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Professional Blogging And You

The most powerful means of web publishing

One of the really cool aspects of being able to publish on the web is that of reaching your audience directly, without the intervention of middlemen services. A lot of professionals, smart specialists have been able to craft their own media company from their own experience, and their skillset; how do they do this?

Well, we know that mindset is critically important, how we think of ourselves, how we picture who we are and what we do pretty well determines your outcomes. This is the reason all those gurus devote so much of their narratives towards this end; people such as Tony Robbins, as one striking example, have made their personal fortune by helping people with their mind set.

Many people know about Blogging, and they maybe have embarked on setting up a free account on one of the public blogging platforms, posted a few hastily composed posts, uploaded some stock photographs and kind of fizzled out; this is not what today’s content producers do!

We need to understand that online publishing, and content production has now reached a very sophisticated level.

In order to derive a maximum bang for our media buck we need to be considering ourselves as our own PR agents, media organisations. The question of setting up your media platform has been obscured by many urban myths, and guru hyperbole, the ever present ‘make money online’ business area puts a lot of potentially valuable people off the whole idea.

I completely understand this, because I too have been seduced by the allure of online entrepreneurship in the past. There is nothing quite like experience as a teacher.

For the many people who are not familiar with the WWW, its many layers of community, the dense jungle of intense communication and the many ‘coaches’ who continuously nag us to listen to them, it can be a bewildering task, trying to make sense of it all and separate the wheat from the chaff.

So, what do we need to be mindful of if we are going to approach this independent content producer path?

1. We need to understand the dynamic of directness. The web has given us a considerable shortcut, straight to the people we seek to reach. The big problem of media reach has always been the obstacle, in the previous publishing ‘paradigm’ we had the publishers, the exclusive ownership of the means to produce ‘media’, we had to be accepted and taken onboard these few publishing entities and then they would bring their powerful resources of marketing and representation and production; we became their product. The message is, we do not need to follow this path any longer, this is taking much longer than you would think, to sink in with a great many people.

Old habits and patterns of thinking take a long time to shift; we are told that change and progress is always with us, but the truth is quite different, people cling to beliefs and assumptions tenaciously!

The ‘legacy’ approaches to publishing persist in people’s minds, the idea that you have to submit your work to a publisher, and await the inevitable rejections is a very strong ‘tradition’ and people are taking a long time to understand they do not need to do this in order to get their work out, and in front of their audience. 

We are trained, and nurtured to respond to authority figures, in our education systems, our life’s journey is always directed by deferring to an authority; if you look at this in terms of publishing the cultural conditioning we are all immersed in does not favor being self directed, self sufficient, or self determining. We are always seeking affirmations, reassurances that we are doing the ‘right thing’. The WWW has changed all that.

This makes things much harder in one sense.

Freedom, and self direction can be very demanding. Suddenly we are cast adrift, with no paternal figure overarching our destiny. This is actually what people find most difficult, not the technical requirements, not the means to produce, it is this terrible responsibility we discover, the dread of being exposed and assessed purely on what we can produce.

Becoming an independent publisher of content is very hard work, make no mistake; the idea of being independent has a great appeal and it seems like the sexy choice, but once people are confronted by the abyss of ‘the market’, it can get frightening very quickly.

The means and the resources to produce our media, our content is not the problem, you might be seduced by the technical kit, the systems and software, the high energy marketing spiel of the gurus (Russell Brunson, Jeff Walker, Tony Robbins all to come mind here), you might be enthralled with the soft focus emotional allure of their communities, but this is never the real issue, you have to be able to generate your own audience and to connect with this directly; this is what they don’t tell you in the webinars and the glamorous launches.

What I am trying to do here is provide for you, the genuine story, the benefit of my involvement with web media, the insights I have gained from my own journey.

If you look me up on Google, using a search string such as: “Mike Gorman digital media”, or “Michael Gorman Australia Internet” you will find I appear on the page 1 results, with my website ‘Webstruct digital media for a noisy world’, my photographs, and some of my social media activity, I am linked with the field of the World Wide Web, because I have been working with it for 25 years. I don’t tell you this to big note myself, or to brag, or crow about my success, I am simply demonstrating that I have a credible voice, in a world so richly populated with hype and overstated claims of merit, my own identity and ‘presence’ on the medium is firmly established.

This is the big goal for us all, to craft our association with our chosen field, splice ourselves into the web, to gain an audience.

I can’t really express this any clearer, I think we are all living through extraordinary times, we have the huge opportunity to get our work out there, to serve our communities, to help others, to progress in a self directed way that was completely impossible to do only 30 years ago. We have become blase about a medium we don’t even fully comprehend.

If you have taken a look at the world of ‘blogging’ (a massively misunderstood word) and understood the true scale of what is happening, you will be interested with what I am working with here, I am helping talented, skilled people to build their own path, to learn more about the WWW, to craft their specific media, to build an audience and gain true independence, this is my goal and what I set out to do, your intentions and your goals are important to me, I am an enabler, my talents are with communication and technology, I like to be able to help you.

I hope this has provided some clarity, I know the complexities of web media can sometimes obscure the big picture, and it is an ongoing task to explain, I am going to keep explaining to people, I am going to persist in my ambition to help people in their ambitions to create their own media projects and build their reputations, their distinctive contributions.

What Are You Searching For?

So You Want To Build A Website?

Many look at options for publishing online but few seem to find what they truly need

It is now 2020, and among the legions of people ‘out there’ in the towns, cities, villages and communities many have arrived at the realisation that they need to get with the program of publishing content on the web.

