Page 197 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 201519754. If we want to know the truth about your products, we’ll find out from one another.56. You’re welcome to join our conversation, but only if you tell us who you work for and if you can speak for yourself and as yourself.57. Every time you call us “consumers” we feel like cows looking up the word “meat”.60. Ads that sound human but come from your marketing department’s irritable bowels stain the fabric of the Web.67. Advertisers got along without being creepy for generations. They can get along without being creepy on the Net too.95. So let’s not minimise what the Net has done in the past twenty years.96. There’s so much more music in the world.97. We now make most of our culture for ourselves, with occasional forays to a movie theatre for something blowy-uppy and a $9 nickel-bag of popcorn.99. Anything you don’t understand you can find an explanation for. And a discussion about. And an argument over. Is it not clear how awesome that is?We cannot like all the theses and they are not even intended to be to our liking. The manifesto had a significant impact in 1999, in that it established a dividing line, and gave Internet users citizenship. After sixteen years, and with anInternet penetration that is exponentially greater all over the world, it may sound like a nostalgic vindication of the first pioneers.But in our opinion, it embodies much of the Internet spirit that all users should still under- stand and embrace, particularly as more of us are on it every day. The Internet is a teenager and the stories people tell on the Net are the muscles of a developing body: we are at the dawn of a journey, be it the rediscovery of stories freed from their container or major experimentation with new narrative structures, new forms and new languages. Fascinating and risky, like all new and unexplored paths.Marco Ferrario