Distribution: journalism’s current (and next) big upheaval

the best free paper bag everThis month’s Carnival of Journalism post is late, because I’ve had my head busy in other places for the last few days – but as per the rules, there shall be no apologies. This month Steve Outing asks what technology or digital trend will up-end journalism next.

I want to pick apart the notion of trends for a minute. Trends aren’t about technology. Technology turns up because people create it, sometimes to fulfill needs or because of ideas about the future, but mostly because something that already exists just isn’t good enough. Innovations are born out of frustrations. If enough people have a particular frustration, and something comes along that fixes it, it’ll be widely adopted. Or if something designed to fix a particular frustration turns out to make life just that little bit better for lots of other people, lots of other people will most likely want to use it. Trends are about people, not things.

We’re in the middle of a massive upheaval in how distribution works, and media organisations for the most part are lagging behind in understanding and taking advantage of the changes. Online, the news is centrally hosted, unbundled, available in discrete chunks, accessible from anywhere; news pieces online are not just things to consume, but stations in ongoing journeys, spaces for conversation, and reference points for wider conversation. They’re used in many different ways, not all of which involve actually consuming the content on the page.

But most organisations are very much bound into a model where readers must come to us, rather than one where the news gets to people wherever they happen to be. This is one of the dominant trends at present: distribution models changing from top-down to peer-to-peer, both for news stories (in the sense of content created by journalists and hosted on a single URL) and for news itself (in the sense of the raw informational building-blocks of that content). This is true on Twitter, Facebook, Reddit, Delicious, and most other social media that offers link-sharing capability: we’re already a long way down this road.

The long, difficult road for news organisations is understanding that they can actually be distribution platforms, as well as reporting the news. It’s moving into peer-to-peer news networks, personalised and sociable. Letting people pick what they care about and customise their own experiences on our sites, and making it very easy to get our news wherever they happen to be online. It’s ceding control to the users, trusting them to know what they want, and understanding that they do value journalism enough to consume it voraciously, so long as it turns up at the right time and in the right place.

People are all made of stories

The Story program in chocolate

The Story program in chocolate, by Liz Henry

I promised myself I wouldn’t eat The Story until I was done digesting it.

I’m not sure that’s happened yet, but I’m getting there, and I think it’s time to start eating Meg Pickard. Maybe by the time I get to Danny O’Brien I’ll be finished putting all the pieces into place in my head. Maybe not. But I will at least be full of chocolate.

Last year I didn’t have the sort of perspective on The Story that I do this year. For one thing, I was speaking at it, which made it harder to think sensibly about the day, and brought me too close to one bit of it.

This time I got to relax and enjoy one of the best events I’ve ever been to. I tweeted – a lot – and I’ve pulled together a chronological run-through of the day in tweets on Storify. I suspect it may not mean enough for people who weren’t there to be able to decode the day; it was a busy day with a lot of astonishing ideas and people in it.

There are stories we tell ourselves, and stories we tell other people about ourselves. Often, it seems, they’re the same story. Last.fm’s model of frictionless sharing lets people build identity by doing stuff – the way we would before the internet, before fast fashion and the Kindle, with clothes, class and consumption habits the most available elements of our outward-facing selves.

On the other hand, Ellie Harrison‘s early work quantifying her habits and activities seems to almost reverse that process – aiming to learn more about precisely who you are by meticulously chronicling everything you do. (Though she did also build a vending machine that vends crisps every time the BBC website mentions news about the recession. I’m not sure that quite fits this particular thesis. But the Bring Back British Rail T-shirt definitely does.) The End‘s series of philosophical questions about death also lets you build up an identity around your actions – crystallising things you might not otherwise think about, then plotting you on a grid that includes your friends and major thinkers.

