The digital landscape of corporate transparency has seen the return of one of its most influential historical artifacts with the official relaunch of Josh On’s "They Rule." Originally debuted in 2001, the interactive data visualization tool has been rebuilt from the ground up to operate on modern web standards, moving away from its defunct Adobe Flash origins to a robust React-based framework. The project, which maps the intricate and often overlapping connections between the boards of directors of the world’s most powerful corporations, has also received a comprehensive data update, reflecting the current state of global boardrooms in the 2020s.
The resurgence of the project was highlighted by data visualization expert Robert Kosara, who released an in-depth video analysis of the tool’s functionality and its historical significance. The relaunch serves as both a preservation of internet art and a functional tool for investigative journalism and sociological research. By visualizing the "interlocking directorates" that define modern capitalism, "They Rule" provides a stark, graphical representation of how a relatively small group of individuals exerts significant influence across multiple, seemingly unrelated industries.
Historical Context and the Genesis of They Rule
When Josh On first released "They Rule" in 2001, the internet was in a state of transition. The dot-com bubble had recently burst, and the anti-globalization movement was gaining significant momentum. The project emerged as a piece of "tactical media," a term used to describe media interventions that challenge existing power structures. Using data from the early 2000s, On created a system where users could browse through the Fortune 100 companies and see the individuals who sat on their boards.
The visual metaphor of the site was simple yet evocative: board members were represented by small icons of men and women carrying briefcases, with their size corresponding to the number of boards they sat on. Lines connected these individuals to various corporate entities, creating a web of influence. This visualization made the abstract concept of corporate governance tangible, revealing that many "competitors" in the marketplace actually shared the same directors.
For nearly two decades, the site remained a staple in sociology classrooms and activist circles. However, the technology used to build it—Adobe Flash—became a significant liability as the web moved toward mobile-friendly and secure standards. In late 2020, Adobe officially ended support for Flash Player, and major browsers began blocking Flash content entirely. This rendered "They Rule" effectively offline, existing only in archives and video captures until the 2023 reconstruction.
Technical Reconstruction: From Flash to React
The decision to migrate "They Rule" to React marks a significant milestone in the preservation of interactive data art. Flash was once the dominant medium for complex animations and interactivity on the web, but its proprietary nature and security vulnerabilities led to its eventual obsolescence. By rebuilding the tool in React, a popular JavaScript library for building user interfaces, On has ensured that the project is "future-proofed" for the modern browser ecosystem.
This technical overhaul involved more than just a change in programming language; it required a complete rethinking of how the data is handled and rendered. The new version maintains the iconic aesthetic of the original—the minimalist grey background, the briefcase-toting icons, and the fluid, draggable connections—while benefiting from the performance optimizations of modern web development. The transition to a responsive framework also means the tool is now accessible on a wider range of devices, including tablets and smartphones, which were previously unable to process the Flash-based original.
Understanding Interlocking Directorates
At the core of "They Rule" is the sociological concept of "interlocking directorates." This occurs when a member of a company’s board of directors also sits on the board of another corporation. While this practice is legal under most circumstances, it is subject to regulation under the Clayton Antitrust Act of 1914 in the United States, which prohibits "interlocking directorates" between competing corporations if it would lead to a reduction in competition.
The data presented in "They Rule" highlights the ubiquity of these connections. According to various academic studies on corporate governance, interlocking directorates serve several functions:
- Information Exchange: Boards can share insights into market trends and technological shifts.
- Resource Dependency: Companies often create links with financial institutions or suppliers to ensure steady access to capital and materials.
- Social Cohesion: The practice fosters a unified "corporate class" with shared interests and political goals.
Critics of extensive interlocking argue that it leads to a concentration of power that can stifle innovation and create conflicts of interest. When the same group of individuals oversees multiple companies within the same ecosystem—such as tech, energy, or finance—the lines of competition can become blurred. "They Rule" allows users to track these overlaps in real-time, providing a map of what sociologist C. Wright Mills famously called "The Power Elite."
