They work too hard at educating, a New Yorker story about razors and animal adaptation tells us. No, the story doesn't mention traditional news sites, but I think the evolutionary talk carries over pretty well.
The theory at work is "relaxed selection," where degrees of freedom allow species growth and development — creativity to some extent — rather the Darwinian idea of stress forcing all change. Writes Adam Gopnik, "The early bird races to the worm and, worn out, croaks the same few flat notes as his fathers; the songbird that wakes at ten and ambles to the worm of his choice in a land where worms are cheap has time and energy to get up on a branch and improvise a new song."
Similar cases come out of a broader look at the "lek" in life, taken from a term for animal rituals of "showing off their excesses," as in relaxed selection. And what happens when you chase the concept further?
The Stanford biologist Joan Roughgarden, in her new book, "The Genial Gene," argues that the entire notion of sexual selection as a form of self-seeking improvement on the part of each beast is a myth, a make-believe, and that the true state of nature is one of frivolous variation and bisexual flirtation. There's no evidence that peahens actually prefer the peacock with the most splendid tail, she tells us; the evidence is that peahuns choose their mates more or less at random.
Perhaps, she suggests, the peacock struts his tail to impress other peacocks — to get entree to a social clique. What the peacock's tail might really signal is not his strongly selfish genes but his serenely social nature. …
For Roughgarden, superfluidity is the sign of the natural world at its most natural, the path of descent when nothing interferes with it. Why invest in long tails and razors? The answer is: why not? We are, in this view, born to be inherently frivolous aesthetes, who like change for change's sake, oddity for oddity's, amusement for amusement's, art for art's. And, if there is a deeper reason for our liking, it is that such likings help make communities; we find our social selves by participating in the lek.
I can't agree with the stress theory falling off the table entirely, but I like the idea of a spectrum of development. With traditional news sites, it's hard to see a spectrum. The seriousness is nearly 100% — if not in topic, then certainly in tone. (When we break this tone, the results are often more awkward than an average onlooker would produce.) For some reason, the industry sees this as normal. We see reputations at stake and respond the most urgently to complaints in that vein. Even in the game-based area of online media development, traditional news is obsessed with educating and informing. It's weird, in a sense. Info is undeniably valuable, but in what variety of natural communication is it continuously single-minded? We've made up this mode and convinced ourselves it's normal. The viewer, we effect, must always be taught.
Why? Let's look at the original American newspaper model, combining key elements of information, entertainment, community connection and facilitation of commerce. The pieces drop off one by one. The post-war newspaper cedes media joy to TV, the first sign of printing presses as the silent enemies of productization. Monopolization knocks off papers' need to pursue commerce beyond streams we're already facilitating. With community connection, immigration and integration slowly push societal diversity into cultural diversity, and everyone spends decades trying to grow up, get their hands around the actual American ideal and reconnect. By the time the Internet comes around, newspapers are down to just one of their four original elements. Which puts them in great shape to get on the Internet — bring your shovel! — but in awful shape to compete there. All of the original media elements are once again in play, and we've long lost track of most of them.
Back to the biology. Steady work with online communities attracts me to one particular part of the New Yorker story. More than any other part of traditional news' pursuit of digital life/growth, community-building has highlighted the industry's single-mode obsession with educating. When viewers can talk back, they show how different their modes can be. They joke. They vent. They chat. They show off. They recommend or criticize. Something I've argued since we began Network Journalism is how very young online communication management is, how basic it remains compared to real conversations or interactions. No wonder this communication feels more like miscommunication. The inability to handle a mix of modes is problem to be solved across industries.
But I don't worry about most industries here, and I do worry about newspapers and traditional news sites. If, out of reputation fears, our own communication and human messaging is stuck in one mode, how are we going to play a role in the social evolution of everyone else? Human factors design is a step there, but humanity is a prerequisite.