Internet names seem to capture the zeitgeist of the moment. Take, for example, Google, Yahoo, Lycos… all nonsense names that captured the futuristic, never before seen-or-heard quality of web 2.0 at that time. While we still see some of these popping up (Zynga?), the latest are more self-directed.
First, it was “i” as in iLike, iMeem, and, of course, iPod/iTunes/iPhone. I am the center of the digital web that I spin. I customize, personalize and commoditize. Then we noticed “u” as in uLocate, uStream and u-banana (where sports and music meet!). The subtext is: It’s all about “you,” user. You are in control of your web experience! User: why yes, it IS all about me! Which leads us to me. Not me, but “me” as in Apple’s MobileMe and .me domains, which were both born last week. The rush on .me domains caused GoDaddy to GoCrazy, proving that these will be the next in internet “it” names.
One could argue-and heck, I will-that these are reflecting the narcissistic focus of the modern internet age and the “me” generation that fuels it. Younger web users care about their own personal experiences-their profile pages, their Stardollz, their iTunes collections, their Tumblr themes, their Flickr pools. Mass production is passé. “Making,” DIY, creativity…these are the new status skills and social currencies. Web-based brands have done a good job tapping into this little meme we have going on.
Pretty soon, “me” will get maxed out and copycatted until it’s an oxymoron–no longer individual. What will take its place? As self-focused as this generation is, it also has a “hive” mentality, seeking information from trusted “clusters.” Perhaps “we” and “us” will be the next pronouns to procreate? Or maybe we’ll get unique when we can create our own top level domains. That would be .something.
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