Data Integrity and the 2023 Update
One of the most critical aspects of the relaunch is the updated dataset. Corporate boards are dynamic entities; directors retire, join new firms, or are replaced during annual shareholder meetings. For a tool like "They Rule" to remain relevant, the underlying data must reflect the current filing status of these corporations.
The updated version utilizes data derived from SEC (Securities and Exchange Commission) filings, specifically proxy statements (Form DEF 14A), which require public companies to disclose the identities and affiliations of their board members. The 2023 update captures the shifts in the corporate landscape that have occurred over the last two decades, including the rise of "Big Tech" giants like Alphabet (Google), Meta (Facebook), and Amazon, and their subsequent integration into the broader web of American corporate governance.
Users can now explore how directors from legacy industries, such as oil and banking, have increasingly moved onto the boards of technology firms, and vice versa. This cross-pollination of industries is a key area of interest for researchers looking at how digital transformation is being managed at the highest levels of corporate authority.
The Role of Visual Communication in Corporate Transparency
Robert Kosara’s analysis of the project emphasizes the importance of the visual medium in understanding complex systems. In his video presentation, Kosara notes that "They Rule" does not just provide a list of names; it provides a spatial understanding of power. The ability to "follow the connections" between seemingly unrelated companies allows for a type of discovery that is difficult to achieve through spreadsheets or text-based reports.
The tool’s "User Maps" feature has also been preserved. This allows users to create their own custom visualizations of specific sectors or groups of individuals and save them for others to see. This crowdsourced approach to data exploration has historically led to the discovery of surprising links, such as board members who simultaneously oversee a major healthcare provider and a tobacco company, or a defense contractor and a media conglomerate.
Broader Implications for Governance and Accountability
The return of "They Rule" comes at a time of heightened scrutiny regarding corporate influence in public life. From climate change policy to data privacy regulations, the decisions made in corporate boardrooms have profound effects on global society. By making the composition of these boards transparent and easy to navigate, the project contributes to the broader movement for corporate accountability.
Data visualization projects like "They Rule" serve as a bridge between raw data and public understanding. In an era of "big data," the challenge is often not a lack of information, but a lack of clarity. By filtering and visualizing SEC data, Josh On provides a lens through which the public can view the structural reality of economic power.
Furthermore, the project’s relaunch highlights the ongoing need for digital archiving. The "dark age" that "They Rule" entered after the death of Flash is a reminder of how quickly digital history can be lost. The effort to port the project to React is a testament to the value of preserving internet-based activism and art for future generations.
Chronology of They Rule
- 2001: Josh On launches "They Rule" as a Flash-based interactive tool. It gains immediate recognition in the art and activist communities for its innovative use of data.
- 2004–2011: The tool is periodically updated with new data and featured in various museum exhibitions, including the Whitney Museum of American Art.
- 2017–2020: As web browsers begin to phase out Flash, the site becomes increasingly difficult to access.
- December 31, 2020: Adobe officially ends support for Flash Player, rendering the original "They Rule" non-functional on standard browsers.
- 2021–2022: Josh On begins the process of rebuilding the site using the React framework to ensure long-term viability.
- February 9, 2023: The new version of "They Rule" is officially released with updated data. Robert Kosara publishes a video analysis documenting the return of the project.
Conclusion and Future Outlook
The relaunch of "They Rule" is more than a technical update; it is a reaffirmation of the importance of transparency in the modern age. As corporate entities continue to grow in size and influence, tools that map their interconnections become essential for journalists, researchers, and the general public.
The move to React not only restores the project to its former utility but also opens the door for future enhancements. With a modern codebase, the tool can more easily integrate real-time data feeds or expand its scope to include international corporations and non-profit boards. For now, the return of "They Rule" provides a vital resource for anyone seeking to understand the hidden architecture of the global economy and the individuals who sit at its helm. The project stands as a reminder that while the players in the boardroom may change, the underlying structure of the "interlocking directorate" remains a defining feature of the corporate world.