I read more articles every day that talk about how content is distributed today. It isn’t just one sort of content; it’s every sort of content, from writing to music to videos. Books are presented electronically without any ads or other content to disrupt your reading, magazines are becoming a thing of the past as readers blithely read just the article they want to see, music is presented as individual song downloads, and video is streamed without any of the extras that come with a DVD.
The idea is to package content items individually, in the smallest container possible. People consuming the content need not bother with anything that doesn’t immediately attract their attention. The smaller size ensures they can consume the content in seconds (even in my books, I’ve made the size of the sections smaller because I noted that readers weren’t making it through the material and missing important information). As a result, consumers are getting used to seeing just the content they want and not having to work at all to get it. Spoon feeding consumers content is probably something that marketers love because they can keep the consumer well fed and not asking too many questions. The content is focuses precisely the way the marketing folks want it. At some point, the quality of the content can decrease without anyone actually noticing. The somnolent mutterings of a few is all that will otherwise detract from the utter quiet of a new age of customized consumerism.
Inferior content is a problem, but it’s not the problem that you should consider immediately. Lack of diversity will cause more problems than content quality ever will. When music was distributed in albums, you counted on getting two or possibly three hit songs. Some of the remaining songs were pretty bad. However, you often encountered two or so additional songs that didn’t get played on the radio for whatever reason are were quite good. Because you were forced (after a fashion) to listen to all the songs on the album, it became common to discover the gems that no one really thought to hype. A few of those songs ended up being hits in their own right simply because people were forced to listen to them as part of listening to the album as a whole. With customized content, you never hear the good songs because no one is hyping them.
The lack of diversity affects your growth as a person. When you listen to something unanticipated or read an article that you didn’t think you’d like, you experience the world in a new way. An idea or concept that didn’t occur to you before is now part of your being. However, with today’s marketing model, you’re being cheated out of that opportunity. The marketers have determined what you’ll read, hear, and see. They control the picture. Think about it for a minute and you’ll see that I’m right.
Magazines are headed in the same direction. It won’t be long and paper magazines will be gone. Electronic magazines will almost certainly follow the current trend at some point. You’ll read only the article that you were interested in seeing in the first place. The supposed boring article that will broaden your horizons will never see the light of day because you won’t be exposed to it. Sometimes it’s necessary for some agent to force you to see content that you might not otherwise review. In the past, it was the added content that came as part of magazines, books, CDs, DVDs, and other distribution techniques that provided this force. There is no such force today. You don’t really see any additional content when viewing a streamed movie.
We view content with fewer interruptions and in purer form, deadening our minds to new ideas. At some point, the lack of growth will cause additional problems. People who get used to thinking only within the box that they draw themselves are less likely to create innovative ideas. As a society, our ability to create something entirely new, entirely different, will be diminished due to a lack of diversity in the input we provide to our brains.
The solution to the problem is uncomfortable and requires a level of determination that our society lacks in large part today. Because alternative content is no longer provided as part of the package, it’s imperative that you look for content that you might not otherwise enjoy. This means making a conscious decision to read, hear, and view content that you may not like at the outset, but will find grows on you with exposure. Let’s hope that there are enough people who don’t mind being uncomfortable to make this a reality. What are your thoughts on the methods used to package content today? Let me know at John@JohnMuellerBooks.com.