Tom Watson and Emily Bell discussing phone hacking was illuminating, and my most anticipated talk of the day (for obvious reasons). Another big theme that ran through many of the talks was the collision of reality and story – a junction where everyone in news media works, and where the phone hacking discussion and Liz Henry’s talk about fake lesbians provided strong, cautionary tales about what happens when the story takes over. Henry made an incredibly strong point that when someone’s fake identity takes over, people’s real struggles get lost; by attempting to speak for others, we drown their voices.

But  Scott Burnham provided a strong counterpoint, with a glorious tale about an art project in which dozens of people laid out hundreds of thousands of pennies to spell ‘Obsessions make my life worse and my work better’ on an Amsterdam pavement. As time passed people began to play with it, making new words out of the pennies, turning them over. And then the police cleared it up to stop it being stolen. His final point was that the things we do will always disappear, but the stories we create will always remain.

The more I think on it, the more I come back to Karen‘s talk as being the heart of the event, though I didn’t see it at the time. She talked about making something she was interested in, a story just for her – a whole magazine of it, in fact. But the magazine is also an extension of her self, a story she’s telling the world about who she is and how she operates. An externally constructed identity as well as a document of interest – like Matt Sheret‘s playlists, or (on a group level) Scott Burnham’s penny art, or The End’s philosophical mindmaps, or Amina‘s blog. Jeremy Deller tried to heal the wounds of a whole community by recreating events that changed its identity forever, by putting on costumes and playing with being something we’re not, something we used to be. Fiona Raby told stories about a collective future where not just our identities but our bodies were changed. Danny O’Brien talked about – well, about everything, frankly, very fast and with huge energy and expansiveness, but also about delusion and identity and what happens when group identities collide.

And Matthew Herbert made an album out of a pig, in an act which says something about the artist as well as the pig. He talked about the process of art, the investigation and discovery involved in making sound this way, finding out that pig labour is quiet and that tractors are natural bass tones. He talked about recording the sound of towers falling on 9/11, and being sent a recording of someone in Palestine being shot against a wall, and the ethics of making those things, those lives and deaths, into stories in sound.

We are all made of stories. Some of them are our own creations, some we own, some we tell inadvertently through action and through accretion, and some belong to other people, a long way outside our control.

Story in games: lean forward, lean back, meet in the middle

100 Cupcakes GameMost stories in video games are pretty rubbish. Yes, there are exceptions, but that’s why I said most. I mean, most of everything is rubbish, but stories in games tend to be particularly bad. Even Kingdoms of Amalur, which has Proper Named Writers on the cover and everything, has pretty bad stories, in part because the stories aren’t well woven into the game. (Also because the poetry is doggerel and the accents sound like everyone’s been punched in the throat, but I digress.) They’re poorly conveyed in conversation segments that break the flow of the game and are Not Fun. Much like Assassin’s Creed cut scenes and Final Fantasy cut scenes and all the other cut scenes pretty much ever – a story that isn’t embedded in the game itself feels like a pretty bad story, even if it’d be a pretty awesome story in a film or TV series or book.

There’s an inherent conflict in videogames between lean-back and lean-forward interaction. Generally the game itself is lean-forward. We’re doing something interesting with our hands (or whole bodies) that’s affecting what’s on the screen. We’re physically invested in making a thing happen. But story is more of a lean-back affair – it’s something we want to absorb and be entertained by. Modern video games spend a lot of time trying to integrate the two. Bioshock had partial success with this – make story something you come across as part of the scenery – and some failures too (scattered diary pages are not a good storytelling technique, even if the pages are audio recordings for some reason). Not many video games have much success, and most have a lot of fail.

Cut scenes are the best example of this – they literally make you stop playing in order to absorb the story. Some cut scenes are so lean-back that they make you leave the room to make a cup of tea while the game gets on with talking to itself, so you can come back and do the fun bits. It’s a jarring, completely bizarre experience to go from a big boss battle where you’re really engaged in pushing buttons and seeing Stuff Happen as a direct result, to a scene where you’re expected to just sit there and absorb as control is taken away from you completely.

