I recently noticed that I had Andrew Keen’s The Cult of the Amateur book as an audiobook on Apple Books. I have had the book for at least a decade but have only got around to reading it recently. Over the last week I have listened to him speak about the closing of Tower Records and it encouraged me to write more about the scarcity of choice, that comes with online browsing and shopping.
When I lived in Weymouth I would go to WHSmith and look for new books, and then when I lived in London a few years later I would look for books at Waterstones. I spent hours in that book shop and often wanted to buy plenty of books but resisted temptation. The beauty of book shops is that you can look within a section and quickly see hundreds, or even thousands of books.
Scarcity of Choice With Books
Compare this to book browsing today. Book shops are rare, and supermarkets have a very limited choice. It does get worse. When you shop for books online you get plenty of the top selling books recommended, but it’s hard to find the least popular titles. It’s hard to find the long tail of books. it’s hard to browse through niche interests and topics because algorithms force us to see the top selling books, rather than browse.
Lending Libraries
That’s why the lending box in Eysins, Borex, Crassier, Founex, several in Nyon and other places are so good. They do have niche books, and they do have niche books. In the age of unlimited choice our actual options are limited to what algorithms think we want to read, rathre than what we would stumble upon in a physical book shop. Today we need to know what we’re looking for, rather than exploring, and finding it.
YouTube and Content Creators
He discussed YouTube and content creators that are creating content for free on YouTube, rather than being paid to generate it. What he didn’t explore so much, related to YouTube and amateurs trying to be professional about content production, a decade and a half later, is that broadcasters and independent companies are cutting costs and reducing their output thus reducing the number of jobs available for media professionals in mainstream media and more.
Coming of Age At the Right Time
I often wish that I had come to YouTube half a decade later than I did, maybe even later than that. When I wanted to break into the media the model was still focused on mainstream media. Now it has flipped around and the opportunity, and challenge, is to think of content that would attract people to view content. If YouTube had been what it is today, when I was 18 then I would have studied the same thing, but I would have pivoted towards independent content production much sooner. I have books on the topic, but independent at the time meant finding investors to pay for ideas. Today the barriers are inspiration and motivation.
Paradoxically, despite the barrier to entry being very low, to post content on YouTube or other video sharing platforms. there is a wall. The wall of tabloid sensationalism. I watched one content creator until I noticed the clickbait nature of the headlines. In another case I stopped watching several content creators for going on and on about their million plus subscribers. The barrier to entry is the same as the barrier to watching the content.
Getting Beyond The Noise
The patience to sort through the tabloid and sensationalist crap, before getting to content worth watching. On YouTube there is a scarcity of choice, because to please the algorithms you need to be a tabloid sensationalist to appear in search results and to be recommended. Failing this you are invisible. Failing this you need to drive traffic via blog posts or other means.
On Books And Video
I speak about the challenge of finding books despite having a backlog of hundreds of books. As I have often said, finding a book you want to read takes seconds, but actually reading it takes hours. Some books require thirty hours of reading. Usually they require seven hours or so. Books require an investment of time.
My real challenge is with video content. That’s where I struggle to find what I want to watch. In the past we would watch TV and see “What’s coming next” or we would read about new shows. Now we don’t, so we just have to browse until we find something. This isn’t a new problem. I had it when looking for films in video rental shops. In another lifetime finding something to watch was easy. Go to Discovery Channel and find documentaries to watch. Problem solved.
And Finally
As I read The Cult of the Amateur by Andrew Keen I thought that it should be updated for the 21st century. Instead of doing this he just wrote a few new books, one in 2018 and the second in 2020. I would purchase them but I might as well finish the book I am reading now, before getting yet another book. The Cult of the Amateur is an interesting look into what was perceived around 2007. The new books would reflect more modern visions.
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