Branding the #4opens: Collective Identity and Values in the Fediverse

Branding in the #Fediverse is a tricky topic, on one hand, it helps communicate shared values and guide new users. On the other, it risks undermining the very diversity and decentralization the Fediverse was built on. So, how do we talk about branding without falling into the traps of centralization, monoculture, and control?

What’s the purpose of branding on the #4opens web? And yes, it plays different roles depending on who’s using it.

For projects and platforms, it can signal authority and attract attention.

For users and communities, it can help with visibility, onboarding, and shared identity.

But if we’re not careful, it easily slips from communication into control. With instance branding vs project branding. What can we do about this? Instead of strong top-down project branding (like we see in #Mastodon or #Threads), we need to support instance-level branding. That means letting each community shape how they present themselves. This path of local control supports:

Customization

Diversity of expression

A truly decentralized ecosystem

Think of it like a neighborhood, each one has its own vibe, but they all exist on the same street plan. If we take this path we avoid the problem with strong branding, when developer teams and platforms dominate the branding, they can start to overshadow the rest of the network.

Smaller instances get lost

Contributions from the edges get ignored

Diversity is flattened 

This weakens collaboration and limits imagination, yes, scale matters, and branding needs to happen at different levels:

Individual users

Community-run instances

Federation-wide projects and tools

On tis postaive path branding can help at each level, but we have to watch out when one scale starts overpowering the others, that’s when centralization creeps in. It’s a balance between accessibility and freedom. What matters is that people can find their way into the Fediverse easily, visual identity plays a big part in this. But if we go too far in creating a single “official” look, we risk:

Homogenizing the network

Undermining community self-expression

Balance is good design, which then empower new users and protect the freedom of existing communities. To do this, we need strong community-driven identity, emerging organically from within the network. That’s why the current logos and names (like the elephant for Mastodon or the general term “Fediverse”) are tolerated, they hint at identity without enforcing it.

We should aim for the same with any new branding: Lightweight, community-tested, aligned with the #4opens. On this path, it’s good to remember what we’re building, it’s native to the #openweb. It doesn’t need corporate-style branding to grow, what it needs is trust, cooperation, and care in how we present and share what we’ve built.

So, before jumping on the hype train for branding-as-growth, let’s remember: Don’t be a prat. Don’t centralize what should be shared. Don’t package what should remain open. The #4opens – open code, open data, open process, and open culture – are our foundation. Branding should reflect these values, not erode them.

Development of technology in a community-centric direction

We need to reboot #KISS by shaping technology to empower people and building to their needs to create any inclusive and democratic digital path. We need technology that prioritizes people and community customization first:

  1. User-Centric Design: Technology should be designed with the people in mind, focusing on usability, accessibility, and flexibility. This means involving people in the design process and incorporating their feedback to create technology that meets real needs, process and preferences.
  2. Open Source and Open Standards: Embracing #4opens principles promotes transparency, interoperability, and people’s control. By making source code freely available and adhering to open standards, developers empower people to modify and customize the technology they are building according to wider social requirements.
  3. Decentralization: Moving away from centralized platforms and embracing decentralized architectures fosters community and resilience in the social digital networks. Decentralized technologies empower people to have control over their digital lives and communities, stepping away from reliance on large corporations.
  4. Education and Empowerment: Educating people about technology and creating tools and resources to shape and customize to their needs is essential. By fostering digital literacy, people can understand and thus take control of their digital experiences, to create a more informed and engaged user base.
  5. Community Engagement: Engaging with communities and building collaboration and thus co-creation leads to the development of technology that reflects the diverse needs and perspectives of people. By building inclusive and participatory processes, developers can ensure that technology serves the interests of the community.

In the context of the #Fediverse and #openweb reboot, prioritizing these helps to steer the development of technology towards a community-centric and empowering direction of real world use. By stepping away from the #dotcons tech that pre-shapes people’s behaviour to grow a more participatory and inclusive path, we build a digital ecosystem that serves the needs of people.

#KISS is a good start on this path.

What names to use?

The term #openweb describes a social/tech ecosystem for the internet rooted in decentralization, interoperability, and community-driven values. It embodies the #4opens – open data, open source, open standards, and open process. This stands in contrast to the #closedweb of the #dotcons, whose platforms are centralized and proprietary, and the broader #mainstreaming of the internet, which has a strong tendency to replicate closed, corporate models. The #openweb offers a fundamentally different vision for the future, both for the web and the society it shapes.

