Photo: mypixboxIt’s a misnomer that the web was the innovation that gave amateurs their place alongside experts in credibility. We were actually primed for this during the industrial revolution when things like hot dogs became an abstraction of real food. Processed and pushed into its casing, hot dogs look nothing like and have no relation to anything they are made from. As meals go, this is one for the amateurs. Real foodies eat sweet pork sausage that is made on-site at the restaurant. And the real, real foodies (experts), make sure that the pork didn’t come from an industrial hog.
The web did however reinforce what we already knew – that you can’t define expertise by whether you are a blogger or a journalist, whether you have a PhD or not, or whether you have put in your 10,000 hours, so the distinction between amateur and expert remains along the line of abstraction – or hot dogs vs sustainable sweet pork sausage.
Here’s how I look at it —
Amateur content is 1) written for a mass audience and 2) does not make connections between larger systems or ideas. Just like you don’t care where your hot dog came from or what it’s made of, amateurs write in a silo and on the surface. This has nothing to do with size. Both Oprah and a small personal development blogger can distribute amateur content on any given day (and do).
Expert content on the other hand is 1) written for a niche audience – but in a way that a mass audience can learn from – and 2) does make connections between those larger topics and ideas.
Amateur content has devolved into meta content, where it’s increasingly abstracted to the point where everything is “how to be rich, be happy, quit your day job, have sex every day and live well” and in these five buckets (happiness, money, work, life, relationships), we’re seeing people repeat the same things over and over to the point where there is no value anymore.
Oh it is alluring to read, again and again, how you can incubate and execute an idea or motivate yourself on a Monday, especially when can’t quite seem to master these seemingly elusive tasks. But it’s also a self-referential profanity of the mind.
And rather pointless I might add, as you would not still be consuming such content if any of it was of any value. All processes are the same – pick one and go with it. Or develop your own if you want to be teacher’s pet, but don’t ignore the deep dive that getting your fingers sticky with actual knowledge provides. Expert content drives a whole other level of learning and discovery and questioning.
The five buckets of furthering your own sparkle and hustle are only meta descriptors for the actual beef of living. Work, life, love, money and happiness are useful insofar as they are labels or subject headings to the intricate web of understanding. But when amateur content insists that we relate to our lives on this meta level, it ignores well, the rest of the iceberg.
This isn’t to say amateur content isn’t entertaining or necessary in some contexts. I like a good hot dog from time to time, love Oprah all the time, and generally consume amateur content for different (and good) reasons throughout the day. But we need more writers to create expert content and more publishers to distribute it. Not only for the sanity of our selves, but for the evolution of media.
Content will have to be that which cannot be easily copied, and that which cannot be abstracted into a big meta bow. And it will have to dive deep into the many sub-headings and levels, continually sifting and winnowing through energy innovations, media, healthcare, philosophy, the sharing economy, technology, fashion, the food industry, political history and much, so very much more.