The 30, or so years which have elapsed since the WWW has become available to us all has seen our western society changing in some very significant ways; and the web is the medium which has been the agency of most of this change.

Human beings are all about communication, this is what separates us from every other creature on this planet, the modalities of our communication have always determined the shape of our society. When ‘broadcast’ was the primary format, we passively absorbed the 24/7 streams of content which were produced by a small group of media owners, consortiums and investment boards which were aligned with the official world and granted licenses to broadcast.

Television, radio and cinema, these were the conduits from which were were all immersed in the communication stream.

The World Wide Web, via the internet, has changed the game in a big way.

We are witnessing a dramatic change, a shift in the focus of communication, we as individuals, and private companies can now become fully fledged ‘media platform’ owners in our own right. The attention of people has certainly, and obviously shifted away from the only sources of content that were available, our smartphones and our other computer-based devices provide the means for all kinds of independently produced content to be distributed and presented to us as we move about in our days and nights.

This move away from the ownership of broadcast media platforms, the television and radio networks, the cinema giants has seen an explosion of alternative and completely independent digital media production.

We are no longer passive, or helpless, at the mercy of propagandists and narrow sources of accounts. We have a plethora of narratives, of varying qualities, but this multiplication of the media options represents a cultural change of gears; many are uncomfortable, many do not fully understand the implications, and many are also seeking to discredit this change.

Blogging is an area of online publication that has seen a truly dramatic rate of development. Today building a blog is probably one of the most powerful options which is open to you and I to get our ideas, work, and identity ‘out there’ in front of those people who are most likely to be interested in what we do.

We need to be looking at blogging as a publication exercise, people think that publishing a book is the shortest route to building a reputation and reaching people, but there are millions of people who read blogs, and who will see you in their online travels. Blogging is way more powerful than writing a book.

We can include additional media types to augment, and enhance our position: podcasting, and videos are incredibly popular.

With our blog, we can publish podcasts and videos equally well, along with our writing.

This potential, to assemble a media feast in the one location, is often not fully appreciated.

From the location of our blog, we can then distribute our work widely.

The opportunity of being a platform owner is a considerable one.

Of course it all takes time, energy, effort and consistent steps if we are going to break through and establish ourselves; there is no such thing as viral overnight success.

But consider the situation of only 25 years ago, when the idea of being able to build your own media channel, and create your own content which can be widely distributed was completely out of the ballpark for most people, this was a matter of paying a literal fortune over to PR, and media owners, even if you factor in a little social media advertising, today’s media opportunities are off the scale in comparison.

Blogging is a practice that suits many different subject areas.

Today blogging is all about subject development, it can represent the path to liberation for many independent players, and this is why you need to begin thinking seriously about your own project.

Many people are daunted by the range of options, the sheer scope of technical demands for publishing online. 

I am seeing a lot of people being convinced to go with options that will not help them very much in the long term.

This concerns me, because I don’t like to see good people being exploited and misled.

Always, work towards being an independent entity, avoid the media conglomerates, the Silicon Valley platforms because you will just be absorbed and obscured by their scale.

Today you have the possibility of obtaining your own unique brand name = domain name. With this you can work a minor miracle if you go about it in the right way.

If you want to build your own media project, and be supported, then let’s talk.

Blogging What Does It Mean Today?

New Media And Journalism

To describe the World Wide Web as being a ‘publishing medium’ is probably way too broad of a brushstroke, but in terms of its original intention this is precisely what Tim Berners-Lee had in mind way back in 1989. The very first use to which the Universal Resource Locator, a means to uniquely address each publication, was put to was in organising all of the project documents being generated at the CERN research facility.

Once you have a means to identify, organise and present documents you have in effect built a library system. The happy implications of the URL were that it does not matter what type of media you publish, whatever you publish on the ‘live network’ can be presented, transported and executed. What the WWW actually represents is ‘open publishing’.

Revolutions can be bloody, turbulent, disruptive and uncomfortable to all who are involved; the WWW did not involve any blood, but all of the other elements of revolution have been manifesting ever since 1990.

As day-to-day users of the internet, many of us have become very rapidly used to being able to access our global network, it is actually difficult to visualise life prior to its emergence.

This leads me to the concept of ‘Mass-Media’.

In terms of mass distribution, the Web is about as ‘mass’ as it is possible to get.

Communication ‘at scale’, I think people are still catching up with what this means.

People as a general case do not fully understand the implications of the web, and I am not speaking of ‘A.I’.

There is so much going on today, we are confronted by so much information, the sheer volume of ‘stuff’ we have to deal with has resulted in people’s time being the major currency.

We vote with our attention.

News, and analysis appears on Facebook, on YouTube, Blogs are being published, Podcasts, people who like to write, and provide analysis can now do so, journalism has lost its exclusive hold on our society.

This is being described as being a bad thing, mostly by the established journalistic bodies who are feeling the pinch of losing their exclusive dominion over narratives.

They tried using ‘Fake News’ as the reason. They tried using elaborate constructions like ‘Cambridge Analytica’ to account for shifts of opinion and greater awareness of the issues among the public.

The legacy media empires know their broadcast hegemony is finished.

We have options today, options which do not include advertising, and this has gutted the broadcast media industry.

We are witnessing something revolutionary.

Mass-Media is no longer about Radio/T.V/Newspapers/Magazines.

