"Your Brain Will Become Searchable"

MNSpeak and Fimoculous founder Rex Sorgatz speaks tech trends

Through his omnivorous culture clearinghouse site Fimoculus and his collectively created news-and-chat site MNSpeak, Rex Sorgatz has been a local and national leader of web innovation. Sorgatz recently accepted a job with noted technology concern Microsoft and is preparing to move to the Pacific Northwest's closest approximation of Minneapolis, Seattle, where he plans to start the MNSpeak-like SeattleSpeak.com. MNSpeak, however, will continue, having been purchased by Loquamur, a corporation controlled by Rake magazine publisher Tom Bartel and his son Matt. In a sort of parting interview conducted by e-mail, we asked Sorgatz to theorize a bit about web trends and culture.


City Pages: Name five web trends that you expect will be big deals over the next year or so.

Knows lots about the internets: Seattle-bound web maven Rex Sorgatz
Tony Nelson
Knows lots about the internets: Seattle-bound web maven Rex Sorgatz


Rex Sorgatz: Although it's usually a losing game to guess the future in this field, here are some exciting areas where the internet and media collide:

1) Collaborative News. We have grown accustomed to a style of reporting--the good ol' inverted pyramid delivered via byline--which has served us well for the past several decades. But we're starting to see how social software is creating a new model in which several people can organically contribute to a story. As the controversies around Wikipedia and blog reliability suggest, we're going to occasionally stumble and fall for a while until we figure out how this works, but something will emerge to challenge our notions of how news is created and dispersed.

2) Vlogs. Video has been the "next big thing" on the internet for nearly a decade, but we've finally reached the point where enough people are producing their own material. Everyone from my grandma to large broadcasting outlets wants to get on board. (Locally, Chuck Olsen's MNstories has done amazing work.) As the TV and the computer get closer to merging (via things like TiVo and Slingbox and IPTV), the stigma of online video will go away, because the transition will become seamless.

3) Niche News. The fragmentation we saw decades ago with the introduction of niche magazines and cable television has only become more exaggerated online. What made the internet bubble burst in 2001 was the realization that you didn't need to be gigantic to make a great product. A new class of people who have four or five different blogs on disparate niche topics is emerging. It matches perfectly with a typical news diet that can now consist of an extreme mix: a favorite vlog about your community, podcasts supporting your anarcho-political beliefs, a news aggregator with biking news, and a blog about being a daddy.

4) Everything Becomes Searchable. Books, TV, geography...pretty soon, your brain will become searchable.

5) My Media. All sectors of the culture industry have been shaken by this basic idea: People are taking control of their media. Mashups in music, memoirs in publishing, blogs in journalism, first-person shooters in gaming, reality TV in broadcasting--all of these trends have one thing in common: the rise of the individual to become owners or participants in the creation of media.


CP: What are characteristic mistakes that the news media make when building websites?

Sorgatz: I work with several big media companies, so I feel complicit in the mistakes that we make. Within all large media entities, some people "get it" and some people don't. But in general, the common mistakes include:

First and foremost, not grasping that news is a fluid conversation, not an official edict.

Second, not understanding that the web is more than a distribution vehicle--another "platform" to shovel around your news. The unique collaborative characteristics of the internet (which Google/Yahoo/Microsoft and several startups already grasp) are foreign to a lot of mainstream media executives.

Third, not realizing that redesigning your website should be driven by a change in how you want to produce news. Every redesign should come with a structural change in which staff adjusts to the demands of being a 24-hour news operation. For instance, writers need to be able to publish immediate news for the website and in-depth news for print.

And finally, being unable to give up control. Too many traditional publishers are terrified about "preserving their brand" and continue to insist on "being authoritative." Mainstream media will get clobbered if it can't figure out how to let information be shared, amended, remixed.

Journalism as we know it doesn't necessarily need to change--quality news is still a hugely valuable commodity, and will be for a long time. But we need to think about new ways that news can be created, and that people can interact with it.


CP: What are some of the major generational differences you're seeing now in terms of web use--e-mail versus text messaging, that sort of thing?


Sorgatz: My mom downloads songs from Limewire to put on the MP3 player for my dad's Harley, so I don't think there is necessarily a prima facie generational gap. As the iPod has reminded us, "technology" is just a word for tools that will become commonplace in a few years. (The coffeemaker and the tractor were "technology" to my grandpa.)

Nonetheless, one can't deny a generational difference. What interests me isn't so much what people use to communicate (texting versus e-mailing versus phoning) but what this transition ultimately portends. Here's my theory:

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