What should we do about the naming deficit/surplus? – Part 2

As I wrote in my last post, I am very concerned about the lack of comprehensible, consistent language to talk about the hugely diverse ways in which people are using the internet to bring about social and political change. Pleasingly, it seems I’m not entirely alone in this, as some good posts from Nathaniel Heller and Tiago Peixoto make clear. So, to continue the discussion, I’m going to use this post to set out some suggested language that I’ve been thinking about for a while.

We need a family of terms – not another one-off slogan

First up, let’s talk about scope. The problem with so many tech buzzwords is that they’re one-offs, they don’t link to other more familiar ideas nicely. So I started from the view that we need a family of several terms that can be used to describe everything from Wikileaks to Votizen, and that they shouldn’t be too novel or new. We need a family of interlinked terms that concisely and clearly describes both how projects in this broad field are similar and how they are different.

But before I can set out my suggested family of terms, I need to step back and ask ‘what is this sector we’re talking about naming and segmenting, anyway?’

A name for the whole sector

Obviously defining any area of human endeavour is a fraught process: you can’t ever draw a definitive ring around a bunch of ideas, activities or organisations and say ‘this group is perfectly defined and totally unambiguous’.  So instead of losing sleep over that I’m simply going to say that I would find it useful if there was a name for the sector that includes everything from Obama for America to Anonymous to Avaaz to Nation Builder to the Sunlight Foundation.

My approach to finding an appropriate name was to look at the way that other internet industry sectors are named, so that I could choose a name that sits nicely next to very familiar sectoral labels. For example, there’s ecommerce, which deals with people’s need to shop. There’s online dating, which is about people’s need for relationships. There are social networks, which are about serving people’s needs to keep up with their friends. What divides these sectors, broadly speaking? The answer is that each sector is primarily focussed on serving a different kind of user need (please note the ‘primarily’ there – there are obviously overlaps).  Whether you need music, or games, or financial services, or medical advice – there’s a relatively clearly named sector already online to help you.

So what is the unifying need that ties together things are different as Wikileaks, Anonymous, Kiva or the Open Knowledge Foundation? I would argue that despite their many differences, all of the organisations in this sector are about serving people’s need to obtain and deploy power.

Now I know that power can sound like a negative word (as in ‘power mad’ or ‘absolute power’), but I am using it in a non-judgemental way. Wikipedia defines power as ‘the ability to influence the behaviour of people’. When you vote, or sign a petition, or retweet a political link you’re trying to exert some power over someone somewhere, and that doesn’t make you a bad person!

So I suggest that we name the broad field in which we work the Civic Power sector. Why these two words? Because unlike ‘open’ or ‘peer’ or ‘digital’ I think that most people will have a rough sense of what these two words mean, especially when sandwiched together.  I hope you can see Civic Power sitting reasonably nicely alongside existing fields like ecommerce, gaming, streaming video, online news and so on.

Segmenting the Civic Power sector

Choosing a single sectoral name – Civic Power – is not really the point of this exercise. The real benefit would come from being able to segment the many projects within this sector so that they are more easy to compare and contrast.

Here is my suggested four part segmentation of the Civic Power sector:

  1. Decision Influencing organisations

  2. Regime Changing organisations

  3. Citizen Empowering organisations

  4. Digital Government organisations

So, what do these terms mean?

I’ve tried to keep the names as self explanatory as I can. Here’s what I mean by my four titles:

  1. Decision influencing organisations try to directly shape or change particular decisions made by powerful individuals or organisations.
  2. Regime changing organisations try to replace decision makers, not persuade them.
  3. Citizen Empowering organisations try to give people the resources and the confidence required to exert power for whatever purpose those people see fit, both now and in the future.
  4. Digital Government organisations try to improve the ways in which governments acquire and use computers and networks. Strictly speaking this is just a sub-category of ‘decision influencing organisation’, on a par with an environmental group or a union, but more geeky.

Putting Organisations into Categories

To make it all a bit more practical, here’s a table where I put various well known digital-native groups into different categories, based on each organisation’s primary mission. Note that many organisations listed below will have activities that fit into several of these categories, but I am segmenting them by their core purposes, or, to put it another way – their founders’ main desires:



FYI the ‘REBEL’ logo refers to Tamarod, in Egypt, and their massive anti-Morsi petition.

Can you sub-segment these even further?

Even these categories are still pretty big. I can certainly see how further sub-segmentations might work, like ‘Transparency-based decision influencing organisations’ (e.g. Human Rights Watch) vs ‘Legal challenge-based decision influencing organisations’ (e.g. EFF). But I don’t think it is worth delving deeper down the hierarchy until a debate has been had about the top of the tree.



So there we go, one part-baked naming system awaiting your feedback. Please let me know if you have any problems with this structure, or if you can see better ways of saying the same things. For me, I’m just pleased that I have some terms which I can try to use to make slightly more sense of the complex world in which mySociety finds itself.

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