Blogging, writing and creativity
I recently came across this piece on the Internet by Clay Shirky. Clay Shirky is in the category of people popularly called “net evangelist”. Quoting from it:
And I’m willing to raise that to a general principle. It’s better to do something than to do nothing. Even lolcats, even cute pictures of kittens made even cuter with the addition of cute captions, hold out an invitation to participation. When you see a lolcat, one of the things it says to the viewer is, “If you have some sans-serif fonts on your computer, you can play this game, too.” And that’s message–I can do that, too–is a big change.
This is something that people in the media world don’t understand. Media in the 20th century was run as a single race–consumption. How much can we produce? How much can you consume? Can we produce more and you’ll consume more? And the answer to that question has generally been yes. But media is actually a triathlon, it ’s three different events. People like to consume, but they also like to produce, and they like to share.
Ah ahem… excuse me?
If one believed authors like Dr. Shirky, it would seem that giving creative tools to the majority automatically produces great results. This is part of a larger fallacy: that people love to create cool stuff, and therefore, if they’re given the tools to create great stuff, great stuff will be created. And that, somehow, indulging in an act of “creativity”, however silly or prosaic, is superior to indulging in an act of “consumption”.
But is that really true? I’ll discuss this question by looking at “blogging” in the context of good writing, which has been hailed by some as a new social phenomenon, a new way of unleashing the hitherto suppressed creativity of the masses, or, as Dr. Shirky so fondly says in his write-up, a new way of recording and utilizing the “cognitive surplus” of the masses.
Dr. Shirky isn’t alone, though. Other optimistic statements include:
The single most important difference between
the Internet circa 1999 and the Internet circa today is the explosion of user-generated
creativity—from blogs, to podcasts, to videocasts, to mashups, the
Internet today is a space of extraordinary creativity.
This one’s in the book Code, version 2 (Page 194), by Professor Lawrence Lessig, Stanford Law Professor and founder of Creative Commons.
What does it take to be a good writer?
What distinguishes good writing from bad writing? Lots of things, but a not-unimportant distinction is that good writing is meant to be read. A good piece of writing confers some advantage to those reading it — whether it is entertainment, information, or experience. A bad piece of writing, on the other hand, doesn’t need to cater to standards of readability.
This means that good writing should, by nature, be “reader-friendly”, it should allow the reader to enter the text, understand it, feel it, appreciate it. Of course, every piece of writing has its natural target audience. If you’re writing a to-be-bestselling novel, you’re targeting a very large potential audience, so you’ve got to create an engaging experience for a large number of people. If you’re writing a cooking guide, you’re catering to all the wannabe cooks in the world, so your words have to make sense to, and provide useful instructions to, those cooks. If you’re writing a self-help book, you’ve got to reach out to the emotional and other needs of the potential audience of the book.
So, a good writer needs to keep in mind what his or her readers really want, or seek, from the piece of writing. In this sense, good writing isn’t just about having something to say, and putting it down on paper. Rather, it involves a process of winnowing down what one has to say so as to give something (information, entertainment, or experience) to the people reading it. So to create a piece of good writing, one needs to step into the shoes (and minds) of the target audience.
This doesn’t necessarily mean that one cannot write good stuff for oneself — it is very much possible, but the writer still needs to view himself/herself both as a writer and as a reader. In other words, good writing, at the very least, necessitates something that goes beyond the need to simply write.
A closely related feature of good writing is, in general, its ability to transcend space, time and context. Of course, not every subject of writing lends itself to the possibility of transcending context — for instance, a text in category theory (a branch of mathematics) is naturally embedded within a certain cognitive context. But in so far as is possible, good writing allows “reuse”. So, a great book on category theory will transcend the specific context in which it was written (namely, a single person writing a book to help with a specific personal goal) and reach out to people seeking to learn category theory at different places, different times, with different degrees of prior knowledge, and with different goals.