In this landscape, the #Fediverse is an example of decentralized networking. Built on the protocol #ActivityPub, it enables people and communities across different platforms to interact seamlessly. Codebases like #Mastodon, #PeerTube, and #Pixelfed serve as alternatives to corporate platforms, Twitter, YouTube, and Instagram, offering a more ethical, people-centric path for people to walk.

For more technical or geeky conversations, the term #web1.5 is useful. It acts as a buffer against the confusion and hype of #web3 and the #encryptionist obsession with blockchain-driven solutions that miss the social dimension.

When communicating with broader or more mainstream people, talking about the Fediverse can be tricky. In many cases, simply saying “Mastodon” is enough. As the most recognizable platform in the Fediverse, it serves as a useful gateway for those unfamiliar with decentralized technologies, yet curious to explore alternatives to Big Tech.

Ultimately, terminology should match context and audience. Whether you’re deep in conversation with fellow geeks or introducing someone new to decentralized spaces, choosing the right term can make all the difference in clarity and accessibility.

Of course, tribalism within these communities can sometimes make things harder than necessary. A gentle reminder applies here: don’t be a prat. Shared understanding matters more than gatekeeping.

This blog is on ActivityPub – please subscribe

What do we have here, Hamish Campbell’s blog covers a range of topics related to technology, activism, social justice, boatlife and the #openweb. As an activist, Hamish provides insightful commentary and analysis on issues like digital rights, decentralized technology, media activism, climate change, and more.

Feel free to subscribe to Hamish Campbell’s blog for

  • Thought-provoking content: Hamish’s blog offers thought-provoking insights and perspectives on contemporary issues in technology and activism. Whether it’s discussing the impact of social media on society or exploring alternatives to #mainstreaming platforms, his posts stimulate critical thinking and inspire discussion.
  • Expertise in digital activism: With years of experience in digital activism and media production, Hamish brings a wealth of knowledge to his blog. His insights into the intersection of technology and activism provide valuable guidance for people and organizations looking to make a positive impact in the digital sphere.
  • Openweb advocacy: Hamish is a passionate advocate for the #openweb and #decentralized technology. His blog delves into topics such as the importance of preserving net neutrality, the dangers of centralization in online platforms, and the potential of decentralized alternatives to empower people and protect digital empowerment.
  • Diversity of topics: From technical discussions about peer-to-peer networks and the mess of blockchain technology to reflections on the state of contemporary grassroots politics and society, subscribers can expect to find engaging content that spans multiple disciplines and interests.

Overall, subscribing to Hamish Campbell’s blog provides readers with a unique opportunity to stay informed about important issues in #technology, #activism, and social justice, while also gaining valuable insights from an experienced and knowledgeable voice in the field.

@info is the link you need inside the #Fediverse

#Fediverse how can we do better

#Fediverse how can we do better at this https://socialhub.activitypub.rocks/t/the-process-platform-isnt-working/3923/6

The current move in #blocking of the #dotcons moving to the #openweb is not a real solution, it’s like we are putting our heads in the sand. We need to understand that our “native” projects are #4opens thus anyone, including the #dotcons can be a part of the #openweb in this it’s a good thing they are moving back to this space.

Feel free to block them, but pushing this path as a solution is both naive and self-defeating. We need to do better and build a healthy culture and a diverstay of tools, it’s always a fight, hiding in a cave wins no wars, and we are in a war.

Issues within the #Fediverse community regarding the handling of problematic behaviour or interactions on the platform. A breakdown of some points:

  1. Problem with Blocking: That simply blocking users or instances (such as the #dotcons) is not an effective long-term solution to fostering a healthy and diverse community within the Fediverse. Blocking is “putting your head in the sand,” ignoring or isolating problematic elements doesn’t resolve underlying issues.
  2. Advocating for Openness: Emphasizes that the Fediverse should remain true to its principles of openness (#4opens), which allow anyone, including controversial entities like the #dotcons, to participate. This openness is a positive aspect of the #openweb.
  3. Building a Healthy Culture: Rather than relying on blocking, we need to advocate for actively building a healthy culture within the #Fediverse. This involves nurturing diversity of tools and fostering a community where constructive engagement and dialogue can thrive.
  4. Need for Engagement and Solutions: The importance of proactive engagement and problem-solving. We need to warn against passivity (“hiding in a cave”) and encourages efforts to address challenges head-on to create a stronger and more resilient ecosystem.

