Beware of cut and paste culture
An important wake up call for everyone in the creative industries comes in a policy paper from the BBC's outgoing Director of Future Media & Technology . The paper by Erik Huggers gives the strategic thinking behind the BBC's decision to cut their online budget by 25%, close 170 websites and shed 360 jobs . Every BBC website has been reviewed using the three criteria of meeting public purpose, meeting editorial priorities and distinctiveness. The latter criteria is defined by Erik Huggers as: How does it differ from what else is out there in the market; is it distinctive?, and if not - should we be doing it all? It is this focus on distinctiveness, see diagram above, which should be sending a message far beyond Broadcasting House. Contemporary culture has fallen into the trap identified by Marshal McLuhan back in 1964 of confusing the medium and the message . Binary thinking is part of this confusion as is cut and paste culture which replaces distinctiveness with cloned...