This revolution extends into Education, while institutions can certainly offer online versions of their degree courses, entrepreneurial educators can also provide independent projects that completely circumvent the middle ground of educational establishment, the ‘open Market’ that the WWW has enabled works to completely remove the need for middle operators of many different types.

It is this middle ground that represents the often discussed ‘disruptive’ effect of the web.

One of the most often used strategies being used by legacy empires of media and education is to pour scorn on web culture, to claim it is somehow less worthy of trust.

Despite the attempts to devalue WWW publishing, and culture it continues to grow, it continues to offer alternatives and options for people.

This ‘Change of the Guard’ in our society is a direct consequence of the WWW, this is the political dimension that is probably not discussed enough.

The Web Is Mass Media Having a Major Impact

The Human Cost Of The ‘Digital Divide’

The Human Cost Of The ‘Digital Divide’

People of all ages are less able to thrive if their digital skills are lacking

Among technology circles the expression “Digital Literacy” is usually associated with hard core tech-skills, such as coding languages, and the more esoteric abilities normally found in system administrators and cloud engineers. However to those of us who are familiar with the true scope of information technology, and how ordinary folk tend to use IT, computers, mobile devices, and online media digital literacy tends to have a much broader set of implications.

For the everyday world of social life people are expected to be able to interact, and communicate with their government agencies, and local official services through web-based interfaces, for example. These services were once managed through personal visits to offices, and speaking with counter staff, or telephone inquiries. These days most of these kinds of public facing services have been digitized, and transferred to web pages.

A mobile ‘smart’ device is assumed, or at least a desktop PC, those people who are not familiar with using this technology are often faced with many problems, which can result in genuine hardship and copping fines, penalties and sometimes getting into serious difficulty.

Artificial intelligence, this can sometimes be a powerfully ironic misnomer when offerings such as ‘Robodebt’ are inflicted on citizens. The experience of people in Australia has demonstrated how these A.I systems can lead to tragic outcomes. The government sought to automate debt recovery from Australian people who might have been overpaid, or mistakenly paid government allowances, and benefits, however the management of this computer-based debt recovery has been less than ideal.

The Algorithm which underpins the Australian government’s debt recovery system has been brought into question in recent times, a citizen’s ‘Class Action’ has been tabled, with Gordon Legal providing the legal services for Australian people who have been targeted by this algorithm, charged with considerable debts which in some cases are completely false. The central legal argument being levelled at the Australian government is that using a computer algorithm to determine debt is unlawful.

We have the enormous reality of a world that has changed beyond recognition, the web has become the arena on which all of our lives are being managed; the fact that we own it seems to have escaped the notice of many people.

This brings us to digital literacy. 

The World Wide Web is a technology, this is what it is, the addressing of published media on networks. In terms of its impact on society, the WWW matches the Printing Press.

Social Media, and its many variants represents the current state of play with the web. We have seen a considerable attempt to turn the public against social media, claims of ‘privacy’ intrusions and the sale of user data are widely discussed, and it has now become terribly fashionable to delete your Facebook account.

The sale of user data has been a common practice in business for centuries. As users of these platforms we are asked questions when we sign up, the responses to these questions becomes the data which Facebook uses to identify who we are, what we like, what we dislike, our age group, where we are located and so forth. The last time I looked the responses to these questions was entirely voluntary, in fact you don’t have to engage with Facebook at all if you prefer not to.

All of this talk of ‘Cambridge Analytica’, and insidious intrusions into our minds, this reads like undergraduate Science Fiction, anyone with a grain of critical thinking ability can see through this as being a fabrication, hysterical conspiracy theory.

We have the situation today of education authorities and the mainstream media preaching against social media, presenting it as being somehow ‘harmful’, this is very interesting. I think we need to look at this very closely and observe exactly what they are saying, and why they are saying it.

One of the most interesting developments of ‘web culture’ has been the emergence of ‘Open Source’.

Open Source is not just a buzzword, it is an entire philosophy, what this philosophy is concerned with is the wide distribution of software, and tools which can genuinely help people.

WordPress is a significant project of Open Source, the software is widely distributed, and modified by its users, it is developed and contributed to by a global community.You might think this is yet another ‘Clunky’ production, laudable in its objectives, but flawed in its execution, but you would be dead wrong!

A simple visit to WordPress.org/showcase will demonstrate just how many highly significant players have used this brilliant software to present, and transact their businesses and projects. Do the names: Disney, Bloomberg International, Chicago Times, The City University of New York, Snoop Dogg, The Bloggess mean anything to you?

In terms of the World Wide Web, 30% of sites are now powered by WordPress, this is a staggering statistic. WordPress must have something going for it.

As someone who is interested with Adult Education, and bridging the ‘Digital Divide’ I see WordPress as an incredibly useful teaching tool, not because it enables non-coders to produce little web sites, and avoid the rigors of learning ‘coding’, but because it introduces people to the entire spread of WWW technologies, it gently guides its users towards discovery of digital media as a whole.

A person who is interested with learning about the WWW, and the possibilities this brings is very well served by engaging with WordPress software.

In order to publish on the web we need to address several technologies, we need to understand ‘Hosting’, we need to purchase a domain name, so right away the student is plunged into the deep end, these are the core elements of working with the web.

My intentions are to help those people who are interested with learning about the web, but perhaps they have been told they need to learn ‘Full Stack’ skills. Well, full stack has to start somewhere, and WordPress offers them a non-threatening means to gain the practical confidence, the technical foundations for understanding the web.

In Australia, IT and the web seems to have caught many people by surprise.

