And Wondering Whether this is the End

J.J. Abrams and Andrew Jarecki took the SXSW Interactive stage to talk about the deeply human dimension of storytelling the transcends technology tools.

J.J. Abrams and Andrew Jarecki took the SXSW Interactive stage to talk about the deeply human dimension of storytelling the transcends technology tools.

The echoes that fill the Austin Convention Center and other venues at SXSW Interactive usually resound with the typical digital culture buzzwords: Snapchat, Twitter, delight, Slack, engagement, Apple, Google, Facebook, app, surprise, wearable, Amazon, responsive, disruption, VR, UX…it’s like its own version of tech hipster ipsum.

But this year there were some new words that joined the cacophony: Trump, caucus, vote, Trump?, primary, convention, election, Sanders, brokered, Trump?? And while the tech buzzwords were uttered with an air of confidence, these unfamiliar words were spoken with disbelief, concern, and a tinge of fear, often wrapped in uncomfortable laughter. Could this really happen? The contrast between these two sets of words was visceral. How can the culture that has helped to drive the past 20 years of tech innovation around the globe find itself on the brink of a Presidential election that no matter which way you slice it exudes feelings of dread? Could we be staring into the abyss that spells the end of the United States as we know it?

Dan Rather doesn’t think so. As a journalist who has been through eleven presidential election cycles he maintains confidence in the American experiment with the caveat that a strong democracy requires a free press with journalists willing to ask the tough questions that unveil the uncomfortable truths that hold power in check. Without “honest brokers of the truth” (Rather’s definition of good journalism), however, anything is possible. In fact, as he noted at one point in his conversation, under these circumstances the phenomenon of Donald Trump’s success in this year’s primary elections actually makes sense. With nobody to ask him the hard questions without being intimidated and respectfully but forcefully requiring an honest answer, Trump controls the press, wielding it to his ends. So, while Rather does not think this marks the end for the U.S., he shares the concern and, frankly, the surprise of many, that Trump is quickly moving toward claiming the Republican presidential nomination even in the face of considerable pressure by party leaders to curb his popularity among Republican voters.

Bruce Sterling doesn’t think so either. Sterling is an Austin-based futurist, novelist, maker and, in my opinion, modern-day prophet. Every year at SXSW Interactive, he does his best to sum up the major threads of the conference, usually bringing a beautiful, stinging edge of reality and truth to the experience. Within the first few minutes of this year’s closing address, Sterling jumped into an assessment of the climate surrounding the presidential elections. He marveled that the “explainers” in our culture (politicians and journalists) cannot seem to get a handle on why the elections are unfolding as they are. Sterling even goes so far as to say that people on either side of the aisle might be so delusional and detached from reality that Donald Trump may, in the end, be the only person with a grip on reality. An insane claim, right? Or is the fact that we might be able to make such a claim simply an indicator of the current cultural turmoil?

Sterling notes; however, that the United States is not alone when it comes to political uncertainty. Traditional political powers around the world are experiencing turmoil. France, Germany, Brazil, South Africa, China, India and Britain (at the least) all find themselves in a seasons of political unrest. Even in the face of these chaotic circumstances, Sterling still remains optimistic – however cautiously – about America’s future. The best way forward, he suggests, is to vote in a way that keeps the Party Establishment in power for at least another four years – possibly eight. The elder class in Washington – the pillars of the Party Establishment – will at least keep government systems going. And in a world increasingly comprised of failed states – and sometimes teetering toward a failed globe – staying with Established powers will also sustain the United States as the unilateral superpower. So at least from the vantage point of the United States, the Establishment continuing to grip the reigns of power will get us by until the younger generations are ready to take the reigns In the course of the next few elections.

President Obama also doesn’t think so. The tone that resounded through his conversation before a gripped audience of thousands of SXSW Interactive attendees was one of hope and confidence. If private American industry will enhance its sense of duty to the public good, lending its talents and resources to the needs of the public sector by making the functions of government more accessible to its people, we will make considerable progress together. The private sector has made so many dimensions of modern life immediately accessible to millions of people through thoughtful technological implementations that empower people with information, resources and useful tools to improve modern life. With a willingness to put these same talents to work at a local, state and national level to make the resources of government easier to navigate for the average citizen the lives of many would be further improved.

One of the only things that concerns the President, and many others at SXSW Interactive, in regard to safeguarding the future of the United States is the future of privacy. He admits that it is difficult, if not impossible, to strike the proper balance between privacy, information security and national security. Either national security drives the ship and “we the people” agree to leave a gate in our privacy fence open to government surveillance, or we allow for such a high level of information security that privacy is protected at the expense of national security. Clearly, the powers that be would like to ensure a high level of privacy and data security for its citizens, but they also want access to all of the data in real time without restriction. Of course, many people do not agree with this approach, which sounds like direct government surveillance. How can the United States talk honestly about the classic liberal political ideaologies of liberty and freedom in a complete surveillance state? By by the same token, how comfortable do citizens of the United States feel about the fact that Google, Facebook and Amazon have compiled so much of our personal data and are using it to personalize our online shopping and buying experiences? Are these multi-national corporations gathering and storing our personal information a threat to the American ideal of liberty? So, whether we are talking about marketing surveillance or government surveillance are the classical values of liberty that stand at the heart of the United States in danger, thus placing America’s central values in danger?

