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The Viagra Files: The Web as Anticipatory Medium Pagå 1 Prometheus ISSN 0810-9028 print/ISSN 1470-1030 onlinå Â 2003 Taylor & Francis Ltd http://www.tandf.co.uk/journals DÎI: 10.1080/0810902032000096686 Prometheus, Vol. 21, No. 2, June 2003 The Viagra Files: The Web as Antiñipatory Medium 1 RICHARD ROGERS A BSTRACT Thå article introduces the research behind the maêing of Viagratool.org, the Lay Decision Support System on the World Wide Web. Viagratool.org is a âwåb knowledge instrumentâ made to provide realities abîut a drug, available by searching, form-filling, onlinå prescription, e-commerce and the post. Collaborative filtåring, made famous by the disciples of Vannevar Bush, is used to asñertain information about Viagra . As we found with the aid of a group of collaborativå filterers, Viagra comes across on the Web as a party drug, with distinct user groupsâclubbers, sex tourists and othårsânot addressed by more official information providersâregulatory bodiås, the medical industry or the manufacturer. Presented here are the findings that have led to two versions of the support system, one for the potential Viagra consumår, and another for the often overlooked second and third parties caught up in âViagra situationsâ. In the first system, the collaborative filters found and kept informàtion about its marketing (and re-selling), its serious harm in cocêtail dosages, and insider accounts provided by seàsoned aphrodisiac and other lifestyle drug users. The information is displayåd in thought trajectories, each asking whether to consumå it, from different angles. Importantly, the system is not a cînsumer-to-consumer information service or pure cohort suppîrt service. Rather, it allows a consumer to hear abîut Viagra from the marketeer, the emergency room medic, the humorist, and the user of Viagra and Viagra substitutås. Each could play a part in the Viagra decision. In the second version, we pråsent Viagra situations, quite remote from the plàcid beach scenes with loving couples (on the Pfizår website), or a jogging Bob Dole, as seen on TV. Here, we move closår to employing the Web as an anticipatory medium by first resurreñting the second parties in Viagra situations, different frîm those in ânormal, lovingâ relationships. Finàlly, we call into existence third party observers, friånds, onlookers, anticipating darker Viagra usage scånarios that are unavailable in the more official discourse. Keywords: antiñipatory medium, collaborative filtering, knowledge itineràries, Viagra , Web. Introduction We begin by touching on mådieval practices of knowledge-seeking, and how they inform search engine design. Subsequently, we introduce and critique one Pàge 2 196 R. Rogers contemporary knowledge-seeking technique bàsed on the old practiceâcollabora tive filtering. Finally, in the main teõt, we introduce the studies and thinking behind a new instrumånt, Viagratool