Theory versus Practice
Bozoma St John said it best: “People talk a lot of game but ain’t put up no points.”
St. John doesn’t exactly mean basketball here - she refers to the social media landscape where bold marketing mavens wax poetic on flimsy theories. All talk, no game means they lack the balls to show their work. And while I can appreciate the sass that is oh so on brand for @badassboz, not many would. Her sharp comment is indicative of larger industry-related problems from which most people shy away. As harsh as it sounds, it is a truth that negatively impacts the facilitation of an industry. And in a region as small as the Caribbean where digital industries, for example, have emerged out of necessity, it can be frustrating to work within spaces where these difficult conversations are not had. St John sheds light on a difficult truth to accept but it is one worth noting and dissecting.
The internet has widened the keyhole for many to access information. Not since the invention of the printing press in 1440 has there ever been a proliferation in the mass distribution of content quite like that on the internet. And with many people passing through that widened portal, they have flattened the virtual playing field with perspectives, opinions, and thoughts which have mostly emerged unedited. Consider it more of a trampling than a leveling, if you will.
Ironically, it is significantly more difficult to reach credible sources of information in the digital age owing to the amount of detritus one must first sift through to find the pearls of knowledge not immediately visible. Media convergence in digital has affected us to the point where we are said to “consume” it. And to satisfy our insatiable greed, this glut of media has amassed from all corners of the internet. It is discomforting at best. Though most would consider the belching forth of ‘content’ as appropriate for the satiety of mass audiences, I am more inclined towards the consideration of good media. There is room for everyone to create and share but what this state of play also shows is that we must become more discerning in our selection of content. We must ask ourselves pointed questions about the messages embedded in media and quickly assign different values to that media that then inform if we share and how we share what we share.
SIDE NOTE:
The Take explores this theory in their analysis of Bo Burnham’s Inside, a comedy music special available on Netflix. Content is messy, the thumbnail reads as it is supported by the video title: Why ‘content’ makes us miserable. In one segment of his remarkable one-man show called Welcome to the Internet Burnham parodies the seriousness with which all of the internet’s content seems to have been birthed/ published. It is absurd and very funny. If it can be considered art begs the question, but the authority in his point of view indicates that Burnham has tapped into the cultural zeitgeist that bleeds through the internet and defines the strangeness of some popular media. What is also interesting to note is that this concert-style commentary has been published at a time when many professionals are contemplating the impact of digital on the old order. Looking specifically at entertainment; Disney+ has faced backlash associated with convergence concerning the release of the Black Widow movie to its over-the-top (OTP) platform versus an exclusive box-office run. The story continues to unfold between Scarlett Johansson - the actor who has played Marvel’s killer spy for the entirety of the movie franchise - and Disney. As reports on the Johannson lawsuit claim, Disney’s release of the film to the app has denied Johannson box-office earnings while allegedly affording the cooperation itself to profit on the film. This, reportedly, is a measure of film distribution that was outside and apart from the supposed agreement with the actor. Given that the world is in the throes of a pandemic this news may seem frivolous but in the face of an evolving digital age and media convergence, the reports hint at shift happening right under our noses. The theory has knock on effects in business.
Ok, back to where we left off…
Convergence in media theory has captured my attention since it is a theory I believe gives reasonable pause to the status quo and the way in which we have embraced digital and the cadre of digital professionals within the region. And, my understanding of it has crystallised since stumbling upon Bozoma St John’s IG post promoting her aptly titled The Badass Workshop. Admittedly, I have not signed up for the series as I do believe it was not designed for me. However, I do believe that her angle and unique selling point (at least where promoting her workshop through social media is concerned, considering she is in fact a powerful influencer) justifies her claims and associated consumer buy-in because she has throughout her career shown her work. But this is not an essay about St John - this is about theory versus experience in the promotion of professional services and the ways in which Convergence in media theory impacts competition between consultants and experts marketing themselves in virtual spaces (myself included). St John has effectively shown the application of theory to her work and can promote herself with an integrity that seems to be lacking in the volume of flagrant self-promoting content. What makes her comment and the theory of Media Convergence electrifying analysis is based on the cultures impacting digital and vice versa. The relationship between theories and practice has finally arrived at a threshold where new opportunities can emerge. While more people create and share, it has now revealed a deeper need for consumers and audiences to select media with discretion rather than swallowing down the whole plate before them.
All that said, an argument for showing your work as a digital strategy professional is in order still. A portfolio, tenure, note-worthy projects, even significantly publicised failures constitute the effort of showing one’s work where creators need to be held accountable. It is not enough to pay lip service to memorised theories and rote-learned concepts as a means to promote digital services. Digital professionals owe efficacious delivery to their prospect clients. And that is only evident with demonstrable experience. The promotion of digital services in any medium is a promise to consumers. And in order to not violate that trust upon delivery, it should be that some form of evidence be presented to the prospect client. Social media alone does not allow for that evidence or supporting information. Too many visible professionals rely on the thin membrane of social media content to sell their service while avoiding mention of their skill. Instead of presenting as experts they are more likely to be perceived as reading from the textbook or worse, the mutable records of a Wikipedia page.
Posturing becomes the strategy within the state of play and the tactics therein do not make for engaging content.
Portfolios and such aside, social media content can be used to signal experience. And while the social media algorithm is greedy and has a voracious appetite, it is possible to create content with strong messages and share it on a realistic schedule. This then means that the game plan must change for sure. Because how else can you deliver on client business when you are preoccupied with feeding the multi-headed social media beast for personal means? Points will always be awarded for visibility within the digital court - that will not change. However it will never have the flair of a slam dunk or the undeniable skill of a three-point shot. Content with specific and pointed information should lead to a bespoke strategy for customers. Here is the nugget. This is the linchpin. Here is where a professional signals the ability to deliver on the promise. Here is where a seed of trust is planted. Here is where the score to win the match is set up.
Practice makes perfect. And a good game is had when there are sufficient players worthy of the challenge. To discuss these topics and more, please leave a comment or dm me on linkedin and let’s connect.
