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There is an ongoing backchannel about reclaiming the web from the corporations, of going back to Web 1.0 before a few gatekeepers and their algorithms controlled what we saw on the internet.

I think it's largely too late for that, the proverbial genie is well and truly out of the bottle, but that doesn't mean those who want to can't embody the spirit of the old web.

I recently saw a definition of Web 1.0 that amounted to "a few creating pages for the many" – or should that be as many as were online at the time. The defining characteristic of Web 1.0 was that it was small; I think we can all agree on that.

Web 2.0 blew things apart: it became "many creating more for the many" but centralised on a few services – platforms filled with "User Generated Content". Everything became a matter of scale: page views, MAUs, follower counts, ad dollars.

The thing is, even back in Web 1.0, everything was User Generated Content; it's just that the U changed from "user of the web" to "user of services and platforms". ¹ Those pushing the reclamation agenda object to the transition from user to used. The goal, in my opinion, is actually to reclaim the U of UGC.

From its early days where being 'a user' simply meant someone who interacted with a computer or software to perform tasks, the term became derogatory, often employed to imply those who merely used a system or application were idiots. There are those who don't want to be users of big tech – just to have their data mined – the whole "you are the product" debate.

There are advantages to being on the big platforms and networks:

• scale
• scope
• audience
• convenience

but they come at a cost:

• noise & spam
• increased abuse
• loss of control and privacy

For many (or most) the trade-offs are worth it. No matter how loudly the vocal minority cry foul it won't be enough to persuade the rest that they should take action. If they gain more than are 'harmed' by being on such a platform there is no perceived reason to leave.

It's ironic that the easier it becomes to create a self-owned and self-controlled presence on the web it seems the less people want, or can't be bothered, to do it. It is still invariably easier to create a profile on a platform.

Small or slow

There are various ideas for how things should be, often called the slow web or the small web.

I prefer the "personal web", although it comprises idea of both.

The personal web is, by its very nature, small. Individual sites rather than large networks. People not platforms.

The personal web is also slow, built on meaningful, intentional actions – not on the consumption of endless streams.

It is reading, watching or listening to things of your own discovery rather than those forced upon you. It is hand-curated with personal recommendations instead of an algorithm.

The personal web can look and work however you like – it is yours after all. There are no strict rules but there are best practices, guidelines.

None of this is to say that the large web, the fast web, doesn't have its place and that we can't interact with it when it suits us. It is a choice.