"Open Source Attention and the Pinterest Pivot: Exploring the Role of Stigmergic Social Annotation in Collective Sensemaking"

"Open Source Attention and the Pinterest Pivot: Exploring the Role of Stigmergic Social Annotation in Collective Sensemaking"

Introduction:
In the digital age, platforms have become central to our online experiences, controlling and optimizing our attention. However, inspired by the decentralization and open-source movements, there is a growing need to "free" human attention from platform control. This article explores the concept of Open Source Attention (OSA), a socio-technical framework that aims to empower individuals by creating a decentralized ecosystem for stigmergic markers - the digital traces of human attention. Additionally, we will examine the Pinterest pivot, where the founder, Ben Silbermann, recognized the power of sharing collections as a means of connecting people.

The Power of Stigmergic Social Annotation:
In the current platform-centric ecology, user annotations such as likes, retweets, and other forms of engagement are locked within platform data silos, solely serving the platform's growth optimization. OSA seeks to shift the power dynamics by employing distributed content creation and storage technology, allowing for the liberation of stigmergic markers. Stigmergic communication, a concept where the environment acts as a distributed memory, enables the emergence of novel system-level behavior. There are two types of modifications within stigmergy: sematectonic stigmergy, which directly alters the environment state, and stigmergic markers, which serve as signaling cues. These stigmergic markers can be considered digital traces of human attention, possessing significant value for both extractive (ad-tech) and constructive (collective sensemaking) purposes.

From Exploitation to Empowerment:
Similar to the open-source software movement, OSA aims to "free" stigmergic markers, beginning with fundamental hypertext primitives such as emotional valence (e.g., likes), bi-directional links, span highlighting, semantic categorization (tags, bookmarks), and textual annotation. By embracing protocols rather than platforms, OSA aligns with the "protocols, not platforms" approach, allowing for interoperable protocols and storage for stigmergic primitives. This approach enables the sharing of data across diverse personal knowledge management (PKM) apps, contributing to collective sensemaking efforts on a global scale.

The Pinterest Pivot and the Power of Collections:
In the story of Pinterest's pivot, we witness the recognition of the power of sharing collections as a means of connecting people. Ben Silbermann, the founder of Pinterest, observed that while users of the app Tote were not making purchases, they were amassing collections of "favorite" items to share with friends. This realization resonated with Silbermann's childhood memory of collecting insects and the tendency for people to share their collections. Thus, he pivoted from Tote to Pinterest, offering users a visually appealing platform to display their collections and interests.

Lessons Learned and Actionable Advice:

1. Embrace the power of stigmergic markers: Recognize that digital traces of human attention hold immense value for both personal and collective sensemaking. Consider incorporating stigmergic markers such as likes, annotations, and semantic categorization into your digital interactions.

2. Explore decentralized ecosystems: Investigate the potential of decentralized content creation and storage technologies to free attention from platform control. Look for opportunities to contribute to projects that aim to create alternative ecosystems and protocols.

3. Build on iterative learning: Learn from the lessons of previous endeavors and identify unmet needs and opportunities. Pivot or iterate your ideas to better align with the evolving demands and desires of your audience. Continuously refine your approach and stay open to new possibilities.

Conclusion:
Open Source Attention (OSA) and the Pinterest pivot both highlight the importance of recognizing the power of human attention and the potential for collective sensemaking. By embracing the liberation of stigmergic markers and exploring alternative ecosystems, we can shift from exploitative attention models to empowering individuals in their digital interactions. Let us harness the lessons learned from these examples and take actionable steps towards a more open, decentralized, and inclusive online environment.