David Weinberger's Intranet Buzz:
Web and Brains and Comparisons

By David Weinberger
Editor, Journal of the Hyperlinked Organization

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"The Net is not like a brain!" I heard myself arguing with more vigor than I'd intended. Unfortunately, the person I chose to gainsay on this topic had been introduced as a hedge fund manager but turned out also to be a neuroscientist at the University of California's Brain Imaging Center. He knows the brain the way I know...well, I don't know anything as well as he knows the brain. You'd be surprised at how much I learned about the ways the Net is indeed like a brain.

The scientist was joined by a hugely smart computer industry analyst who also thinks the comparison is fruitful. It was around the moment that the two of them showed me that I was completely wrong that I realized that I actually don't believe that dumb old wrong thing. No, what I really believe is that the problem isn't with the comparison to the brain, it's with comparisons at all.

"So the Net's like a brain," I said, "but it's also like the environment and it's also like an economy and it's also like a party. Each of these may bring us insights about the Net..."

The analyst agreed, but he still especially likes the brain comparison because he can look at some structure of the brain and gain insights into the Net that he might otherwise have missed. It spurs his imagination and his analytic insight as well.

But, if you push too hard on any one metaphor, you can easily be led to think that because A is like B in one respect, it must be like B in other respects. This is formally known as the Fallacy of False Analogy, and informally as the Fallacy of Making Stupid Mistakes. In the case of the brain, it can lead one -- not necessarily the people I was talking with -- to think that the Net might itself be conscious. While that might be *suggested* by a parallel to the brain, it could only be *known* by explaining what consciousness is and showing that the Web has those characteristics. The Argument by Analogy only takes us so far.

So, yes, the Net is like the brain, and it's like the nervous system, and it's like the body, and it's like forty jugglers playing checkers with three blind monkeys. Some of these analogies have more points of similarity than others, but in every case, we move beyond the perceived similarities to inductions about other properties at peril of blinding ourselves -- sort of like shining the flashlight of knowledge into our own eyes.

Had the guys I'd been talking with been making that particular mistake, I might have won the argument. Instead, I had to settle for learning a whole lot. Damn! I hate when that happens!

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The Author

David Weinberger writes JOHO and is one of the Ringleaders of cluetrain.com, a manifesto of web ethics. He also provides strategic marketing consulting to high-tech companies, writes for several magazines (including Wired) and is a commentator on NPR's "All Things Considered." He was, as VP of Strategic Marketing, one of the shapers of Open Text's intranet strategy. David sits on several conference boards and is a member of AIIM's Emerging Technology Advisory Group. Reach him at self@evident.com.