The full scale, and the scope of the changes have not been accurately assessed. We have on the one hand impressive groups, and project silos, but on the other we have a significant mass of people who lack even basic IT understanding.

Until we can apply practical solutions for upskilling a great many more people we will suffer enormous social problems. 

I think that using WordPress as the primer, the teaching framework for web education is the way to go.

My WebStruct project is one way of approaching this enormous challenge, I think this has great potential for helping many thousands of people; these are early days, and there will be changes to the plan, but I think this is a valuable path. Australian people can be informed and provided with WWW skills through WordPress education.

If you are interested, you can contact me Mike@webstruct.xyz 


Battle For The Planet

The Stakes Have Never Been Higher

Through Fear & Alarm They Gain Leverage

For many of us who inhabit the Western countries, in both hemispheres the current state of play regarding the subject of ‘Climate’ has reached an unprecedented situation. We are being informed that our atmosphere has reached a critical impasse, the C02 levels along with methane caused by the onslaught of our greedy industrial society is disrupting the global climate; they don’t speak of ‘warming’ quite so much, it has become ‘climate change’.

Now, ‘Ideals’ are not supposed to be an aspect of science, but our climate is being depicted as having shifted away from a golden optimum, I call this ‘God’s climate’. The media, along with the United Nations, the EU, and other globalist agendas all tout the same narrative.

God’s Climate has been disturbed! 

We are careening, headlong into a future of extreme weather, of rising oceans, melting ice caps, floods, drought, extreme high temperatures, it is not going to be pretty, tornadoes and hurricanes where these have never been seen before…

Except, this is not the case at all.

Weather, it has always been with us, variable, cyclical, and often unpredictable!

Anyone with a degree of curiosity can trace the presentation of how different parts of the world has described its weather. The mass-media of the day provides a clear insight into how climate experts, and boffins have announced macro shifts, accounted for heat-waves, extreme cold bouts, we have had claims of encroaching ‘Ice Ages’ in the 1950’s, claims that we we will all burn in the 1930’s, and of course none of these claims has ever come to pass. The weather has gone through its various manifestations, and cycles, and returned to a kind of equilibrium at every stage.

You might think, well these climate science types can be excitable, liable to hyperbole, climate studies are an imperfect science.

And you would be right. But climate science has taken on a vastly different quality in these times.

We all remember Al Gore and his grave, very self righteous book ‘An Inconvenient Truth’, how he predicted that the oceans were rising, that Pacific islands were being swallowed up and their inhabitants forced to flee to alternative accommodation? How modern, western society was to blame, the industrialists and selfish, myopic consumer masses were killing the planet?

Yes, none of his predictions have come to pass, not one. His book was released to the public in 2006, 13 years ago.

This book, and the continual lecture tours, the flexing of Gore’s considerable political network, ‘friends in high places’ gave this book much greater power than if you, or I had published it.

The whole subject area of climate has been dominated by powerful groups (globalist), funding investments for research and the composition of carefully manicured statistical graphs and po-faced conclusions deftly positioned to represent the ‘gun to the head’ on climate studies.

So, what are their objectives here?

This is not just about the surface level of ‘Ecology’, or the sincere concern of those who genuinely care about humanity; but of course this is how it is all presented.

Those who protest, and disagree with the absolutist position of the climate alarmists are depicted as being ‘Climate deniers’, ‘Obstinate Boomers’, or worse ‘Petro-Chemical shills’.

The science is never settled, this is what science and the ‘Scientific Method’ are actually all about.

1.Observation of phenomenon, looking at what happens in the world, being curious as to why.

2. Forming ideas, accounts, possible reasons, or if you like the classical term: Forming Hypothesis.

3. Designing tests, reproducing principles from observations, experimentation

4.Drawing conclusions, tabling results, analysing results, offering explanations

5. Keeping options open, re-visiting observations, designing new tests, e.t.c

6. NOT forming dogmatic rule books, not being absolutist.

The above have been the pillars of science, knowledge shifts, changes. This new breed of climate scientist is a slave to computer modeling, statistics, cherry picking results.

Media involvement with climate seems to be the conduit of headline-driven ‘right think’.

Thou shalt comply with climate change dogma, or be outcast from the society of good people.

The ‘information war’ is nowhere more visible than with the climate narratives.

Those of us who resist the climate arguments from the alarmists point to decades of similar media proclamations inviting us to become anxious with new ice ages, or deserts and destructive heat.

The cycles, and variations of weather play out as always. Drought, El Ninio cycles, wet, warm, cyclonic, tornados, intense cold. If there is a major volcano one year it can have devastating knock-on effects for agriculture, air travel and local climate. None of us are claiming industrial pollution, or rampant resource usage is a good situation.*

The recent “Climate Action” rallies being held across the western world, along with the United Nations initiatives for anti-hydrocarbon fuel usage, justified by ‘Greenhouse’ gas emission levels, are deeply concerning for reasons that many of the participants are perilously unaware.

Ignorance, and misinformation are significant features of today’s ‘Information War’, but these conditions are achieved via the clever use of ‘virtue’.

The virtuous and deeply concerned people who have failed to attain even a basic level of critical thinking, and science-based discernment.

Of course, to the moderately educated the apparent agreement of science organizations represents a compelling argument; the pivot of this collective ideology-driven position is enabled through the complex web of funding sources, shadowy affiliations that are hidden, obscured by virtue of the ‘iceberg’ of ’causes’ (icebergs have only one third of their total mass visible on the surface).

