Ten years ago, I wrote about a problem that was already undermining the #openweb, that nobody was linking to anybody, and that the incentives were all moving in the wrong direction. #Mainstreaming platforms had little reason to send people towards alternative sources, while grassroots projects were left struggling to build connections with each other. Even when people wanted to cooperate, there were plenty of reasons to avoid linking, sharing audiences or giving another project visibility.

The result was an increasingly fragmented web. Lots of websites, lots of content, lots of people doing useful work, but fewer if any meaningful connections between them. Ten years later, the technology has changed, the underlying problem has not gone away. In some ways, it has become worse, as the attention economy has eaten the #openweb. The commercial internet is built around capturing attention, the more time people spend inside a platform, the more valuable that audience becomes to its owners. External links interrupt this process, they send people somewhere else, towards another publisher, another community or another source of information.

From the perspective of the #dotcons, this is a problem to manage, as their business model rewards keeping people inside their own environments, controlling discovery and turning the activity of users into something that can be measured, monetized and sold. Likewise search engines increasingly provide answers directly, social platforms prioritize their own feeds and recommendation systems and publishers compete for visibility inside systems they do not control.

The #openweb still has hyperlinks, but the “common sense” culture surrounding them has changed. The problem is not that links have disappeared, it is that the common sense dominating online life have weak incentives to support an open, reciprocal network of independent publishers. This matters because the web was never supposed to be a collection of isolated destinations. Its strength came from the connections between them: people following sources, discovering unexpected ideas, checking evidence, finding communities and building on each other’s work. Take those connections away, and the web becomes a collection of competing islands.

We have been building better technology, but federation is not enough, over this last ten years, the #Fediverse has grown, ActivityPub has become more visible, and more websites connect with decentralized social networks. This is real progress, we now have more technical possibilities for building an alternative to the centralized paths. But there is #blocking, we to often grow federated social networks that still reproduce the habits of closed #dotcons social media.

Federation connects systems, it does not create solidarity these systems need to work. The same applies to #FOSS, open-source software. Open code is important, but it does not guarantee that projects will cooperate, share audiences or build lasting relationships. Technical openness is necessary, but it is not sufficient. This is where the #4opens become useful: open code, open data, open standards and open processes. They can be used to give us a practical foundation for cooperation, but we still have to build the culture that makes that cooperation meaningful.

The mainstreaming trap… ten years ago, I described the difficulty of getting #mainstreaming alternatives to link to each other. This underlying tension remains, grassroots projects need reach, resources and recognition, mainstream organizations have their own priorities, reputation concerns and institutional incentives. They will link externally when it serves their purposes, the problem is that those links are selective and instrumental rather than part of a wider commitment to an open information commons.

Grassroots projects end up supplying stories, ideas, research and community knowledge to organizations that gain the attention while the original producers receive little in return. This is one of the quieter forms of #mainstreaming. The grassroots become useful contributors to somebody else ‘s system without building the independent relationships needed to sustain their own. The answer to this smell is not to refuse every mainstream connection, that would be another kind of isolation. It is a balancing act, work with wider institutions when useful, but maintain independent infrastructure, reciprocal relationships and the ability to carry on without their permission. We need bridges, not gateways that leave us dependent on whoever controls the other end.

Why don’t the grassroots simply link to each other? This is where the problem becomes more uncomfortable, as it is easy to blame the #dotcons as their incentives are obvious. It is harder to look at the habits and assumptions within our own communities. Grassroots projects compete for the same funding, audiences, volunteers and recognition. People worry about sending attention elsewhere. Organizations protect their own identities, developers build separate platforms, campaigns create separate communication channels.

Sometimes this mess happens for understandable reasons. Projects have limited time and resources, trust has to be earned, not every source is reliable, and not every relationship is useful. But too often, we reproduce the same competitive logic we claim to oppose. We talk about solidarity while treating our own websites as little territories. We talk about commons while keeping our work disconnected. We talk about decentralization while building social and technical systems that make cooperation harder than it needs to be.

This is the #geekproblem in a wider social form, the assumption that if we build the right technology, the human relationships will somehow follow. They won’t – a network is made through practice, people have to link, share, maintain, argue, repair and work together. The technology should support those activities rather than pretend to replace them. The OMN is about mediating this mess by making linking part of the infrastructure – the OMN is not another social-media platform competing to own an audience. It is a network of flows, a way to connect independent publishers, community archives, grassroots news projects and other sources through shared data and open protocols.

The basic technical model is straightforward.

  • SUB – flow in. Nodes subscribe to RSS, ActivityPub and other feeds, collecting public information from independent sources.
  • Shared data objects – connect the information. Nodes maintain local copies of text and metadata, preserving links to the original sources and recording provenance.
  • PUB – flow out. Nodes publish selected information through feeds that other projects can reuse, with attribution and links back to the original material.
  • FAT-PING – synchronize the metadata. Participating nodes share tags, classifications and relationships, allowing communities to connect information without requiring one central authority to control the whole network.

This #KISS technical path creates the possibility of something more useful than a collection of disconnected websites.

A local news project could publish reporting that appears in a community feed. An archive could connect that reporting to historical material. Another community could add relevant location or subject tags. Different frontends could present the same information for different purposes.

The original publisher remains visible. The information becomes more useful through connection. The wider network gains value as more people participate, the objective is not to scrape everybody’s content and republish it without permission. It is to build a practical commons around open feeds, clear attribution, appropriate licensing and community control.

The technology should make it easier to send attention outwards, not capture it inwards, we need to move from reciprocal links to reciprocal infrastructure. The original proposal is simple: if linking is going to become central to the #openweb again, the grassroots have to make it happen.

We need to take that idea further – reciprocal linking should be part of a broader practice of reciprocal infrastructure. That means:

  • Linking to relevant work from other independent projects.
  • Citing original sources rather than stripping information of its provenance.
  • Sharing feeds and making independent publishers easier to discover.
  • Connecting community news with historical archives and local knowledge.
  • Maintaining directories and cross-project indexes.
  • Supporting open standards so that information can move between different systems.
  • Building shared infrastructure without requiring every project to surrender its independence.

This is not about #SEO of creating artificial link exchanges or rewarding websites for linking to one another. Nor is it about pretending that every source deserves equal trust. It is about recognizing that the value of an open network comes from useful connections, not isolated ownership. Trust still matters, moderation still matters, communities need to decide what they publish and which sources they rely on. But these decisions should help build better flows rather than turn every community into another closed silo.

The political choice is simple (#KISS) – we have spent years watching the commercial internet turn relationships into engagement metrics, communities into audiences and information into a resource to be enclosed. The #openweb offers another possibility, but only if we are willing to practise it. This is not about abandoning individual projects, it is about making them part of a living commons. A river does not become powerful by keeping every drop in a separate container. It becomes powerful through the connections between its springs, streams and tributaries. The same is true of the #openweb.

Ten years ago, the problem was that nobody was linking to anybody. Today, we have more technical ways to connect, but we still need the social practice that makes those connections matter. The #OMN is one path to build that practice into the infrastructure itself, not another platform, not another silo. A network of flows, built by the people who need to begin to rebuild the #openweb.

I should LINK from this post, please post URLs in the comments.

#OMN #openweb #4opens #Fediverse #ActivityPub #RSS #indymedia #commons