Powered’s Greg Verdino posted some intriguing slides on “What is Content?” We responded with this:
I’ve been wondering why so many define content in terms of the tool that transports it. Print publishers defend paper. Mobile marketers promote visuals on cell screens. Web designers push the web, saying printed paper is dead. Social media gurus push chat inside social media tools, saying the :30 second spot on TV is dead. Depending on which box you make a living from, you promote your box and denigrate all other boxes.
Which is silly, isn’t it? Content is one of only three things that flow in our economy — to wit, (1) content or information, (2) good or services, and (3) financial value. It’s part of the bloodstream of society. Who cares what box it fits in, or more important, why do we have to define it in the constraining definition of a box?
I’m in the middle of reading Jaron Lanier‘s brilliant “You Are Not a Gadget.” Content is not a gadget, either.
What does this photo tell you?
1. A marketing manager at U.S. grocery chain Stop & Shop believes she can increase customer satisfaction by offering some shoppers a “child friendly” checkout aisle that masks all those 57 hot forbidden sex secrets in popular magazines.
2. This is because the migration of content to the internet, where there are no filters and porn can be found as easily as Disney.com, has removed all traditional editorial guardians and left it to consumers to police themselves.
3. This is turn has led to more provocative, sexual, unclothed and violent content across all media formats, including movies, TV shows, video games, and magazines, as each tries to compete with the growing popularity of risqué content on the internet.
4. All this content has become increasingly wild because that is what consumers really want, and in the absence of group standards (network censors etc.) peering over our shoulders, we have pushed provocation.
5. So the only hopes of policing all this is for individuals to turn it off themselves. A fair choice. Which might require putting a sign over your computer, like the ones found at the grocery store.