Wishful thinking in a headline

Shankar Gupta at Mediapost’s Online Media Daily wrote a nice piece today on the arrangement between Salon, AOL, and Technorati that provides Salon and AOL users with links to blogger posts relevant to the stories they’re reading.

The story quotes Technorati founder and CEO David Sifry as saying the development marks a major step in the media world’s acceptance of Weblogs. I agree that this is an important story, but what about the headline?

Mainstream Media Harnesses Blogosphere

The headline promotes wishful thinking, because, thankfully, the blogosphere can’t be harnessed. There’s no greater word to describe the modernist dream of command and control than “harness.”
  • exploit the power of;
  • control and direct with or as if by reins;
  • rule: keep in check;

Yeah, right.


  1. Terry,

    Well put. This reminds me of Baudrillard ‘s idea of the centrifugal nature of post modern communications. Seems to me that it is the blogophere that has harnessed MSM.

    It was a pleasure to meet you at Gnomedex. Perhaps we’ll get a chance to work together some time.



  2. Harry Hayes says


    My initial response is “so” not brain surgery to accomplish.

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