Advertisers are happy to see the stuff they've branded out there for free, they don't care about scarcity, they want any message they're invested in to be shared and to be abundant and to be passed along. Astra Taylor More Quotes by Astra Taylor More Quotes From Astra Taylor For example, instead of being asked to write an article, suddenly editors wanted me to make super-short videos. The assumptions of those video gigs was that kids don't read as much news and basically need to be read to, which I found really problematic and kind of insulting. I thought, Isn't it just that you don't have any money and that's why you want me to make some crappy "content" for your website? Astra Taylor editors writing kids Giving people what they want reduces us to consumers instead of treating us like citizens, consumers who are on the prowl for the predictable and comfortable. What we want winds up being suspiciously like what we've already got, more of the same-the cultural equivalent of a warm bath. Astra Taylor wind giving people As an individual navigating this reality, you have to make choices to survive. Sometimes you happily work for free if it's something you love and believe in. I'm not categorically saying that working for free is bad. I'm just looking at the broader implications of it, and also challenge this idea - and again, this is an argument made by certain people in the tech world - that amateurs are automatically more pure and will triumph over stodgy professionals. Astra Taylor believe reality ideas ulturally, we are definitely seeing people being to ask hard questions. There's been a major shift over the last year. The NSA revelations played a big part but there are all sorts of other issues too, like inequality and gentrification in the Bay Area, and labor abuses everywhere from Amazon's warehouse, to Apple's factories, to start-ups like Uber and TaskRabbit. Astra Taylor nsa uber years It's the same thing in a way with privacy. You can say "I'm not doing anything wrong, therefore this doesn't concern me," but what does it mean about our society if we're all being watched and recorded? The personal experience - negotiating this as individuals - doesn't describe the social reality and the broader social costs. Astra Taylor doe mean reality Art and culture are nonetheless vital, essential even, to what it means to be human, yet digital abundance has diminished our sense of their worth. Astra Taylor essentials mean art New media companies look remarkably like the old ones they aspire to replace: male, pale, and privileged. Astra Taylor males media looks As a citizen I might be well-behaved and have nothing salacious or radical about me, I might be a total bore, but I might suffer somehow if other people are being spied on and blocked from doing important work that might have a collective benefit down the road. The personal doesn't necessarily translate to the social. Astra Taylor important suffering people How valiant to deny the importance of money when it is had in abundance. Astra Taylor valiant abundance deny Those who applaud social production and networked amateurism, the colorful cacophony that is the Internet, and the creative capacities of everyday people to produce entertaining and enlightening things online, are right to marvel. There is amazing inventiveness, boundless talent and ability, and overwhelming generosity on display. Where they go wrong is thinking that the Internet is an egalitarian, let alone revolutionary, platform for our self-expression and development, that being able to shout into the digital torrent is adequate for democracy. Astra Taylor expression self thinking I'm interested in the way the whole cultural landscape can shift over time. Okay, this will seem like a silly example, but look at the whole discourse around "selling out," a concept people say is irrelevant because there's no more distinction between mainstream and underground, inside and outside (which I don't really believe, but that's another issue). Astra Taylor issues silly believe My point, though, is that if lines have indeed shifted, it's not so much that the younger generation just doesn't care, it's that we have ceded more and more of our public life over to the private sector. If you grow up with advertising at school, you have come of age in a sold-out world. Astra Taylor growing-up age school One thing that struck me about going to those tech conferences was all the enthusiasm for free culture, and remixing, and social media, but people's greatest ambition was to be sponsored by Chipotle or something equivalent to that. It was this weird mix of collaborative, utopian claims and this total acquiescence to commercial imperatives. Astra Taylor media ambition people I think that overall, ultimately the impact of advertisers calling the shots is a more cloying, complacent culture. For example, it was just announced that Unilever is branding environmental content at The Guardian. How radical or pointed can that content be? Astra Taylor environmental impact thinking Early on, America took one path and went down the advertising road, and in the UK they founded the BBC and developed a different kind of public broadcasting. There was a point where TV was so beholden to commercial interest that people - civil society - actually rose up and said, "This is ridiculous: we have our soap-selling soap operas, cigarette-sponsored news broadcast; we have our rigged quiz shows - let's put some checks and balances here." Astra Taylor rose america people Technology and television didn't dictate one path or the other - it was civil society and public policy intervening in creating alternative funding models. So I think that's one of the questions for our time: do we want to intervene in this model or completely acquiesce and leave it to the unfettered, not-actually-that-free market? Neither path is inevitable. Astra Taylor creating technology thinking I was shocked when I tried to articulate this to someone who had posted the film and asked them to remove it for a few months, and I actually told them that after that they could put it back up and they were just completely unwilling to compromise - you'd think I was Rupert Murdoch or something. Astra Taylor compromise months thinking One thing that's important to point out is that this kind of populism has a long and mixed history. It's part of this tradition of problematic anti-elitism where the elites are always the liberal class - the intellectuals, the professors, the artists - and not the economic elites. Why are we so mad and aggrieved at newspaper editors but not at corporate executives? I think we need to look more at the latter, at economic elites. Astra Taylor editors artist thinking One consequence of this is that people are expected to make it on their own by chasing clicks or building a brand. What a diminished vision that is. Astra Taylor building vision people And of course the things that get the most attention online tend to be similar to those that succeeded under the old model. Astra Taylor online models attention