Overall, a call for constructive action within the #Fediverse community, moving beyond simple blocking measures and focusing on building a robust and inclusive path that aligns with core values of openness and diversity. With an emphasis on proactive engagement, collective responsibility, and continuous improvement to create a healthier online and offline environment.

humm needs more… what do you think?

Current messy thinking

Pushing defederation from #meta is not wrong in sentiment, the #dotcons are vile and cons. But is wrong from a practical sense. The #Fediverse and #ActivityPub are #openweb based on #4opens, this is a space where you do not have technical tools for stopping the #dotcons from taking the data, as the data in the end is in the open, unencrypted, in the database, in #RSS and in open flows.

The people who push the idea of closed are fighting for the #closedweb on a “native” #openweb platform. This makes no sense at all, incoherences everywhere, a lot of mess over the last 40 years that we need to compost.

There are likely good, useful motivation for unfederating from the #dotcons let’s be motivated by them please.

Who is making the shovel #OMN

The development of ActivityPub was a collaborative effort

One thing that is missing from much of the unthinking #mainstreaming outreach and expansion is that the history of #ActivityPub and the #Fediverse is a grassroots collaboration, and an ongoing struggle between open and closed paths. To understand this history, we need to explore the origins of ActivityPub and its evolution within the broader #openweb movement.

ActivityPub emerged as a response to the limitations of early social media protocols like #OStatus, which powered platforms such as #StatusNet (later GNU-social). While OStatus enabled some level of federation, it lacked robust privacy features and limited conversation dynamics. This pushed developers to seek alternatives that could better support native social interactions.

The early drafts of ActivityPub, initially called #ActivityPump, were an ambitious attempt to build a flexible protocol supporting rich, decentralized communication. In tech OStatus, used XML, ActivityPump adopted JSON, a more modern, lightweight, and developer-friendly format. This shift made it easier for platforms to adopt and extend the protocol.

The transition to ActivityPub, the move from ActivityStreams 1.0 to ActivityStreams 2.0, and ultimately to ActivityPub, reflected the need for a more comprehensive standard. ActivityPub introduced server-to-server communication, enabling platforms to share activities, like posts and follows, across different instances. This innovation laid the foundation for true federation, where separate platforms could interact seamlessly.

Key projects helped shape this evolution. Pump.io, created by #EvanProdromou (the developer behind StatusNet), was an early experiment with ActivityStreams, though it never achieved widespread adoption. But these experiments were stepping stones that informed the development.

Next is the role of #Mastodon and the rise of the #Fediverse, Eugen Rochko’s decision to implement ActivityPub as Mastodon’s primary protocol catalyzed the growth of the Fediverse. Mastodon offered a #openweb “native” but familiar Twitter-like experience with federation baked in, its rise attracted a wave of people disillusioned by #dotcons social media.

As Mastodon grew, other platforms joined the ecosystem, #PeerTube for video, #Pixelfed for images, #WriteFreely for blogging, and meany more. Each new platform enriched the Fediverse and reinforced the strength of the decentralized path.

There are challenges to openness, despite its successes, this journey of rebooting the #openweb with ActivityPub and the Fediverse hasn’t been without friction:

  • Commercial Capture: As the Fediverse gained traction, larger players began exploring it. #Threads’ integration with ActivityPub, for instance, raises concerns about whether the #dotcons might dilute the Fediverse’s grassroots ethos.
  • Technical Complexity: Implementing ActivityPub isn’t straightforward. the pushing of features like HTTP signatures for verifying interactions introduce technical hurdles that can create compatibility issues between platforms.
  • Centralization Drift: Even within the Fediverse, centralizing tendencies continue. Mastodon’s continuing dominance has concentrated influence, raising questions about how to prevent decentralized paths from replicating the “common sense” patterns of the #dotcons.

There is a constant need for guarding this open future, in which we need to balance the outreaching to the #mainstreaming with caring and supporting the native grassroots that created the value in the first place.