But story matters. Without a story of some kind, events are just events. Luckily, humans are hard-wired to make stories out of pretty much everything we experience. Pong is fun not just because of its mechanics but also because you can make up a story about playing tennis on your computer. Pacman is fun in part because of the story you tell in your head about getting the power pill and eating the ghosts. But neither of those things are stories told by the game; they’re stories that emerge from the game as you play it – from the intersection of player with technology/rule systems. Emergent stories are my favourite kind of story, because they’re the ones that games sustain really well. (Not just video games either. Live, card, tabletop and more. Board games have been doing emergent story well since Go was invented.)

Emergent stories can be far more engaging than the stories designers try to put into games. Beating your mates at Soul Calibur is a better story than the Soul Calibur story mode (not hard, I know). But emergent stories don’t actually have storytellers while they’re happening. Game designers can’t actually design the emergent stories they want players to have, because those are born from context and from the physical places and ways people are playing and stuff designers just can’t control. You can build a really good framework for generating stories, but you can’t force the stories to happen. Often emergent stories don’t actually get told, in any real sense, until after the events of the game; they’re reconstructed from divergent events in retrospect, not in real time. That’d make the player the storyteller.

What I think I’m getting at here is that story, like all meaning, is not contained within the cultural artefact itself but instead is created anew at every reading at the nexus between the artefact, the viewer and the contextual forces that surround both. The problem with a lot of video game stories is that story is fundamentally separated from gameplay, and often gameplay actively works against story or makes story unbelievable (LA Noire, Uncharted, GTAIV, to name a few). In tabletop gaming one of the marks of a bad session is that the players feel railroaded into taking certain pathways or choices because of the GM’s conception of how things should go. But that’s exactly what most video games do – even those with pretty branching endings and multiple pathways and meaningful choices that affect the game world.

I’m not a ludologist. I like my games chock-full of story, but I want story that’s meaningful in the context of gameplay and delivered in a way that isn’t head-snappingly oblique to the rest of the play experience. I just don’t know if that’s actually something video games can do.

This post is part of an ongoing conversation with Si Lumb and Mark Sorrell, and is written at some speed, because my thinking is slippery and if I stop to think about it for too long I’ll start disagreeing with myself.

We are in a buyer’s market for news – and for journalists too

International Money Pile in Cash and CoinsFor this month’s Carnival of Journalism, Michael Rosenblum asks: “Is it possible for a good journalist to be a good capitalist?” My answer: yes, but the people who employ journalists tend to be a lot better at it than the journalists themselves, thanks to the state of the market and the laws of supply and demand.

Entrepreneurialism – while it can be brilliant and is a vital part of the ecosystem – is risky, difficult, sometimes soul-destroying, and the odds are against you ever making more money from it than you could from more traditional employment. Freelancing is, of course, not the same thing as being an entrepreneur, and while plenty of journalists go down that route the money is often scarce and the financial position insecure. At present journalism jobs – outside specialist markets like financial journalism – are few and far between, and even at their best the money pales in comparison to some other professions, as Michael points out in his introduction post.

Many journalists don’t want to be – aren’t cut out to be – technical or technological innovators, or freelancers chasing clients for cash. Some of us love digital production and want nothing more than to be playing with new ways to tell stories. Others want nothing but to be allowed to get on with their important investigatons, or their war films, or their pithy columns. I am unequivocably in favour of journalists learning new skills in order to do their jobs more efficiently and more effectively – but when it comes to demanding they move away from their specialism and into areas they may not enjoy or be good at, I get a little uncomfortable. Not everyone can or should be a jack of all trades.

This is a supply and demand problem. This isn’t an issue of journalists not wanting to make money – it’s an issue of there being an awful lot of very talented journalists, from new graduates to grizzled veterans, all of whom would like to be able to eat. Journalism right now is a buyer’s market, and content is very cheap. The people at the bottom of the rung who can afford to work for free will do so; freelancers who can undercut the competition will get the gig. Employers who want to employ journalists and cut costs at the same time can pay so little, because so very, very many people want a job in journalism, have sunk years of time and a great deal of money into the prospect of a job in journalism, and are willing to work for little cash because of their principles and desires.

