Web content is the literary equivalent of fast-food
Monday, April 9th, 2007In the realm of written content there has always been a relationship between how much work went into the piece and the depth to which consumers engage with it. Now I know this may sound like a gelatinous concept but bear with me as I explain.
Books generally render deeper, more memorable experiences than magazines; magazines more than newspapers; newspapers more than pamphlets etc. But even these pulpier written forms will yield more attention (and retention) from the reader than content on the web.
The rise of the blog has introduced an even faster medium which is more catered to scanning and bulk consumption – sort of like reading’s equivalent of fast food.
The active nature of computer screens mean reading from them is tiring and the sheer amount of content available without the physical restrictions of the real universe mean content can be shifted and consumed much quicker. We write content so it can be easily scanned – we try to remove anything that might cause friction with the user getting our core messages. The messages themselves can be delivered in many ways, in bite-size chunks. You do not interact the same way with this information as you would a book or magazine.
To help picture what I mean – imagine working your way through the same amount of individual texts as you have in your most recent blog reading session and then imagine doing that using a paper-based media. You are in a bookstore, tearing through page after page, jumping from book to book like a maniac, leaving a wake of cast-aside material trailing behind you. You move through content like pacman through pellets.
The atomicised web-based content accelerates our desire to move through content quickly looking for small morsels of cerebral nourishment, each nugget of which can excite a brief sensation of satisfaction. These small rewards encourage a desire for more as well as an impatience with content that doesn’t instantly satisfy.
This is not to say that there is not great content on the web, there is plenty, but the best content knows what it is, it knows how much attention the user has to give – for similar reasons, McDonalds never tried to sell you McCaviar.