Looking forward, the future of ActivityPub and the Fediverse hinges on collective action. We need to resist the “common sense” commercial co-option from both friends and enemies to expand into building tools that make decentralized tech more accessible #OMN

The promise of the #Fediverse isn’t simply technological, it’s cultural and political. It’s about reclaiming the internet as public commons, where communities thrive on their own terms. On this path, by staying rooted in collaboration and community care, we ensure the Fediverse remains a beacon of hope in increasingly enclosed digital paths.

Nurturing the Potential of the Fediverse: A Socio-Political Roadmap

The #fediverse, promises decentralized social networking and democratic governance, stands as a light of hope for a native #openweb. However, as it navigates the terrain of politics, technology, and human behaviour, it faces challenges that threaten to undermine its #4opens civic potential. In this post, we delve into these challenges and explore potential pathways to realize the promise of the #fediverse.

At the heart of the fediverse lies the tension between its potential benefits and the risks of subversion by commercial interests and structural dysfunction. Commercial capture, driven by the allure of proprietary features and enhanced user experiences, poses a threat to the “open and decentralized nature of the fediverse native culture”. The current shift from distributed funding models to centralized and #NGO ones exacerbates this challenge, leading to a concentration of power and influence in the hands of a few people and entities. To counter this trend, developers, producers, institutions, and users can collectively work to uphold the #4opens principles of interoperability and openness.

Structural dysfunction, characterized by a lack of native governance approaches and a reliance on #DIY moderators and self-funded instances, poses another challenge. Without a “native” structure for governance, the fediverse risks succumbing to governance failures and reputational assaults. To address these issues, there is a pressing need to develop democratic governance structures (like the #OGB) that empower people and ensure accountability and transparency at every level of decision-making.

The fediverse is more than just a technical system; it is also a political structure. As such, it requires a nuanced understanding of the socio-political dynamics that shape its development and governance. Techno-Romanticism, which elevates simplistic views of technological progress and overlooks the labour and networks that underpin it, poses a threat to the fediverse’s sustainability. By fostering a culture of critical engagement and social action, we can mitigate this, to ensure that the Fediverse remains a space for civic discourse and collective action.

In summing up, nurturing the potential of the Fediverse requires a multifaceted approach that transcends technical considerations and delves deep into the socio-political paths. By addressing issues of commercial capture, governance dysfunction, and techno-Romanticism, we pave the way for a native inclusive, democratic, and sustainable Fediverse as an #openweb native network.

The influence of NGOs in social activism raises concerns

The growing influence of NGOs in social activism raises concerns, particularly in an online landscape dominated by centralized #dotcons platforms and gatekeepers. In contrast, the #openweb, rooted in the #4opens principles of decentralization, open standards, and inclusivity, represents a genuine path for progressive social change.

However, the rise of NGO-driven slacktivism exposes the limitations of centralized activism. While petitions and social media campaigns can raise awareness, they lack sincerity and fail to drive real change. This culture of low-effort engagement stands in stark contrast to the openweb’s ethos, where people have the autonomy to participate, create, and take meaningful action without the constraints of gatekeepers.

A key concern is that NGOs, despite claiming to serve communities, to often end up promoting their own interests and priorities. This marginalizes “native” voices and disempower grassroots movements. As attention shifts towards the #Fediverse, it is crucial to safeguard against NGO-style centralization and ensure that power remains distributed across diverse communities.

To resist coaptation, the Fediverse must uphold its decentralized, community-grown structure. Building trust, collaboration, and maintaining its native core will be essential in keeping the space free from corporate and institutional control.

In conclusion, the openweb and the Fediverse are critical tools for grassroots activism and collective action. By resisting centralization and embracing the #4opens, we can ensure that these spaces remain truly progressive, participatory, and free.

Building trust in the openweb and Fediverse

Trust matters in our shared landscape of the #openweb and the emerging #Fediverse, trust is the currency that binds meaningful interactions and collaborations. Yet, amidst the #fashionista cacophony of voices and divergent perspectives, building trust can feel like navigating a minefield. In this post, we’ll explore the importance of trust, examine the challenges to building trust, and propose strategies to grow a culture of trust within these communities.

