All Tomorrow's Cultures

In 1866, Alfred Russel Wallace sent a breathless letter to his friend and colleague, Thomas Huxley, inviting Huxley to join him in exploring a “new branch of anthropology”: Spiritualism. Based on the explosive growth in seances in Europe and North America, Spiritualism conjured a world beyond the grave where the dead continued to learn and improve themselves while enjoying each’s ghostly society. When the dead deigned to visit the living, it was typically to help and to advise: “this haunting could teach the living how to build a more perfect society in the here-and-now” (Forbes 2016: 445). So, for Wallace, this really was a new direction for the field–an inquiry into the unseen and, simultaneously, into a future that awaited humanity, both in the afterlife and in the perfection of human life on this planet.   To give away the ending, Wallace was not successful in establishing his “new branch of anthropology.” Huxley wasn’t buying it, and other anthropological...

In a 2010 article entitled “Academic Search Engine Optimization (ASEO),” Joeran Beel et al sparked controversy in some circles by suggesting that scientists tailor their writing in research articles to search engines in order to maximize web visibility.  Once the keywords are chosen, they need to be mentioned in the right places: in the title, and as often as possible in the abstract and the body of the text (but, of course, not so often as to annoy readers).  Although in general titles should be fairly short, we suggest choosing a longer title if there are many relevant keywords. (179) Building on almost 15 years of literature and scholarship in web marketing and e-commerce, Beel et al extended the model to academic work, arguing that the goal in writing for academic journals is little different than writing copy for web advertising: “to make this content more widely and easily available” (190).  That could mean including keywords in significant fields (like t...