Navigating, and identifying this ‘Gordian Knot’ of influence, the sources of massive funds, represents a task that is well outside of the brief for a solo investigator; you can be certain that if the United Nations is sitting at the top of this totem pole, there will be numerous entities sitting beneath it, supporting the ‘crown’.

What we are dealing with here is not really about ‘Climate’, or hydrocarbons, or greenhouse gasses, we are actually confronted with the ultimate intention of mass control.

Democracy, freedom, freedom of speech, are kind of inconvenient values to this leviathan of authoritarian intentions.

We can see very clearly that the collective intentions of this Climate movement is disguised, occult.

The EU, the United Nations, both of these colossal repositories of vastly arrogant, innately anti-human, psychopathic authoritarianism are the core sources, the apparently benign ‘clean world’ venture.

I consider that ‘baby boomers’ maybe one of the last outposts of reason, of genuine critical thought, of balance and authentically libertarian intentions.

Perhaps this last stand, this final resistance to the authoritarian, and the corrupt will be our parting gift to humanity?

The parents of the ‘boomers’ fought and endured WWII, maybe the overcoming of this vast evil empire, this enormous nest of vicious vipers is our destiny calling.

This isn’t about clean worlds, or fresh air, no Greta Thunberg, it is about the final collapse of liberal democracy, the imposition of non-hydrocarbon technologies, because …C02.

Go home, Greta Thunberg, resume your studies, learn about science and the history of ideas, don’t allow yourself to be used by this criminal cabal, these psychopaths and plutocrats.

Tony Heller, one of sadly only a few genuine observers, and commentators on the climate debacle, his videos offer us an oasis of critique and clarity.

We don’t know how this will play out, we are against enormously powerful adversaries, but I can promise you this, our freedom and our integrity will not be taken easily, you want a fight? We will give the biggest fight you have ever imagined in your worst nightmares.

Artificial Intelligence Is Automation

A.I Is Very Human

The tendency to 'automate' processes is very human

We are seeing an increasing level of attention and discussion regarding so-called ‘Artificial Intelligence’ on social media, science/technology blogs and our society in general. A.I is referred to as though this is some kind of inevitable development which will displace, and replace human beings in just about every field of activity, but we have been living with vast amounts of ‘Automation’ for many decades!

Consider that the ‘Industrial Revolution’ was in itself a massive expression of artificial intelligence, machines which could do the work of dozens of weavers and spinners, lathes and turning machines, all kinds of automated processes and jobs which people used to have to perform were automated thanks to the ingenuity of machine designers and builders.

What we are seeing today, regarding this topic of A.I is simply a more focused description of something which has been with us since way before computers were even dreamed of.

Every school child has had to hand in project work which deals with the industrial age, but people seem to forget about these simple lessons, automation is the application of human intellect, it is human beings who figure out how to manufacture goods in more efficient, cheaper and faster ways!

Human intelligence is behind automation

Automation is a practice which humanity has been applying for a very long time indeed, to call this ‘Artificial’ is misleading because it is the result of organic thinking, it is human beings who set up these ingenious methods for amplifying the physical capability of machines to help us with our objectives. The big difference with A.I is centered on the ‘Digital’ nature of the machines. Computers can be considered as the means to automate intellectual processes, calculation, repetition of tedious formulas, and when we put this digital technology to work for us, we can arrive at some very impressive results.

We do not need to fear digital automation, we just need to be vigilant about how we apply it. Just like the machines of the 19th Century, when steam-driven looms enabled the owners of textile factories to produce huge quantities of Cotton, Wool, and textile materials. Throughout this period of human development, when enormous numbers of people were displaced, and forced to re-settle in the emerging towns, and cities in order to get employment, when skills were replaced by machines, there was an outcry and a resistance to this.

We have a similar resistance to the automation, and development of new kinds of machines which enable these vastly new forms of manufacture and work. There is always a social cost, and a time of disruption and change; our society is always changing!

We probably need to describe these new applications of digital automation in different terms, using the word ‘Artificial’ is actually not very helpful, is anything that human beings build and create truly artificial? We need to understand that automation, and the opportunities that computer-driven processes offer are entirely natural, and the product of human beings, not robots!

We have been automating work, and tasks for centuries, people have always needed to adapt and shift their acquisition of skills. Now more than ever we need to double down on providing digital literacy, and opportunities for learning. The base-level of understanding regarding digital technology is still depressingly low. The emergence of the World Wide Web offers us a powerful means to deliver education, and learning but too many people are not aware of this.

The 21st Century is turning out to be one of enormous change, and uncomfortable adaptation, just like the 19th Century was. Our ‘Information Age’ can only progress if more people can access the opportunities to apply the technology in their lives. Luddites, and anti-technologists continue to sound the alarm, but robots and artificial intelligence is only a threat if we allow it to become one. 

The World Wide Web as Today’s Printing Press

From 1989 the WWW changed the game forever

The Gift of The World Wide Web

In 1989 Tim Berners-Lee decided to gift humanity with the remarkable invention he came up with, the individual addressing of pages which are published on a network. This seemingly technical, and rather dry invention concealed a colossal power.

When the printing press was invented back in 1439’ish, the chap who came up with it (Gutenburg) had little idea that his assembly of press, and lettering squeezed onto pages of paper would change the world; but a few years later on when book publishing became established, ‘Education’ took on a mass scale. That physical invention resulted in the the spread of ideas, the possibility of information and relaying of ‘news’ between communities of people. The printing press represents the beginning of our modern era.