What is blogging for?
Literally, “blog” is short for “weblog”, which is, loosely, a log of personal activity, that happens to reside on the web. It’s an online version of a personal diary. Not all blogs are in the form of personal diaries, but this still dominates the general purpose of blogging — getting on paper (or, in this case, the web) the events, experiences and reflections one wants to record. The key element here is the freedom to record things the way one wants, rather than having to conform to standards or ethics. So, for instance, I can blog about how I fought with my girlfriend, what happened in a lecture, or how my trip to the beach went. There’s a strong “I” element to blogging.
From this viewpoint, blogging is about writing things because one feels the need to write them; not so much for writing things that need to be read. Arguably, this remains true, even if the blog is open for anybody to read. In fact, most of the blogs that my friends and acquaintances keep, are largely designed either for their own use, or for a select group of people who may be close friends or within the same social circle. This blog and this blog are just some examples.
At the risk of over-simplification: while writing is hard because it forces a person to transcend his or her local context and produce something that can be read or understood, blogging is the very opposite: it allows a person to enforce and assume his or her local context. The structure of blogging, as essentially a time-based enterprise (somebody blogs, some people comment, then another post comes up), further reinforces this.
This isn’t to say that all local, time-based information is bad. But blogging tends to reinforce the local even at times when it isn’t necessary. Thus, we see bloggers often use acronyms, abbreviations and slang that are intelligible only to a small group of people (for whom the blog was intended) and valid only for short periods of time.
So does every blog qualify as a piece of creativity, a positive utilization of the “cognitive surplus” of the people? Let me take that to an extreme. Does every piece of chatter, gossip, every scribble or doodle, every remark, qualify as creativity? If yes, then blogging may be creativity, but it is by far a tiny drop in the ocean of creativity. And if every piece of chatter and gossip does not qualify for creativity, then, how is blogging really different?
A stark truth is that writing of any kind, which involves systematically recording events, opinions, biases, or what not, is a challenging task, and not many are cut out for it. Yes, I’m sure everybody has the inner talent, but not everybody is willing to or keen to take the effort. Blogging could, in principle, allow people to start out small, and then gradually improve the quality of their writing to produce stunning pieces. In practice, the culture of blogging does not exactly encourage people to move up the ladder of quality, usefulness and good writing.
The incentive system in blogging
People respond to incentives. This is a core principle that economists have unanimous agreement about, and it is a principle that pervades the thinking in any discipline or practice that involves dealing with people. So let’s apply it to blogging. What are the incentives in the blogging system?
Arguably, blogging is a noncommercial, or “sharing”-based activity. This means that people blog out of their natural instinct to share, do good, and feel part of a community. Let’s assume that a majority of bloggers come with such motives (though, of course, people who blog for money also have financial incentives). So what are the metrics that show how great a blog is? Wait, let’s think.
The first metric is comments. Blogs usually have this feature called comments, which allows anybody (yes, anybody, though in some cases, comments may be moderated by the blog-writer) to write just about anything as a comment on the blog. It’s not in general clear that the better blogs get more comments, but comments do tell the blog-writer (and others who chance upon the blog) that people have read the blog and chosen to respond. That’s positive feedback for somebody who wants to “share” and be part of a “community”.
So why do people comment on blogs, and does it reflect on the blog’s quality?
- People comment to see their name out there, under somebody else’s blog. In other words, comments allow one to have the pleasure of mileage on somebody else’s effort.
- People comment to get links back to their own website. This is the back-scratching theory all over again. True, search engines don’t follow links in comments, but people do.
- People comment when they find something outrageous in the blog, or they have a sharp point of disagreement with the blog.
- People comment out of a friendly reciprocity. This is particularly seen in the small blogs meant for friends; here, commenting is a lot like saying “Hi” or “How d’ya do” or “I read your post”. In the language of transactional analysis, it’s a “stroke”.
- People comment to thank the blog owner for a good and insightful post.
