Life in the “content” industry already sucks. A small handful of people make bank while the vast majority hustle relentlessly just to hold on to the meager pay they already receive. There are staff writers at big-name publications who produce thousands of words every week and who make less than $40,000 a year for their trouble. There are permanent employees of highly prestigious newspapers and magazines who don’t receive health insurance. Venues close all the time. Mourning another huge round of layoffs is a regular bonding experience for people in the industry. Writers have to constantly job hop just to try and grind out an extra $1,500 a year, making their whole lives permanent job interviews where they can’t risk offending their potential bosses and peers. Many of them dream of selling that book to save themselves financially, not seeming to understand that book advances have fallen 40% in 10 years - median figure now $6,080 - and that the odds of actually making back even that meager advance are slim, meaning most authors are making less than minimum wage from their books when you do the math. They have to tweet constantly for the good of their careers, or so they believe, which amounts to hundreds of hours of unpaid work a year. Their publications increasingly strong arm them into churning out pathetic pop-culture ephemera like listicles about the outfits on Wandavision. They live in fear of being the one to lose out when the next layoffs come and the game of media musical chairs spins up once again. (...)
But how do things get better in that way? Only through real self-criticism (which Twitter makes impossible) and by asking hard questions. Questions like one that has not been credibly confronted a single time in this entire media meltdown: why are so many people subscribing to Substacks? What is the traditional media not providing that they’re seeking elsewhere? Why have half a million people signed up as paying subscribers of various Substack newsletters, if the establishment media is providing the diversity of viewpoints that is an absolute market requirement in a country with a vast diversity of opinions? You can try to make an adult determination about that question, to better understand what media is missing, or you can read this and write some shitty joke tweet while your industry burns to the ground around you. It’s your call.
Substack might fold tomorrow, but someone else would sell independent media; there’s a market. Substack might kick me and the rest of the unclean off of their platforms tomorrow, but other critics of social justice politics would pop up here; there’s a market. Establishment media’s takeover by this strange brand of academic identity politics might grow even more powerful, if that’s even possible, but dissenters will find a place to sell alternative opinion; there’s a market. What there might not be much of a market for anymore is, well, you - college educated, urban, upwardly striving if not economically improving, woke, ironic, and selling that wokeness and that irony as your only product. Because you flooded the market. Everyone in your entire industry is selling the exact same thing, tired sarcastic jokes and bleating righteousness about injustices they don’t suffer under themselves, and it’s not good in basic economic terms if you’re selling the same thing as everyone else. You add that on to structural problems within your business model and your utter subservience to a Silicon Valley that increasingly hates you, well…. I get why you’re mad. And I get that you don’t like me. But I’m not what you’re mad about. Not really.
In the span of a decade or so, essentially all professional media not explicitly branded as conservative has been taken over by a school of politics that emerged from humanities departments at elite universities and began colonizing the college educated through social media. Those politics are obscure, they are confusing, they are socially and culturally extreme, they are expressed in a bizarre vocabulary, they are deeply alienating to many, and they are very unpopular by any definition. The vast majority of the country is not woke, including the vast majority of women and people of color. How could it possibly be healthy for the entire media industry to be captured by any single niche political movement, let alone one that nobody likes? Why does no one in media seem willing to have an honest, uncomfortable conversation about the near-total takeover of their industry by a fringe ideology?
by Freddie de Boer, FdB | Read more:
Image: uncredited
[ed. Quite a rant, whether you care about the current Substack wars or not. Basically, Substack (publishing platform) is subsidizing some writers for a year (with big salaries) to get them to migrate to their platform. After that, payments are structured according to a subscription model (maybe with some other incentives, I'm not sure). The issue seems to be who gets selected for subsidizing, and how it affects the 'objective media/broad range of viewpoints' narrative. And that's probably all you need to know.]
