In the Globalization of Nothing2 I have distinguished between nothing and something. Nothing is any social form, in this case a product (such as a Big Mac or an IKEA book case), that is centrally conceived, centrally controlled and lacking in distinctive content. Something is a form (such as a meal cooked at home from scratch) that is locally conceived, locally controlled, and rich in distinctive content. While our world is increasingly dominated by nothing, the increasing number and importance of the makers makes likely a significant increase in products that can be characterized as something.
Anderson makes this clear in arguing that the makers are producing, and will produce, things that cannot be purchased at the world’s leading purveyor of nothing- Wal-Mart. Furthermore, they are things that can’t be mass-produced in China or other low-wage countries. Indeed, Anderson sees hope for the American economy in the future in the makers and their production, in my terms, of something.
Anderson argues that the makers will serve a “mass market for niche products” (77). Large numbers of makers will produce niche products in relatively small numbers, at least in comparison to those that are mass produced. Because so many people will be involved in this as prosumers, it will constitute a mass market, albeit one that is quite different from today’s mass markets. The best current example of what Anderson has in mind is Etsy.com which specializes in offering handmade items, or “real stuff from real people, not packaged culture from companies” (182).
In a world increasingly awash in nothing, makers promise at least a modest increase in something.