Much like news online, journalists’ skills are devalued not because they are not respected, but because they are abundant. Much like an absolute paywall, unless you have unique content or the ability to ensure everyone adheres to the same pricing strategy, charging more for your work is likely to simply make people turn elsewhere. The macro issues affecting the industry hit journalists individually too. The solutions to both problems remain unclear.

A simple point and click interface: zombies at London IA

Demons at ZombieYesterday I gave a short talk at London IA, about one of my side projects: zombies, LARP, morris dancers, demons, creativity, delight, verbs, NERF guns and (ostensibly at least) user experience design. Slides – expertly drawn by @gshowitt – are here, and my notes are below the fold.

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Adaptation is continuous. It isn’t going to stop

EvolutionWe live in the future. The pace of change is astonishingly fast, and it’s accelerating. We’re living through not one but at least two huge technological advances – hardware in the form of computers and mobiles and tablets, and the network itself. We’re just starting to see the social changes that come as a result of those things: interlinked networks, technologically enabled, doing new stuff like Wikipedia and Wookiepedia and breaking the entire news industry by publishing stuff immediately and talking to each other directly.

Of course, children born today have no idea what a rotary telephone is, or a vinyl record. That’s not a hard thing to understand. What’s startling is realising that most 12-year-olds now have no idea what the save icon in Microsoft Word is meant to look like. Floppy disks are gone. We’ve gone through so much tech so fast.

But we’re not done with those changes. Not even the network changes are over, never mind the hardware and the social effects from those things. We have got so many more years of this to come – magical devices emerging from big conferences that change the way your whole life works; new ways of having conversations and sharing things and spreading information virally that come out of tiny startups with no cash. Things we can’t imagine yet, but that will seem inevitable as soon as they exist.

We don’t get to stop yet. In fact, we probably aren’t going to stop in my lifetime. I’ve made my peace with the idea that every solution I work on, every innovation I’m part of and every exciting development I eagerly enjoy is a step on the way somewhere else. Everything we are currently doing is temporary.

It’s pointless trying to adapt to survive the current conditions and then stopping. By the time you’ve adapted the current conditions will be old news. In three years’ time your nice, completed adaptation will be obsolete.

That doesn’t mean we get to stop doing it. It means that – in the news business especially – we need to get a move on doing it now. We need buckets of innovation now, in chunks that we can test and deploy and iterate on and learn from, so that in six months’ time we can be doing the next thing. And then the thing after that. And then the next thing. Because standing still would be monumentally, suicidally stupid.

This post was brought to you by @currybet on innovation, @adders on disruption, and @yelvington on Kodak.

3 ideas about the future of print news

McSweeney's San Francisco Panorama amid New York Times & other newspapers at West Portal Daily

Spot the odd one out.

A friend recently emailed me to ask about what print newspapers would look like in the future, for a sci-fi story he’s writing. His words:

“Obviously the It’s The Future! thing to do would be to say they only existed digitally, but I’m reluctant to go right down the route in case it’s a bit too holo-TV and flying cars, so knowing where you’d put your money on this particular bet would be very handy.”

It made me consider the question in a way I hadn’t before – and here’s the response: three sci-fi-ish narratively-useful ideas grounded in reality, about what print news could look like in the World Of Tomorrow.

1. Print-your-own

Berg has just announced a mini in-your-house printer magic box cloud news thing. This is actual wizardry. The evolution of devices like that is basically a personal printed news sheet that you grab on the way out of the door, read on the commute and recycle at the office. Or that greets you with the day’s news in print when you arrive home, or gives you a non-screen thing to read with breakfast so it doesn’t matter if you spray ketchup on it. And it weaves personal/social news stuff in with “proper” news sources. It’s unbundled in a very cool way.

