The concept of content and context, and how they can shape the way we experience our reality have been circulating on my mind lately. A couple of days ago, I wrote an article about this topic, heavily inspired by the talk that Alan Webber gave at the CreativeMornings.
Webber’s theory is that content needs to be replaced by context because as he says, “Content, today, is a commodity. It’s really, a very low value offer. What do we value? What creates value? What creates value is context.”
Webber is not the only one who thinks that the concept of “content” is meaningless. Jocelyn K Glei, a writer and the host of Podcast “Hurry Slowly”, agrees wholeheartedly with what Webber says about the uselessness of “content,” especially in steering us towards the meaningful and away from the meaningless. Speaking as a writer who writes mainly and always compellingly about creativity, Jocelyn is aware that absorbing more content doesn’t make us more creative, and content only looks for what is viral, not what is important in the grand scheme of things. What we need, she argues, is more context, and context is the future of content.
Speaking with Paul Jun from Own Your Content, a project that calls creatives to express what they mean when they talk about content, Jocelyn explains what she means when she says that context is the future of content.
Here is the transcript of the interview:
Paul Jun: “What does the future of content look to you?”
Jocelyn Glei: “This is the part where I confess that I actively hate the word ‘content.’ Content is a word that was invented by people who want to create boxes that they can sell ads around, and they had to come up with a name for what goes in the box, and that word was ‘content.’
In other words, if you’re using the word ‘content’ that means you really don’t have a vision for what you’re making. Because creating good content requires specificity: it requires a point of view and strong writing and the right package to frame it, to catch someone’s attention, and to inspire trust. This is no easy task.
But to set semantics aside and actually answer your question…The future of content, in my opinion, is all about creating context. We are bombarded with so much information from so many channels every single day, that people crave editorial that can actually help them make sense of everything. We get so much of our ‘content’ in these little bursts now–be it an email, a tweet, a blog post. But it’s always this little bite-sized, isolated bit of information. We rarely understand how it actually fits into our lives.
Given this, I think what’s needed are curators, editors, writers, filmmakers, etc who can really zoom out from that narrow perspective and take the long view. Who can do some of that sense-making for people so that they understand how this political development fits into the long arc of history, or how developing this particular habit will give their life meaning in the long run. The future of content is about creating a rich, well-thought-out context that makes it possible for people to really process and synthesize ideas in depth–not in this surface-y way we’re all accustomed to now.”
Read the full interview here: Own Your Content.
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