Trust is the soil upon which communities thrive, enabling people to engage in meaningful exchanges, share resources, and collaborate on common goals. In the decentralized ecosystem of diverse voices, converging and interacting, trust becomes more essential. Unlike centralized #dotcons platforms, where trust is bestowed upon a single authority, the “native” openweb relies on distributed networks of trust between people and communities.

However, despite the inherent value of this trust, the native path is fraught with challenges that hinder any lasting cultivation. One of the obstacles is the prevalence of #blocking and resistance to new ideas and approaches, this hinders. While blocking may be necessary in certain circumstances, to protect against harmful actors and preserve the integrity of a community, it can also impede constructive dialogue and collaboration. Without trust, too much #blocking can lead communities to become fragmented and isolated.

What can we do?

  1. Transparency: Transparency is key to building trust within communities. Open and honest communication about intentions, decisions, and actions grows a sense of accountability and reliability. Projects and peoples need to strive to be transparent in their paths, sharing information openly and engaging in dialogue with different stakeholders.
  2. Inclusivity: Inclusive communities are more likely to cultivate trust among their members. In this we need to seek out diverse perspectives and voices, and creating spaces where people feel welcome and valued, communities foster a sense of belonging. Inclusivity also involves addressing power imbalances and amplifying silent voices.
  3. Consistency: Consistency in actions and behaviour is needed for building trust over time. Communities need to strive to uphold commitments, follow through on promises, and maintain integrity in interactions. Consistency breeds reliability, and reliability breeds trust.
  4. Empathy: Empathy is the foundation of trust in human relationships. By empathizing with the experiences and perspectives of others, communities build mutual understanding and respect. Empathy involves active listening, acknowledging the feelings and concerns of others, and responding with compassion and kindness.
  5. Collaboration: By creating opportunities for people to work together towards common goals, and engaging in collaborative projects, sharing resources, to support each other’s efforts, communities build bonds of trust and solidarity.

Now, how can we build these? Trust is the cornerstone of any thriving #openweb path and the building of the wider #fediverse community. We need to create environments where trust flourishes, enabling people to engage in meaningful interactions and collaborations. Remember that trust is not a destination but a journey, one that requires ongoing effort, and commitment from all #4opens stakeholders.

“Don’t be a prat” is basic #KISS

Branding, addressing this issue

The issue of branding in the #openweb and #fediverse is currently a mess that touches on both technical and social thinking. We need to address this:

  1. Barrier to Community Adoption: Strong branding in #openweb codebases is a barrier for communities to adopt and customize the technology for their collective use. It limits the ability for different communities and groups to collaborate and share resources.
  2. Centralization of Power: Project branding centralizes power in the hands of developers and funders, rather than the communities that are using and running the instances. This leads to decision-making processes that do not represent the diverse needs and perspectives of users.
  3. Stifling Innovation: A focus on project branding stifles innovation and creativity within the #fediverse. Communities that can feel constrained by the predefined branding and unable to express their identities and values through their #openweb spaces.
  4. Inequality in Representation: Branding perpetuates inequalities in representation within the #openweb ecosystem. Communities that lack the resources or technical expertise to customize branding feel marginalized or excluded from #geekproblem and #mainstreaming discussions and initiatives.
  5. Resistance to Change: Strong project branding creates resistance to change within the community. People become accustomed to the existing branding and are thus reluctant to embrace new ideas or alternative approaches that challenge this often ossified status quo.

To address these challenges, it’s important to shift the focus from strong project branding to instance branding to empower communities to make their own #openweb spaces for collaboration and collective action. This involves:

  • Rethinking the traditional #NGO concept of branding and finding ways to communicate the values and mission of projects without relying on dominating #mainstreaming, project branding.
  • Creating better user experiences for community members to shape the look and feel of their spaces and actively participate in decision-making processes.
  • Encouraging open and honest dialogue about the role of branding in the #fediverse and its impact on community participation and representation.
  • Promoting a culture of responsible branding/templating that prioritizes inclusivity, diversity, and empowerment of people and projects.

By adopting these principles and practices, we can create a decentralized ecosystem within the #openweb and #fediverse, where communities have power over their tools to nurture their community, this is what matters

Please “do not be a prat” about this, thanks.

The mess we made with the #dotcons

The #dotcons are designed for greed and selfishness. Everything about them feeds this and, in turn, feeds off it. This negative path is hard-coded deep into their architecture. They cannot be fixed.