The World Wide Web could have made its inventor a fabulously wealthy individual, I don’t think many of us can truly appreciate just how wealthy Tim Berners-Lee could have made himself, had he decided to license his WWW. Imagine the scale of fees he could have charged Google, Facebook, Twitter and all of the Silicon Valley enterprises to use this medium of addressing, the volume of revenue he could have commanded?

Essentially the WWW allows us to publish anything we choose, just so long as this observes the addressing protocol.

The WWW is not the internet. The internet refers to the ability of all the different networks of the world to be able to connect, and exchange data, regardless of how different they are technically. The World Wide Web is essentially a means to take advantage of this inter-connection; each publication being able to be visible across this web of computer connection.Brilliant!

But, as all publishers know, just because you put something out there does not mean people are going to read it! In fact without marketing and publicity, advertising very few books would sell. Of course we have specialized little boutique markets, academic circles, and other specialized groups where ‘word of mouth’ operates to make a specific publication famous and generates demand, it is not always about public marketing.

We know that just because we can put something up on the WWW does not mean it will be visible, or succeed in helping its publisher become more visible. We need to ensure that we present our media in specific ways, observe technical conditions such as the ‘Meta’ mark up for our pages, make our writing meaningful and relevant to human readers, provide audio and video content that addresses the specific topics and subjects we work with.

The question of ‘Optimization’ is one that generates a considerable range of opinion, and polarizes argument. We have many service providers who claim to be able to improve your visibility, and reach online; the practical outcomes of their offered services can be highly variable.

In fact if you look at any freelance site, and observe the requests for assistance from many companies, business owners and individuals you will find a considerable level of assumption, and assertion concerning this very topic. People think they know what is required to gain visibility, what technical steps and ‘keyword density’ is needed, but essentially if you are not producing content for human beings you are wasting your time.

There is no magic formula, or algorithm-pleasing approach that can guarantee your success. Concepts such as going ‘Viral’ are today just not meaningful. The World Wide Web has matured in ways that vastly exceed these outmoded ideas about Search Engine Optimization, ‘SEO’ as an industry seems to have become stuck in the internet culture of the mid 000’s in many places.

The WWW as a medium of publishing is what we are interested with. The ownership of publishing resources used to be the means by which the powerful, and the exclusive groups in our society were able to establish themselves as being the dominant voices in our world.

It is little wonder then, that today these same owners of the legacy media resources are seeking to tear down this far more egalitarian access to publishing. The very means through which our post WWII society was built has been directly challenged by the emergence of the World Wide Web.

We have gone through the initial period of novelty with our internet-based publications, from 1996 to the present day represents a considerable ‘arc’ of development, some focus solely on technology but this is a mistake, it is the cultural and social effects that offer us the more significant opportunities.

In presenting this set of services I seek to enable the literacy of my clients to be extended to the digital medium of the World Wide Web, we can be distracted by the range of technologies which we have to work with, and we can be misled by clever personalities into following their version of what is important; reviewing what it is we wish to achieve is extremely important.

I think regarding the WWW as being firstly a powerful means of communicating, and seeking to build our own media presence is the most useful approach of all. We have this opportunity to connect, to develop our place in the world, it was gifted to humanity, we can make it work for our case, it is after all our gift.






Why Blogging is The New Publishing Mass Media

Blogs now represent a 'mass media' for a bewildering range of subject and business areas

WWW Publishing v.s Old World Gatekeepers

We have many who seem to be involved with ‘Blogging’, they will tell you it is a fantastic way to make lots of money, they appear to be just like those people from the ‘Warrior Forum’, completely obsessed with money, and ‘crushing it’.

If that is your cup of tea, and this is all you ever think about, the path to easy money, then I am not really talking to you.

You should join the herd of people who provide the fodder for the self styled ‘gurus’ of this field; there are millions of them, and they represent the giant ‘Make money online’ (MMO) niche.

This direction, this attitude, this empty dream has sucked in a staggering quantity of people, they are impossible to reach, they are way too busy working with ‘magic smoke’ to take any notice of any other information, or message.

If, however you have a long term vision, if you seek to build something of true value, if you can see that blogging is a type of ‘mass media’, then we have something to work with.

Look around you, on the web.

Do you see any of these gurus, and millionaires producing anything of genuine value?

Can you see their training courses, and garish presentations, their loud mouthed videos attempting to seduce you to enter their ‘funnel’, like a Black Widow spider?

For the mere cost of $7, you can unlock the secret hack which has made me $100,000 in the past 30 days!

Does that headline look familiar?

There are hundreds of such headlines, cunningly crafted to attract you, to trigger your sense of ‘missing out’ on golden opportunities, of your fear of being poor, of your insecurities-unless you join the guru’s benevolent community, where, ‘step-by-step’ they will transform you, from your current, struggling position, to becoming a genius, a highly skilled web meister, earning 10’s of thousands from the “Traffic” of the World-Wide-Web.

Yes, I think we know this language, it is familiar to us.

Perhaps you have been snared, in the past, recently even?

As a reasonably decent person, you just want to be able to benefit from the digital economy.

I get it.

There is another side to Blogging, and publishing on the WWW.

Maybe this is not as familiar to you, perhaps you have not recognized it, amidst all the noise and hype, the crowded side-show-alley of Internet Marketing.

The freak show that is the market place for online profiting, sometimes hides the credible, and powerful reality that blogging has become.

If you are a skilled person, someone who has developed a talent, or a specific ability, you might have genuine experience which you have worked towards and succeeded in actually achieving.

