “inward”) sanctions the axis of opposition – inward/outward. “Sacred”, serviced is only the closing, blinding, dividing, conflictual potential of the discourse.

Still, the pre-architectural somehow “shakes” and “nurtures” the disciplinary discourse from inside – making possible the architectural practice as well – as a continuing and necessary transcendence of the discipline. But how does this work?

Field Discourse

Here is an interesting parallel. A Russian author (Porshnev, 1974), writing on the origins of culture, speaks of the “absurd” as being the very foundation of our language, thinking, and social history. On that base, he elaborates: (the translation from Russian is mine, E.S.)

    Normally, the absurd is presented as a non-fulfillment of logic’s conditions. What would be to reverse: logic – as a non-fulfillment of the conditions of the absurd… As conditions of the absurd, we could posit the opposites of the three basic laws of logic: (1) necessary polysemy of terms (ambiguity as minimum), (2) necessary contradiction, and (3) instead of “either-or” – “both-and”. Accordingly, we will have to see everything logical as a violation of these rules.

So… the parallel is with Robert Venturi – who, it turns out, also was speaking in “Complexity and Contradiction…” (1966) about rules of the absurd exactly in Porshnev’s sense – and about the need to respect them. Venturi contemplates the “complex” and “contradictory” ways architecture relates to people, cultural contexts, and its own history. But the idea is even older:

    The Sophists… proposed a theory claiming that the world itself was in full motion and contradiction, and that consequently the motion of la langue was only corresponding to real mobility … language could not express anything fixed or stable, since it was in full motion itself.” (Kristeva, 1981)

Recent work of Venturi, Rauch, and Scott Brown is characterized by Alan Plattus (1990) as post-analytical, conversational:

    …the Sainsbury Wing, for all its thoughtful consideration of the program and the site, is neither predicated upon nor predicted by any single model or method in the architectural arsenal unless it be that distinctly non-theoretical model of a conversation… the VRSB scheme does not hold up to a rigorously analytical interrogation. Indeed, I think anyone would agree that something else is going on in VRSB’s project – something largely incomprehensible, and certainly indigestible, from a strictly analytic point of view.

Frank Gehry’s architecture is discussed by Carol Burns (1990) as an example of topical (rhetorical) thinking and design. Burns takes the notion of topical thinking from David Leatherbarrow’s review (1988) of Donald Kunze’s book “Thought and Place: The Architecture of Eternal Places in the Philosophy of Giambattista Vico” (1987). In his review of Kunze’s book, Leatherbarrow discusses the liminality of topical thinking:

    Liminality in Kunze’s book is the topic that directly links philosophical and architectural subjects; it is a sort of seam, joint, or knot. Architectural educators and practitioners know that these days this seam is torn. Students, not faculty, move between the departments of a school and the different subjects of a curriculum, and no one teaches both technology and theory! Likewise projects, not lectures, mediate between what can be envisaged and what can be built. The challenging difficulty of Kunze’s book is a result of its preoccupation with the ground between the separate territories of architectural knowledge, the space between “eidos and polis”, and “type and locus”, “discourse and nature”, “subjects and objects”, “transcendence and immanence”. At worst this is a space between, a gap, or a divide. Seen at its best, however, it is a figure between, a seam as I have said, a joint, or a knot. Understood in experience, such a figure exists in tension, it is a knowledge being pulled or stretched as taut cable. So are Vico’s rhetorical topics… topics are sited at boundaries. In fact, they are boundaries. Topics are limits which articulate points of connection. A rhetorical topic is a Janus in space and January in time, a true coincidence of opposites. The liminality of the middle will be difficult always because it illuminates the greatest differences by inventing points of agreement, which makes it aggressive to the status quo, but also productive.

The conversational discourse produced in Professor Senkevitch’s class on “Thresholds of Architectural Thought…” is liminal. Erudition (authority) meets ignorance (respect), clarity meets unintelligibility, enthusiasm meets (sometimes) lack of interest. Speech meets silence, answers meet other answers, questions meet questions. Of course, sometimes questions meet answers and vice versa. This is not exactly knowledge. This is more like an ongoing (mis)understanding. At its best provocative and productive, at its “worst” – a chat between friends. This discourse is not necessarily “elegant” or “effective”. It could be “ordinary” in a Venturian way; it could be playful and poetic in Gehry’s sense.

This conversational thinking, I believe, should be “allowed” in theoretical writing, and should be professed in design. I see leaving the directedness of the disciplinary discourse for a kind of a “field” discourse – a meandering, “sewing” movement that does not oppose sides, but links them, engages them in a “polylogue”. And I am certainly not seeking a new, “liminal” essence.

