Social didn’t kill culture

Fuck you, David.

I bought a paper copy of Esquire today and I turned to page 26 (yes, that’s how many ads I had to get through before reaching the editor’s note). There, David Granger writes that the “treasured assumption of the digirati” was that the digital revolution would cause the end of record labels, book publishers, and movie studios. “But it didn’t, ha!”

“The disintermediation,” he concludes, “are freeing traditional media outlets like Esquire, enabling us to expand our horizons.”

That’s all well and good. Traditional media outlets must adapt to digital first — or fade away. However, when traditional Mad Media Men and the Copyright Mafia yelled at the top of their lungs that “social will kill culture and journalism will die,” we said no, that’s not how this works.

Culture didn’t die (and journalism won’t either). New revenue models are emerging out of the ashes — exactly as we, the digirati, did predict. To our point, the internet has proven to be an amplifier of human culture, not a destroyer of it.

So, let’s set the record straight.

The internet will for the largest part be a good thing for humanity — possibly also allowing Esquire to “expand its horizons.” And I’m pleased that Granger feels the need to acknowledge this, even as late as in 2011. Never too late for a change of heart, right?

So, in the spirit of change, hear us now. Traditional media is down for the count, but instead of being humble, they aim to rewrite history in their favour. Since Esquire gives advice on how to be a man, let me return the favour:

If you’re going to take credit, be a man and make sure it’s yours to take.

Photo by David Calderón on Unsplash.


Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, aka Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.
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Social media companies like Google and Facebook are powerful, but that doesn't make them evil. Paradoxically, they're too good for us to handle.
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