Goddard had stumbled upon “this tiny town in America” on Maps and thought the plainly-dressed people there looked amazing. The editorial she designed was a parody of contemporary street style photography—“the main point of difference,” she says, “being that people who are photographed by street style photographers are generally people who have made a huge effort with their clothing, and the resulting images often feel a bit over fussed and over precious—the subject is completely aware of the outcome; whereas the people we were finding on Google Maps obviously had no idea they were being photographed, and yet their outfits were, to me, more interesting.”
“Meat space” (coined by William Gibson in Neuromancer) is a term for the physical world where our bodies (meat) move around and do meat-like things (for example, eat, jog or go clubbin’). The interesting thing about the term is it’s a play on “cyber space” — meat space is an internet-first way of viewing the world.
And that internet-first way of seeing the world is what’s driving these changes at Disney, casinos, insurance companies, etc. We’ve been “cookie-ing” people online and tracking their browsing habits for years, and in that contained environment, businesses have seen the value of acting on personal transactional data. But now businesses are taking this approach and applying it to meat space.
Why? Because cyber space is small, it starts and stops at internet-connected devices. Think of the transactions and interactions that are carried out each day in meat space. Think of the money spent in meat space (on your caramel macchiato, for instance).
While not everyone is online all day long, we’re all implicitly offline. Wouldn’t it be great it we could gather meat space data and use that to tailor the offline experience much like companies now tailor your online experience? “Personalizing your meat space experience” is a gross way of saying “pretty much control your life.”
Which is frightening. But that’s exactly what companies want to do.