Here are a few notes on this “field” discourse, in no particular order:

  • It is a balancing (not planned balance) between symbolic order and semiotic experience (in Julia Kristeva’s sense).
  • It is a discourse produced as existential need, not as instrument. In a recent interview, Venturi says that he found himself in “Complexity and Contradiction…” There are no clearly articulated intentions, plan, strategies, purpose, conclusions. The discourse is not produced as “useful”. This does not mean that it could not eventually turn out to be very useful.
  • The “field” discourse does not convey a totalizing “idea”. Professor Senkevitch does not necessarily try to summarize the discussion – it is rather open ended. Every student is left with his/her own (mis)understanding of what was said. So, we have a dis-course conveying by de-finition many interpretations – and re-interpretations – conversations after class.
  • This rhetorical discourse necessarily produces confusion – it con-fuses experience and knowledge (semiotic and symbolic). It does not “translate” experience into knowledge.
  • This rhetoric is suspicious. Because it reveals a fundamental undecidability. It can be seen as a resurgence of a suppressed “feminine” side of our phalocratic tradition. By “feminine” I rather mean the pre-male (male’s non-defined otherness), and not the fe-male (male’s defined otherness). Jeffrey Kipnis (1989) says that we should perhaps take seriously Nietzsche’s question: “What if truth were a woman”. I would rather say: culture seems to be a wo-man – there is always that semiotic “chora” that bears the symbolic “chorus”. For a discussion of the Platonic “chora” as analogical to the semiotic experience – see Graafland (1989) and Kipnis (1989).
  • This poly-logical rhetoric is not an evolution of author’s ideas, nor is it a revolution against ideas of other authors. It is a co-evolution and ongoing mutual displacements between a personal stand and cultural context. There is no author in the traditional sense (author/audience). The thinker/speaker/writer/designer is a mediator between cultural realities (semiotic and symbolic) – facilitating tendencies for self-organization which are always pre-existing in any context (for the terms “co-evolution” and “self-organization” – see Jantsch, 1980). There is no text, but always, and only, a con-text.

See related:
The Anti-Architecture Manifesto

R E F E R E N C E S

  1. Burns, Carol. “The Gehry Phenomenon” in: Thinking the Present: Recent American Architecture, ed. K. Michael Hays and Carol Burns, Princeton Architectural Press, New York, 1990.
  2. Freidenberg, Olga. Mif i literatura drevnosti, Nauka, Moskva, 1978. For English translation, see: Image and Concept: Mythopoetic Roots of Literature (Sign/Text/Culture), Harwood Academic Publishers, Amsterdam, 1997.
  3. Graafland, Arie. “Peter Eisenman: Architecture in Absentia” in: Recente projecten Peter Eisenman Recent Projects, ed. Arie Graafland, SUN, Amsterdam, 1989.
  4. Hersey, George L. “Vitruvius and the Origins of the Orders: Sacrifice and Taboo in Greek Architectural Myth”, Perspecta no23, 1987, pp 66-67, Yale Architectural Journal.
  5. Jantsch, Erich. Self-Organizing Universe: Scientific and Human Implications of the Emerging Paradigm of Evolution, Oxford, New York, Pergamon Press, 1980.
  6. Kipnis, Jeffrey. “The Law of Ana-. On Choral Works” in: Recente projecten Peter Eisenman Recent Projects, ed. Arie Graafland, SUN, Amsterdam, 1989.
  7. Kristeva, Julia. Black Sun: Depression and Melancholia, Columbia University Press, New York, 1989.
  8. Kristeva, Julia. Le langage, cet inconnu, Seuil, Paris, 1981.
  9. Leatherbarrow, David. “Review of Donald Kunze’s Thought and Place: The Architecture of Eternal Places in the Philosophy of Giambattista Vico”, Journal of Architectural Education, Spring 1988, vol.41, no3, pp 52-56.
  10. Plattus, Alan. “Toward a Post-Analytic Architecture: Recent Work of Venturi, Rauch, and Scott Brown” in: Thinking the Present: Recent American Architecture, ed. K. Michael Hays and Carol Burns, Princeton Architectural Press, New York, 1990.
  11. Porshnev, B. F. O nachale chelovecheskoi istorii (problemi paleopsihologii), Misl, Moskva, 1974.
  12. Tigerman, Stanley. “Other Architectural Problems and Recent Projects”, Architectural Design (AD), Vol.61, 3-4, 1991, pp 38-45.
  13. Venturi, Robert. Complexity and Contradiction in Architecture, Museum of Modern Art, New York, 1966.
  14. Venturi and Scott Brown. “Entre imagination sociale et architecture”, (interview by Philippe Barrière and Sylvia Lavin) L’Architecture d’aujourd’hui, Fevrier 1991, no273, pp 92-104.
  15. Vitruvius. The Ten Books on Architecture, Dover Publications, Inc., New York, 1960.

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Architectural Design – Public Library in Blacksburg, Virginia (Design Competition, 1992)

I developed this project during my graduate studies in architecture at the University of Michigan, Ann Arbor. My studio instructor was the great William Bricken who gave me one of the best creative moments in my life.

There are two unusual things achieved in this design for a library – both working through and for the building’s high spatial qualities:

  1. “Walls of Books” – a library without freestanding stacks – achieved by augmenting the surface of the interior walls through spatial folding and rhythmic articulation of the building’s enclosure.
  2. Visual merging of interior and exterior spaces through large glass walls – very unusual for a library – achieved through careful analysis and design of the way the sunlight interacts with the building’s geometry and site positioning.


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