Designing Content
What we learned pre-Gutenberg, then promptly forgot
By definition, a publication is an
act of communication.
Its principle purpose is to get across an idea.
Historically, we’ve thought of
content as fixed.
We’ve been passive bystanders
to what authors write.
Authors had control over the
content and even, sometimes,
the context for where that
content appeared.
Authors could even predict
where audiences would
encounter the content.
Editors would decide what
audiences needed to hear; what
themes were important.
And authors would write
accordingly.
But, as we know,
this has all changed.
Professional authors and
writers of all kinds are
intimidated by content created
by users.
But, in fact, this is where we
started. Where all content
started.
Part 1:
Writing & Guttenberg, or
The Beginning of Content
Getting Trapped on the Page
The ubiquity of available texts
brought content to a large
number of people.
Content was paired with design
elements to make a point rather
than relying on the needs of a
live audience.
Content became less social, and
more an individual exercise.
What people read and what
people saw became less in
touch with the readers.
We relied on editors to tell us
what to read.
Reading became less of a social
act. It became an individual
endeavor.
Part 2:
Oral Epic Poetry, or
Really Long Stories That People
Seemed to Memorize
Before there was writing, there
were only stories.
Without recording in any form,
people had to rely on patterns
to remember stories.
The poetry is a collaborative
composition that takes place
over many generations. (Wiki)
The moment the reciter says
the story out loud, it is a
combination of composing
reciting, and performing.
Reciters create meaning
through rhythm by drawing
from a collection of formulas
and formulaic expressions.
While the framework of each
song is the same, each adds his
own style by ornamenting the
story. Thus, each has a
distincti...
Content, by this definition, was
all about knowing ones
audience and relying on
frameworks to make an existing
pattern one...
It was up to a select few to
create the framework, and the
community to write the stories.
In this way, content started as a
purely social act.
Part 3: Now, or a Return to
Important Aspects of Before
Early web content was just a
recital of what people already
knew.
It was closer to print than it was
to the oral tradition.
Even though
we’ve always
known how to
use frameworks,
And retell our
stories,
But what we’re seeing is a
actually a return to the oral
tradition.
A return to reliance on patterns.
And a return to content driven
by what live audiences need.
With a good framework,
anyone can tell a good story.
Designing Content
Designing Content
Upcoming SlideShare
Loading in...5
×

Designing Content

1,529

Published on

Published in: Technology, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,529
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
18
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Designing Content

  1. 1. Designing Content What we learned pre-Gutenberg, then promptly forgot
  2. 2. By definition, a publication is an act of communication. Its principle purpose is to get across an idea.
  3. 3. Historically, we’ve thought of content as fixed.
  4. 4. We’ve been passive bystanders to what authors write.
  5. 5. Authors had control over the content and even, sometimes, the context for where that content appeared.
  6. 6. Authors could even predict where audiences would encounter the content.
  7. 7. Editors would decide what audiences needed to hear; what themes were important.
  8. 8. And authors would write accordingly.
  9. 9. But, as we know, this has all changed.
  10. 10. Professional authors and writers of all kinds are intimidated by content created by users.
  11. 11. But, in fact, this is where we started. Where all content started.
  12. 12. Part 1: Writing & Guttenberg, or The Beginning of Content Getting Trapped on the Page
  13. 13. The ubiquity of available texts brought content to a large number of people.
  14. 14. Content was paired with design elements to make a point rather than relying on the needs of a live audience.
  15. 15. Content became less social, and more an individual exercise.
  16. 16. What people read and what people saw became less in touch with the readers.
  17. 17. We relied on editors to tell us what to read.
  18. 18. Reading became less of a social act. It became an individual endeavor.
  19. 19. Part 2: Oral Epic Poetry, or Really Long Stories That People Seemed to Memorize
  20. 20. Before there was writing, there were only stories.
  21. 21. Without recording in any form, people had to rely on patterns to remember stories.
  22. 22. The poetry is a collaborative composition that takes place over many generations. (Wiki)
  23. 23. The moment the reciter says the story out loud, it is a combination of composing reciting, and performing.
  24. 24. Reciters create meaning through rhythm by drawing from a collection of formulas and formulaic expressions.
  25. 25. While the framework of each song is the same, each adds his own style by ornamenting the story. Thus, each has a distinctive personality.
  26. 26. Content, by this definition, was all about knowing ones audience and relying on frameworks to make an existing pattern one’s own.
  27. 27. It was up to a select few to create the framework, and the community to write the stories.
  28. 28. In this way, content started as a purely social act.
  29. 29. Part 3: Now, or a Return to Important Aspects of Before
  30. 30. Early web content was just a recital of what people already knew.
  31. 31. It was closer to print than it was to the oral tradition.
  32. 32. Even though we’ve always known how to use frameworks,
  33. 33. And retell our stories,
  34. 34. But what we’re seeing is a actually a return to the oral tradition.
  35. 35. A return to reliance on patterns.
  36. 36. And a return to content driven by what live audiences need.
  37. 37. With a good framework, anyone can tell a good story.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×