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