Delightfully dated references, techno-optimism practically oozing off the screen, and prognostications written like they’re outlandish ideas—but have largely come true. This week’s WIRED Classics flashes back to 1997:
“Consider the near future: In the middle of wandering through a Web site on Eskimos, you suddenly switch to push and watch . Or while doing a spreadsheet for next year's budget, you get interrupted with an on-the-spot packaged report of an oil spill in Chesapeake Bay,” Kevin Kelly and Gary Wolf in 1997. They predicted that the internet was about to move away from “pull media”—content you have to seek out or steer—toward “push media,” which you can encounter or consume much more passively.
In their 1997 story, Kelly and Wolf seem eager for the takeover of push media. “The communications revolution we initiated a decade ago continues to grow new habitats for media settlement,” they write giddily. “All we can say is, . Soon.” In 2023, I’m guessing we’re all a little more cynical about push media, and whatever comes after it.
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