This week I wanted to discuss the concept of ‘value’ and what makes a media artefact valuable.
It’s so incredibly and laughably subjective that it’s almost not worth talking about – but hey, I’m going to try anyway.
I think the overwhelming thoughts I have at this moment in (media) time/history, is that we’re so swamped by a media environment of saturation.
On YouTube alone, 450,000 years of video content are watched each and every month worldwide.
Video has become a bit of a ‘throwaway’ piece of culture which we treat as ephemeral amidst a sea of mediocre offerings.
So what makes a piece of content worthy of your attention? What makes it good?
Do you know what?
It doesn’t matter.
These days, it does not matter.
If IM1 is teaching me anything, it’s that I have to learn to let go of the paternalistic notion that I have any control over the content I produce and the audiences who may find and interact with it.
The media environment that is forming, evolving and adapting around us is one that is the opposite of traditional/legacy media: it embraces change, interactivity and experiments. Or rather, those involved in this ‘new’ environment embrace it. And they will find your work if it’s doing something worthwhile. Never underestimate the agency of your audience.