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Creation Curations Ethics of Content Strategy W2E
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Creation Curations Ethics of Content Strategy W2E

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From Degas to Danger Mouse, what’s your place in the debate of content creation and curation? Both companies’ and consumers’ expectations of user experience have matured, helping content ...

From Degas to Danger Mouse, what’s your place in the debate of content creation and curation? Both companies’ and consumers’ expectations of user experience have matured, helping content strategy come to the forefront in driving good user experiences. Content strategists shape communication goals, hierarchy, and taxonomy. Are these innocent choices? Or politics, discrimination, and the dark side of design?

We’ll discuss this through the lens of content correlation and “merchandising” on news sites, editing and mashing up to “create” anew, and curating in traditional settings like museums. From seemingly benign audits and style guidelines through published content packages, do curators create meaning? If so, how should you confront similar choices?

It’s been a breakout year for content strategy. Come hear why now we need to confront its ethical relevance – and learn about the missteps of teams that don’t – through the lens of case studies, Sarbanes-Oxley, user-generated content, and the perspective of the new publishing landscape.

Presented at Web 2.0, #W2E and #CSethics, October 11, 2011.

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Creation Curations Ethics of Content Strategy W2E Creation Curations Ethics of Content Strategy W2E Presentation Transcript

  • Creation, curation, andthe ethics of content strategyMargot BloomsteinWeb 2.0 Expo 101111@mbloomstein#CSethics / #W2E
  • 2 #CSethics / #W2E | @mbloomstein © 2011
  • 3 #CSethics / #W2E | @mbloomsteinAMASSING IS NOT CURATING. © 2011
  • 4 #CSethics / #W2E | @mbloomstein © 2011
  • 5 #CSethics / #W2E | @mbloomsteinHOARDING IS NOT CURATING. © 2011
  • 6 #CSethics / #W2E | @mbloomstein © 2011
  • 7 #CSethics / #W2E | @mbloomsteinAGGREGATING IS NOT CURATING. © 2011
  • 8 #CSethics / #W2E | @mbloomsteinCuration filters the flood ofcontent for the specificpurpose, place, time, andaudience © 2011
  • 9 #CSethics / #W2E | @mbloomstein © 2011
  • 10 #CSethics / #W2E | @mbloomstein © 2011
  • 11 #CSethics / #W2E | @mbloomsteinCuration filters the flood ofcontent so that the audiencecan take meaning from it © 2011
  • 12 #CSethics / #W2E | @mbloomsteinCuration filters the flood ofcontent so that the audiencecan take meaning from itHow can I use this information?What’s most important about this topic?How is this relevant to me or me today? © 2011
  • 13 #CSethics / #W2E | @mbloomsteinCuration filters the flood ofcontent so that the audiencecan take meaning from itWhat five things should I buy first?What can get me up to speed on the news?How can I best interact with you? © 2011
  • 14 #CSethics / #W2E | @mbloomsteinBut what if it doesn’t create newmeaning? © 2011
  • 15 #CSethics / #W2E | @mbloomsteinBut what if it doesn’t create newmeaning?If we’re not doing that, what is thevalue in what we are doing?Without new meaning, can contentbe valuable? © 2011
  • 16 #CSethics / #W2E | @mbloomsteinCreationCurationEthics © 2011
  • 17 #CSethics / #W2E | @mbloomsteinCreation © 2011
  • 18 #CSethics / #W2E | @mbloomstein © 2011
  • 19 #CSethics / #W2E | @mbloomstein © 2011
  • 20 #CSethics / #W2E | @mbloomstein © 2011
  • 21 #CSethics / #W2E | @mbloomsteinBut addition isn’t creation. © 2011
  • 22 #CSethics / #W2E | @mbloomsteinBut addition isn’t creation.Danger Mouse selected parts,remixed existing music, anddesigned new elements to integrate. © 2011
  • 23 #CSethics / #W2E | @mbloomstein © 2011
  • 24 #CSethics / #W2E | @mbloomstein © 2011
  • 25 #CSethics / #W2E | @mbloomstein © 2011
  • 26 #CSethics / #W2E | @mbloomsteinTough choices:SelectionCreationEmphasis © 2011
  • 27 #CSethics / #W2E | @mbloomstein“The street is a theater, though with free admission.” Henri Cartier-Bresson © 2011
  • 28 #CSethics / #W2E | @mbloomstein exploration+engagement creation? © 2011
  • 29 #CSethics / #W2E | @mbloomstein selection exclusion exploration editing+engagement preservation creation? arrangement emphasis archiving expiration © 2011
