Weak Ties: The Journey to Find Search Keywords

This time, we'd like to focus on writer and thinker Hiroki Azuma's new book, 'Weak Ties: A Journey in Search of Search Words' (Gentosha). Mr. Azuma was someone who greatly supported me during a certain project back in my student days. Years later, as one of his disciples, I am personally very happy to be able to introduce his book in this way.

 

Now, this book has a distinct flavor and unique texture, quite different from Mr. Higashino's previous works (philosophy, ideological treatises, information society theory, literary criticism, subculture studies, novels). It's a very compelling read. I fell in love with it after my first read and have revisited it many times since. It's extremely accessible, written in very straightforward language, with the prose flowing as if speaking directly to the reader. Even someone picking up a book by Mr. Higashi for the first time will likely find it reads smoothly, almost like an essay about travel. That said, it doesn't contain the simplistic ideas found in countless naive self-help books. Instead, it offers new perspectives and clear, compelling messages, grounded in Mr. Higashi's deep knowledge, experience, and sharp insight.

At the book's outset, Higashi introduces the concept of "weak ties" proposed by American sociologist Mark Granovetter. Drawing on his "real-life experiences" from various travel destinations, he examines the problems of our current information environment (a world of "strong ties" excessively connected through SNS) and the nature of the journey needed to transcend it (where the term "tourism" becomes key in this book).

I'd like to organize the issues this book raises in my own way.

As everyone knows, we now live surrounded by an overwhelming amount of information. If you want to know something, just search and the answer appears instantly. It seems like a world where nothing is lacking has been realized. You can see what you want to see immediately. You can find out what you want to know right away. It feels like a very fulfilling, free life. However, the book begins with the author's question: "Is that state truly free?"

What does this mean?

Indeed, the information available on the internet is vast and rich. It's no exaggeration to say "it has everything." So we search as we please. At first glance, this seems like a "free" action. We don't feel controlled by anyone. But upon closer reflection, we realize that search terms can only be conceived from within our current environment. The act of searching is heavily defined by the environment we currently inhabit. In other words, the notion that "the internet lets you see whatever you want" can be flipped to mean "on the internet, you only see what you want to see." The author argues that the search terms you choose are constrained by your environment. While search keywords selected by your honest desires and the resulting search results may reinforce self-affirmation, they cannot lead to new insights or knowledge.

Let's quote a few passages from the author:

We believe we can search for information from around the world online, that we're connected globally. We think we can find out anything about Taiwan or India just by searching. But in reality, the words we search for change depending on the physical environment we're in. The words we search for change based on our state of desire, and the world we see changes. To flip it around: no matter how much information is overflowing, without the right desire, it's useless.

The internet is supposedly overflowing with information, but that's not the case at all. Rather, the important information remains invisible. This is because on the internet, we can only see what we want to see. And furthermore, people only write on the internet what they want to write.
(Bold text added by the author, Mr. Higashi)

So, how can we overcome the limitations of information search?

Mr. Higashi's answer is remarkably clear: physically change the environment you currently inhabit. In other words, he says, "Go on a journey."

This book wants to shout out loud: "Young people, go on a journey!" But not a journey of self-discovery, rather a journey to find new search terms. Not a journey to leave the internet and return to reality, but a journey to change your reality in order to dive deeper into the internet.
(Bold text added by the author, Mr. Higashi)

So, what kind of journey is effective?

This book discusses the appeal of "tourism" as a form of travel, rather than the "backpacker" obsessed with self-discovery. For specifics, I encourage you to pick up this book and read it for yourself.

Incidentally, the points raised in this book are particularly painful for us advertising agency people who plan campaigns daily. That's because we often start our planning work with "search." After receiving a brief from a client, we first search for information about that brand, look up past successes and failures, organize that information into a narrative, and then add ideas to form a plan. However, ideas born from this search-first approach often remain confined within the boundaries of our own preconceived desires. Desk research has its limits; it merely weaves information into new patterns, rarely yielding serendipity, surprise, or genuine new insights. Truly great ideas and communication, I believe, lie in providing unexpected encounters with others – serendipitous yet inevitable, irreplaceable moments of connection and revelation.

Finally, I apologize for writing about myself, but recently, even while planning, I couldn't achieve a breakthrough. I realized that perhaps I myself needed to go on a journey. It's a truly excellent book, so I highly recommend it.

【Dentsu Inc. Modern Communication Lab】