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Book Stacks in a Very Large Space #1, 2001 |
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| COVER STORY: THE FUTURE OF SEARCH |
| Can we know everything? |
| Search Engines lead us into new
information frontiers. But will we ever find what we’re really looking for?
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BY QUENTIN HARDY
PHOTOGRAPHS BY ABELARDO MORELL |
WHEN MY SON WAS YOUNG, HE trembled in fear and joy.
Like all of us, he arrived incomplete, and the neurons in the limbic
system of his toddler’s brain were still growing. The limbic system
is the seat of human emotion. When enough neural pathways
functioned, he developed the sensations of anger, delight,
sorrow, excitement.
Those feelings enlarged his world, but they shook him.
He stood transfixed on the kitchen floor, newly arrived
in something that he would eventually call love,
perhaps, or anguish. Each irrevocable change was
jarring, though, as it might be if at once our eyes
commanded the ultraviolet spectrum, or if
we heard with the clarity of owls.
We envy children the
intensity of feeling things
like pure joy, or even raw
sorrow. They are untempered
by history or boredom:
Everything is new. If
we could recall that dismaying
onrush of new feelings,
we would better grasp what
technology is doing now.
Soon enough, thanks to an
ever-denser Internet and
increasingly effective search
technologies, we should possess
enormously augmented
brains, relentlessly searching
new landscapes for knowledge
and connection.
The neurons may be
electronic, but that may
not matter much. Our two
primal urges—to know the
world and have the world
know us—will flower as
never before, encoding us
in a continual, global bazaar
of talk, products, and sensation.
We will have virtual
selves on the Internet at all
hours. They may earn us real
money, or involve us with
real friends and political
movements, or help us find
parts of ourselves we now see
only dimly, if at all.
We want to organize all the world’s information and make it universally accessible.
—Eric Schmidt, CEO of Google |
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For certain, we will access
and filter an unimaginable amount of information.
According to Hal Varian of the School
of Information Management and Systems,
in 2002 we filmed, wrote down, or otherwise
encoded some five exabytes of information.
That is roughly the same amount of data contained
in all preceding human conversations—ever. In 2005, Varian figures, we made twice
as much. And he sees that three-year doubling
cycle continuing for the foreseeable future.
Ninety-five percent of this material is in
digital form and is easily uploaded to private
or public networks, in particular the all-encompassing
Internet, where it is filtered, snipped, remixed, and otherwise given new
life. Above all, it is searched for meaning and
links to other information, then served to our
hungry minds.
If our minds were not so hardened in their
habits, we might tremble like my toddler at
the ways computing and communications,
guided by search, now urge us toward an
enormous collective awareness. The booming,
buzzing mass of networked computers want
data, from hard facts to family photos. The
more data there is on the Internet, the better
chance search engines have of finding what we
want, and the more possibilities of what we
want are created. The more people contribute,
the more people there are to contact, to see
what they have to offer.
Many of us already seem to be in constant
contact—bees in a massive intelligence
hive—with social-networking software for
pheromones, and weblogs for bee dances in
which we come and go with a single click.
Soon, however, today’s 1 billion Internet users
will be able to meet the planet’s 5 billion other
people, connected by cheap cell phones and
$100 laptops. Watch the bees dance then.
Amplify that mix with 10 times more sensors
than people on the Internet. The sensors will aggregate data and, aided by pattern-searching
software, will see now-unobserved movements
in nature and society. That search may create
cures for the common cold by watching the
flow of air through a city, or change agriculture
by watching the jungle grow at night. It
may create new commerce or communities by
watching the time it takes me to trust someone
with whom I’ve just connected online.
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