  • 30 #CSethics / #W2E | @mbloomsteinCreation is the act of makingnew meaning from the world,and often, sharing it with others. © 2011
  • 31 #CSethics / #W2E | @mbloomsteinCreation is the act of makingnew meaning from the world,and often, sharing it with others.InterfaceAction and actorSynthesisEngagement, publishing, dissemination © 2011
  • 32 #CSethics / #W2E | @mbloomsteinBut is that enough? © 2011
  • 33 #CSethics / #W2E | @mbloomsteinDo we also requirethe artist or content creatorto offer a point of view? © 2011
  • 34 #CSethics / #W2E | @mbloomsteinDo we also requirethe author or website or newspaperto offer a point of view? © 2011
  • 35 #CSethics / #W2E | @mbloomsteinIf so, what do we call that? © 2011
  • 36 #CSethics / #W2E | @mbloomsteinCreationCuration © 2011
  • 37 #CSethics / #W2E | @mbloomstein“All history is provisional, and any retrospective worth looking at expresses a point of view.”Peter Galassi, Chief Curator,MOMA Department of Photography © 2011
  • 38 #CSethics / #W2E | @mbloomstein“All history is provisional, and any retrospective worth looking at expresses a point of view.”Peter Galassi, Chief Curator,MOMA Department of PhotographyReliable narrator? © 2011
  • 39 #CSethics / #W2E | @mbloomstein“All history is provisional, and any retrospective worth looking at expresses a point of view.”Peter Galassi, Chief Curator,MOMA Department of PhotographyStoryteller? © 2011
  • 40 #CSethics / #W2E | @mbloomstein“All history is provisional, and any retrospective worth looking at expresses a point of view.”Peter Galassi, Chief Curator,MOMA Department of PhotographyTrustworthy arbiter of reality? © 2011
  • 42 #CSethics / #W2E | @mbloomstein © 2011
  • 43 #CSethics / #W2E | @mbloomsteinWhat does curation entail? © 2011
  • 44 #CSethics / #W2E | @mbloomstein“First we conceive the subject that will bring new insight to both the general public and experts.”George Shackelford,Museum of Fine Arts BostonChair, Art of Europe and Solomon Curatorof Modern Art © 2011
  • 45 #CSethics / #W2E | @mbloomsteinScope and perspective © 2011
  • 47 #CSethics / #W2E | @mbloomsteinScope and perspectiveCultivation, aggregation, editing © 2011
  • 48 #CSethics / #W2E | @mbloomstein“Then we figure out the works that should be in the show and use contacts in the field. Some are held in reserve, some we may not get, and some we have no way of tracking down.” © 2011
  • 49 #CSethics / #W2E | @mbloomstein Filtering Cultivation Human Automation Prioritization Aggregation Hunting © 2011
  • 50 #CSethics / #W2E | @mbloomsteinScope and perspectiveCultivation, aggregation, editingBuilding the story for the targetaudience © 2011
  • 51 #CSethics / #W2E | @mbloomstein“Next we put together the catalog, a book of the exhibition—not an entry for each piece. A narrative allows us to tell the story better and more concisely than if we had to comment on each object.” © 2011
  • 52 #CSethics / #W2E | @mbloomsteinScope and perspectiveCultivation, aggregation, editingBuilding the story for the targetaudienceOrganization, juxtaposition,hierarchy, and emphasis © 2011
  • 53 #CSethics / #W2E | @mbloomstein“I control where things go on the wall and in what sequence. I shape the visitor’s experience: I pair things, create groups, and consider scale.” © 2011
  • 54 #CSethics / #W2E | @mbloomsteinchihuahuas vs. great danes? © 2011
  • 56 #CSethics / #W2E | @mbloomstein“There’s creativity in the intervention I make in what I choose for you to see— an exercise that has an effect on how you understand a subject.” © 2011
  • 57 #CSethics / #W2E | @mbloomsteinOrganization © 2011
  • 58 #CSethics / #W2E | @mbloomsteinScale & © 2011 hierarchy
  • 59 #CSethics / #W2E | @mbloomsteinJuxtaposition © 2011
  • 60 #CSethics / #W2E | @mbloomsteinEmphasis © 2011
  • 61 #CSethics / #W2E | @mbloomsteinScope and perspectiveCultivation, aggregation, editingBuilding the story for the targetaudienceOrganization, juxtaposition,hierarchy, emphasisBias © 2011
  • 62 #CSethics / #W2E | @mbloomsteinCurating requires a curator. © 2011
  • 63 #CSethics / #W2E | @mbloomstein“The public ought to recognize there’s a person behind what they’re seeing. But the art, not the organization, is the purpose—that’s why we’re a museum, not a publishing house.” © 2011
  • 64 #CSethics / #W2E | @mbloomsteinDigital curators at Realtor.orgfollow these same steps to curateField Guides:Specific to a topicMined from customer service callsUpdated on a set editorial calendarCurating resources, examples, and data © 2011