The rebooting of the #openweb is the path we have taken. Copying worked well for the first step — it let us get moving. But for the next step, we need to move past the simple replication of the current #mainstreaming mess. We cannot reboot alternatives by simply copying them in #FOSS, as we have too often done in the #Fediverse.

The next step needs to be more native to the #4opens path we have started down. Let’s thank the people who copied. Let’s give them statues and security – they did us all a service. They deserve gratitude for this first step, not hatred. But we cannot stop there.

The mess of the #dotcons. Take the example of Twitter’s devolution. What began as a #neoliberal platform – deregulated, market-driven, profit-focused – has slid into a space with growing fascist tendencies under Elon Musk. This is not an accident. It’s a stark reminder of the pitfalls of unchecked corporate #dotcons and their susceptibility to authoritarian capture.

Neoliberalism, with its emphasis on deregulation and market “solutions,” inevitably concentrates wealth and power into the hands of a few. That concentration erodes democratic norms and opens the door to authoritarianism. Twitter is just one case. The intertwining of neoliberalism and fascism underscores why we need vigilance: not only against economic inequality, but also against the erosion of the native #openweb projects we struggle to build and sustain.

The trap of nostalgia, in the reaction of neoliberal “common sense” to Twitter’s fascist turn is instructive. Despite the platform’s descent, many #mainstreaming users still engage with it, clinging to nostalgia for its earlier, more liberal incarnation. This highlights the tendency of #mainstreaming to adapt to life under oppressive regimes, out of self-preservation, habit, or a misguided sense of normalcy. It is a sobering reminder of the dangers of complacency and the urgency of resisting authoritarianism, especially in its early stages.

The lesson for the #openweb can be found in this transformation of Twitter from neoliberalism to fascism, which shows the interconnectedness of economic and political systems. It underlines the need for collective action to safeguard native #openweb values. By recognizing the warning signs of authoritarianism and refusing to normalize its spread, we can prevent the erosion of the commons we are trying to grow.

The next stage of the reboot cannot be a mirror of the #dotcons. It must be different, open, grounded, messy, and alive.

The #dotcons and #closedweb of the last 20 years have clear problems:

  1. Centralization of Power: The dominant platforms in the #dotcons era are #closedweb, centralized, controlled by a handful of corporations.
  2. Monopolistic Practices: The dominance of a few major players led to monopolistic practices that stifled “native” #openweb culture. These monopolies limit people choice and hindered the development of alternative paths that could offer more diverse and community-centric life.
  3. Surveillance Capitalism: The #dotcons relies on business models built around surveillance capitalism, where data and metadata is harvested, monetized, and exploited for targeted advertising and social control without consent and transparency. This exploitation of people’s data undermines “society” and creates significant ethical concerns.
  4. Filter Bubbles and Echo Chambers: The algorithms employed in the #dotcons are designed to prioritize content based on user engagement metrics, leading to the formation of filter bubbles and echo chambers. These push people to beliefs and preferences that limit exposure to diverse perspectives and contributing to growing and entrenching polarization and disinformation.
  5. Erosion of Public Discourse: The rise of social media in the #dotcons facilitated the spread of misinformation, hate, and extremist right ideologies. These platforms prioritized engagement and virality over the quality and accuracy of content, leading to the erosion of public spaces based on trust.
  6. Data Concerns: The collection and exploitation of user data by #dotcons raised significant concerns. People have limited to no control over their social data and metadata.
  7. Digital Divide: Access to the internet and digital technologies remained unevenly distributed during the #closedweb era, exacerbating social and economic inequalities. Due to resource constraints, marginalized communities, faced barriers to access our #openweb reboot, limiting their ability to participate in our native paths and thus the wider digital economy and society we need to build.

To sum up, the dominance of centralized platforms, surveillance capitalism, algorithmic biases, erosion of social norms, and inequalities have been some of the most pressing issues associated with the #dotcons and #closedweb over the last two decades. Balancing this requires continuing efforts to promote decentralization, #4opens and “native” #openweb infrastructure and culture. You can help with this by working on projects like #OMN #OGB #makinghistory and #indymediaback

Please donate here is you can https://opencollective.com/open-media-network to support making this path happen.

This post is a reaction https://mastodon.ar.al/@aral/112098724636424845