2. Artefact

The newspaper that carries your birth date, or announces your marriage – the one you appear in – is a thing people still want to keep. There will be more cut-out-and-keep, more souvenir editions, and quality of production will go up along with prices, until each paper is a beautiful object in its own right. Something along the lines of some of the really innovative papers at the moment – the prettier ones here are starting to move in that direction – or McSweeney’s San Francisco Panorama.

At its most extreme, this could end up with weekly papers being more like glossy magazines – something to sit on your coffee table for days at a time, something you can dip in and out of during the week, carrying good long reads and beautiful pictures – the sorts of lean-back things you can really do well in print.

This might be the least likely of the three to come in, because even though the infrastructure is already there, the folks in charge of newspapers want to stay mass-market as long as possible so won’t make the design investments to switch to niche. And it’s questionable whether the business model would actually pan out, given distribution costs.

3. Free

People will still read something if it’s handed to them when they’ve nothing else to do. Metro and Evening Standard will still do well, in London at least, as long as there are captive commuters – though when wifi is installed on the Tube that’ll be very disruptive to their businesses and they’ll have to up their game to compete. Free sheets, supported by ads, won’t go away until/unless the last of the display ad business dies.

If free papers can come up with a better way of tracking who actually reads them and what they do, and sell that model to advertisers, then free sheets could end up being the most profitable of any medium. So depending on how near, innovative and prosperous the near-future is, it might be worth thinking about offline tracking in your newspapers – RFID trackers that would let companies see how far their papers travel and how many times they’re read, or giveaway cards that would unlock something extra (rewards online, possibly, or free coffee/pasty/Twix offers) in return for a name/date of birth/postcode.

What else?

What did I miss? I didn’t say local, because I don’t think many local papers will exist in 30 years’ time in forms other than those above. That’s not to say local news won’t – in fact, it’s likely to be much stronger than it is now, thanks to better local networks, horizontal vectors for information to spread, facilitated by but not limited to the internet. Will any news organisations run print papers as loss leaders, for prestige or for other purposes? Or will there be any profitable newspapers that aren’t also artefacts?

2012: not the end of the world

As 2011 draws to a close, we find it easier to imagine the world ending than to imagine a seismic change of the sort that seems likely in 2012. Apocalypse cults herald the Rapture and the Mayan prophecies of doom, but critics of capitalism stop short of imagining a revolution in America or a new political order in the UK.

The stories we tell about the future are no longer hopeful, excited tales of technology and human spirit revealing new vistas of experience and exploration. Toby Barnes talked about this in his excellent post wrapping up Playful 2011: “Our visions now seem to be so close to home.” Not just in science fiction, in the stories we write and the movies we see, but in other areas of culture too, we go around in circles exploring the past. The New Boring aesthetic is everywhere, in our television, our clothes, our music, our interior decoration. Even cupcakes and cake stands are back.

It’s a little like the UK has collectively mislaid the cultural ability to imagine beyond the horizon, and started looking backwards over its shoulder instead. Not lost, because that implies it won’t come back, when the world stops changing so fast and people have jobs and can afford to eat and pay bills comfortably again (assuming that happens). But we have shifted our focus away from the shiny bright realm of limitless possibility to the scary possibilities of the present. While in some parts of the world 2011 has been about imagining revolution and embracing hope, in others the realm of the future has become a place where ends are easier to envisage than evolutions.

The same is true of the news industry. In a year when a British newspaper was unceremoniously killed by its owners, the end of a national newspaper suddenly changed from something hard to picture into something easy to recall. It’s much easier to envisage the end of the newsprint business than to conceive of its evolution. It’s harder to imagine what the news business in general will look like in 2031 than it is to imagine that there simply won’t be one. The apocalypse is a much easier story than the sci-fi future, these days.

I hope, in 2012, that changes. I hope we get our hopeful visions back.