  • NAR’sperspective+Originalcontent+Curatedcontent
  • 67 #CSethics / #W2E | @mbloomsteinCuration is an act of creating newmeaning by combining existingcontent with new perspective. © 2011
  • 68 #CSethics / #W2E | @mbloomsteinCuration is an act of creating newmeaning by combining existingcontent with new perspective.Perspective is the unique purview ofhumans. © 2011
  • 69 #CSethics / #W2E | @mbloomsteinCuration is an act of creating newmeaning by combining existingcontent with new perspective.Perspective is the unique purview ofhumans.Without that, it’s just aggregation. © 2011
  • 70 #CSethics / #W2E | @mbloomsteinAccidents vs. intentions—and where do algorithms fit inanyhow? © 2011
  • 71 #CSethics / #W2E | @mbloomstein This is selecting, not curating. © 2011
  • This is a faulty algorithm, not human.
  • 73 #CSethics / #W2E | @mbloomsteinContent strategy demandshuman oversight. © 2011
  • 74 #CSethics / #W2E | @mbloomsteinCurating calls for emphasis inorganization—and visual sense. © 2011
  • 75 #CSethics / #W2E | @mbloomsteinCreationCurationEthics © 2011
  • 76 #CSethics / #W2E | @mbloomsteinHow can you tell the story andmaintain the integrity of thecontent you curate in newcontexts? © 2011
  • 77 #CSethics / #W2E | @mbloomstein“Deleting the Petri dish so that people see the yeast colony is a more responsible representation.”Felice Frankel, photographer and scientist © 2011
  • © Felice Frankel
  • © Felice Frankel
  • 80 #CSethics / #W2E | @mbloomsteinUp for debate? © 2011
  • 81 #CSethics / #W2E | @mbloomstein © 2011
  • 82 #CSethics / #W2E | @mbloomstein“Every punch has to be worked out. Not four cameras and then you cut it together in the editing room. That’s selecting, not directing.”Martin Scorsese on Raging Bull © 2011
  • 83 #CSethics / #W2E | @mbloomsteinHow can we hold ourselvesresponsible if we don’t havecommunication goals to whichwe’re accountable? © 2011
  • 84 #CSethics / #W2E | @mbloomsteinWhat are we trying to do, anyway? © 2011
  • 85 #CSethics / #W2E | @mbloomsteinWhat are we trying to do, anyway?Persuade? © 2011
  • 86 #CSethics / #W2E | @mbloomsteinWhat are we trying to do, anyway?Inform? © 2011
  • 87 #CSethics / #W2E | @mbloomsteinWhat are we trying to do, anyway?Sell? © 2011
  • 88 #CSethics / #W2E | @mbloomsteinEthical content strategy andcuration demand a concreteperspective. © 2011
  • 89 #CSethics / #W2E | @mbloomsteinEthical content strategy andcuration demand a concreteperspective.What is most important? © 2011
  • 90 #CSethics / #W2E | @mbloomsteinEthical content strategy andcuration demand a concreteperspective.What’s the message you’re trying tosend? © 2011
  • 91 #CSethics / #W2E | @mbloomsteinEthical content strategy andcuration demand a concreteperspective.Can you sustain it cohesively andconsistently through the experience? © 2011
  • 92 #CSethics / #W2E | @mbloomstein“Sustainable content is content you can create—and maintain— without going broke, without lowering quality in ways that make the content suck, and without working employees into nervous breakdowns.”Erin Kissane, The Elements of Content Strategy © 2011
  • 93 #CSethics / #W2E | @mbloomsteinWhat are we trying to do, anyway?• Create by engaging and sharing © 2011
  • 94 #CSethics / #W2E | @mbloomsteinWhat are we trying to do, anyway?• Create by engaging and sharing• Curate with human oversight & perspective © 2011
  • 95 #CSethics / #W2E | @mbloomsteinWhat are we trying to do, anyway?• Create by engaging and sharing• Curate with human oversight & perspective• Commit to a transparent, intentional, sustainable strategy © 2011
  • 96 #CSethics / #W2E | @mbloomsteinThank you!Rick Allen, Felice Frankel, Erin Kissane, Mike Lohmiller,Hilary Marsh, Tamsen McMahon, Mary Martinez-Garcia,George Shackelford, Boston Museum of Fine Arts,Content Strategy New England, and the ContentStrategy Google Group.Cartier-Bresson works © Henri Cartier-Bresson / Magnum Photos.Books www.flickr.com/photos/tansengming/2728694064.Hoarding © AETV. Niagara Falls CC www.flickr.com/photos/zaniac.Water CC www.flickr.com/photos/mariela/72464475. © 2011
  • 97 #CSethics / #W2E | @mbloomsteinBut wait! There’s MORE!• Content Strategy Google Group• Meetup.com/  your local content strategy chapter• Twitter: follow #contentstrategy• Content Strategy at Work, coming this spring! © 2011
  • 98 #CSethics / #W2E | @mbloomsteinThank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#CSethics /#W2E © 2011