Thinking about the multiplicity and complexity of contemporary social and informational environments, you can’t help noticing how popularity (ie Google searches or category-tags) can highlight the trivial. Much criticism of the most popular YouTube topics or the large audiences that bum-fights attract has been voiced. There are clearly as many affinity spaces for frivolous as there are for ‘worthwhile’ interests. Is this is a problem? Probably not, but it does raise the question of where we might find or develop an ethical and/or critical perspective in media, communication and information. New ways of knowledge-building and sharing call old ways into question. Pre-existing continuities of discourse are disrupted….. ‘The tranquility with which they are accepted must be disturbed’ (Foucault,1989:25). Popularity-ranked searching, reputation building and the creation of folksonomies seem to do just that.