The Internet Ideology: From A as in Advertising to Z as in Zipcar

· Massimo Moruzzi
213 reviews

About this ebook

Regardless of the question, the Internet is the answer. 

We are told that the Internet is the solution to every kind of problem. But is it true? Will Big Data help us to understand the world? Is the Internet really on the side of democracy? Does it make sense to make gamify everything? Is the Internet (still) the Frontier? Or is that era past us and we are now faced with the greatest concentration of economic power of all time?

It seemed perfectly normal to Jeff Jarvis, a famous American journalist, to ask: "What Would Google Do?" if the company based in Mountain View were put in charge of the public sector.

It apparently didn't occur to him that the rules and goals the public sector lives by are, or at least should be, different from those of a private company.

According to many, the Internet, this jumble of servers and communication protocols, is the greatest invention ever. But is it really so? And wasn't the same thing said of inventions such as the telegraph, the radio, movie pictures, television or nuclear energy?

Today the Internet is winning. To the point that it seems natural that it should win. But is it so? Does the Internet have to win? Is the Internet's impact positive for society?

Perhaps it's time to clear our minds and talk about the Ideology of the Internet.

- - -

We will speak about...

- Advertising

- Apps

- Big Data

- Cloud

- Disruption

- Gamification

- Hippies

- Internet of Things

- Jefferson (Thomas, not George)

- Long Tail


- Manifest Destiny

- Moore's Law

...and much much more!

Ratings and reviews

213 reviews
Lucio Bragagnolo
December 18, 2019
The Internet used to be the answer to everything and we were all optimistic about its power to bring dialogue, peace, freedom, equality and democracy. It is turning out stars have aligned a different, uglier way. Something went out of hand, someone saw too many opportunities to exploit the global network for whatever bad goal in mind, and pursued all of them. Security and privacy were thought to grow by themselves on the Net, thanks to self-regulation, responsibility, and goodwill on users’ side. Well, not so. The Web seems to surrender to the polarizing and monetizing social media platforms. Companies try to go work around laws to squeeze from users every detail useful for profiling them. The so-called distributed economy created an unregulated jungle of people working hard and remaining poor. Massimo Moruzzi sums up all these scenarios in this book, a collection from A to Z of everything could go wrong about the Internet, and wrong it went. Recommended.
137 people found this review helpful
Did you find this helpful?
Cem Yegül
November 14, 2022
A bit too quick and dirty, and not enough sources written down for a book that covers the most important topic of the 21st century. Easy to read, but feels very disconnected at times and feels like someone is just trying to fill your head with their ideology without giving you a reason why.
Did you find this helpful?
Brantzen Wood
December 7, 2022
No depth. All the author does is ask questions and provide no solutions. If anything, this book is the product of the very thing the author is trying to defeat. It is click bait and nothing more. Terrible read. don't waste time on this book.
Did you find this helpful?

About the author

I have worked or consulted for a number of start-ups from more countries than I can probably remember: Germany (Ciao); France (Meetic); Italy (Ennunci); Sweden (Twingly); Italy/Ireland (Zzub); Denmark (Atosho); Spain (Ducksboard); Italy/UK (VoiceMap); and Canada (Transit App). I started a blog at well before it was fashionable to do so, and later wrote a book on the web, advertising and social media: What Happened To Advertising? What Would Gossage Do?

Rate this book

Tell us what you think.

Reading information

Smartphones and tablets
Install the Google Play Books app for Android and iPad/iPhone. It syncs automatically with your account and allows you to read online or offline wherever you are.
Laptops and computers
You can listen to audiobooks purchased on Google Play using your computer's web browser.
eReaders and other devices
To read on e-ink devices like Kobo eReaders, you'll need to download a file and transfer it to your device. Follow the detailed Help Center instructions to transfer the files to supported eReaders.