You might be an academic, or an aspiring journalist, an experienced journalist, a teacher, or instructor, a college lecturer, a trades expert, a builder, mechanic, laboratory researcher, a scientist, a mining expert, an oil rig worker who knows the game, a writer, aspiring author, a medical specialist …there are many possibilities.

You can build your blog = your media company.

You can publish all types of media to your blog: Podcast (a whole other world of production possibilities), Video training courses, or information presented in an entertaining and attractive way to teach others who might long to enter your field, or wish to know more about it.

Have you heard of ‘Top Gear’? One of the most successful ‘infotainment’ productions out there, about the automotive industry. You can take a leaf out of that book, and also present content with a personality-driven humor laden approach, it works!

Because you are publishing to your own domain, your identity is incrementally built up.

Your reputation is steadily manifested, your name becomes associated with your particular area of work/expertise/practice; your published content can also be Syndicated.

What is this ‘Syndicated’ I hear you ask?

By this I simply mean distributed, to significant platforms, to social media groups and pages, to forums dedicated to your specialty, essentially you are building a head quarters on the World-Wide-Web from which your published work is branded under your name-this is extremely powerful.

This is how the big media companies are able to get their name and content in front of your eyes.

This is not only available to the big dogs, this is something that is available to you also, if you can shift your mental attitude towards building a very long term, solid, powerful digital identity for what it is you are known for being.

This is the ‘mass media’ of the 21st Century, and it will continue to grow, becoming an essential ‘must have’ if you are going to, not only survive, but flourish in today’s digital economy.

This is not about flash, and garish banners – this is about creating your sustainable, growing media company.

If you are serious about developing your success, growing your projects, getting your ideas and unique ways of solving problems out in front of the right eyes, attracting people who are interested in your field-becoming tomorrows ‘name’ for your work area, then this is the path.

This little guide will provide a practical insight into what is required, and needed to build a genuine WWW-based media organization for your benefit, it is kind of essential as time moves forward. Don’t be left behind.

Narcissism And Blogging

Building your web identity does not have to mean developing a bad case of Narcissism

The Haters And You

Our western society is a dynamic and ever-changing proposition. When we set out to conquer the world we do so with the assurance and bravado of youth. Our energy seems limitless, and we commence our journey much like Ragnor Lothbrok in ‘The Vikings’, or at least this is how some people roll. 

Myself I was prone to depression and reflection as a much younger man, this is what it would be called today, but back in the late 1970’s we tended to just get on with things.

Those of us who are incapable of simply accepting the way things are presented to us, who tend to question everything as an organic feature of who we are can be awkward to deal with; I fully accept this.

There are a great many people out there who are positioning themselves as being ‘thought leaders’, they have recognized something which most of us have failed to understand: The world-wide-web is a massive publishing house.

I think we need to look at the web, and the internet as a whole in a much more appreciative light.

Do you realize what it used to take to be able to publish your work, to have a book, or essay, or even a pamphlet printed and distributed?

The old publishing business used to be a very tightly controlled, and expensive venture. To have even a “letter to the editor” published in a newspaper, or magazine was rare enough to tell others about it.

So, we have gone from being completely regulated, from needing a literal fortune to be published to being able to publish whatever we feel like to the web.

Of course, the standards slipped somewhat!

For many of us the web can seem like a public toilet wall, mostly profane garbage with an occasional glimpse of intelligent reflection, and wit, even philosophical insight!

The snobs, and the intellectually vain have certainly not held back with the world-wide-web, it is critiqued, and analysed endlessly.

But few among the many analysts, and pundits seem to appreciate the enormous egalitarian potential of the WWW, they are too busy primping themselves, or making money from the digitally naive.

Blogging, this has become a media type which is spoken about widely, but not really understood, or fully acknowledged by the more conservative ‘authorities’.

Because the internet was not really ‘supposed’ to have been released to the public domain, it caught many among the elite circles completely by surprise. I can argue with you about this, if you like, this seems to be a point which not many seem to grasp. 

The private enterprise involvement with the development of the WWW shielded us from the reach of the regulatory and fiendish bureaucrats. This aspect of the internet, its relative insulation from the regulation obsessed, and authoritarian groups has served to ‘open the gates’ of publishing.

We can see a massive attempt to reign in the growing political aspects of social media, and independent publishing. 

Everywhere these days we can see this astonishing response from the legacy power groups. We are told we are living in the ‘post truth’ world.

Post Truth, so previously we must have been living with the ‘Truth World’?

Give me a break.

The dispensers of all that is good, the self styled elite of Europe, U.S.A, the U.K, Australia & New Zealand, Canada are intent on restricting us, bringing us to heel, on plugging the ‘anarchic’ and disruptive chasm which the WWW represents to them.

We saw the overt demonstration of censorship, of de-platforming and restriction with the treatment of Alex Jones and his independent media company “Infowars”. This action from the oligarchy signaled a flurry of censorship on the Silicon Valley social media platforms, just about all of them with pundits and independent journalists, commentators and analysts being excluded on the basis of…’Hate Speech’.

This Orwellian newspeak terminology is frightening in its casual acceptance among the masses.

We have the situation in the U.K of private individuals being visited by the local police force if they so much as indicate their disagreement (on social media, the police actually keep tabs on this) with the multicultural ideal for the country.

It is not just in the U.K.

We are confronted with this campaign to diminish, restrict and ultimately to control the internet, and what we publish through it everywhere today. Consider that it was through the agency, and distribution of broadcast media that our social world was constructed, and managed after World War II.