So, while it may sound and sometimes feel like the American experiment is drawing to a close, this is not the end of the free world as we know it. In fact, the turmoil we are experiencing during this election season may activate something that speaks promisingly about our future.

But what about SXSW Interactive? Is this the end of this conference as we know it? I’ve already indicated in my previous reflections on the experience that while there was plenty of activity around Austin, there was something missing that – for me at least – seemed to mark a fundamental shift or change of heart in the SXSW Interactive experience. As I lived this year’s conference, I resonated with concerns raised the past two years in the press as to whether SXSW Interactive had lost its edge. Maybe these journalists had a point. These concerns were solidified by the huge gaps in the Trade Show (literally empty spaces even with seating areas taking up more and more square footage in the massive ballroom space). There was also the absence of companies who have had significant involvement in SXSW Interactive in the past. Where was the Hootsuite bus this year, or Hootsuite in general? Where were the people who recently launched the new social platform, Peach, which is quickly being adopted? Where was Apple? Apple hasn’t had a presence at SXSW Interactive in years. Where was Evernote? Where were the folks from Otterbox, who have hosted an amazing product innovation display the past few years? This mass exodus (relative to past SXSW Interactive festivals) by established brands raised huge red flags for me about the future viability of the conference.

Consider also the lack of any truly major breakthroughs in digital technology released during SXSW Interactive. In prior years there have been innovative new technologies on display, a handful of new app launches, new hardware or software platforms that ended up shaping the future of digital culture. Granted, there were a few moments that were innovative during SXSW, but not at the level of concentration that I have been accustomed to over the course of the past five years. Where were the truly groundbreaking new apps, and not those that just simply repackaged things we are already doing? Where were the inventors who came to Austin to give us a glimpse into the future, as opposed to so many people featuring mobile-based VR tech which is only new because portable? Where were the truly next level presenters challenging us with something so fresh and compelling that it genuinely blew our minds, as opposed to BuzzFeed announcing it is now an ad platform? Again, there were a few sessions that addressed these questions, but my feeling was that that the overall feeling of SXSW Interactive this year was less driven by innovation and more driven by stasis. For me, this marked a distinctive shift in the nature of SXSW Interactive that could be the norm moving forward.

I honestly do not think this is the end of SXSW Interactive, but, as indicated, I think 2016 may simply mark a shift in the kind of conference it will be going forward. SXSW Interactive may become less about innovative digital culture and feature more specialized tracks geared toward particular market segments. Along the lines of these market segments, the conference may be more about learning to manage in this brave new world we created over the past two decades. So, on the user interfaces/experience track you will find sessions about best practices in design. On the PR/marketing track you will find sessions about best practices in social media, demographics and other skills related to that industry. On the coding track, there will be sessions targeted to different coding applications in the digital space. I saw some of this emerge this year, as respective tracks were situated in different venues spread widely around the downtown Austin area. Of course, for me this shift meant that I did a lot of walking! I come from a digital and social marketing perspective, but my world crosses the lines of journalism/news, visual design, UI design, information technology/security and emerging technologies. One of the joys of SXSW Interactive is the synergy that comes from the variety of topics covered in the world of interactive media. This year I found that I had to create this synergy by moving to different themed venues.

If I am perceiving this shift correctly, it is not necessarily a negative thing. Digital creatives from across the spectrum need to network and improve their skills in all of these areas. But the loss of SXSW Interactive as a place where new things take flight (if that is what is happening) means that in some respects this conference becomes like all other conference – just much, much larger, and in a much better city.

So, is this the end for SXSW Interactive? No. Much like America, SXSW Interactive will move forward. The thousands of die hard visionaries who attend year over year will get together, put together hundreds of amazing panels and solo presentations that will make for a SXSWi 2017 that will top the 2016 version. What may change; however, is the trajectory. As noted, SXSW Interactive has always been a platform for all the latest in digital culture. Whether a new app, a new platform or a service, Austin was the place to bring your new ideas to marketplace. But in this new era, keynotes and panel discussions may focus less on the bleeding edge of digital culture and more on best practices across a range of skills in the area of digital culture. Or, maybe it was just a down year or a season to take a breather after 20 years of non-stop innovation. All of this, as with the American political horizon, remains to be seen. And I will be back to see it, regardless of who is President.