Apart from the last one (which is a very small fraction of the overall comments I’ve seen) none of the comments reflect on the quality of the post. It may even be said that a great post is a detraction to would-be commentators. That’s because commentators, like most blog-writers, are lazy, usually don’t have much to say, and seeing a blog post that actually has a lot to say can be a bit off-putting to somebody who wants to post a comment like “Hi; nice post. What you doing these days?”
Also, the problem of having too many blogs to read has to be solved by something, and that something, more often than not, is web search. In principle, the Internet, allows people to transcend local boundaries and find any blog, even if they don’t know the owner of the blog personally. In practice, web search, personal referrals, and links are the main tool for this. What implications does that have for what constitutes good blogging? Good blogging is all about getting the largest number of inward links to your site.
Finally, the economic model for blogging is singularly unrewarding to good content. I’m talking of the advertising model. This model says: don’t charge people for reading your blogs, instead, put Google Adsense (or some other advertising model) so that visitors clicking the links automatically make you money. Literally, this means that the way to make the most money is not by creating actively engaging content that sucks people in; rather, it is by allowing people to be sufficiently distracted to click ads. “Knowledge wants to be free [with Google ads]“, I think I heard somebody say.
Is this blog post anti-blogging?
Hardly. Sorry to give the impression. What I’m trying to point out here, is that blogging hasn’t unleashed any tremendous masses of new creativity. It hasn’t made people fundamentally more lazy or more creative. It has given opportunities for people to channel certain kinds of creativity, but its larger benefit is to just allow (creative and non-creative) people to record activities on the web that may otherwise have gone unrecorded. This might be helpful to them and their friends, and might prove a boon to historians, sociologists, and other people in search of data.
Good writing and solid creativity continue to remain the province of a few, and very few of these few are “made” by the Internet. Indeed, the best of bloggers are people who have achieved fame in other spheres, often through dint of hardwork, talent and slow and painful drudgery. Merely giving everybody the tools or the right to publish doesn’t make everybody a good writer, because good writing requires effort and personal commitment. Nor do people become more creative just by writing and not listening — which is what a large chunk of the blogosphere is about.
The other main idea I’d like readers to take home is that being “noncommercial” or “sharing” is not in itself a virtue, or something to be praised. Just because blogging is free, that doesn’t make it, in any sense, superior to newspaper articles or books. Again the best of blogs aren’t just free offerings; they’re usually written by people who also make money out of something very similar. For instance, a software professional may blog about trends in software, an economist may blog on recent trends in economics, and so on.
The best writers are great readers
If good writing is meant to be read, then to aspire to write well, one’s got to read well, and read a lot. If you want to produce great movies, then you’ve got to watch at least a few movies. And this is my core objection to Dr. Shirky’s paragraph: he seems to imply that creativity, however inane, is superior to consumption ,which is a passive activity.
Taking this logic to its extreme, kids would be better off creating stuff all the time, than watching television, reading books, or learning about the world from others. The idea, I guess, is that doing stuff oneself and being in control is more important. But just going around creating stuff doesn’t make one a great creator. Doubtless, the need and the urge to create, as well as constant attempts at creating something, are needed. But what’s also needed is the ability to consume stuff that exists, to critically examine it, to soak it till one is deeply familiar with it and knows at an intuitive level what is going on. It’s hard to imagine people who like to write their own stuff and abhor reading, transform themselves into great writers.
To be fair to Dr. Shirky, I don’t think this is the point he is making. And it is doubtless true that the opportunities presented by the Internet give people a chance to both create and consume. But his writings, and those of many other net evangelists, undervalue the importance and necessity of all the hardwork (a lot of which appears passiv eand boring) needed to create good stuff. And in so far as people somehow make believe that blogging is a short route to great writing without having to do all the hardwork, it will continue to be the case that the best bloggers are people who have established and gained their expertise through other ways.