So, we have this task, this ongoing and ever needed process of building our identity and visibility on the TripleW. 

How can we as people of good will, and intentions reconcile the aesthetic problem of becoming ‘well known’ or even famous, of promoting our ideas and world views without becoming narcissistic monsters?

The haters, trolls and just mean spirited types are also everywhere, there is always a percentage of people who resent talent, who seek to tear down others, and prevent them from succeeding, or at least make it as ugly as possible?

We must have courage!

There will always be egotistical people, conceit and vanity are hard coded into human beings, we are social creatures and we seek to be heard and seen; even the most introverted among us enjoy connection and communion with like-minded souls.

We have the situation of the ‘Boutique’, today there are more and more groups forming, communities who share a range of aspirations, or objectives, ideological, philosophical, artistic, literary, musical, intellectual, political, crafts, cooking, engineering, extraterrestrial, creative. The list could probably go on for a long time.

Just as there were an amazing variety of authors, writers and community builders in the ‘analog’ days, this expresses itself organically with WWW community building.

Blogging is an incredibly limited expression, we really do need a different word to describe the extended digital publishing activities on the web!

Personally I can see that blogging, and web community building go together.

People who have the resources and talent to extend their reach, and publish to the web successfully represent an enormous range of subjects. We need to fully appreciate the opportunities we have today of publishing, the toilet wall has been extended, it is now a flourishing publishing house with many, many departments.

Take courage, steel yourself if you have a vision, believe in the value you offer, seek to connect and communicate, it is the most human characteristic of them all.

Are You A Non-Believer?

This little excerpt from the very famous series “Mad Men” reveals something that is still very much a part of today’s business world, needing to convince people that connecting with the ‘target market’ is extremely effective!

The era of Madison Avenue advertising approaches is definitely over, but the psychology and creative ideas which were derived from being thoughtful about specific aspects of culture are still very relevant.

The central character of Don Draper was often in the position of explaining the mechanics of his company’s approach to promoting products. This is a familiar position to all people who understand the power and effectiveness of today’s digital media, but find themselves having to spell out the benefits to potential customers.

What we are seeing today is a big transition away from the single-direction advert, Don Draper would be lost in the world of the WWW, Ad-blockers and ‘Content Marketing’.

We are seeing lots of different approaches being presented these days, ‘Direct Mail’ is making a come back because so many grass roots business people are having major problems understanding digital culture, and how to promote themselves using WWW methods.

Direct mail is a gimmick, it might be effective for single products, for a short while; one thing is certain, building a credible presence with digital media is a huge benefit.

One of the really big errors many people make is to transfer their broadcast media approaches and paste them on social media, and using their brand website like an electronic bill-board.

There are a lot of agencies out there who claim to be digital savvy, they wax lyrical quoting all kinds of metrics and ROI on their social media campaigns, their website based strategies. Many of these agencies were scoffing at Digital only a few short years ago.

Vanity metrics, such as numbers of likes, and followers are not of interest to the genuine digital publisher.

Specific campaigns and custom tailored content projects are where the true value lies. Building a conversation is of course useful, but executing on bespoke audience creation is the dynamic side of social media promotions.

Setting up very specific landing pages, populated by agile content choices enables us to tailor a promotional project, taking advantage of email automation, and response ‘AI’ also allows us to be highly flexible.

Flexibility and the capacity to adjust to highly individual requirements gives us a marketing firepower that was just not possible with unidirectional broadcast media.

The choices we can make with our long term branding efforts, combined with the sheer agility and potential to respond to our analysis of the various segments of our target audiences gives us an overall fire power that Don Draper would have been gob smacked with.

The variables in all of this, however, are dependent on our own clarity of vision, our own skills and creative scope; this is where the novice falls short in the digital equation, this is where the generic wiseguys are inadequate to the task.

The agency all too often offers you the cookie cutter solution, the ‘me too’ thinking; avoid the generic, avoid the quasi-science and the tech speak smart ass.

We need to appreciate the details, the ability to gain focus on the fractal details as the perspective gets closer, this is what I am interested with, and what excites me about the potential of digital media for building powerful communication and highly specific, tailored connections to quality and boutique audiences.

Madison Avenue influenced us all, the Don Draper geniuses gave us an appreciation for the creative, the specific, with digital we can take this very much further and we can deliver it without the media middle men charging us their millions, the internet is the middleman media; but you need people like me to make it all work properly, and dream up the mechanics.

I am a maverick player, I admit it, I am very impatient with the cookie cutter agencies, the commercial approaches to the web in general; I don’t think I am alone with this sentiment, by any means!

WebStruct is not about ‘Marketing’ in the usual sense, it is about re-defining communication and crafting very specific modalities of language to suit highly specific contexts. I am more interested with what we as creative, intelligent people can achieve with the vast power on-tap with the World Wide Web.

I can see that we are amidst a genuine struggle between libertarian, and conservative groups and the authoritarian groups in our society who recognize they are being challenged. We can present very agile responses to their deep pockets, and ownership of the legacy media empires; we have something they failed to account for, and still underestimate. We have the World Wide Web.

If Don Draper represented the creative maverick, able to escape his humble beginnings by the sheer craft of his insights, and beat the elite at their own game, the Web offers today’s Don Draper an even greater range of fire power. 

The ‘Interesting Times’ we live in today are set to become ever more ‘interesting’ as time advances, people such as myself, and legions of other unique individuals are understanding the opportunity of the Web more clearly, this clarity contains the means to overcome the tyrannies of the previous order, watch this space.