Some time since, some time back, I read Andrew Odlysko’s “Content is Not King, inch which argues that connection and point-to-point communication is more important in terms of the net’s expansion and value than is usually traditional content.
Last week, My spouse and I read a post with “What Will You See Up coming, ” which makes a similar disagreement. Hayden Shaughnessy, using “Mobile Web 2. 0” by Joakar and Fish as a jumping-off point, maintains that written content is being subsumed online in terms of overall importance.
Shaughnessy titled his position, “Content is King-Make that California king, Jack. Content is Pointless. ”
I don’t think written content is king. I don’t think written content is a queen, a tige, or even the seven of spades. In my estimation, content is not a playing card at all. It does not take reason we gather throughout the table and play the adventure in the first place.
Those who are arguing how the value of content is in fall often point to the experience of cordless providers and various portions of the growing “Web installment payments on your 0” movement as an explanation that content is a reasonably small cog in the all-round internet machine.
Shaughnessy, as an illustration, asks the very insightful problem,
“What is MySpace aside from content as the wrapper for you to facilitate connections? ”
“The Internet is doing quite well without content, and can also continue to flourish without the idea. Content will have a place on the net, possibly a substantial place. Nonetheless, its place will likely be subordinate to that of business and private communication. ”
I’m some sort of content producer. I have some sort of vested interest in people trusting in content’s importance. Oldysko astutely warns those enthusiastic about the content vs . connectivity disagreement to beware of people similar to me because we have each and every reason to defend content’s part as part of a healthy and developing web due to our own monetary and personal interests.
My history is in communication and marketing communications studies. I’m not just a content material peddler and I am acutely interested in the communicative possibilities of new technologies.
Meanwhile, Oldysko is Head of the Math and Cryptography Research Divisions at AT&T Labs, and we should probably keep the possible biases and attitudinal habits associated with that line of function in mind, too, right?
Regardless, don’t judge the discussion by the messenger on this 1. Consider why one ought not to reach any hasty findings with respect to how most of us connect to the web and/or run marketers.
Let’s start by conceding 90% of the argument people like Shaughnessy and Oldysko are making. Connectivity is at the center of the online experience. The opportunity to connect with one another and to connect is wildly important and it is a driving force behind a lot of usages. It’s a big portion of why people “go online” and as the email experience as well as its point-to-point successor’s display, it’s a bigger piece of the net pie than information return or knowledge-gathering.
That’s right, I am just starting my defense involving content’s value by conceding a significant portion of the “content is usually unimportant” argument. I’m not necessarily going to make unsubstantiated claims that the net is all about content. This is simply not the case now and never genuinely has been. The content detractors are generally correct in their thinking about that level.
The problem while using the “content is unimportant” standpoint isn’t in the base data. The problem is interpretive. You can’t moderately jump from “communication could be the biggie” to “content basically that important. ”
Gowns because there is an underlying meta-question containing “content” as its answer. Which question is “Why accomplish people want to connect from the start? ”
I don’t desire to email you because I possess some vague need for some sort of pen pal or to please my human desire for conversation. I don’t want to help with a forum, IM a person, blog about content, or even make a call via Skype IP telefoni out of a desire to link for the sake of connection.
I want to interact with you so we can have a meaningful exchange of some type. More often than not, that meaningful swap involves information or viewpoint. I email you for your opinion on Widgetry. I wish to know what you think and the reason why. You reply with a solution based on your understanding of Widgetry and the information you have. All of our dialog about Widgetry.
From the view of some, it is proof that content is usually of secondary value. Ask how connectivity is king and written content is the four gemstones? We want to connect, not to go through or to experience a transmission!
That’s flawed thinking although. You see, my motivation to inquire you about Widgetry had been spurred by something We read about the subject. Your solution was informed by your investigation on the subject. I might have been interested in your reaction to editorial content material about the future decline associated with widget use. Your reaction may have been based on a short movie about widget history a person watched just the other time.
Our connectivity orbits sunlight of content.
Now, a good IM exchange that involves a bit more than “Wazzup? ” “Nuthin'” “Cool. ” may not possess that kind of foundation within content, but once we function our way past the historical tradition of adolescents yammering back and forth to one another just for the actual sake of doing something, look for ourselves relying upon content material to give our connectivity which means.
Look at Digg. com, for example. It’s a social tool, a way of sharing and linking. What are Diggers using? Do you know the connecting over? Content. There at the heart of every Digg access is content. Web 2. zero might be changing the way all of us connect with one another, but it isn’t very changing why we are the connection. Information, opinion, understanding, data… It’s always about content material.
You want to make a communicative experience for people. Part of that is most likely an innate human requirement. However, you don’t run about trying to befriend every person you observe just because you feel burning up the need to talk. You are usually choosier. You find people with comparable interests or who have fascinating opinions. That way, your marketing communications have a depth of which means and offer a fulfilling experience.
Things you talk about with those individuals? What is the subject of your connectedness?
Something tells me that your solution probably has an underpinning within the content.
Admittedly, online information is divorceable from the world wide web. If the internet existed just as a point-to-point communication program with no additional content provided, it would still have a lot of emailing, and IM’ing in addition to otherwise connecting adherents. All their discussions and connections will revolve around their personal emotions and interactions with information found in other sources.
Nevertheless, the web is the perfect establishing pad for content. “Publication” is efficient and easy. Websites have given voices to many people whose opinions would usually go unheard while the significant boys are also getting all their messages out. The content probably is not a prerequisite for the net’s success, but it certainly satisfies the technological framework really nicely.
It’s also become really clear that the internet is being made use of more and more as an information reference. Just ask your local classified editor. Now, the information meeting patterns may be somewhat nontraditional, as the folksonomic underpinnings connected with Web 2. 0 show, although the content has found a home on the world wide web and there’s no compelling purpose to think it will be changing it is address any time soon.
Could the web flourish without content? To some degree, yes. It could be the twenty-first-century telephone, a connectivity/communication tool with popularity and also utility completely divorced coming from any particular message.
Will that make content unimportant? In no way. It may not be a necessary component of the web’s existence, nonetheless, it has certainly become a vital and expected characteristic of the online experience. Using the net as a means of distributing articles makes sense in a variety of ranges.
What is Shaughnessy’s insightful post if not content? What is Odlysko’s paper?
They are both messages. A part of a communicative process, yet simultaneously content that spurs additional communication and articles (i. e. this post).
Trying to argue that content provides minimal value while creating an archive-ready piece online about the topic isn’t just any cute irony. It’s resistant that content does matter–even in a world where point-to-point communication equipment is the killer app.
All those blog posts, reports, papers, rants, and essays are “wrappers” for connectivity. Unlike real estate gum, however, you’ll find it hard to enjoy the morsel on the inside but without the wrapper. The wrapper impacts direct creates, inspires, and gives meaning to the connectivity.