by: Gary Hayes
Well a bit of a pompous title perhaps, fueled by a report just published by Pew Internet (one of my fav research groups) who reminded me of something a few of us have been bleating on about for a while – that the last 200 years of media distribution have been an anomaly.
Dominated by scarecity of broadcast, one-to-many channels and power-to-the-few editorial, the way ’stories’ have been shared have been a blip in human evolution. The limited pipes that have led the way are now being eroded as more and more of the ‘connected’ (Gen C, Y particularly) see spending most time sharing their conversation and inherent creativity as a natural, immersive activity. They see their expression being filtered by commissioners, moderators and editors as unnatural and alien. The best ‘creators’ will be able to charge for their work which is valued highly by their interest groups, they are what we used to call professionals. Also groups of people who ‘manage’ the best creators will grow and die organically in the connected community and they are what we used to call studios, music A&R departments and broadcasters.
Anyway to the report, PDF here, which simply shows how making stuff and sharing it over the global network is second nature to the ‘connected’ generations.
“Content creation by teenagers continues to grow, with 64% of online teenagers ages 12 to 17 engaging in at least one type of content creation, up from 57% of online teens in 2004….The survey found that content creation is not just about sharing creative output; it is also about participating in conversations fueled by that content. Nearly half (47%) of online teens have posted photos where others can see them, and 89% of those teens who post photos say that people comment on the images at least “some of the time.”
We are also seeing in social networks that have simple tools to create, Second Life is a good example, 30-40% of the time in those spaces are spent making stuff. Humans are just natural builders, talkers and peer controlled tribal entities – that won’t be affected by 200 years of limited channels. I often hear traditionalists say ‘the community will never create the film The Titanic”. Consider groups of talented community creators creating content that will want to be seen by more people than those marketed at to go see the film Titanic and then the value of any piece of content becomes driven by the collective. The long tail may start to flatten and invert. As to production value, yes good training will never be questioned, but the best equipment and the cost of experimentation is dropping dramatically and the price of iterative, create, learn from mistakes, create better is within the reach of many. Back to the report which reinforces my mild rant two posts ago where I reacted against some PhD folk at a conference I was presenting at who said Web 2.0 participation doesn’t exist because only 1% of people create stuff. Well this Gen C, Y research suggests otherwise and participation does actually mean a lot more than just uploading a ‘meaningful’ video (the example they gave of what the pinnacle of community input is – heritage media thinking) – in fact, as many strategists and social network gurus state, the conversation is now the content not the form or device it is delivered through.
There is a subset of teens who are super-communicators — teens who have a host of technology options for dealing with family and friends, including traditional landline phones, cell phones, texting, social network sites, instant messaging, and email. They represent about 28% of the entire teen population and they are more likely to be older girls.
The report post here. Again good job Pew.